This is the power of the internet, which different business owners have recognized and are utilizing to its maximum. On this virtual platform, introduction of social media websites have sparked the fire, which is making the world go smaller and smaller each second.
Various social media platforms such as Facebook, Twitter, Pinterest, Instagram and similar have not only emerged but brought billions of its users on a single platform. Marketers have also recognized this amazing opportunity to increase their sales revenue and customer pool subsequently.
Among these social media platforms, there are few that are totally image-based. Image-based? What is that?
It means as a brand owner you have just discovered a diamond mine and it’s up to you that how can you use your weapons to draw out maximum diamonds for yourself. Your weapons are the strategies you create and implement to attract more customers towards your brand.
Image-based platforms such as Pinterest enable you to post different images based on your interest. It is the exquisite appeal and irresistible layout of Pinterest that it possesses a whopping customer base of 100 million active users.
So why are so many brands opting for visual platforms? Is the saying ‘a picture is worth thousands of words’ really applicable for online businesses? How can you grow your business using these amazing visual media platforms?
All these answers are going to be answered very soon in the successive part of this article. Fasten your seat belt as I take you to a whole new and profitable journey of visual marketing.
How Does Stats Supports Visual Marketing
It is important to show how data and figures depicts that whether a business should opt for visual marketing or not.
- Stats say that if the visuals are colored then the likeability of content to be read by the user increases by 80%.
- People are more likely (65% message can be remembered in 3 days) to remember the visual message than the message having just text (only 10% of message is remembered in 3 days).
- Content with more specific and meaningful images gets 94% more views than the ones without relevant pictures.
- It is predicted that 84% of the communication will be visual by 2018.
- Pinterest, Tumblr and Instagram have shown the power of visual marketing as their customer base is increased by 111%, 120%, and 64% respectively.
I can present unlimited number of stats that will support visual marketing altogether; but as a wise marketer, you can understand the relevance of visual marketing by just going through the facts above.
How to Expand Your Business Using Visual Marketing
Now, for the businesses still unknown to this highly potential platform, I am going to present few quick tips to grow your business organically and increase your web presence altogether.
Pinterest and Instagram are the two major visual marketing platforms, which has been catering to the varied requirements of some big brands across the globe.
As a brand owner, you should be readily aware of these platforms and the strategies that are needed to be implemented to ensure hiked sales revenue.
Since its inception in the year 2010, Pinterest has emerged as one of the most eye-catching social media platforms you might have ever noticed. Purely an interest-based platform, where users pin the images they like or get inspired by on boards.
These posted images are known as pins and collection of these pins is known as boards.
This virtual platform enables the user to pin different images and also repin the ones they like most. You may think that how is it possible that this image-based platform will be of so much use to the business.
Well, let me clear the air here. Pinterest has been able to raise their customer base at a rate of 200%. All this has been possible because of the convenience this site provides to the users.
Besides this, Pinterest is a virtual but extremely beautiful platform, where users are bound to stop, spare their time and check out the alluring images.
As a marketer you should know how to pin the images of your product and what other strategies should be implemented to increase your brand visibility.
What looks catchy is always considered
As a wise marketing manager, you should keep your creative wings ready, in order to attract maximum customers across the globe. Brands that have been using creativity and attractive images are likely to draw more users to their base.
You should tell your graphic designers to pull up their socks and create innovative images that can ensure brand’s prolonged visibility among the customer base.
Seeing how beautifully and exquisitely this image has been uploaded depicts how you can use visual marketing to direct more attention towards your brand. Nordstrom, a leader in fashion and home décor has been doing everything right in this prospect on Pinterest.
Optimization is required
It should be always kept in mind that while directing your products or any strategy towards your target audience, the intended message should be crystal clear. For the same, it’s important to optimize the content of the images you are posting.
Optimizing does not mean to edit just the description of the pins or writing the catchy phrases, it means to make your pins, post or content available to a larger group of audience.
So how to do that? As a marketing manager, you must make sure to include all the relevant keywords and hashtags in the pin description, in order to make your image searchable.
More the likeability of your pins to be found by the audience more will be the probability of users purchasing your product.
Along with this, you can also find the topics that interest your target audience. Then you can make the boards of same topic and add pins to it; this will draw more users to your pin subsequently. But is it enough?
For making more users come to your website, make sure to add the backlink of your website on every pin you post.
Even though you are posting images from another website unlike yours, in that case also you can simply put the backlink of your website and see the traffic increasing swiftly.
Adding relevant content can surely increase your brand visibility, but optimization of images is also equally important. Images should be tall, as Pinterest loves images with more height.
Since mobile users are also highly active on Pinterest, so as a marketer you should always ensure to keep them happy by posting images that are tall and clear enough.
A simple example of correct visual marketing in one pin is posted below. You can see that the image is tall and also the text overlay is an icing on the cake.
It is this kind of strategy that multiplies the number of users visiting your own websites. Pixel8Ltd is able to communicate the right message using the apt visual marketing strategy and ensuring high brand visibility.
Note: It is highly recommended that the aspect ratio should be between the range 2:3 to 1:3.5 and the width of the image should be 600 pixels for better results on Pinterest.
As a wise marketing professional, ensure to not make the image too long or too short; it should be appropriate enough to create an appeal to the target audience.
Pinterest has opened its arms for all sort of businesses (small and big) by introducing the Rich Pins this year.
There are 6 kinds of rich pins that can be used by marketers accordingly:
All the above-stated pins are meant for the specific purpose. For example, if you are using a product pin, it will lead the user to the stock of product, its price and other aspects that can help them to make the purchase decision.
Additionally, it is important for the brand owners to know how to get started with rich pins.
Now I will take my readers to another propelling platform, which has attracted users at an astonishing rate to join it.
Since historic times, humans have been relying more on the visual content than the textual content. Owing to this factor, the customer base of Instagram has grown to 500 million active users per month.
As a brand owner, you should note that how fast these platforms has transformed their image from being a social network site to a stage, which is used by businesses to increase their sales revenue.
As per stats, the number of users who are active on Instagram on a daily basis is 300 million! Whoa!
This is a humongous number acquired by the Instagram, owing to its alluring page layout and the ease by which users can post pictures.
I will now take you through step by step factors that will help you grow your business and acquire profit maximization.
Rely on Quality
One thing that is often missed by the professionals while implementing the visual marketing strategies is innovation. Simply clicking good pictures and posting it on Instagram won’t give you any boost with respect to the brand visibility.
A visual marketing campaign demands creativity. You should start thinking as a consumer and create something that will appeal your target audience.
Render the message of the brand in the pictures posted by making it relevant to the consumers.
See the above image. It is posted by Andrew Knapp, an interface designer and photographer, who has ensured to interact with more people on Instagram in a much addictive way. He started #findmomo campaign, where users have to find his dog momo in every image.
This kind of innovative thinking is required while you are trying to draw more users towards your brand accordingly.
Merely posting the pictures frequently on Instagram would not provide you with the brand visibility your business requires. You have to do the ‘smart work’ alongside ‘hard work’; such as managing these pictures, writing the relevant descriptions, adding hashtags and many more.
Get to know your Audience
Just as I mentioned above that it is extremely important for you to understand you audience, same goes for businesses using Instagram.
If you think posting pictures for different occasions in an alluring way is enough, you are terribly wrong!
Making users think deeply about what you have posted is a challenging task. Define your images with innovative concepts so that your target audience is compelled to stop at your post.
A visual marketing campaign’s success totally depends on how easily you are able to bridge the emotional connection with the target users. That is what makes a marketing campaign successful and evergreen.
For better results, make sure to match the message you are trying to communicate with the audience with the image you are posting.
A ‘Like’ is not everything
The majority of the brand owners assess their social media campaign success by the number of likes they are getting. Mark my words; do not follow this rule!
Time has changed and smart marketers are now measuring their visual marketing campaign success by seeing the actual sales that have been influenced by these campaigns.
It can be simply stated that not in all situations, likes on the images depicts how users are grading your image.
A wise brand owner will always try to take feedback from the users on constant basis. You can take the valuable review of your target audience by putting up a poll, where users have different options to choose from.
Another relevant activity can be a split image test between two pictures that will provide you much clarity on what kind of posts does customers like most.
Please understand one thing straight forward; Instagram is not a platform to learn the creativity; it is a platform which have millions of users who are active on daily basis and you as a marketer needs to tap them.
For doing the same, it is important that you know you audience as much as you can so that whenever you are posting any picture, clarity must appear on what to post.
And like every successful business owner, your theory should also be same; Customer always comes first!
The future of online/offline marketing is going to be visual for sure. As per the stats that u have discussed earlier, visual medium is going to dominate every other platform that is available in coming years.
You can promote your business using the above-given tips and see the increasing growth rate by yourself. Always remember “Innovation is necessary, but strategically innovated plan is highly recommendable”.
Shashvat Vats is a proficient writer by heart and a marketer with brains. He loves to write about the latest trends and happenings in the marketing industry. Working as a marketing professional, he always keeps his head straight and thoughts high. You can reach him at Shashvat@saaslabs.co.