After a long time browsing a website, you are about to click on the “add to cart” button. But you don’t, its design is not attractive enough.One of the main reasons that make us leave a web page is the absence of attractive visual stimuli. Paradoxically, thanks to technology our attention span is at a minimum and every day it is more difficult to get us to stay interacting on any website.In a recent research led by the usa phone number database free download University of Denmark (DTU) and the University College of Cork (Ireland), it was shown that the attention span of the human being is increasingly reduced.list_altIndex of contents
# 1 Visual Marketing Strategy – Optimize the website with visual content to chart a conversion path
# 2 Visual Marketing Strategy – The Power of Infographics
# 3 Visual Marketing Strategy – Storytelling is your ally
# 4 Visual Marketing Strategy – Video Marketing Has Become King
# 5 Visual Marketing Strategy – Publish your visual content on the most appropriate photo and social video media
In this context, the visual content of our website is a powerful tool to call to action and get conversion metrics to skyrocket.
Along the same lines, another Social Media Examiner study indicates that more than 30% of digital marketers use images as an essential part of their strategies.In this article we tell you how to use visual marketing to increase conversions and achieve your business goals.# 1 Visual Marketing Strategy – Optimize the website with visual content to chart a conversion path
When a visitor enters a website, they make the decision to stay on it or leave in a few seconds.The conversion journey begins when an anonymous visitor lands on the home page of your company website and finds content that is interesting enough for them to want to know more.As María del Carmen Fernández González, a luxury ecommerce Betting Email List , expresses in her book The Formula for Success to Increase Sales that creating a good website (which may or may not be a landing page ) with images and videos of our product or service increases the conversion rate by up to 80%.Do you like what you are reading? Subscribe to the blog!
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How do we keep a user who comes to our website for the first time connected? The starting point must be to offer a value proposition , what identifies us and makes our business unique .The visual content that we show must clearly express the competitive advantage of our online store. It is the ingredient that not only delivers a product or service but also solves a problem, a need, a desire … that competitors do not contemplate.
A good value proposition usually includes a text (with title, subtitle and a paragraph of text), as well as visual elements that support it (photo, video, graphic…). Make it clear why someone would want to buy on our website instead of a competitor’s.When making yours, keep these recommendations in mind :It has to be concise and easy to understand.It must define what we do.
You have to explain how our product or service solves a problem for potential customers.
It should answer the user’s question : “If I am your ideal customer , why should I buy what you offer from you instead of buying it from any of your competitors ?”
Video hosting platform Vidyard.com uses a video on their home page to explain in an engaging and fun way how their solution works. And show your value proposition in the text that appears in the first few seconds . Plus, he runs a call-to-action at the end of the show, asking the viewer to take a tour to learn more.Next to the video is a highlighted button to take that tour for free by registering, as well as a demo. When the user completes the process and signs up, the conversion goal is much closer.Visual marketing strategy – VidyardKeep in mind that people tend to retain only 10% of what we hear. However, if written text is combined with relevant images , 65% of the information remains in our memory for at least three days.When it comes to choosing the images for our website, we must be clear about the message we want to convey. Thus, the web must maintain consistency in both its design and its visual content .
For example, the rest product company Sleep Number begins its conversion path with a website designed in modules that invites the user to scroll or scroll vertically.Each of them contains several perfectly structured visual elements (static images, vectors, sliders and a video) that always direct us towards the same objective : to buy the product.In the first, third and fourth modules a call to action is made , in this case, online sales . If the visitor has not made up his mind yet, in the seventh and last module he is invited to take action with the ” store finder “.Visual Marketing Strategy – Sleep NumberIt is an online store concept based on content marketing , which offers useful and relevant information related to the brand for a specific commercial purpose. The visual hierarchy is consistent and integrated into the sales process, the elements of wich are embodied as a digital experience.# 2 Visual Marketing Strategy – The Power of Infographics
A decade ago, infographics began to flood our inboxes, social networks, news … Its value was clear: highly shareable content that eliminated excess text for an audience that was already beginning to shorten their attention span.The question is whether it continues to be as effective as part of the overall content converting strategy today. The answer is yes . In fact, using infographics can increase web traffic by up to 12%.Non-profit organizations such as The National Endowment for the Arts or The 9/11 Memorial and Museum continue to use infographics as an essential means of sharing their progress and raising awareness of their work.Visual Marketing Strategy – Infografia NEA
The media relies heavily on the ability of infographics and data visualization to tell their stories. We have an example in the infographic of the Notre Dame Cathedral: “ This was the cathedral of 850 years of history, before the fire ”, published in the newspaper La Vanguardia . She was one of the winners at the ÑH19 Awards, for the best journalistic design in Spain, Portugal and Latin America .Visual Marketing Strategy – La-Vanguardia-Notre-DameOn the other hand, static images give a lot of play to capture and hold the public’s attention. There are many ways to use them, so take note.Micronarratives and mini-infographics for social networks
Small pieces of information (graphics, for example) that are part of a larger set are often shared on social media. These mini-infographics are used to direct traffic to the complete infographics that are hosted on our website.To see an example of a micronarrative on social networks, you can check out how NeoMam Studios shares fragments of their infographic works on Instagram.isual Marketing Strategy – Neoman-Studios-Instagram
Thus, they easily reach your potential customers . In this case, one of his infographics shared on this social network was used in an article by The Huffington Post Canada .Visual Marketing Strategy-Infographic-HuffpostInteractive infographics
Interactive content has a conversion rate of 70%, according to Demand Metric . This is because the different types of interactive content (infographics, landing pages, widgets …) specialize in customizing it for each specific user.This is the case of the BuzzFeed company tests , which are extremely successful because they provide knowledge about oneself in a playful and individualized way.Thanks to these interactive infographics , the user finds help to choose what type of clothing suits him best, discover the type of loan that suits him best or something about his personality, to give a few examples.Visual Marketing Strategy-BuzzFeedSince today’s consumers love content specially designed for them, they are more than likely to stay on our site and come back again and again to enjoy what we offer them. Without almost realizing it, we will be carrying out a full-blown conversion .Ebooks and visual white papers
A well-designed eBook or White Paper will include quality graphics, icons, and illustrations every approximately 200 words .In this way, the reader will not feel tired and will advance to the end of the book. According to a study by Nielsen Norman Group , the majority of the audience will only read 20% of a text that contains 600 words or more.In addition, this type of visual content can be shared on socal networks , which will generate more traffic to our ebook or White Paper.A great example of this is the White Paper offered by NETRONIC , of which we can highlight:The inclusion of bulleted text that lets visitors know what they will get from reading the book.
The inclusion of an image of the book, which makes it more tangible, despite being a digital book.
The inclusion of the word “free” to capture the attention of visitors .
The inclusion of the word “now” as an immediate call to action .
The text ” 16-pages whitepaper “, which shows exactly what we are going to find.
A short form, which makes conversion easy.
A minimal footer that keeps attention focused on the conversion.
Visual Marketing Strategy-NETRONIC
Presentations and balance sheets of financial results
We often prepare high-quality content for presentations at conferences , company meetings, or webinars. These are generally visual presentations that are shared internally.
An excellent way to drive traffic to our website is to reuse this content on platforms such as LinkedIn , on other social networks and even on our corporate blog.
For example, this report from the 9/11 Memorial and Museum is an interactive piece that combines individual data in different charts to see the exact value they represent in the whole of an infographic .
Visual-Memorial-and-Museum Marketing Strategy
# 3 Visual Marketing Strategy – Storytelling is your ally
Transmitting stories that the user can easily remember and with which they feel identified is the goal of storytelling . By connecting with the emotional part of our potential audience, we manage to create a link with our product or service.
The art of storytelling requires creativity, skill, and practice. It’s a trial and error process that distinguishes brilliant from mediocre businesses and builds customer loyalty .
Diana Damas, an expert in productivity, storytelling and communication , explains in this video the fundamentals of this strategy.
When developing a good storytelling strategy for our business, we must ask ourselves these questions, as Diana Damas explains in one of her monographs, developed for the Uned Foundation:
What defines us and how should we tell it? Why can or should it interest the audience? Can we create a story that reflects the “heart” of the brand?
What do I hope to achieve with the story? Can I get it?
What other stories does our audience handle about our brand, entity, sector or product? And about the competition?
Is it an interesting story that you would share having a drink with some friends?
Is it easy to remember? Is it honest, consistent and credible?
Who are the protagonists? What is the context? What experiences and emotions does it convey?
Does it respond to introduction, middle and end? What is the climax of the story?
The storytelling technique captures the user’s attention especially when we tell human stories.
Why is storytelling important in visual marketing?
The visual narrative allows us to communicate and convey messages and information visually through stories . These are much more interesting and entertaining than traditional marketing messages. In addition, they convey emotions through the aesthetics of the image .
If we decide on a strategy that uses this type of narrative, we can cover any type of content or message transmitted through visual media. It can be anything from still images and illustrations to animations or videos.
How can I create amazing visual content?
Storytelling is a personal approach to marketing, as each individual narrates differently and uses different emotions to trigger a positive, strong, and direct response .
Emma Coast worked as a screenwriter for Pixar , the company behind some of Disney’s best animated films . In 2011, he posted on Twitter a list of the 22 basic rules the company uses to tell a story. We recommend that you take them into account when creating your visual story because they have proven to be very effective.
In the digital age, the customer is not only right but can share their ideas, feelings and opinions in a hyper-connected online community . Their ability to influence the purchase or consumption decisions of others is very high.
In fact, 92% of customers trust the opinions posted by other users more than traditional advertising. With this idea on the table, the visual narration of our product or service driven by the client itself serves to generate trust towards it and expand its reach.
An excellent example of this style of storytelling is the “ Airbnb Community Stories ” platform , which consists of an innovative mix of stories from real hosts and travelers on the accommodation platform .
Instead of bombarding us with elaborate versions of its own story, Airbnb offers its users a platform on which to tell their most emotional or significant experiences.
# 4 Visual Marketing Strategy – Video Marketing Has Become King
The technology company Cisco points out that by 2022 82% of internet traffic will be generated by videos.
Think about it … the video is entertaining and engaging. The human mind has a tendency to visualize things and we like to be told stories. Therefore, using videos is a useful and profitable practice to increase our conversion rates .
According to EyeWideDigital , hosting a video on our landing page can increase conversion by up to 80% . Producing videos is within the reach of companies of almost any size and budget, as the options are endless.
Not sure how to start using video for this purpose? We give you some ideas that work.
Video Marketing Ideas for Beginners
Record a demonstration of your product or service by making a screencast (a video recording of your screen).
Create an animated GIF of an aspect you want to show.
Record customer testimonials of about 15 seconds.