It’s a visual culture. We all know that. And, we’re a culture that thrives on instant gratification. How often do you find yourself scrolling through your Facebook feed on your smartphone? How fast are you scrolling? Are you reading the status updates and text? Or, are you just stopping to read when something catches your eye? How often is that something an intriguing picture?
This is the prime example of why you need to be using images in your marketing strategy. People love photos, and they grab attention.
Why You Should Use Images in Your Marketing Strategy
What does your Facebook business page look like? Do you post only text updates, or do you incorporate a variety of photos? For me, my most viewed posts are images or memes. Trends have continued to evolve as has the social media world.
You want to show off your goods; and even though it’s important, social media isn’t the only place to do it. Your website and blog are also critical components that require strong images.
What better way than to show rather than tell? A picture is worth a thousand words, right? When you’re struggling to come up with the perfect product description to make sure everyone realizes what a must-have it is you might just be able to rely on a great photo.
Articles with photos have more readers and page views. On social media, images are almost always more engaging. They draw a reader in and are more likely to get likes and comments. Historically this has been true on Facebook and Twitter. But now, Pinterest, Instagram, and SnapChat have all underscored their importance. These sites are entirely image-based and have gained immense popularity. Are you active on these platforms?
Think about the last recipe you made, for instance. Why did you make it? Did the ingredients sound good or did the photo that accompanied it look good? More often than not a photograph is going to appeal to our senses more strongly than words alone.
The Quality of Your Marketing Images
Attractive product photos are always a good investment. According to studies, online buyers often weigh the image quality more important than the text description when deciding what items to purchase. Hiring a professional photographer to take these shots can potentially multiply your earnings versus using basic photos you’ve taken yourself. First and foremost, these photos dramatically increase the quality of your website. When someone initially clicks on your site, you want them to stay. If they see high-quality images, the chances that they will increases. First impressions are important!
And, if you have a professional photographer photograph your products, you then have terrific photos for all of your marketing collateral. High-resolution images are needed for printed materials and advertisements, another great reason to hire a professional.
Images evoke emotion and can immediately make customers relate to you, your mission, and what you have to sell. Images have the power to make people feel a certain way without even needing to read any text.
How to Choose Images For Your Marketing Campaigns
It’s obvious that images are a critical piece of your marketing plan, but that doesn’t mean it’s a free-for-all. You should still be selective when choosing images to use.
1. Make sure they align with your message and aren’t falsely advertising something you don’t or can’t offer.
2. Choose images that relate to your audience. To evoke emotions, you need images that appeal to the type of person you are trying to attract.
3. Be consistent. Images that you post should align with the overall look of your brand. They should be similar in style. Don’t be afraid to use the same images across all of your mediums and outlets.
4. Be aware of copyright laws. Never, under any circumstances, claim someone else’s image as your own. There are plenty of great free and affordable stock photography sites that can help you boost your image library without stealing someone else’s work.
Using images in your marketing strategy is great for consistency. It allows you to get the feel of your brand across and do it repeatedly. People will come to recognize how great your products and images look, and they’ll be drawn to you!
How are you using imagery in your marketing strategy? Drop us a note below, we'd love to hear from you!
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Originally published May 29, 2013. Content updated March 28, 2018.
Dawn Berryman is the founder of MarketMommy.com and Market Mommy: The Blog, online marketing resources for mom entrepreneurs. Market Mommy shows moms how and where to market their businesses. She holds a B.A. from Indiana University and has worked in the marketing/communications field for more than 8 years. She resides in rural Ohio with her husband and two young children. For more information, please see: Market Mommy.