Photos. Videos. Infographics. You can hardly find a piece of content without any visuals these days, words simply are not enough to engage and delight today’s audience any more. And that is where visual marketing comes in.
Not sure if you really need visual content? Let’s take a look at the data behind the power of visual content marketing.
Consumers Prefer Visual Content
According to an infographic created by Zabisco, 40% of people respond better to visual information than plain text. And according to Forbes Insights, nearly 60% of senior executives say they prefer watching a video over reading text if both formats are available on the same page. It’s clear that today’s consumers prefer some degree of visual marketing over text-based interactions.
Visual Content Drives Social Media Engagement
Visuals are a must if you want to make a lasting impression on your audience and encourage them to share your content. An average reader can remember images six times easier than text. According to AdWeek, people only remember 20% of what they read, but they remember 80% of what they see.
People are much more likely going to share content they find valuable, relevant and meaningful, and one of the most effective ways to enhance your messaging is by incorporating visual elements. Take Twitter for example, tweets with images get 18% more clicks, 89% more likes, and a whopping 150% more retweets!
But as the blog suggests, not all visuals are created equal. Don’t expect to see big changes in your social sharing and engagement if you are just plugging in stock images to every piece of content. There is an art to creating powerful imagery, and according to the blog, these three things will help you master visual marketing so you can generate more leads and sales:
- Pick The Right Content Type
Stock images are not your only option when it comes to adding visual elements to your content. For example, adding infographics or short videos can make your blog content much more visually engaging and meaningful for your audience.
For longer content like whitepapers or eBooks, a visual theme, such as an animated character, can bring the entire piece together to keep your audience entertained and engaged.
But if you really are short on time or don’t have any resources to create visual content, using stock photos is still better than having no visual elements at all. Just make sure that your stock images are relevant and visually interesting. Don’t be afraid to get a little creative and surprise (and delight) your readers!
- Make A Call-To-Action
According to the same Forbes Insights study, visual content like videos can drive people to take action. This is what makes visual marketing such an important tool for marketers, so make sure you take advantage of this by including a call-to-action (CTA) in your visual content.
CTAs can include everything from encouraging people to visit your website to signing up for your newsletter or making a purchase. But not all CTAs have to be obvious. If you create a visually interesting piece of content that is full of valuable information relevant to your audience, they will be inspired and even feel compelled to share it without you having to ask.
- Deliver A Seamless Omni-channel User Experience
It does not matter if you have the best visual content on social media with CTA links driving consumers to your landing pages – if your website is not optimized for mobile, strong visual marketing is nothing to them if they cannot access your pages on their devices.
This is just one example of poor omni-channel user experience. Consumers should be able to enjoy a seamless, consistent experience at every touch point and interaction with your brand, both online and offline. For consumers, there is nothing more frustrating than being directed to an incorrect landing page or getting conflicting messages across two different channels or platforms when looking for what they want.
So make sure you are delivering seamless content and visual marketing with an omni-channel user experience that will inform, engage, and delight your consumers.
Do you have other tips on creating powerful visual marketing? Please share your ideas below!