The data is in, and if you’re not putting a lot of effort into your visual online marketing strategy then you’re missing out. Visual engagement is much higher on social channels and people retain 65% of the information presented when it’s paired with visuals. Additionally, engagement rates on Instagram are 15 times greater than Facebook, and Instagram is a visuals-only platform. Visuals are a great way to provide your audience value and if they’re done right, they can become a strong anchor for your brand and lead to more conversions.
To help you ramp up your visual marketing, we’ve put together a few need-to-know items.
Branding Through Consistency
Consistency in your graphics is crucial for online marketing success. When people look at a collection of your images they should be able to the consistency between the images. Even better, your style should be so locked in that people know it is your brand based off of the image alone. The first step to ensuring consistency between your graphics is to develop a style guide. This should include:
- Your Motto (optional)
- Logo Guide
- Color Guide
- Font Guide
- Graphic/Image Guide
In addition to creating a solid guide, effective online marketing visuals seek to create an emotional appeal. This could be images that surprise, make you laugh, or make you think and feel.
Success Leaves Clues
There are a few traits that successfully online marketing campaigns include in their visual content. While you might not be able to accomplish all of these with every post, you should always make that your goal.
- Genuine photos
- Visuals enhance your content, not distract
- Blend well with your audience’s newsfeed
- Connect your company and products
- Balance of text and image
Be aware of your online marketing goals with each post in order to know which of these elements are more important for which post. Possibly the most difficult to achieve from the above list is ensuring your graphics blend well with your audience’s newsfeed. This can be difficult because you may have a very large and diverse audience. If that is the case think about which demographics you want your post to reach and aim to please them specifically.
Boost Your Winners
Boosted posts are a powerful part of your online marketing toolkit. However, knowing which posts to boost can be difficult. One of the simplest answers is if you are getting good engagement with a non-boosted post, then boost it! Keep in mind that Facebook wants to push content that it believes people will enjoy, and that means more visuals and less text. This applies to ads as well as non-boosted posts. If an ad’s text percentage is too high, the ad may not run at all.
Remember, online marketing is all about value first. You want your content and your visuals to be created with the audience’s desires in mind. Keep your text to a minimum and be smart about the words you use. When you get the formula right, and you’re getting good organic engagement, don’t be afraid to boost your post. Last but not least, start with a strategy. Developing a style guide from the beginning will go a long way toward improving your online marketing success.
To Your Best Online!
Ingrid Griffin, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®
Ramp Up Your Visual Marketing