This article examines the important role that visuals play in marketing. Christopher Lee of WNY Holdings LLC looks at improving structure, enhancing SEO, promoting understanding, and encouraging sharing. In addition, he examines marketing trends and modern advertising techniques.
Improve Structure
Creating the right campaign structure will profoundly influence your marketing efforts’ effectiveness. The basic components of any marketing campaign structure are individual ads, ad sets, and campaigns. The number and type of individual ads in a set, the number of sets in a campaign, and the number of campaigns you launch must all be finely tuned for optimal results.
A key consideration is how to structure the visual elements used throughout the campaign. These visual elements may include images, videos, and logos. They are most effective when there is consistency throughout the entire campaign; from ads to landing pages to detail pages, the visual should provide a consistent look and feel.
Enhance SEO
Two factors that will significantly enhance search engine optimization are time-on-page and social sharing. Search engines track how long visitors spend on a web page. The more time spent on a page positively influences the search engine algorithm that defines ranking.
Visual elements such as images and videos increase visitor dwell time. A thousand words of text will turn many visitors off, but that same text broken up with relevant images is much more likely to be read.
Promote Understanding
The adage “a picture is worth a thousand words” is oft-quoted because it’s true. An ad can tell much more about a company, product, or service using effective visual elements than pure text can. Ad space is expensive, so visuals are a great way to capture your audience’s attention and tell your story within a small space.
To promote a deeper understanding of your product or service, use visuals to tell the story. Size, color, options, use case, and appeal can all be conveyed in seconds using an image or video. Visuals share information so effortlessly that consumers will learn about a product or service just by viewing an ad or website visual element.
Encourage Sharing
People love to share images and videos that convey an emotion or tell a story. Over 80% of all internet traffic is video. Much of this traffic comes from individuals sharing videos with each other. Across the world, people share interesting or humorous content millions of times each day.
The Holy Grail for advertisers is to launch a campaign from which some element goes viral on the internet. Even if your ad image or video does not end up trending on Twitter, you can reap huge market penetration with a visual advertising campaign that people want to share.
Trends and Techniques
One important trend is the increase in video marketing. Over 80% of businesses use video as a marketing tool. The most common uses for marketing video are explainer videos, social media videos, presentation videos, sales videos, and video ads.
Visual search is another significant trend for marketers to note. People can conduct a search based on an image to get detailed information. Pinterest and Google both have solutions that allow users to search on a product’s image to find where they can purchase it. Visual search promises to be a useful tool for marketers going forward.
About Christopher Lee
Christopher Lee is the Marketing Manager at WNY Holdings LLC, a customer-focused digital marketing company that was started in 2018 to provide tailored marketing strategies for small businesses. Christopher Lee assists clients with all their digital marketing needs, from content marketing, web, and graphic design, media creation, SEO, all the way to Facebook advertising.
