Picture marketing is at the heart of a process changing digital marketing evolution: image is taking now an essential role in web ecosystem.
More than a communication support, it is progressively mutating in a communication MODE, that is merging with current formats or is speaking for itself.
The marketing through image doesn’t replace anything: it is a component of a global area which is digital marketing with great new possibilities.
A promotion strategy through image is today a major advantage to generate additional trafic on your site and social networks, to develop interactions, engagement, image and conversion (if you can of course create attractive visuals).
With picture marketing, image worth more than thousand words
Let’s step back to the meaning of picture marketing :
« Promotion of an entity through publication & promotion of visual supports in a process of interactions & engagement of target communities. »
In picture marketing, you have to create a visual univers adapted to your brand strategy. You have to make the most of all supports illustrating your messages :
- Photos
- Images
- Infographies
- Logos
- Graphics
- Gifs
- Screenshots
- Videos
- Hybrid format….
Generate, cultivate, make live and continue the “first good impression”… beyond the first impression.
Your goal is to keep your communities in an « eternal first impression ».
Image and first impression
A strategy of rational picture marketing should enable an advertiser to create a visual communication univers build together with its community in eternal evolution.
All this may looks like theorical, but you must remind for example to the 3,5 millions followers of Starbucks on instagram !
Frankly, this is much more concrete !
Now let’s analyse the early stage of the strategy: which goals, which KPI, which approach to increase conversion ? Which media and tools ? How to promote your contents ?
Picture Marketing and creation :
Picture marketing implies very creative and qualitative visual contents visuels (« I react only to what is stimulating me »).
It is then obvious that if you have technical and/or human ressources to create your visuals « on scratch », this is the best solution.
But it is also possible to create qualitative visuals with few technical skills or budgets. You can for example look at the following articles talking about good ressources for visuals design:
Picture Marketing and promotion :
Now it is time to promote your contents, here are some solutions :
- Precision, and regularity
- Story-telling : tell a story with your visuals
- Generosity : don’t limit yourself to your conversion rate, you must give to get something: time, availability, discussions, …
- Hashtags: chose them carefully to improve your visual visibility (discover our Best hashtag search tools: the interactive list).
- And of course social walls that enable to aggregate in a visual way all these contents in one and unique support. In a picture markting view, social wall must be seen as a « management space», a form of dashboard with visuals generated on the web around your key topics. Call to action fully assumed : we invite you to test our social photo wall to get your idea !
Infographics : the visual communication power
To finish to convince you of picture marketing importance, let’s focus on this very well done infographics by bandwagoncreative.com.
Here you can see the attraction power of the visual communication on a website traffic or a social brand profile, but also on users engagement and conversion :
- 50 millisecondes : average time for “first impression”
- 94% : design part taking part in the “première impression”
- 7x : conversion rate of contents using custom visuals
Discover the infographics :
