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Standing out online is like trying to win “best-dressed” at a fashion show. It’s difficult. However, even with all the noise online, brands still come to the top of our minds whenever we think about specific products, services, and industries. And we may need to thank visual marketing for that.
Visual marketing is enticing, engaging, and proven to boost conversions and catapult the success of any marketing strategy.
Still, businesses struggle to grasp precisely what visual marketing is and how they can best utilize it in their marketing strategies to boost success. Luckily this article can help.
Before we offer advice on how you can implement visual marketing in your overarching marketing strategy, let’s dive into the details of visual marketing below.
Visual marketing refers to when brands use visual elements like photos, videos, and infographics, to connect with their target audiences and promote their products/services.
The visuals are the primary focus, but text typically accompanies the visual elements to generate better engagement.
It’s also important to note that visual marketing is a part of a business’s larger marketing strategy rather than all-encompassing.
Let’s talk more about how visual marketing functions in our current digital context.
Customers in today’s tech-driven world expect the businesses and brands they interact with to have an online presence in some capacity, but especially one that is user-friendly, exciting, and facilitates real connections. Hence, there are millions of business websites, social media profiles, email lists, digital communities, and platforms on the internet.
Businesses that use visual marketing to communicate with their target audiences about their pain points, needs, expectations, desires, and how to navigate them find it easier to create value for their customers online.
With visual marketing and its function in today’s digital context defined, let’s explore some of its advantages.
One of the primary benefits of using visual marketing is improving the entire customer experience.
For example, visual marketing content can include a knowledge base on a website. More and more consumers are interested in leading their interactions with brands and finding what they need when they need it on their own. An optimized knowledge base would sweeten their experience on your website, thus enhancing the CX overall.
Additionally, customers are drawn to visual content more than any other type of content these days. Take advantage of the fact that humans are visual creatures and use visual marketing to draw them into your brand.
Now, it’s time for you to implement visual marketing in your business’s marketing strategy to better your brand awareness, increase conversions, and improve your bottom line.
Ready to implement visual marketing in your marketing strategy? Here are three tips for doing so effectively:
Like the other types of marketing you’ve included in your larger strategy, it’s essential to plan out your visual marketing approach. Determine how visual marketing fits into your overarching marketing strategy so that your audience doesn’t have a fragmented marketing experience with your brand.
Then, document specific, measurable goals for your visual marketing strategy and your plan for obtaining them. Be sure to attach metrics to your goals and decide which key performance indicators (KPIs) you’ll track to ensure you’re making progress.
Next, map out the details of the visual content you will create. Consider your audience’s content expectations on each platform you plan to put your visual content on. For example, your audience will expect infographics on your website, while short videos are anticipated on social media.
Be sure your brand is consistent throughout all of your visual content and that it supports your customers’ core values. Also, create content your audience wants to share and make it easy for them to share it. Every visual should be entertaining, educational, and helpful to your target audience.
Furthermore, rely on a content calendar to keep your visual marketing content organized and a consistent publishing schedule. But keep in mind that quality is always more important than quantity when it comes to visual content. Focus on creating a superior video, quiz, eBook, or infographic to post once a week rather than churning out low-quality content every day.
Analytics must also be an integral part of your visual marketing, just as it is in the rest of your marketing strategy. Without these tools, you’ll never know what’s working and what needs to be adjusted to make your visual marketing more impactful.
Research and implement data analytics tools to track the KPIs you established in your goals, monitor the performance of your visual content, watch your target audience’s behavior, and any other information relevant to your video marketing strategy.
Hopefully, you’ve come away with a better understanding of what visual marketing is, its benefits, and how it fits into our current digital context. Armed with this knowledge and the tips above for implementing visual marketing in your strategy, move forward creating some of the best visual marketing campaigns your target audience has ever seen.