21 Jan How To Make Visual Marketing Work for Your Brand
In a time where sharing images has become easier than ever, it’s impossible for you to market without using visuals. But does your brand use visual marketing strategies or do you simply include visual content in your digital marketing strategy?
What Is Visual Marketing?
Visual marketing is a type of content marketing strategy that relies primarily on visuals (photos, graphics, video etc) to market a product or service. You’re basically guaranteed to succeed with visual marketing based on the neuroscience that people are visual creatures.
We’re all attracted to images and our brains are wired to interpret images more quickly than words (think of the cavemen who communicated in images). This means great visuals and aesthetics greatly impact the making of purchasing decisions.
Thus, when it comes to marketing strategies, nothing works better than visual marketing, especially with all the visual content platforms available these days.
Note, however, that there is a difference in visual marketing (which is a promotional strategy that begins and ends with images) and visual content marketing (which converts promotional content into visuals to market on visual media platforms). In this article, we’re talking about visual marketing, the strategy in which visuals are used from the very beginning.
So how can you make visual marketing work for your brand?
1. Find Your Unique Selling Points
First, identify what exactly sets you apart from your competitors. What do you offer to your target audience? What’s special about your brand or product or service? What about it do you want to focus on?
Are you trendy, up-to-date and daring? Or are you offering something professional, reliable and trustworthy? These unique selling points are what you’ll use to decide the kind of visuals your marketing strategy will employ.
2. Set Marketing Strategy Objectives
After you’ve figured out the unique value you want to share with the world, you should set concrete goals for what’ll make your marketing plan a successful one.
Are you aiming to drive more viewers to your website? Are you looking to directly sell a certain amount of product with this marketing strategy? Or are you looking to build a community around your brand?
The more specific you are, the more direction you’ll have about what visuals and mediums to use in this strategy.
3. Identify Your Target Audience
Just like all other marketing strategies, you’ve got to know who it is you’re appealing to. That way, you’ll be able to use visuals that appeal to them and stay away from what’s uninteresting to this particular group of people.
Even if your target audience is everyone, you should focus your marketing strategy on a group of people within “everyone”. Aiming to please everyone is the surefire way to please no one at all. Create a persona of your ideal target audience and focus on this group of people only.
If you want to expand your target audience to include a new demographic, then create a new marketing plan that focuses on this new group of people.
4. Decide on Relevant Content for Your Brand
Choosing the right visual content for your visual marketing plan is not like playing pictionary with your unique selling point. You’ve got to creatively capture the concept with visuals in a way that is aesthetically appealing to your target audience in order to create the biggest impact.
Look at the kind of visual content that works best with your target audience and find where it intersects with your brand’s value. The goal is not to replicate what’s popular but to create what’s appealing that’s unique to your brand so that your target audience will immediately associate all such related visuals with your unique selling points.
5. Repurpose Existing Visual Assets
Unless you’re starting your brand from scratch, chances are, you’ve already got visual assets you can use in your visual marketing plan. Look at the visuals that have worked for your brand in the past and refine or reuse those.
What graphic styles and fonts have you employed so far? Have they been effective? If so, repurposes these or follow a similar style for all other visual assets. Think of ways to multiply these assets. Did a lifestyle photo work well? Make it a GIF or produce a video. Was an old video you made popular? Take screenshots and combine them into a static visual or create a graphic out of its content.
6. Start Creating Visual Content
Now that you’ve gone through the laborious planning portion of your visual marketing strategy, it’s time to start creating the visual content! Looking for help producing graphics and photo assets for your visual marketing strategy? We’ve got affordable graphic design and photography services for you here at Story Box.