How To Drive Action With Visual Content

Brand Your Business

You have an amazing website, a blog full of helpful posts, a one of a kind product and an email newsletter where you share exclusive content, but your audience isn’t taking advantage of these offerings. You may have started out feeling like a superhero but suddenly you’re feeling like a super zero. You’re not alone. At one point we have all felt this way. Creating content people love is easy. It’s getting that content in front of them and getting them to take action that’s a little more difficult.

In today’s world of fast moving information, you have to be able to grab your audience’s attention and grab it quick. The easiest way to get them to pay attention to you is through your visual content strategy. You may already have a marketing strategy in place, but if you aren’t creating relevant visual content your strategy isn’t complete. Not by a long shot.

Have you ever wondered how to easily increase your email sighups or enroll more people in your online course? Well your visual content plays a large role in driving audience action. Learn how to increase engagement with a visual content strategy your audience will love.

Some of the links in this post may contain affiliate links. That means if you purchase from the link I may receive a small commission. I only recommend products that I absolutely love and stand behind.

Why Do You Need A Visual Marketing Strategy?

 

This question is easily answered with these mind-blowing statistics about visual content.

 

  • The brain processes visuals 60,000 times faster than text.

  • 90% of the information sent to our brains is visual.

  • Posts that include images create 650% higher engagement than posts that only contain text.

  • 84% of communication will be visual content by 2018.

  • 79% of internet traffic will be video content by 2018.

  • Posts that include video produce 3x more links than posts that are only text.

 

Add to those statistics that visual platforms like Instagram, Tumblr, and Pinterest are seeing major growth in active users and you can see that having a clear visual marketing strategy is a must for any business, even yours. No longer can you get away with a simple text-only tweet or status update on Facebook. Today, you have to be sharing relevant visual content that packs a punch across all platforms to see growth.

So how do you, as a small business owner, harness the power of visual content to see growth across your social media and website? I know we all wish we had a magic ring we could slip on to turn us into a visual content superhero, but I haven’t found the all-powerful ring yet. I have however found a proven way to create a visual marketing strategy you can implement across all platforms and for all your business offerings, and see the increase in traffic, shares, and profit you are looking for.

 

Start With An Objective & Goals

 

Every effective marketing strategy must start with an objective and SMART goals. What are you hoping to accomplish with your visual content? Are you looking to increase views to your blog, sell a new product or service, or increase your email list? These are just a few of the most common objectives in a visual marketing strategy and there are a million others out there.

Once you have set your overall objective it’s time to set goals for your campaign. If you aren’t familiar with SMART goals they are goals that are created to be clear and reachable. The acronym SMART stands for (S)pecific, (M)easurable, (A)chievable, (R)elevant, and (T)imely.

 

To see how I set goals you can read this blog post: How I set Big Goals And Actually Achieve Them

 

Here is an example of a SMART goal if you want to grow your email newsletter subscription.

 

  • Specific- “I want to grow my email subscription list so that I can reach the right audience and increase the number of leads into my sales funnel.”

To make your goal specific remember to use the five W’s; what, why, who, where, and which. Answering these five questions will give focus to your goal and help motivate you to achieve it.

 

  • Measurable- “I want to see my email list grow by 1,000 new subscribers.”

Making your goals measurable allows you to track your progress. This is especially important in a marketing strategy so you can see which of your efforts are producing the desired measurable outcomes. Also, consider what resources you will use to measure your progress. In this case, it would be your email analytics.

 

  • Achievable- “I will focus on creating relevant content for my audience that makes information easier to process and provides them with valuable information.”

Remember to consider if you can achieve this particular goal based on whether you have the time, money, and know how to accomplish it. But the old adage holds true “where there’s a will, there’s a way.” So if it’s important to the growth of your business don’t let something like time or lack of design skills stand in your way of creating a superhero worthy visual content strategy.

 

  • Relevant- Does this goal matter to you and your business? Anything that will increase the future or current profits of your business is worthwhile. So in this example, the answer is a resounding YES! Yes, growing your email list to 1,000 new subscribers is relevant to your overall business goals.

 

  • Timely- Give yourself a deadline to accomplish your goal. For example, giving yourself 6 months to grow your email list.

Setting a timely deadline, no matter how far out, gives you something to work toward. Some of your goals you will be able to accomplish in a short amount of time, while others may take years to see come to fruition.

So the goal in this example is: “I want to grow my email subscription list by 1,000 new subscribers over the next 6 month so that I can reach the right audience and increase the number of leads into my sales funnel. I will focus on creating relevant and easy to process information that helps my audience solve their biggest issues.” See how this goal marks off each point in the SMART goal action plan? Setting SMART goals will help you reach and achieve your ultimate objective and will help you set a clear and focused marketing strategy.

 

Get To Know Your Audience

 

The next step in setting up a super-powered visual content strategy is to define your audience and get to know them. If your an established brand you may already know who your audience is. If, by chance, you are just starting out you might need to do a little research to figure out who you’re marketing to.

To determine who your audience is you need to think of your niche. If you’re a maker who creates stunning handmade signs and home decor your perfect customer probably isn’t going to be the teenager who’s looking for help studying for the SAT exam.

Your niche will help you narrow down your audience but you need to be as specific as possible. Think of the age of your audience, income, geographical location, career etc, Narrow your audience down as much as possible. The more specific you are the easier it will be to target their specific needs and desires. Your whole visual content strategy will play off your audience.

I have found that once I have defined my audience and what specific needs they need to have met I need to think of them as a singular person rather than a group of people. This helps create a hyper focus to my campaigns. I even give him or her a name and refer to them by their name in my strategies.

 

Choosing Your Platforms To Impact Growth

 

I know a lot of you stretch yourselves across every possible social media platform out there and I know it’s exhausting to keep up with. But you really don’t have to be on every platform available to you. You really only need to be where your audience is hanging out to start. That means if you’re a mom blogger you probably don’t need to focus on LinkedIn. If the majority of your audience isn’t using a platform you don’t need to waste precious time trying to find them there.

Focus your effort where you will see the most return on your investment. Choose two or three platforms and give it your all. Establish your following and add in another platform.

 

My biggest tip for choosing a platform is making sure you establish yourself on Pinterest and Facebook.

 

To have a successful visual marketing strategy you must be on these platforms. These two platforms alone will be packing your biggest punch. Think of them as your visual content sidekicks.

 

Choosing Content That Drives Action

 

Now it’s time for the fun part of your visual content strategy, creating your content.

This is by far my favorite part of the process because there are so many forms of content to work with that can drive your audience to take action.

Let’s look at the different types of visual content you can use and how they can benefit your strategy.

 

Photos

These can be stock photos or original images that you create. They should be relevant to the content you are pitching to your audience and they should be visually appealing. Your photos should also work well with your brand. Use consistent colors, fonts, and filters to create a branded theme across your platforms. Remember that posts that contain images get 94% more views (MDG Advertising study). Remember you want your visual content to be shared over and over again so make sure you include your logo or website so people can easily find you later.

 

Infographics

 

Use infographics in your blog posts to make large amounts of information easy for your audience to process. Make sure you make the infographic a pinnable image so your audience can pin them to their Pinterest boards to reference later and help you get your valuable information in front of more potential customers. Websites that include infographics grow 12% in traffic than those that don’t.

 

GIFs

 

These looped animations are eye-catching and can emotionally charge a campaign. Use these bad boys in blog posts, Instagram, Twitter, and Facebook. GIFs can also increase engagement with your brand.

 

Video

 

Remember that stat I gave at the beginning of the post? Posts with video are shared 3x more than posts without video (SEOmoz). Your videos can be a simple how-to or show some behind the scenes action in your business. Just remember to keep your videos short, preferably no longer than 2 minutes.

 

Memes

 

These jokers are really popular on social media. They are easily shareable and have a potential go viral when done correctly. More than likely your audience is going to love and share these easy to make visuals. Remember to keep them fun but still on brand.

 

Webinars and Presentations

 

These powerhouses are a fantastic way to educate your audience on a particular topic. You can use SlideShare (LinkedIn), Facebook Live, and Periscope (Twitter). Webinars can be used as an optin for your email list. No matter which way you go this is a great way to get personal with your audience and provide them with vital information they need.

 

Comics

 

Even if you’re not an artist its worth looking into the power of comics and drawings. Keep them simple and fun. Use unique illustrations to help make you stand out and they will become apart of your branding.

After you have decided on what visual content you want to use to drive your audience it’s time to share it with them and track your progress. Tracking your campaigns is vital to your visual content strategy. Using your analytics will allow you to see what content you produce creates the greatest impact on your audience and allow you to focus on creating more visual content that your audience resonates with them.

 

 

Whether it’s to share your content, drive traffic to your blog, sign up for your email newsletter, or to make a purchase the goal of any visual content you create is to drive your audience to action. From step one, defining your objective, to creating a power packed content its all about getting your audience to take the next step.

Want to know more about me and why I love helping creative businesses brand with confidence? Head yourself over to my about me page to find out.

Learn how I booked 4 new clients before launching with Brand Clarity.

50 Comments

  1. These are really helpful tips! I just published a post today with no images, which is a first. I didn’t know what kind of photos to include given the topic. Your post gave me some great ideas!!

    Reply
    • You’re very welcome. I know this post doesn’t have many images… I had a few but the post seemed to go on forever with them. So use your best judgment.

      Reply
  2. Fab content. Thank you so much for sharing these tips 🙂

    Reply
    • You’re welcome. I hope they give you some ideas of how to add more visuals to your content. I will be adding video to my posts here soon.

      Reply
  3. Great points! I’m currently re-organizing my blog and trying to create it to be more visually pleasing.

    Reply
    • Yay!! I hope this post gave you some ideas to include. I know it can be hard to find just the right piece of content for posts and pages. But it can be fun to include the unexpected.

      Reply
  4. This is such a great post!! I am going to read this and read it again, there’s so much great information.

    Reply
    • Thank you, Katie. I am so glad you found it useful. I am always trying to find ways help you all out so I am glad this was a good post for you.

      Reply
  5. Great info!! Love this!!

    Reply
    • Yay! I am glad you like it, Erin. I hope you find it helpful on your own blog and website.

      Reply
  6. Nice read. I’ve always found how important visuals are to a post and to a website. It helps connect the reader!

    Reply
    • Yes!! Visuals are a great way to connect with your audience. Whether you use them in a blog post, on a landing page, in social media or in your email campaigns they have a lot of power to create emotion with your audience.

      Reply
  7. Great tips! I am currently revamping my blog and will definitely keep these in mind! 😊

    Reply
    • Yay!! I will be checking out your blog to see how you use these tips. I love seeing people be creative with visual content.

      Reply
  8. This was so helpful! I am not great at visual content but am definitely going to try and up my game now.

    Reply
    • That’s wonderful! I see so many bloggers that will use photos in posts but sometimes adding some video, or a GIF can make a big impact.

      Reply
  9. Visual content is SO important! I have learned that throughout my time blogging. I feel like I’ve come a long way with mine but I’m still not 100% satisfied with it. Thanks for sharing your tips!

    Reply
    • I am about to be adding video and sometimes I get stuck just using photos and have to remind myself to jazz it up a bit. Hopefully, soon most of my blog posts will be mostly video content with a summary underneath.

      Reply
  10. Thank you!! This is amazing! I’m new to blogging and need all the tips I can get!

    Reply
    • Yay!! Congrats Liz!! I’ll check out your blog… I am glad you found my post helpful.

      Reply
  11. I think this is such a good post on strategy. I like to read but the majority of people are swayed by visuals. It does draw them in. I know my social media need a little more in this department. I’ll start by implementing these tips.

    Reply
    • I think visuals should be used to enhance the story and not take away from it. But yes, we are in a world of fast information and visuals help get our story told faster and in a more entertaining way.

      Reply
  12. Wow I feel like I use some of these techniques in my job!

    Reply
    • Yes, a lot of people use these techniques every day without even realizing it. ANd a lot of people don’t realize that visuals are used every day to get them to take action.

      Reply
    • I am so glad you enjoyed it. There are so many visual options available today that it’s good to mix it up sometimes.

      Reply
  13. This is all very helpful. I sew on my blog, so obviously I post pictures of my projects. I also create pinnable images, but it sounds like there’s a lot more I could be doing visually for my blog’s growth! Thank you for your tips!

    Reply
    • You’re welcome. If you get a chance you might want to do video tutorials for some of the steps. Some people learn better when they see how something is done. I can sew is a very basic way so for someone like me a video would help a lot.

      Reply
  14. Love this! I am definitely a visual learner myself so I always try to make sure I have the best visuals! Yours are always gorgeous!

    Reply
    • That’s so sweet! I am also a very visual learner. I plan to starting using video in my blog posts here soon.

      Reply
  15. This is such great information, and I love that you added stats! I am a late adopter of video, and struggle sometimes to add great images. I will definitely have to work on these two areas. Thanks!

    Reply
    • I am going to be incorporating video into my website here soon… so I too am a late adopter. But I know that many people prefer video to reading which explains YouTubes rise as a social network and so may other adopting video.

      Reply
  16. I just love these tips! Thank you for the thorough and helpful advice. I had no idea that posts that include images create 650% higher engagement than posts that only contain text. That’s incredible! I also appreciate your advice to get to know our audience; that’s so important and will help shape the type of visuals we put out there.

    Reply
    • I am glad to help. I was shocked by the stats as well. Its absolutely crazy but goes to show that visuals play a huge role in audience engagement.

      Reply
  17. This is so helpful! I am much more of a words/writing person than a visual person, so it often feels like pulling my own teeth to think strategically about images — it feels like something I HAVE to do. But I really want to work on the mindset that this is another powerful way to communicate my message. Great tips, thank you!

    Reply
    • You’re welcome. I am a visual person so it hard for me to write. But I know while visuals are powerful I still have to write.

      Reply
  18. Love these tips! I recently started implementing smart goals on my Pinterest platform and it is making a difference. I wasn’t using it to it’s full potential. Who am I kidding? I was totally ignoring it because it was “just another social media channel” but now, I have a different mindset. It’s key to growing my business.

    Reply
    • Yes!! Pinterest is a huge traffic driver. And visuals play an important role in how Pinterest will work for you. I always recommend 3-4 pins for every piece of content to see which pins perform the best.

      Reply
  19. Great tips, I don’t think I focus on this enough! I hate finding pictures for my images, but I really do need to make it more of a strategy and a priority!

    Reply
    • Visuals are very important. They can help break up content and give your audience a fun break from reading. There are a lot of sites for free stock photos you can use, and also some really good paid options that on’t break the bank. If you need a list just let me know and I’ll send you some resources.

      Reply
  20. Great information! This is really helpful and gave me some things to think about.

    Reply
    • I am so glad you enjoyed it and it was helpful. There are so many options for visuals but most of the time we just stick to photos. A video is one of the fastest growing ways to add extra content.

      Reply
  21. Thank you for the valuable information. I’ve been working on getting some comics drawn up to add to my blog. But my biggest challenge is trying to find my niche. I’m very opinionated and I write about life issues, but it can span anywhere from being a woman, to parenting, to something in the news, to relationships or friendships or something in the workplace. It’s all things women (but not fashion or food).

    Reply
    • Finding a niche as a multi-passionate entrepreneur is hard. But no one ever said you had to have a specific niche. It sounds to me like you’re a current events/lifestyle blog for the modern woman. And I love that you area adding comics to your blog!! It sounds so fun!!

      Reply
  22. Thanks to your post Im now giving much needed thought to who exactly my audience is. Thanks for the advice. That’s really helpful.

    Reply
    • You’re welcome. I hope it helps you better target your audience and learn how to use visuals to make a big impact on them.

      Reply
  23. Thank you! I’m new to blogging and I struggle to set attainable goals. I also have never created any videos… I knew that visual content was going to become more popular, but I had no idea the statistics were so high! It makes sense though, it’s so much easy to process and it’s way quicker. Wow. These are some good things to know!

    Reply
    • The stats even blew me away. It seems the way we prefer to receive our information is changing and we as the educators must change with the times. I am going to be giving video a shot here soon.

      Reply
  24. Thanks for the great post. Lots of info here. To me my goals and aims are important

    Reply
    • I am glad you enjoyed it, Deborah. Goals are extremely important for any business or blog. Depending on what you want your audience to do really good visuals can help you reach those goals much faster.

      Reply

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