How to Gain a Competitive Edge through Visual Marketing
It hasn’t always been so, but today the Internet is a predominantly a visual medium. Content marketing has overshadowed traditional tactics and advertising methods, proving to be the super weapon for gaining recognition and building a name for your company. Or yourself. A memorable visual experience has an incredible power to pull people in and leave a lasting impression on them, which cannot be said for annoying ads and your usual sales pitches. Hence, visual marketing is a primary source of engagement in the today’s cyber realm.
Piece by Piece
A visual representation of a brand ties all content pieces across the web into one puzzle, enhancing marketing and branding efforts. It is estimated that coloured visuals increase the chances of people clicking through to your content by 80%. What is more, users find it much easier to retain information when it has an image attached. Consequently, content with relevant images gets 94% more views than one devoid of this dimension. It does not come as a surprise then that many marketers allocate big chunks of the budget to the visual production.
Still, generating a compelling stream of content is a daunting task. Before you decide to throw in the towel, know that going step-by-step alleviates the stress and pressure. Furthermore, there is a plethora of user-friendly design apps in the market, so there is no need to fret if you lack the technical skills. Another possibility is to hire a professional designer. Just make sure to capture the essence of your brand’s identity: You must have a final say in these matters, not someone who does not understand what your company stands for.
Ideas that do not seem to grow on you are to be discarded. So, the first thing to figure out is the brand’s style, which includes fonts, colors, and multifarious design solutions. The centerpiece of the whole endeavor is consistency: All your photos, covers, and graphics must match. Also, do not resort to copying the design of another’s blog or site. You want to stand out from the rest, not to blend in. This, of course, is not to say you cannot use swell brands as sources of inspiration and ideas. You just need to make sure that you leave a personal mark.
On the Cutting-Edge
People should be able to recognize your branded graphics from a mile, and see it as an invitation to dive in the engrossing digital environment. This is impossible without a signature look which is supported by a strong, creative vision. It is a good idea to use your blog or website as design headquarters and extend the visual identity to social media profiles and other pages containing your information. Keep in mind that there is no better way to maximize content marketing than to put visuals like infographics to good use.
The trick is to use these elements throughout your branded space, but avoid overwhelming the viewers. This means that everything everything from Christmas gift cards to the Facebook cover needs to bear your brand insignia, and that minimalist design most often steals the show. Customize each and every photo and graphic in order to inspire, entertain and spellbind visitors across the web. Generic stock photos do not cut it, and it is always preferable to craft your own images and have an in-house photographer.
A picture may say a thousand words, but in that mumble its purpose and message must be clear. Note that adding a website address or logo in the corner of each image brings extra brand flavor, and makes no mistake about who the owner is. Remember also that you cannot use other people’s creations without the permission. Although images are expensive, there are places like Flickr and Morgue File, where you can find them for free. The resources you need are out there, and in all likelihood, the competition is already exploiting them.
Dust in the Wind
Visuals are not just one of the many aspects of your marketing strategy. They represent a sharp edge for cutting through the noise on the internet. Stellar visual marketing requires you to develop a cohesive brand’s style and unleash the creativity. Do not be a copycat, and forge a distinctive visual style that is 100% you. Set up a system for organizing, aggregating and managing visual assets, and leave nothing to chance. With the right visual and designing tools up your sleeve, you should be able to distinguish yourself from the crowd and leave your competition in dust.