31 May Visual Media Engages Your Audience
We discuss the value of using visual media to more effectively engage your online audience. Initially we address the impact that video marketing can represent when done well, then move into working with images, videos and illustrations, with emphasis on using colour to improve productivity and response rates, and finally, an in depth look at infographics and why they’re here to stay!
1. Video Marketing For Real Impact.
The idea of adding videos to websites to increase traffic and revenue is becoming more popular by the day, it seems. Any company working in virtually any industry can utilise videos that will engage customers in ways that text, or even images, simply cannot.
Additionally, it’s important to understand that there are several types of marketing videos you can use to get your point across, and choosing the right video format is critically important to getting the best results. Video marketing can be ‘live’ or pre-recorded, and you have to be sure that you use the right format for your requirements.
‘Live’ or Pre-Recorded
‘Live’ video marketing is extremely effective when it comes to giving sales pitches and / or doing a question and answer session with a prospective client. Utilising ‘live’ video can greatly reduce travel costs in many situations, and it also gives you the ability to create presentation elements that you wouldn’t be able to do if your presentation was given via an ‘in person’ meeting. For example, an elaborate product demonstration that could take days to set up would be almost impossible in a sales meeting, but it can be systematically custom-made for video marketing.
Pre-recorded video marketing pieces are those that you would offer to the general public in the hopes that they entice people to become customers. Some of the more popular pre-recorded video marketing genres include how-to videos, product demonstrations, instructional videos and discussions with product engineers or industry experts. A video can offer insight into a product or service that text just can’t, and customers will generally have a much easier time of understanding your offering if it’s well presented in video format.
Video Marketing Placement
Where you put your video marketing pieces is just as important as what content they contain. For maximum impact, you should place your videos in spots where customers will more readily want access to them. For example, placing a product demonstration video on a product sales page may very well increase customer engagement, and drive more sales revenue.
Another option to consider when it comes to your video marketing is placing your videos on video sharing websites. Millions of potential viewers visit video sharing websites every single day, and you can draw attention to your video marketing by utilising up-to-date SEO practices. You can also encourage people to share your videos on social media pages, which will increase your exposure that much more.
Utilising SEO to Get Your Videos Seen
The practice of search engine optimisation (SEO) for your videos is more than just including a few keywords in the video title to try and gain an audience. These days, good SEO means being able to target a specific audience and deliver your video in a format that your audience will accept. You can of course place your video on certain video sharing websites to reach your audience, or you can use geo-specific targeting keywords to utilise your videos in local and regional marketing campaigns.
The key to good video marketing is understanding the tools that are available, and then using these tools to your advantage. When you spend time optimising your video to hopefully appear in specific search engine results, then you could potentially reach a highly specific audience which may have a keen interest in your product.
By also ensuring your videos are available at strategic points on your website, you can increase your exposure that much further and rapidly expand your revenue-generating client base.
2. Using Visual Media To Engage Your Audience Online.
Despite the mainstream adoption of visual media and the benefits of leveraging it, many businesses still don’t use visual media to its full potential. Using visual assets such as images to further engage an audience and tell a cohesive, impactful story can greatly improve any response associated with that target audience and maximise their degree of engagement as well.
The Importance of Visual Media
Visual media is becoming increasingly important for engaging an online audience. There has been a tremendous shift toward the use of visual media in online marketing and storytelling, particularly because visual media is one of the best tools for engaging an audience. However, many businesses are overlooking the importance of using visual media in their online content. Without visual media such as images, videos and illustrations the audience may not be able to fully assess a product or service, or they may become disinterested when reading content in whatever format.
Using visual media to its full potential is core to communicating a brand’s story or message. Imagery can be an incredibly useful tool here, and can add excitement to otherwise uninspiring, fact based content, thereby helping to capture the attention of the target audience and keep them engaged. Using visual assets such as these can also be useful for showcasing an innovative product or service in a clear and easy to digest manner, as well as aiding in the process of communicating complex information, or ideas which are hard to put into words, but can be communicated easily by an image or well presented video.
Increasing Engagement Using Visual Media
For emphasis, the use of images and video in online content is incredibly important for marketing to a target audience. Dynamic visual media such as videos and images, particularly of a more personal nature, are usually far more engaging and informative than infographics or illustrations when presenting a product or service to an audience. In order to profit from the audience’s preference for visually exciting content, businesses should invest heavily into content marketing strategies which prioritise certain kinds of visual media over illustrations or infographics, if these aren’t really top notch productions. Visual media should invariably be seen as a high-priority when developing any online marketing strategy.
Businesses must keep in mind that their audience demands visual content to enhance their experience when looking at a product or service or to stay engaged when reading content. Obviously, an audience’s level of engagement can be significantly impacted by visual media and therefore this idea is essential to keep in mind in every aspect of online marketing.
Visual media such as images and videos can send a powerful message to the audience of a business. This kind of media can allow you to showcase a product’s features or a company’s vision – videos can allow the customer to see the product or service in action, while images can be used to help explain the purpose of products or services, or to help break up large amounts of text with elements that retain attention. Visual media can also tell the story of a brand, or it can be used to engage and excite the target audience.
Using visual media to engage an online audience has the potential be extremely beneficial for a business in general or product sales specifically – when used properly, and can vastly improve the target audience’s perception of that business or product immediately, and in years to come.
3. Using Colour To Increase ROI In Your Online Marketing.
Research in use of colour is extensive, and ongoing. It has been proven that proper use of colour in business communications will provide marked results you can measure. Creative use of colour draws attention, empowers communications, improves productivity and helps to maximise sales, so let’s consider the below examples of engaging colour, versus traditional black and white documents.
Colour Demands Attention
Colour provides emphasis on important details and evokes professionalism; it captures the reader’s eyes and focus. In the 2-3 seconds most readers take to accept or reject a document, the use of colour can literally keep their eyes on the page.
As follows, recall and attention are improved greatly for readers of coloured documents. For texts delineating guidelines, rules, obligations or standards, this attention is critical. In most circumstances, time, service calls and otherwise wasted resources can be dramatically reduced through the creative use of colour.
Generally speaking far more people will read a coloured document, versus a black and white one – it’s just more interesting most of the time. Of those readers, nearly 40 percent will remember more about what the document conveyed. This makes the value of using colour indisputable, particularly in regard to the impression it conveys for higher productivity levels across the board.
To take this a step further, in most situations far more people will respond to an ad or sales presentation produced in colour, versus a black-and-white document. A full colour postcard or mailer will almost invariably be read first, as opposed to black and white versions. For direct mailing pieces, colour is definitely optimum when it comes to achieving fuller exposure, quicker response times and more business overall.
Colour Improves Output
An incredible amount of time is spent by employees each day in the process of looking for information or key text. To reduce this dramatically, strategically use colour. Doing so greatly reduces error rates and speeds up any associated processes too. When sorting documents, even the entry-level employee or temporary clerk is able to work significantly faster in collation or document compilation. Together, all of these benefits of colour use provide for reduced customer service times, lessen the number of data entry errors, improve time management and deliver a general cost savings from error reduction at each stage of personnel engagement.
On the customer side, colour highlights usually improve document text search time and payment response time as well, particularly when the salient points are the ones highlighted. For instance when making payments, full amounts are generally paid more readily by customers who are able to find their total amount due in colour. Together, these instances of colour use improve customer response times, payment submissions and payments in full.
Colour Enables Better Communication
Both internal and external communications improve when colour is applied to presentations and documents. Sales presentation comprehension by customers improves immensely, in fact. Customers are also far more likely to respond to surveys where colour is used creatively.
Internal documents and training materials can produce more informed, aware and educated employees. There’s also a significant improvement in comprehension and retention of information when colour is utilised within training materials. Employees even complete documents and respond better to coloured forms and pages, in most scenarios.
Colour Increases Sales and Maximises the Bottom Line
Sales definitely matter in business. To improve sales and bottom line results, use colour on virtually all of your marketing materials and internal documentation. Doing so streamlines your workflows internally and improves top-of-mind awareness by customers, with brand recognition shooting way up through coloured logos and brand identity.
4. Using Visual Content For Online Marketing.
When creating a content marketing campaign, it’s critical that you use methods with visual media to facilitate increased engagement and accelerated growth. Text content is important, but visual media almost always provides more impactful and far-reaching results.
Generally speaking, most people learn better through visual recognition than other methods, such as reading text. As the brain receives most of its information each day through visual means, it makes more sense to provide content which the brain is more receptive and responsive to, particularly when marketing. When presenting information, brands with visual content succeed in gaining the desired results from viewers far more often.
Therefore, when creating content, use this checklist of six types of visual information to ensure you’ve satisfied the reader’s desire for more readily accepted marketing. By using at least one, and hopefully more, of these forms of visual content in each piece, your online marketing efforts will likely garner better results.
Videos to Add Motion
Videos simplify information delivery and greatly aid in greater comprehension. As a result, conversions generally improve on landing pages where video is used. These videos may be in one of several formats, such as how-to guides, animated explanations, product demonstrations or testimonies from customers or key players. Just ensure the videos evoke the style and overall feel of the brand. Taken a step further, posts with well-produced video often result in several times the number of inbound links.
Online slides via a slide sharing programme can benefit many people who are interested in what the brand has to say. These are great for those customers or others who require the ability to learn or listen on their own schedule. By meeting their needs, the brand wins a captive audience drawn in for more information. Just ensure the produced content is intriguing and visually stimulating too, if possible.
Images: Photos, GIFs and More
Images divide text into more digestible, well-supported content. Images compel people to continue reading and dive more deeply into what’s being provided. As follows, articles accompanied by relevant images are viewed quite a bit more often than those without associated images.
When using images, the most preferable ones are original, personal ones. Photos taken or created by the content writer are infinitely more intriguing to readers. And remember, it’s key that these images are high quality and attractive.
Simplify information through using quickly scannable infographics. These visual displays are concise and easily delivered across social media platforms and on webpages. Ensure the graphics are attractive, use colour intelligently and always focus on data of interest.
Memes for Humour
Memes are images with humorous captions. These can go incredibly viral, if the right image and text are combined in a manner which users find worth sharing. The key is to not be afraid of making a tongue-in-cheek joke or lighthearted approach to content. It’s important to ensure the target audience will appreciate the joke, however. These tend to benefit demographics which skew toward younger individuals.
Screenshots help the audience better understand online offerings. This is particularly important when a technology product or service is the offering, so instead of explaining what the user experience looks like, show it through a screenshot.
Regardless of the type of information which needs to be communicated, including at least one form of visual content will more effectively convey that information with greater viewer engagement. When content is produced with quality – consistently, brand reputation and interest quickly build into a regular, active online following.
5. Infographics Can Revolutionise Your Online Marketing.
The visual elements in your marketing campaign are without a doubt key to your success, and this is precisely why infographics should be given careful consideration. Infographics are a great way to update any marketing campaign in a cost-effective way. Here are a few of the top ways that an infographic can potentially change your marketing campaign into a highly successful tool for converting new customers.
Information Needs a Visual Component
As the average attention span becomes shorter and shorter, people are packing more information into visuals than ever before. Visuals maintain attention with more engagement than perhaps any other type of sense driven media. You can use colours and shapes to draw attention to or away from information according to your needs. Even if you’re presenting the same information as a competitor, you can present it in a more engaging way and quite possibly secure the business of a potential customer ‘on the fence’.
Infographics Get Attention
The first thing that you need from an audience is attention; otherwise, nothing else that you do makes a bit of difference. The infographic gives you countless ways to grab the attention of your audience from the beginning of your pitch.
The reason that a new industry based completely around the design of infographics has popped up in the business community is that infographic design is literally that important. If you want the attention of decision makers – you have to earn it, and infographics can do just this, if presented properly.
Infographics Are Easy to Understand
You will find that visuals make virtually anything easier to explain. You can point to a picture that can explain things from a distance. You also shorten the amount of time that you take to make a point. Imagine having to verbally explain the location of a particular store that you want to open on the other side of the world. Simply pointing to it on a map saves you time and confusion. This is the case for many different types of information that are simply better explained through a visual medium.
Infographics Are Accessible through Digital Media
The Internet and modern mobile devices make large files easily available around the world at a moment’s notice. There’s no reason to send a text file when you can now send a visual that takes up less screen space and gives more information within that space. Furthermore, you can even brand your presentation through visuals on the major search engines. Pictures can be indexed by Google, Yahoo and Bing, so why not use this to your advantage?
Infographics Are Persuasive
After you have the attention of your audience, everything else that you do is all about persuading that audience to do what you want, and if you’re looking to persuade, then you must endeavour to engage more than one sense at a time. Quite simply, visuals are the easiest way to do this. You gain the advantage of numbers, graphics and text when you choose to present your perspective through an infographic, and you can also relate these different types of information seamlessly in your approach. It’s a beautiful marketing medium!