by Nina Simons | Guest Contributor | Digital Marketing
The twenty-first century can be safely called the era of visual marketing. The modern business person doesn’t spend time leisurely reading newspapers in the morning, but quickly scrolls through the news feed on an information site. And if the article is not provided with a bright “catchy” photo, its chances of being noticed in the stream of endless messages are much less.
The same goes for promoting goods and services. Endless descriptions, even if they are composed by a brilliant author, are interesting only to the most loyal customers. The rest will pass by without noticing your efforts. Learn how to turn visual content into real sales in this article.
Why do pictures dominate the text?
To understand how to use visual marketing tools correctly, you need to understand the intricacies of its work. Let's look at the statistics:
Impressive data, isn't it? Last but not least, this situation is a consequence of the popularisation and optimisation of the work of social networks. It is quite logical that leading marketers and the largest SMM specialists have adopted visual resources and use them to the fullest.
Varieties and features of visual content
Visual content is a whole group of tools designed to make your post stand out and grab your audience's attention. If 10 years ago users were ready to read posts of 2000-2500 characters with pleasure, today text information, written in 10 sentences, already looks challenging.
Let's take a look at the main types of visual content
A picture instantly conveys a large amount of information to the audience, without burdening a person with the need to delve into reading. Photos break up long text and give it lightness. But do not forget that images must be specially prepared for use in various social networks. What works for Instagram won't look good on Facebook.
Videos and animations
Life hacks, time-lapses and brief reviews are extremely in demand today. At the same time, it is not necessary to saturate them with off screen text, since, as mentioned above, most of the users watch videos without turning on the speakers.
In this way, you can combine and structure huge layers of information, show the strengths and advantages of the product using numbers. It is easier for the reader to perceive the data if it is presented in the form of colourful graphs, tables and lists. It is not difficult to create such content, since there are many online services that use templates to generate original infographics.
This tool harmoniously combines the information content of the text and the visual appeal of the image. Great for presenting a proposal, detailing but not boring about the product. A presentation is not suitable for social networks, but it’s exactly what you need for a company website.
If we talk about social networks, then it is worth remembering memes, pictures with quotes, images with riddles. All this evokes a lively response from the public and is also part of the large-scale world of visual marketing. However, you should not overuse it and rely on entertainment content. Let it act as a regular column that your audience will look forward to.
Offline visual marketing
Offline advertising is no less useful, especially when you need to:
Banner flags, standees and backlit and light box signs will do a great job.
How do you get quality visual content?
When choosing and creating visual content, remember that this is the face of the company, a kind of business card. The availability of smartphones with a good camera makes the task easier for novice businessmen and online store owners.
Open Instagram and see how sellers of clothes and accessories design their pages. For the most part, this is a photo with a standard background and a selfie. Image processing is performed using special services or applications. Cropping frames and optimisation for social media requirements are also performed online.
On the one hand, it is simple and convenient, but on the other, it entails a certain stereotype and primitiveness. We would recommend using the services of professional photographers and retouchers who specialise in creating unique content.
Do not skimp on quality, because it is the images that present and “sell” your product.
You can advertise a product in a photo directly or indirectly, showing only the features of the product or its appearance. The inclusion of a logo in the photo promotes the popularisation of brand symbols and increases awareness, which is very important in a world where startups are rapidly replacing each other.
In order for the advertising photo shoot to be successful, you need to prepare, because the shooting itself is only the final stage. First, decide on the concept of how you want to present the product. Then decide what you will use the finished photos for: posting on the site is one format, and printing on leaflets or using it for banner flags involves a completely different approach.
Do not forget about drawing up a detailed technical assignment, which will help to avoid misunderstandings between the customer and the contractor. If you have the opportunity, prepare sketches or examples of advertising photo shoots that you like — this will simplify communication.
Equip yourself with the most effective visual marketing tools and set out to gain loyalty from your target audience! Good luck!