4 Steps for optimal image strategy
For successful virtual marketing, there is a plan that goes beyond simply adding more images to the website. What image strategy do the most successful publishers and marketers use?
The following instructions help companies to develop an image strategy that suits their target groups in just four steps.
1. Select relevant images
Posting highly relevant visual content is no longer just considered today, it has become a necessity. In our real-time and on-demand world, where online articles are “old news” after only a few days, you should give visitors to your website the feeling that it is as up-to-date as possible.
Have the mindset of the consumers in view
The relevance of your company can easily be underpinned by appropriate images - especially when a large selection of seasonal and culturally appropriate photos is available and the images can be licensed easily and at an affordable price through image licensing providers. Although there are also photos under Evergreens that never go out of fashion, but users are more likely to look at images that reflect the current mindset of consumers.
One option is to choose images that fit a particular season or theme. Without a bit of an Easter specific, colors of the Easter season or the beginning of the spring can be expressed, and the contributions look more up-to-date.
Cultural trends can be an alternative. Analyzes, what is currently being played on Twitter and which terms are most frequently searched at Google Trends, help not only in the selection of images, but also in finding the relevant story for the online content.
Track trends like popular music, movies and TV shows, you can refer to it within the images and ALT tags on it. In addition to new visitors, this will also increase the attention of your target groups. Also, your appearance shows that you are in line with the Internet time.
2. Captions are crucial
Pay more attention to your captions! Analyzes of digital media have revealed that users read the captions on average more often than the article itself.
More customer loyalty through better signatures
Only a small amount of time spent writing this adds real value, including a higher customer loyalty through the website. Go closer to the story behind the picture when you write your captions.
Integrate keywords for your product, brand, or service, and play your differentiating features.
Select a narrative title
The picture could have the simple signature "Mother and daughter baking". To increase customer loyalty, you should go one step further and choose a more narrative title: “Unforgettable moments are created in the kitchen. Whether you bake grandma's famous cake or try a new recipe curiously, with [brand / company name] you make this moment special. ”
Do not be afraid that your captions may be too long. Carefully selected titles can help increase your customers' retention as well as the conversion rate.
3. Test, test, test!
Pictures can be a very personal matter of taste. And tastes are known to be very different. Even if you have a good one Sense you have no idea which pictures are well received by your target group. To do this, you need to test them.
It's best to incorporate A / B testing into your visual marketing strategy. By experimenting with images - comparing portraits with landscapes, trying out various styles, etc. - you gain valuable insights into why visitors linger on your website, click and buy your products. Regular tests are recommended in order to know exactly what your customers are doing.
4. Be consistent
There is hardly anything more disruptive than images on your site that are out of place or inconsistent with your brand. You will lose users if you are not directly aware of what they can expect from you.
Select images with a similar perspective
To counter this, choose images with similar perspectives, such as eye height versus bird's eye view, and similar background. Only use a maximum of one to two photo filters, so that the images evidently come from the same collection.
Once you've tested what images are best for your target audience, stay consistent to help your customers become more familiar with your website over time.
By the way, presentations are also an important means of communication - both internally and externally, where companies can show that their language is consistent and target-group-specific. Recently Shutterstock announced a cooperation with Microsoft PowerPoint.
With the new add-in for Microsoft PowerPoint, Shutterstock, for example, simplifies the creation of presentations. PowerPoint users can search for images, access the preview and insert the desired contents of the collection directly into the respective slides. From now on, PowerPoint presentations simply impress with outstanding photos, bright backgrounds and unique illustrations.
Conclusion: Pictures improve the communication with customers
By integrating images in all communications, strategically, companies can generate more leads, improve brand visibility, and improve communications with your target groups.
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