|Why strong visuals can unlock marketing success for SMEs
The small business community hears all the time about how social media has been a game-changer for the marketing world. After all, the reach and affordability of this platform means the playing field between SMEs and larger businesses has been levelled considerably. But while that’s all well and good, what should you actually do with social media once you’ve created your account? Well, we have one thing you should bear in mind – strong visuals.
Studies have proven that the brain processes visuals 60,000 times faster than words. This means that in the crowded world of Facebook timelines and Twitter feeds, a well-chosen and striking image can stand out and grab a person’s attention better than a solely text-based status update. A high-quality and memorable image can cut through the clutter and force people to take notice of you.
What format should you use?
Even with a cursory glance through your personal social media timeline, you’ll stumble across all sorts of imagery presented in different ways, such as infographics and gifs, and updating your profile and cover photos can keep a page visible even during quiet times. So why not take a moment to garner inspiration from what’s out there and see what approach might work for your social media marketing?
Won’t custom graphics be expensive?
Of course, you’re probably thinking that you aren’t a graphic designer and you’ll need to pay a fortune to bring in the right expertise. But image-creating tools such as Canva and GIMP are incredibly easy to use even for novices, and even just tweaking the colours on your PC’s standard image editing programme can make a poster or photograph look more striking. In just 5 or 10 minutes, you could easily produce something that is good enough to attract attention for all the right reasons.
Show your personality
Visuals offer a great platform for brands to display some creativity and a sense of fun, even when they are trying to convey some relatively dry information, such as statistics and data. So don’t be afraid to inject a little personality into your graphics when it’s appropriate to do so.
Reflect wider brand activity
Your social media activity needs to be consistent with your marketing efforts on other platforms – and by using visuals, you have a perfect opportunity to tie them all together.
For instance, logos, themes and visual cues used on your social media graphics could also be used on everything from your catalogues and leaflets, to the pop up banner in your reception to the branded notepads and pencils in your meeting room. If you plan to exhibit at a trade show or local business event kit out your team in matching Polo Shirts. It all helps to create an integrated campaign and conveys a consistent and recognisable image for your brand.
Find out what visual stimuli works best
As with any marketing activity, you’ll need to measure and track its performance. Social media provides easy-to-understand analytics that clearly outline what posts are delivering the best results. You can therefore identify which posts worked best for you and use these insights to determine what you do next.
Sources / Further Reading
37 Visual Content Marketing Statistics You Should Know in 2016 HubSpot
12 Reasons to Integrate Visual Content Into Your Marketing Campaigns HubSpot