Visual marketing is a powerful tool in any content creator’s arsenal. Data collected by HubSpot suggest that 54% of consumers want to see more video content from their favorite brands. Images can also improve information retention by 65% amongst consumers – so using this type of media makes it easier for customers to remember who you are.

Visual content clearly holds serious sway in the minds of customers. However, the majority of marketers say they do not primarily use visual content on content on blogs, social sites, and websites. This is a major misstep, as content like Facebook posts receive 2.3 times more engagement when they include visuals like images.

Learning how to master the power of visual marketing can take time. However, with practice and persistence, any content creator can learn to create engaging videos and images that enhance visual storytelling across multiple digital platforms.

Visuals That Boost Engagement

Engagement is key in the marketing world. Likes, shares, follows, and comments are the key to long-term growth and are a sure sign that your marketing campaign is headed in the right direction. However, creating visuals that spark engagement can be tricky.

Before firing off a series of Instagram posts, collect first-hand data and use your findings to direct your overall marketing strategy. First-hand data, like surveys and user behavior on your website, is an invaluable resource, as it gives you an insight into consumer preferences and helps you build an image of your target audience.

Pair first-hand data with keyword research and competitor analysis to help you reach and engage your target audience. Find out about consumer interests, then produce a series of educational or entertaining visual posts based on consumer preferences. Opt for a “soft-sell” approach, as consumers may click away from visual content that is overbearing or irrelevant.

Remember to include links to your point-of-sale or blog site. This ensures that folks who do want to turn their engagement into a purchase can easily find your product or service. Just be sure that any links you embed don’t damage your ability to craft a brand story in the mind of the consumer.

Creating a Brand Story

High-quality visual content can help you build a brand story that lasts in the mind of the consumer. Big brands like Nike and Apple spend millions of dollars every year producing videos and edited images that resonate with their customers and invite them to partake in the story of their business.

As a marketer, you can create visual content that lands by improving your graphic design skills. Self-paced graphic design courses will help you understand the basics of image editing software like Photoshop and Adobe Illustrator while boosting your confidence with UX design principles. This ensures that the visual content you publish aligns with your business’s brand image and is up to industry standards.

If it’s your first time creating a brand story, keep it simple and focus on the core elements of your brand’s mission and purpose. A little introspection goes a long way when crafting a brand story, so survey other staff and find out what it means to be part of your company. Once you’ve gathered some findings, schedule a series of posts on themes like:

• Working for the business;
• The mission of your company;
• Emotional appeals;
• Behind-the-scenes shots.

These types of posts “invite” consumers into your brand and give them an insight into your business’s unique selling point.

Visual posts that promote your brand story can aid your recruitment campaigns and boost your appeal amongst talented applicants. A strong visual story makes your business a sought-after workplace and will significantly improve the caliber of applicants that you receive. So, while drawing up some video content, consider posting content that shows you are an employer of choice. Consider focusing on how your company champions:

• Growth Opportunities: Show that your firm helps with career planning and provide examples to prove that you promote from within.
• Recognition: Staff love being recognized for their hard work. Publicly acknowledge your top employees on social media and offer performance rewards to boost morale.
• Work-Life Balance: Talented employees are looking for employers that provide a great work-life balance. Prove your commitment to well-being by publishing a series of posts that promote a healthier work environment and explain your flexible scheduling.

Becoming an employer of choice will deepen your applicant pool and improve your work culture. This will have a knock-on effect on your brand story, as everyone wants to buy from a business that treats its staff right.

Email Marketing

While many marketers use email marketing, few incorporate visual content to boost the engagement of their messages. However, when used appropriately, visuals can capture your reader’s imagination and make email content easier to digest.

When crafting your next batch of email marketing, consider pulling in some visuals that are relevant to the content of your email and will capture the reader’s attention. Depending on your brand image, consider including informal content like memes and gifs. This will help build rapport with your consumers, who may appreciate a little humor to break up the monotony of their inboxes.

If, however, you send emails to a high-brow clientele you should steer away from informalities like gifs and opt for engaging short-form videos and edited images, instead. Combine these high-quality emails with other growth hacking tools like:

• FreeWebDesign’s custom business emails;
• BlueHost’s custom email address;
• Zoho Mail.

These resources professionalize your approach and can help you fire off emails that would usually exceed the attachment size limit. If you’re still struggling to send large, visual-laden emails, consider compressing some files and embedding links to high-quality social posts.

Social Videos

Social media is key to an effective digital marketing campaign today. Without a serious social presence, your brand will fall behind competitors that build a big following on sites like Instagram and Facebook. Build engagement on your social sites by publishing posts like:

• Competitions to win a giveaway prize;
• Ask questions and respond to commenters;
• Research trending topics and use relevant hashtags;
• Highlight staff stories and consumer testimonials.

These types of posts will boost your engagement and help build your brand image in the mind of your consumers. Turn your social posts into sales by targeting the platforms that are most relevant to your target demographic. For example, if you primarily sell photography prints to young people, use Instagram to highlight samples of your work. Maximize engagement on these social posts by running a giveaway or offering a discount to the first 100 people that like, comment, or share.

Conclusion

Visual marketing is king in the digital content world. High-quality videos and images can capture your audience’s attention and improve your reach and engagement. Make the production process that much easier by researching your target audience and adding some graphic design skills to your resume. This will help develop your brand story and spark a new phase of growth for your firm.