As a decorator, you need to communicate with your online customers consistently. So you generate good content and hope to get their attention. But your customers are already drowning in a sea of content. Their mobile inbox, whatsapp window and social media apps are flooded with various types of marketing content. And they may not have the time to read everything that you share. What do you do?
You probably have 8 seconds or less to get their attention. And if you cannot get their attention, you cannot convert them into customers.
The solution? Visual Content.
Human beings are visual creatures. Psychologist Jerome Bruner of New York University has described in his studies that people only remember 10% of what they hear and 20% of what they read, but about 80 percent of what they see and do. (Source:HP)
So, the secret is ‘Show, rather than Tell’.
What is Visual Content:
Visual Content for marketing includes Videos, Photos, Infographics, Images with text overlay, Presentations and Slideshows. If you are creative, you can come up with new types of visual content. For example, Visual Note Taking is a new type of content that is becoming very popular. Even Mind Maps can be great visual tools to convey a product idea or a message to your audience.
Interesting Statistics on Visual Content:
- 90% of information transmitted to the brain is visual; visuals are processed 60,000 times faster in the brain than text (Source:3M) (Tweet this stats)
- An average customer’s attention span is just 8 seconds (Source:Inc) (Tweet this stats)
- It takes just 1/4th of a second for the human brain to process visual cues (Source:Inc) (Tweet this stats)
- 40% of people will respond better to visual information than plain text (Source:Zabisco) (Tweet this stats)
- Posts with videos are likely to attract 3 times more links than posts with plain text (Source:SEOMoz) (Tweet this stats)
Five Principles of Visual Content:
1. Listen to your customer
To create a compelling visual story, you need to listen to your existing and potential customer. As a business, you need to create ways for existing customers to give you feedback on what they want from you. You can use blogs, forums, social media, email, chat and other channels to hear your potential customer’s voice. Make it a part of your business culture to ask for feedback at regular intervals trying to understand what they really need. This understanding will help you create visual content that is relevant for them.
2. Be Conscious of the Purpose
Do not lose sight of the Big Picture. Know exactly what outcome you expect from each visual content and how it fits-in with your overall marketing and business objectives. Maintain consistency of branding and make sure the visual elements are aligned with your brand positioning.
3. Use the Right Tools
The success of your visual content greatly depends on its simplicity. Keep the content well-spaced and well-aligned to avoid clutter. Using the right kind of tools will help you create engaging content and save time. You no longer need to depend on advanced tools like Photoshop; there are many simple and affordable (and free) online tools are available to help you create content on-the-go very quickly. You can use services like Canva to create visually engaging content in minutes and Slidely to create visual slideshows. (There are many more tools for visual content creation, which we will talk about in a separate blog post later)
4. Select the Right Channels
Once you have the content, it is important to select the right channel. The selection of the channel will depend on where your current and potential customers are. I suggest you select couple of primary channels where you directly post your content and then use other channels for cross-posting and promoting your content. For example, you could post your image content directly on Facebook and/or on Pinterest. Then you could cross-post the links in other channels to get more audience to view your content. But remember to set up the content in such a way that it creates opportunities to drive traffic back to your website.
5. Promote your content
Just posting and cross-posting your content does not ensure maximum reach. You need to promote the content using blogs, newsletters and other marketing tools. You could include your visual content in webinars, training sessions, online ad-campaigns and other promotional activities that are part of your marketing calendar.