15 Aug, 2017

How Important Is Visual Content In Marketing Campaigns?

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Visual content is very important while conducting a marketing strategy. What better way to translate a message to your audience than letting photos or videos to do the talking?

It is no surprise that the world prefers visual content, just look at the social media platforms that are so accessible to us every day. These platforms enable users to upload pictures or videos seamlessly.

Instagram, for example, uses mainly visual content, to relay messages. Facebook’s popularity has increased with the integration of live videos, and Snapchat has made its success based on interactive, visual content.

Because the world has developed a reliance on platforms that provide visual content, it is crucial for marketers to leverage these tools, to successfully reach an audience.

“Marketing is all about communicating your value to the customer. Unfortunately, many industrial businesses don’t understand the importance of good marketing photos and how the right styling and consistent imagery can help them not only convey quality, but also help them successfully tell their company story and create alignment across their brand.” IndustrialMarketer reports. 

Good marketing successfully incorporates visual content that relays the brand’s message to the customer, while keeping their attention. Bad marketing delivers the message poorly through lousy quality photos or videos, failing to reflect the brand image.

Let’s take a look at how you can successfully incorporate visual content into marketing strategies.

Clear Photos Go A Long Way

Providing your customer with clear photos gives them a transparent idea of what product or service they will be receiving.

“Clear, detailed images are deemed to be very important by 67 percent of consumers and carry even more weight than the product information, full description, and customer ratings.” MdgAdvertising reports.

Low-quality images can make the company look unprofessional and sloppy, thus making the brand reflect the same characteristics.

In order to avoid low-quality photos making an appearance in your marketing campaign, try taking photos using a professional camera. If you do not have one available, make sure you take the photo with a steady arm, in good lighting, and a muted background.

“You get one opportunity to engage a first-time viewer, so make sure your marketing material is well-designed and provides them with a clear understanding of your offering,” IndustrialMarketer reports.

Stick To A Consistent Style

You’ve heard it before. Finding consistency in a brand image is key to successful customer engagement through a marketing campaign.

“Consumers want to buy from brands they know. Interacting with consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you as an organization.” Venveo reports.

When you are creating visual components to this campaign, whether it be video or picture, it is crucial that they all match well together, following a similar brand likeness.

For example, if you are a fitness lifestyle brand, showing a double cheeseburger in your posts does not match your brand objective, and simply just doesn’t make any sense.

An inconsistent brand image makes your company look untrustworthy and unreliable to customers. Your visual content tells your brand story, so make it one that you can be proud of.

Start by creating a mood board for your company, putting images that represent the characteristics of your brand one solid platform. This gives you a visual to work off of, and can be good for brainstorming too!

Grab Your Audience’s Attention

So, you have clear, consistent images and video. But, there’s one problem: It seems boring.

Boring visual content is as bad as low-quality photos. You want people to pay attention, stay around, and create a relationship with your brand. Boring content drives them away, directly to your competition.

Use templates that offer illustrations and enable you to add text to images or video. Combining both text and photos provides an overall interactive experience for the customer.

Want to know learn about more digital marketing techniques? Apply to attend our Digital Marketing Transformation Assembly.

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