July 21, 2022
However, jumping straight into posting social media stories and vlogs left, right and centre is not recommended. As with any kind of business planning, a visual marketing strategy needs to be carefully and cleverly crafted. Establish and ensure you fully understand the business goals as that will help to determine the appropriate visual elements to apply to your campaign. With the goals clear in your mind, you can start to build your visual content strategy. Here are our top tips on what to consider and include:
1. Provide an effortless, engaging and effective user journey
Considering over 50% of all internet traffic comes from mobile devices, optimising your content for mobile browsing is paramount. In terms of layout, bear in mind that more than half of users will focus on the top half of their screen and visual content is best placed centrally with text above and below it.
When developing your website and mobile app, invest in creating a user-friendly interface. Provide a step-by-step guide for first time users (including engaging and helpful visuals of course) and enable a feedback function that you can utilise to better their experience each time they come back.
2. Use your users
User-generated content (UGC) is produced solely by your consumers in the form of social media posts, images, videos, comments, reviews, etc. UGC can be incredibly valuable when it comes to building brand credibility as it is completely unbiased content created voluntarily by the user. This not only aids in cementing the trustworthiness of your products/services, it also helps to attract new customers. Used wisely, you can interact with your audience to gently coax them into generating more striking and impressive UGC to amplify your brand awareness to a whole new level.
3. Harmonise content imagery with brand identity
Sometimes it’s the little details that can leave a big impression. Follow your brand style guidelines closely so there is consistency with layout, font, shapes and colours etc (if you don’t have brand image criteria in place, make it so!). Your audience will come to know and trust your brand identity; even the slightest deviation could be picked up on and have a negative effect. It’s surprising how much so! Apply stringent rules when creating content so that it fully supports and works in harmony with your brand image. This will significantly help to build your presence amongst consumers and increase revenue.
4. It’s crucial to be social
When planning your visual marketing strategy, tapping into social media platforms should absolutely be at its core. With literally billions of consumers within your reach on a daily basis, it’s essential to manage and maintain perpetual levels of engagement and interaction in order to reap the rewards of utilising this channel of visual content marketing.
Once again, brand identity is key here, so ensure your style and message is consistent across all social networks. Feature thought provoking images/memes and eye-catching data visualisations or infographics. Live feeds and videos particularly pack a punch in that they can really hook the viewers in. Just ensure they are social-media specific: keep the length under 60 seconds and bear in mind the importance of making an impact with the visuals alone. 85% of all Facebook videos are viewed on mute, so you need to leave an impression, even if viewed without sound.
5. Keep your target audience on target
You may think it goes without saying, but you need to know what makes your target audience tick. Research this thoroughly and use what you discover to develop your content. We’ve established that humans are visually stimulated and colours, shapes, videos, infographics, etc, are all great ways to catch the eye, but another thing to consider is the emotional draw. Human beings like pretty pictures, but they also love a story and to feel that they are understood and part of a community of people with similar issues, needs and wants. If you take the time to connect personally and build rapport with your users, you can influence the direction they take when in the market and make your brand their automatic go-to.
A few tips on how to do this:
6. Visual Content Marketing Trends
To be in the forefront of your marketplace you need to be on trend. We’ve touched on video and live streaming being two of the most digestible forms of visuals you can use to get your content out there and consumed successfully, but there are a few new and exciting ways to compete for user attention and gain cut-through. Here’s a selection of what’s hot right now:
To summarise, if you’re serious about building brand awareness and increasing business sales, marketing visual content is a must. Start with your business goals and work out which marketing channels and strategies will fit the bill. Stay true to your brand identity and style. Drill down into your audiences’ psyches, incite their emotions and dazzle their peepers. Put yourself on the social media scene and give the users an effortless, exciting, immersive and impressive experience. Finally throw in a few of the latest trends and you have yourself a sure-fire recipe for success.