Your business needs constant addition of new customers to sustain itself viably. In this context, visual marketing through digital touchpoints can prove effective.
But with an abundance of immersive visual content online, how can you provide cutting-edge to your marketing campaign to drive optimum engagement? Through a well-thought-out strategic plan founded on original, attention-grabbing, relevant, and shareable visual content.
Visual Marketing Basics
Visual marketing differs from visual content marketing. The former blends and leverages images, videos, graphics, slideshows, PDFs, and other visual matters for sales promotion and brand advertisement. The latter implies using visual media such as social platforms, blogs, infographics, and other digital forums for driving content marketing.
The success of visual marketing hinges on the neuroscientific aspect of the human brain. Our brain can interpret messages inherent in images very fast, within a split second.
Visual marketing thus aids optimum ‘Brand Recall,’ which is the ability of a lead to remember a brand related to a particular product/service.
Further, such leads make purchasing decisions incredibly faster when prompted with visual cues. The engagement quotient of visual content far exceeds that of text-only posts.
Developing Laser-Targeted Visual Marketing Strategy
Your visual marketing strategy needs to be developed after proper brainstorming by factoring in the key drivers and dynamics of the audience segment you are targeting.
You can devise the strategic roadmap for deploying a failsafe visual marketing plan by drawing inspiration from the points discussed below.
Define the Value You Intend to Deliver
Your visual content has to be developed by outlining:
- The unique offering of your brand that your contemporaries can’t provide to customers
- The communicative manner in which leads shall be updated about ways your product/service can solve their problems
Focus on adding value to the viewing experience of leads w.r.t. your offering.
Set Your Visual Marketing Goals Realistically
Without pre-defined objectives, your strategy will act like a rudderless boat. It would be best if you formed an idea of the success milestones you hope to accomplish. This will also facilitate the deployment of an alternate strategy if the primary one fails to measure up to your expectations.
Some aspects you can consider while visualizing the goals include:
- Visual content’s shareability
- Driving organic traffic to your website
- Meaningful engagement of leads, etc.
The goals must be ‘Specific, Measurable, Achievable, Realistic, and Timely’ with deadlines set for each objective.
Get To Know Your Targeted Leads
You are investing in a marketing plan to reap rich dividends. However, your strategy may tank if you fail to target the right audiences willing to convert.
This calls for:
- Identification of the persona of your ideal customers
- Gaining insights into the temperaments of focused leads and factors that influence their purchasing decisions
- Securing feedback about past visual campaigns from available analytics
- Learning about relevant elements in visual content that can pique interest and curiosity among leads about your brand
- Narrowing down on the social media or other online platforms where your leads frequent the most
Read Also: Influencer Marketing explains: Follow the rules of the game
Perform Competitor Analysis
You may carry out a ‘Strengths, Weaknesses, Opportunities, and Threats analysis of your competitors for learning:
- What elements of visual marketing are delivering results?
- What factors can land your campaign in trouble?
- What are the opportunities for improvement?
Create Immersive Visual Content Aligned with Your Objective
At this stage, you have to develop tantalizing concepts that will form the backbone of your visual campaign. Innovation has no limits. Ask your creative team to develop unique ideas that can be materialized through any good online movie editor software.
The visuals must be simple and convey even complex information in a coherent and articulate manner. They must be show-stoppers that can transfix the viewers and make them ‘wow’ at the creative brilliance.
Information that needs to be depicted in a phased manner can be presented through slideshows. A creative slideshow maker will serve your purpose. Leverage all available visual elements to make the content as appealing as possible.
Good content will inspire trust among prospects in your brand’s commitment to serving customers maximally.
You can also look at the marketing funnel to visualize how your visual content will travel through various stages, complementing the funnel. Map the reaction of audiences and tweak content accordingly.
Explore all available options to best present your information in a way that motivates viewers to engage with your brand spontaneously.
Stick To A Consistent Visual Branding Philosophy
Your motto should be to engage audiences and enhance your brand recall rate through optimized visual content. This requires you to build a unique brand identity to which your leads can relate.
You can develop your easily identifiable brand image with a pertinent logo, attractive colors, uniform fonts used in all company communications, icons, brand templates, and similar design styles or elements. These elements should reflect your brand’s tone and voice in a consistent and easily identifiable manner.
Ask your brand strategists to build a digital repository of brand assets so that marketing experts can use them for campaigning at scale. You can also have visual content workflows in place that can expedite the pace of content development and implementation after being scrutinized for relevance at multiple levels.
Keep Auditing The Efficacy Of Visual Assets
You are not obligated to use the same visual assets if they fail pathetically in delivering outcomes. Audit them regularly to repurpose them to make your campaign more result-driven.
You may also consider allocating additional digital resources to make content creation faster and more qualitative. Keep an eye on the visual content making your competitors rope in newer customers.
Train Your Team of Brand Strategists
Designing high-quality visual content on a regular basis needs collaboration and optimal unlocking of the creative potential of all involved.
For this, you must regularly subject your brand strategy creation team members to relevant training. This will empower them to get a better feel of the pulse of targeted audiences and select cutting-edge visual marketing tools.
Your business can flourish only when you can connect to customers at a personal level. This calls for listening to them and formulating your strategy around their needs or expectations. The content should be mobile-responsive necessarily.
Rely on user-generated content to drive higher engagement. Focus on building a digital community around your brand whose loyal members can spread the word about you as sincere brand advocates. A strong visual marketing strategy will shield you from market headwinds and make your business grow.