In digital marketing, you only have a split second to capture a potential client’s attention. Your client or audience member has a very limited attention span, and to make things even more difficult, they have little patience due to being bombarded with marketing efforts all day long. So, how do you get your foot in the door, so to speak, and catch that potential customer’s eye so that they’ll read your content or give your marketing efforts the time of day? Read on to learn how to boost your results by creating useful marketing images that sell.
Visual content is all but required when accompanying your digital marketing efforts. Images can tell an instant story that resonates with customers and audience members and can drastically boost your conversion rates. StayNTouch understands the importance of images for marketing purposes when they say that, “visual storytelling has become vital to social media and marketing strategies, and for good reason. Content featuring compelling images averages 94 percent more views than those without.”
With images being so crucial to your marketing efforts, how do you make sure your image had the power to emerge above the rest to make sure customers will stop scrolling through their social media and stop for your content? Read below to find out what makes a good marketing image, as well as how you can acquire the skills to create your own visual marketing content.
What Makes a Good Marketing Image
You’ll need images to accompany your marketing content. But if you choose the wrong picture, it can annoy or even discourage your customers from going to your website or making a transaction. It is vital to your marketing campaign that you know what constitutes excellent imaging for any kind of content.
The dimensions of your image in proportion to the screen size you are trying to display the image on is important for user experience. Let’s say for instance you attempted to show a large image on a smartphone. The picture could take up the whole screen, forcing your customers to navigate and read around it. You may have experienced this frustration before, and your customers may not have the patience for it.
To correct this annoyance, web designers have taken to a responsive design. A responsive design means that the images, text, videos, and other forms of content will adapt to whatever screen they are visited from. Images now can fit neatly with the other elements of your website and content with ease. Responsive design is perfect for the piece of mind in knowing that your images will always be the right size, and your customers won’t turn to another page in frustration.
In marketing, your logo is everything — it is how your customers identify you. It should go without saying that images of your logo should be visible in most, if not all, of your marketing content. Since your logo will be so critical, you’ll want to figure out a color scheme that projects your brand’s personality, while not clashing with anything on your page.
The same logic can be applied to your other visual content. Some image colors can be abrasive or clash with other colors of your page. To maintain a site that is pleasing to the eye and customer friendly, make sure you have a cohesive color scheme.
Simplicity & Complexity
Finding the right balance between simplicity and complexity can be tricky. On the one hand, you want your images to be complex enough to tell the story of your content. But on the other, you’ll want simple enough images that are able to mesh well with the material and do not dominate the page.
The fine line between simplicity and complexity can be explained through logo design. Logos are for telling your brand’s story in an image. Everyone knows the Apple or McDonald’s logo — what products they offer as well as the story of the brand. These logos, while telling a complex story, are very simple in design. They also follow a specific color scheme to help maintain brand identity so customers can recognize it right away. Visual content for your marketing should not be taken lightly, as it can be very telling of who you are as a business.
Acquiring Great Marketing Images
Stock photos, free and paid, are available to accompany your marketing content. However, great images are unique to your business and what your marketing content is trying to convey. If you don’t have a graphic designer on your team, you have two options: you can purchase images, or learn the skills to make your own visual content.
Free vs. Paid Stock Photos
Stock photos are helpful when you are just starting out; however, they come with their drawbacks. Free stock photos are easy on your budget, but they mostly fail to capture the essence of your marketing content purposes. Paid stock photos are a little better at achieving your goal, but there lies a more significant problem with stock photos in general.
Stock photos are available to anyone and the majority of them are easily identifiable. This means that your customers have probably seen them before and are more likely to pass up or scroll through your marketing efforts. So, how do you make your visual content personal to your own brand?
Creating Your Own Marketing Images
Free and paid photo editing programs are available to help gear your visual content in the way that is specific to your brand and content. However, if you want to have total creative license with your images, consider learning Photoshop. Learning Photoshop will allow you to create images to accompany any content — blog posts, infographics, product photos, etc.
Photoshop classes are available in a variety of ways. According to AGI, the American Graphics Institute, you can acquire Photoshop skills through “scheduled public Photoshop courses in major cities, live online courses, free Photoshop tutorials, and there are also books for learning Photoshop.” Photoshop is a sophisticated program; however, your time spent learning it will pay off in the end when you can create attention-grabbing visual content.
Images are too vital to digital marketing and social media. Learning and making an effort to create good marketing images can elevate your marketing to the next level. With the information above, you can get started on quality, attention-grabbing marketing images.