Why Your Small Business Needs a Better Visual Content Marketing Strategy
The attention spans of American consumers are waning and the amount of content being consumed is growing. So how can your small business cut through the clutter and noise and make an impact on social channels and in search engine results? The short answer is: deliver quality visual content.
This is actually easier than it sounds and can be a lot of fun! And when it comes to creating visual content for your small business, you have the ability to create content on a budget that's just as good, if not better, than the larger companies and brands in your industry.
In their quest for brand affinity and customer engagement, larger brands are creating videos and visual content with a lower production value and higher degree of authenticity. Sometimes they're sharing user generated content (UCG) instead of going for more overly produced, inauthentic concepts. Check out this tweet by Target.
Believe it or not, there are marketing professionals at larger B2B enterprise companies that are videotaping customer success stories and partner overview videos on iPhones. And they look great! This type of self-produced, visual content is easier to produce, highly sharable, and performs well - sometimes better than videos that cost thousands of dollars and weeks to produce.
Here's why it's time to up your visual content marketing game:
It's not just video content that performs well.
According to HubSpot, "eye-tracking studies show internet readers pay close attention to information-carrying images. In fact, when the images are relevant, readers spend more time looking at the images than they do reading text on the page." Meanwhile, BuzzSumo discovered that articles with an image once every 75-100 words received twice as many social media shares as articles with fewer images.
What type of images perform best on blog posts? It's no surprise that infographics are "liked" and shared on social media three time more often than other types of content.
Photography is still having it's moment.
Facebook posts with images still outperform other posts garnering more than two times as much engagement than those without images. The majority of teens are using Instagram (75%) and Snapchat (76%) where users are sharing 9,000 photos per second with snaps of faces receiving the most engagement. The good news is it's never been easier to create your own social cards with images and graphics.
So all of these social media stats and information point to the undeniable truth that small businesses need to set up and maintain a visual content marketing strategy and a process for creating, promoting, and maintaining that visual content.
But don't take a crock-pot approach to your visual content marketing strategy.
Unfortunately, you won't be able to take a "set-it-and-forget-it" approach to your content marketing strategy, visual or otherwise. Once you've created your 100% authentic and engaging visual content and social media posts, you'll need to share and promote that content across all of your social channels and consider promoted and sponsored posts to boost engagement.
You'll also benefit most from tracking performance and leveraging gained insights to better inform and shape the creation of more visual content to share. Strive to be continually improving your content marketing and look for ways to update your older blog content to add more visuals. Rinse and repeat - and keep rinsing!
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