A Guide to Visual Content Marketing

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March 27, 2018 | By RGR Marketing Blog

How to Use Visual Content Marketing for Your Business

If your business is not using visual content marketing, then you need to change that fact right now. Visual content is changing the way companies interact with their customers and it is the best way to market online. Simply put, the data supports this.

According to WebDAM, verbal intelligence is dropping in the United States. The average SAT reading score fell to a record low in 2014 and things don’t seem to be improving. Attention spans are shorter than ever, with the average person spending just eight seconds before they become distracted by something else.

Making things more dismal for text content is that just 20% of what people read will be remembered. And, 81% of educated people choose to skim articles online instead of reading them. In 2018, 84% of online communication will be visual. Here is what you know to make it work for your business.

Benefits of Visual Marketing

Visual marketing is a proven way to make a business stand apart. It enables you to create a more accurate identity for your brand. It provides you with the perfect canvas for sharing your company’s personality, values, and culture with the world.

Visual marketing is also an excellent way to build relationships with your social media followers. It allows you to engage with your audience in a more creative, entertaining, and informative way. And, because tweets with pictures-only are shared as much as nine times more than text tweets, it’s a great way to enhance your lead generation program.

Another benefit of visual marketing is that it is very versatile. For example, if you share an infographic, you can then break the information down into microcontent that you can use for blog posts or social media posts. You may even be able to produce an e-book out of the information. Lastly, visual marketing is just plain affordable because you can repurpose it so easily.

Visual Marketing 101

To use visual marketing to its fullest, you need to be aware of what’s available and which types of media work best. The following are some examples to give you a good idea of what you should be doing.

Videos – YouTube has changed the way people get their information. Being a video-driven channel, YouTube makes it very easy to create and publish videos on your brand’s very own channel. And, with the platform looking to increase its inventory of how-to videos, now is the time to get in on the action.

For instance, you can create a video in which a question is asked, followed by you showing how your product or service can answer it or solve a problem. If you get a lot of questions about how something works, you can create a video out of it, so people can see for themselves how it works.

You can even place a video on your website’s landing page. Just be sure to create high quality videos because they will play an important role in how your company is represented and perceived of online.

Images – A text-heavy article can be laborious to read online, but if you pepper compelling images throughout the article, readers will be more likely to continue reading. In fact, articles with images get 94% more views than text-only articles.

Infographics – If you have compiled a lot of data that you want to share with the public, publishing it in a text format won’t get you many views because nobody likes scrolling through a black and white document filled with numbers and percentages.

But, if you turn the data into a colorful and attractive infographic, you will get more attention. Other sites and publications may even ask to use it, turning it into a viral piece of marketing.

Presentations – If you are making a presentation to a big client or your shareholders, using more visuals and less text in your presentation will not only hold their attention better, but presentations with visual aids are 43% more effective at persuading your audience to take the action you desire them to take.

Memes – Memes are images accompanied by humorous captions. A favorite among teens, more and more businesses are now starting to implement memes into their visual marketing strategies. Creating your own memes enables you to get a positive emotional response from those who see it, and this can go a long way toward making your brand more recognizable to younger consumers than your competitors.

Using visual content in your marketing encourages your audience to want to learn more about your brand. But, not just any visual content will do. In order for your visuals to have the impact you desire, they need to be high quality, well designed, supportive of your brand’s image, and capable of resonating with your targeted audience.

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