Digital Marketing

Posted by jaxoncarter on December 18th, 2020

Most companies know to feature images on the homepage of their website or as part of the header as well as product listings. Often, far fewer if any are added to the landing pages or other parts of the site where text is heavily featured.

This can be a mistake. Images help break up the text, balance the flow of information, and drive home concepts and ideas communicated throughout the page.

Images can be used for branding and to catch the attention of visitors. Graphics and other types of images can be used to illustrate concepts that might be cumbersome to explain with text, such as how a product is measured or how a service is carried out in a certain sequence.

In addition to fostering clarity of ideas, images can prompt a visitor to take action to avoid an undesirable state or achieve a positive one. This helps to boost conversion rates, build customer confidence towards purchasing decisions, and will encourage longer, more meaningful engagement.

That’s why images should be included strategically along the path to conversion. Whether the goal is to communicate technical information or to foster a sense of urgency or trust, careful consideration should be given to when and where this needs to happen on a website, while the overall design should be based on the broader impression or mission of a brand.

A variety of marketing tools are needed to effectively gain as many website visitors who can then be converted into customers. Yet, there is a powerful marketing tool that many companies overlook when deploying website updates and marketing campaigns.

This may be the case because there is such a strong emphasis on creating more keyword-relevant text in order to increase rankings and encourage visitors along the path to a purchase. Text content is indeed an integral part of any brand-building and marketing strategy, but it should not overshadow the value of visually-rich media in an internet marketing plan.

And while marketing video offers an appeal that many companies are utilizing on their websites, social pages, and other places online, they are still neglecting the value of images. Images can be a powerful way to gain attention and interest, and they should be included on virtually every page of a website as well as in other branded content online.

Acquiring images for marketing purposes seems easy enough, but it needs to be done right to be as effective as possible. Business owners who want to take full advantage of this marketing technique will want to consider whether they prefer a self-managed, DIY approach or if they’d prefer working with a design and marketing professional.

Both are viable options, but hiring a professional may yield higher returns for companies that are series about their brands or campaigns.

With a DIY approach, the business owner has full control over the images on their website. They’ll need to create images, determine the correct placement, and make sure the images are optimized. They’ll also want to create and use images on social networking sites.

The downside to this option is the time required and the risk of any lacking experience or skill being apparent to potential customers. The main benefits are cost-savings and the ability to retain close control over the images.

Alternatively, design and marketing professionals have the tools and experience to get results and usually much faster than self-managed options. These professionals already know how to design unique images that achieve the greatest impact for whatever the goal is.

Professional photography and/or image editing and graphic services can carry quite the cost, but the quality in the results will be apparent and there is no DIY learning curve. For companies that wish to create a more reputable impression, a professional-level image-producing service is a better investment.

It’s not enough to have just any images on a website; it’s important to evaluate individual webpages, blogs, and social posts to make sure all images measure up to quality standards and are used effectively.

Care should be taken to ensure a good balance of images, videos, and text. They should not be lacking or excessive on any one page or post. Then it’s important to ensure that all images are high quality and high resolution, and that they are truly relevant to the topic and the targeted viewer.

While there should be consistency, repetitively-used images or aggressive marketing of any one offering, can lead to brand fatigue, which will not gain or maintain the attention of potential customers. For example, a social media follower may be very eager to see images of new products, including individual features and options, but they will quickly lose interest if every post or page includes an image of a company facility, the company logo, or other brand-centric subjects.

It is useful to periodically evaluate the images connected with your company to ensure they are delivering the right impression and that they are delivering enough of an impression. Then checks should be performed to ensure filenames, captions, display sizes, and other factors are correct based on where they appear.

Once all current images and their placements have been evaluated, it’s time to look at where there is room for additions, if not a complete update or overhaul to best reflect and grow the brand.

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