I could start this post with a cliche about a picture being worth a thousand words, but we already know the drill. Images have a huge impact on marketing as a whole, especially online where there are so many distractions available that the attention of the viewer has to be immediately captured and held. That is just the nature of marketing as it is today: it has to be more visual, more succinct and stand out against the endless content that fills the internet.
So, how do you create an image marketing campaign that manages to promote visibility and compete with that content already existing and being added every day? Here are some tricks to keep in mind.
Really Exploit Social Media
You should be using social media to the best of your ability, at all times. Exploit it to the greatest degree, using Facebook, Twitter, Pinterest, Google+, StumbleUpon, Reddit…anything available. Which means catering visual content for each one, taking advantage of each site’s unique features. Be sure to include a watermark on all images, as photos have a tendency to be re-shared from a saved file that won’t contain your meta data.
Make Sure Your Images Are Original
Finding a relevant catchy image is not a problem (using a ton of creative stock image sources). When it become a reputation management issue is when thousands of other publications use the same image. The solution: Take two or three minutes to customize an image to give it an original spin. Text to image tools can be a good way to do that, expecially by overlaying images with quotes.
Repackage Content In A More Visual Way
You already have a ton of content that you have created in the past, presumably. Now you can reuse that to make something new and helpful. Just repackage it in a new way, using a new and visual format. For example, many people will break down old posts, update the information and then present it as a slideshow with images. Not only is this a good way of getting something fresh out of something stale, but it is easy for sharing and presents the info in a quickly digested way that online users love.
Use Various Forms Of Media
Image marketing doesn’t just have to mean photos. There are various platforms where you can launch your campaign, and using them all will expand your reach. Infographics, videos, slideshows, screenshots, text over photos, comics…these are all options you have to spread your content further. It works for repackaging, and it is all easy to share over the social web. People are more likely to share visual content than text based content, even if the topic is the same.
Make Sure Your Images Are “Pinnable”
You should be making it easy to pin your images on Pinterest. But more than that, you should be making sure that every post, even text based, has a “pinnable” image along with it that is relative to the topic you are covering. More than once a user has decided against a pin because there was no image accompanying it, forcing them to use something from a side bar or even advertisement.
Remember Who Sees Shared Facebook Content
Next time you are deciding whether or not to share an image on Facebook, remember who sees that content. When someone likes or comments on an image coming from your page, it shows up on their feed for their friends to see. Which can bring those same people to your page and might get you a like on the image, or on the profile itself. Not to mention shares of the image itself.
Optimize Images For Search Engines
Finally, you want to make sure all images are optimized for search engines. That means using metadata, keywords and enhancing your images to be viewed via Google, Bing and any other search engine used. Make sure to have a reasonable size that isn’t too big or too small, tag it with keywords in the file name itself, and try to offer it in a standard image type, like jpeg.
Do you have some tips for image marketing? Let us know in the comments!