It’s a fast-paced world out there, but one surefire way to grab people’s attention is to create engaging visual content. Savvy marketers have caught wind of the power of imagery to increase sales conversions. In fact, 74% of marketers use visuals in over 70% of their content, according to Venngage.
With the right design and marketing practices, you’ll land more leads, boost conversions, and captivate your target audience. Best part? You no longer need expensive software or a graphic design team to bring your brand visuals to life.
Create images and videos that get more leads
In this article, you’ll learn how to create visual content that resonates with your audience. Ready to inspire and convert your audience into loyal customers? Let’s focus your lens and zoom in on crafting visual content that converts. But first, why is visual content so resonant with audiences?
The methodology of visual conversions
If you think about consumer behaviors online, it’s not surprising to learn that most people prefer to learn visually. Our brains process imagery 60,000 times quicker than reading text, according to research from 3M. And despite this rapid processing, we retain more information from stimulating images and videos.
What it boils down to is effective storytelling. Sure, we’d all love our audiences to crave our written content as much as they do J.K. Rowling‘s novels. Let’s be honest, most of us aren’t bestselling authors.
How can you spin a riveting tale that engages your audience to take action?
Marketers need to understand the methodology of visual content and the effect it has on consumers.
Fortunately, the concept is straightforward:
- Create stunning, compelling, interactive visual content that attracts your target audience to your business.
- Outfit your visuals with strong calls-to-actions and landing pages that promote conversions.
- Follow up with visual signals on social media, newsletters, and updates to encourage brand loyalty.
- Reward them with promotions, discounts, or brand loyalty programs to turn your customers into evangelists who promote your products or services.
Ready to start creating images and visuals that convert? Let’s dive right in.
Create visuals that provide solutions
The goal is to create stimulating visual designs that are interesting to the eye. Take it a step further and educate your audience at the same time. Infographics are one of the best ways to do this. Take an issue your audience faces, weave it into an engaging infographic, and show them how to solve it.
Let’s look to website security company, Incapsula, to bring this concept to life. The company tackles a meaty issue and somehow makes it highly digestible. The problem? Their target audience’s SAAS website is struggling to succeed against competitors.
The solution lies in the infographic, which is stacked with research, data, statistics, and analyses. All of this information in a blog post or research paper would be strenuous to trudge through. However, in the infographic format, interactive icons and visuals break up the text to make it more readable. By the time readers reach the bottom of the infographic, they’ve learned how to solve their main problem.
Want to have the same effect on your audience without breaking the bank? You won’t need to invest in expensive software or hire a graphic designer. PosterMyWall is an affordable resource to easily craft informative infographics that engage your audience and solve their problem.
Use video testimonials to endorse your brand
There’s a reason why marketers rely on social proof to grow their brands: it works. When existing customers endorse your brand, others are more likely to buy-in. At the heart of social proof is trust, and your business needs it to be successful.
That’s why the average consumer spends almost 14 minutes reading reviews before making a purchase or moving on, according to BrightLocal.
Bottom line: social proof matters. How can you combine reviews and imagery to build buyer assurance and trust? By crafting genuine, engaging video testimonials.
Leave it to Google to demonstrate for all of us marketers precisely how to craft an engaging video testimonial filled with four-legged friends! Who can resist that? The video highlights a small business owner’s experience marketing her local doggy day-care with Google Adwords. Keep in mind that this video dates back to 2007, but its effectiveness is equally relevant today!
Point being: If you want to build trust with prospective customers, put an endearing customer on camera and invite us into their world. Make it personal, give it heart, and if at all possible, bring in a cute animal — people love animals.
Build a recognizable visual theme around your brand
As you flesh out your visual marketing assets, you’ll want to remain consistent across all mediums. To do this, use branded content to build a recognizable visual theme.
One of the best brands to maintain streamlined visual branding is Adobe. There are multiple tools included in the Adobe Creative Suite, and while they each have an individual presentation, there’s cohesion without repetition.
The goal is to build a recognizable visual theme that people can quickly identify. You can adopt Adobe’s visual marketing approach into your content marketing.
Here are tips to help you create an identifiable visual theme:
- Create brand guidelines for your fonts, colors, and imagery. Enforce these choices in all of your visual content to maintain a consistent visual brand.
- Customize visual content from graphic design templates, which help you craft compelling visuals that are polished and professional. Plus, you’ll avoid steep fees from outsourcing the task to an expensive graphic designer.
- Infuse brand storytelling into your visuals. You want your visuals to emote feelings or actions. To convert, you’ll need to craft visuals that get people invested in your brand. Prime example? Coca-Cola’s flawless emotional branding. The brand doesn’t sell soft drinks; that’s just their product; they sell happiness.
Outfit your landing pages with on-brand visuals
When viewers land on your site, you want them to look around and stay awhile, right? If you hit them with long walls of text and information, they’re sure to bounce away. Instead, design your website to include engaging visuals centered around your visual theme and product lineup.
One experiment found that adding a color gradient over an image highlighted the product better, and increased landing page conversions by almost 10%.
Want another easy way to add visuals to your landing pages? Include your video testimonials on your homepage to immediately offer social proof and credibility that’ll nudge viewers toward a purchase.
Share branded images and videos to social media
Social media is basically a teenager, but it’s completely transformed the way we market to consumers. Marketers can easily tap into a broad network of prospective clients by creating shoppable posts and maintaining active social accounts.
Did you know that 80% of digital marketers rely on visuals for social media marketing? That’s because social media can massively build brand awareness, increase web traffic, boost conversions, and build a loyal audience. And what lies at the core of social media content? Visuals! The first step to conversion is attraction. Social sites like Facebook and Instagram make it easy to attract visitors with targeted imagery.
Of course, you’ll need stunning imagery to do so.
Have a look at Tiffany & Co.’s Instagram, which consistently posts curated, on-brand visuals to best highlight their striking jewelry. Teal and diamonds weave through the page’s news feed.
Despite changes in the feed’s campaigns, the overall aesthetic maintains Tiffany’s luxurious craftsmanship theme.
Ready to boost conversions with social media? Here’s how:
- Refer to your brand guidelines to share content that’s consistent with your visual theme.
- Make product posts shoppable so that consumers can easily visit your site and make purchases.
- Use features like Instagram Stories and Reels to share personalized branded videos.
- Maintain quality-control to ensure that every visual asset adequately reflects your brand’s aesthetics and design.
Ready to zoom in on visual content?
Marketing trends come and go, but the immovable force that marketers rely on time and time again is the power of imagery to move their audience. The best part about visual marketing is that you can use visual assets to both attract and convert. Sharing engaging visuals on social media or online ads will attract your target customer to your website. Once they arrive, you’ll maintain that same cohesion with your landing page imagery.
People are tired of outdated marketing tactics. Instead, they crave authentic connections with their favorite brands. If marketers embrace this fact and funnel their efforts toward creating strong visuals, they’ll see increased conversions, enhance brand trust, and more sales. Those results are too good to pass up!
This guest blog article was written by Christina Lyon, who is a blogger and musician from sunny Southern California. She is also a writer for PosterMyWall. When she steps away from her desk, Christina loves reading fiction, strolling the beach and playing music.