Photos have long been a part of marketing and continue to be important with the advent of online marketing. It is important that you consider what role images are going to be playing in your marketing strategy when you create your marketing plan. It is also important to consider what images you should be using and why.
Understanding The Social Role Of Photos
As many businesses are moving toward online marketing, it is important to know what the social role is photos are. The social role of pictures plays a large role in why and how you should be using them. Research into user behavior has shown that content with images will get 94% more views than content without. Social media updates which have images will also get more likes, shares and retweets.
The principal behind this is that the image will draw the eye of the viewer to the content. Society is very visual orientated and the use of images in marketing will tap into this.
The Photos That You Should Be Using
Knowing that you need to use photos in your marketing and knowing which images to use are very different things. The type of picture that you use will vary depending on the type of marketing that you are going to be completing. The pictures used for content marketing will be different to the ones that are used for paid Facebook adverts.
When completing content marketing you should look at blog and website images such as headers and images in your content which relates to your content. This will increase the number of views the content receives and will help with image SEO. Many experts and almost every SEO consultant, will state that images which are funny, surprising or pretty will work the best.
When completing social media marketing you need to look at photos and images that are easy to share and offer some information. If you run an e-commerce business then product images can be used, but if your business relates to content then you should look at infographics. Infographics require a bit of work to create, but they are one of the most shared images when used for social media marketing.
If you are looking at paid advertising then you need to have high-quality pictures that grab the viewer’s attention. The type of paid advertising will impact how simple the picture should be. If you are going to be using paid banner adverts, you could include wording with the pictures. However, if you are using paid search adverts, you need to have a simpler picture.
Continued Testing Is Necessary
When you use photos in your marketing you need to complete testing. Many experts recommend testing 2 images with the same text for a set amount of time. You can then see which is working better and only use that image. Of course, you should continue to test your images against others to ensure that you are always using the best ones for your marketing strategy.