How to Expand Your Reach with Visual Marketing

by | Aug 4, 2023 | Marketing

Visual content marketing is connecting with, entertaining, and educating your target audience using images, videos, infographics, and other visuals.

A well-planned visual content marketing strategy aims to increase engagement and make your content easier to understand across all content types, not just social media. In fact, across all kinds of content, visuals increase user engagement by 80%.

Why Is Marketing with Visual Content Essential?

Visual content marketing helps to create a strong brand presence. Rather than relying solely on text, visuals that reflect your brand’s values can boost the odds of your brand connecting with your target audience. Here are some more benefits of using visual content marketing:

  • Increase traffic, engagement, and sharing: A strategically placed visual call to action (CTA) or engaging video can increase traffic, the average time visitors spend on your site and the likelihood that they will share your content online. Consider this: a recent study discovered that blog posts with one image for every 75–100 words receive twice as many social media shares as those with fewer images.
  • Improve SEO: Strong visual content can help build the credibility and trust necessary to get valuable inbound links that drive traffic to your website. Additionally, by including target keywords in the alt text and image tags of your visual elements, you can optimize the visual content on your website for search engines, which will help your SEO and rankings. Just make sure to adhere to best practices, such as using keywords appropriately and in context, and stay away from keyword stuffing, which involves over-stuffing a webpage with words or numbers to manipulate how highly a site appears in Google search results. This practice can lead to a Google policy violation.

How To Use Visual Content in Your Marketing

The most popular types of visual content marketing elements are images and graphics. Here are some additional visual features you might want to include in your strategy.

  • Videos: Videos can clearly explain complicated ideas in minutes and offer virtually limitless potential for connecting with your audience more quickly and personally than written content.
  • Banners and CTA’s: Including more color, shapes, icons, and images in your banners and CTAs, can increase audience attention, brand awareness, and conversion rates.
  • Infographics: Do you have a lot of complicated information you want to convey to your audience? Try using infographics, such as graphs, pie charts, and flowcharts, rather than just words to present the information more clearly.
  • eBooks and White Papers: When you think about a visual content strategy, eBooks and white papers may not immediately spring to mind. However, these long-form content lead magnets can also include various visual elements to communicate and reinforce your insights.

Visual Content Success Strategies

  • Discover the best types of visual content for your audience by researching them extensively to uncover their key issues, the channels they use, and the types of visual content that most likely resonate with them.
  • Create a visual content marketing checklist and calendar for your team to stay organized. These tools will help you manage the visual content types you’ve selected, the objectives you want to achieve with each, resources, and important deadlines.
  • Track and analyze your KPIs regularly to help you improve your strategy through data-driven decisions.

Visual content marketing can be ideal for companies looking for an innovative way to reach their target audience. Brands with a well-planned visual strategy can receive numerous benefits, including increased visibility, traffic, and engagement.

Michelle Allen

Michelle, Equivity’s Assistant Marketing Director, brings over 20 years of marketing experience and holds a degree in International Business. For more insights and updates, connect with Michelle on LinkedIn.

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