Effective marketing requires the use of visuals. Below, you will learn why images are important to any marketing campaign and how to properly use images in marketing.
The Importance of Images in Marketing
Humans are naturally visual creatures. We consume and judge with our eyes first, and it is exactly this perception that gets embedded into our minds. In fact, people remember 65 percent of what they see and only 10 percent of what they hear. If you remain unconvinced, here are some other statistics that depict how images play a critical role in our lives:
- We process and absorb visual information in about 100 milliseconds, which is much quicker compared to text (10 seconds).
- Articles and blog posts with images receive 90 percent more views than those that do not have images.
- On Facebook, posts with images receive more than twice as much engagement.
- On Twitter, tweets with images are retweeted 150 percent more than those without.
Apart from driving engagement, images contribute to better readability. When you present a dense block of text to a reader, there is a good chance that they will click away or abandon your website. By adding images, though, you can break up the text and make it easier to digest.
Digital marketing pics are also integral to improving your search engine optimization (SEO). In fact, 60 percent of customers are more likely to go with companies that use images in their local search results. In addition, when you label your images with meta descriptions and tags, Google will have an easier time locating your website.
Image Marketing vs Branding: Understanding the Difference
Although image marketing and branding do belong under the same umbrella, they are not interchangeable. A brand is a feature that identifies your product or service in contrast with similar products and services. Branding involves the use of logos, names, and designs to differentiate your business from competitors.
Marketing, on the other hand, is how you promote your brand. It is how you will get your target audience to learn about your brand, products, and services. Image marketing, more specifically, is the use of images in the execution of your marketing strategies to accomplish your marketing objectives. It takes advantage of visuals in the promotion of your product or service.
How to Effectively Use Images in Marketing
Images can elevate any marketing campaign, but you must know how to use them effectively to earn the most gains. The strategy you adopt should depend on the medium you intend to use.
In Social Media
Social media dominates a lot of our time, so it almost seems foolish not to take advantage of it for marketing purposes. But, social media is inherently visual. Thus, it makes sense to use images when promoting your business on social platforms. While using images on mediums like Instagram, Snapchat, and Pinterest is a given, they can also add to the efficacy of your marketing campaigns on Facebook, Twitter, and LinkedIn.
When considering social media marketing images to use, take size into account. Using the wrong dimensions can distract or obstruct, thereby affecting the post as a whole. Additionally, consistency is key when it comes to your display images. Using the same profile photos, cover photos, and logos across all platforms improves your brand identity. It also signals to both Google and your audience that these social media pages all belong to the same brand.
In 2019, 293.6 billion emails were sent and received worldwide per day. With your customers receiving countless emails daily, you naturally want to set yourself apart from the rest. If you get your customers to open your email, you want them to read it through. This is where images, even in email marketing, can help you.
Images are eye-catching. And, when you include an image or two in your emails, your readers are more likely to engage with them. The types of images you can include in your email campaigns vary, from photos of your product to entertaining memes.
In Blog Posts
One way to enhance organic search results for your brand and website is to start a blog.
But, blog posts are, by nature, heavy on text. Therefore, it can be difficult to make them seem interesting with just a single glance. When you include images, though, you have a better chance of grabbing reader attention. Images have the uncanny ability to engage with an audience and make any topic interesting.
Additionally, images can help demonstrate your point. The best types of content images come in the form of infographics, product images, screenshots, explainer photos, and the like. It is also a good idea to add a relevant cover image positioned at the top of your blog post.
Deciding on Digital Marketing Images to Use
When choosing images in marketing, it is essential to go with ones that meet the following criteria:
Your images obviously need to be creative, that goes without saying. Finding inspiration can come as a challenge, though, when every concept seems to have been done before. But, you do not have to reinvent the wheel. Simply highlighting your unique selling proposition can distinguish your brand from your competitors.
The images you use must also be high-quality. Low-quality photos can turn off your target audience. It also sends a bad impression that your business is not as legitimate or trustworthy as others.
Of course, that does not mean you should find an image with the largest file size possible, especially when it comes to your website. Images that are too large can affect the loading speed of your website, and customers have been known to click away if your page loads too slow. In general, the images on your website should be 72 dpi (dots per inch) and should not go over 2000 pixels wide.
Relevant to Your Brand and Product
Finally, images in marketing should be related to your brand and product. Ask yourself whether the image communicates the right message, fits your overall brand, and engages your audience. You should also make sure that your competitors are not using similar images in their marketing campaigns. Otherwise, you would fail to set yourself apart.
Types of Online Marketing Images
The types of images you can use in marketing include product images, brand mages, user-generated content, behind-the-scenes images, memes and GIFs, infographics, and stock photos. Let’s break them down further below.
Product photos are a given in any business. If you are promoting and selling products, then it stands to reason that you should have accurate photos to represent them. It is also necessary to have product photos for press purposes. Make sure to have beautiful, high-resolution images of your product. It is also a good idea to take a photo from every angle to showcase your product in its entirety.
Apart from showing the products themselves, you should also consider taking lifestyle shots. This shows your products or services in action. When customers see it, they can envision themselves using your product or service.
2. User-Generated Content
Otherwise known as UGC, user-generated contents are images or videos of your products or services that your customers have taken and shared. These photos add another dimension to your marketing campaign because they involve actual people promoting your offer. It is a form of word-of-mouth marketing, which is by far the most trusted and effective way to market a product.
To take advantage of UGC, share them on your social media pages, website, and even on official marketing materials. Content that comes from real people come across as authentic, which is a highly sought after trait in businesses today.
3. Behind the Scenes
Behind-the-scenes images add a personal touch to your marketing efforts and lift the curtain on your business. It allows your audience to connect with your business on a deeper level. It gives a faceless corporation a personality.
If your business gives back to the local community or supports charitable organizations, highlight them with images. If you have a business mascot or a special work culture, consider taking photos of them. Anything that can give your business a unique spin or character will work.
Images in marketing are not necessarily limited to photography. You can also use computer-generated graphics to market your brand, product, or service. When creating your own graphics, though, remember not to copy existing images. It is imperative that you exercise creativity and distinguish yourself from others in the same industry.
5. Memes and GIFs
Who says marketing can’t be fun and entertaining?
If you want to capture attention and elicit a laugh or two from your audience, you can use memes and GIFs to promote your business. Memes and GIFs are widely used online, and customers appreciate a brand that does not take itself too seriously.
Real-world examples include Netflix and Wendy’s, both of which use humor as a way to connect with their market.
If you want to share information with your audience, infographics work great. As previously stated, people consume and digest images faster than text. So, why not combine the two for a quick and easy read? Additionally, media outlets and bloggers love infographics. Therefore, you can use infographics when partnering with such parties and increase your credibility through backlinks at the same time.
7. Stock Images
Stock photos are pre-existing, professionally-taken photos that are available online. They are widely accessible and very convenient, especially if you lack the time or money to take photos of your own. They also work great for digital marketing background images. There are many websites that offer stock photos either for free or for a price, such as:
- Getty Images
Moving Forward With the Right Guide
Images play a vital role in marketing. It is another way businesses can communicate with their audience and forge a relationship with them. But, navigating the use of images in marketing can be tricky without the proper tools and strategies. Hopefully, this comprehensive guide can help you do it right.
Sometimes, though, it is best to outsource your digital marketing needs to an experienced firm like Tanner Grey. If you want to know more about our services, feel free to contact us online or give us a call at 844.500.1339.
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