Marketing has evolved in leaps and bounds over the last few decades. More recently, digital and social media have propelled into a whole new world of how we view marketing campaigns. Gone are the days of solely words on a page. Let's be honest - which do you prefer? Looking at a wall of text or seeing a beautiful image to tell a story? Most people will choose the latter.
Of course, simply having more images in your marketing isn’t going to automatically result in new clients. Below we've outlined 3 reasons why pictures are such an important part of connecting with buyers and how to implement them into your marketing strategy.
Psychologists and medical researchers estimate that the human brain can process images up to 60,000 times faster than text. If that isn't impressive enough, one website tells us that almost 70% of e-commerce website shoppers say the product image is very important when making their purchase decision. People notice and remember pictures easier than seeing words because images activate an emotional response in our mind. Let's go back to the basics from marketing 101, buying decisions are almost always emotional. It’s only after the fact that we justify them with facts and reasons.
You want to communicate your value to your customers, so don't rely on dull or blurry images shot with your old cell phone. In most instances you should value quality over quantity. Use a DSLR or similar type of camera to capture products, people and services. Also, Utilize natural light which often makes for better photographs. If taking your own photos isn't feasible, hire an experienced professional photographer. Don't have the resources to hire a professional photographer? No problem, there are other resources available to you, such as online stock photos. Be sure to choose stock images that convey your message.
One of the reasons images are so important is that they make your brand come to life and give it a realness. As humans, we want to connect with brands that tell a story visually. If you're not already utilizing Facebook, Instagram, blog posts, and other social media platforms, then you need to highly consider it. Those platforms don't consist of just a bunch of Millennials surfing the internet. Adults of all ages with buying power utilize these tools and a picture is worth a thousand words. Generate interest and loyalty through colorful images. While any pictures are going to be processed by the mind faster than text, human faces, vivid colors, and shots of animals tend to be the most compelling.
When was the last time you evaluated the images you use for your business? If you’ve been throwing stock photos online without giving much thought to their relevance, now is the perfect time to take a step back and look at your processes and implementation. It may take some serious reflection, but once you realize how using images can benefit your marketing campaign, you’ll wish you would have considered these things sooner!
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