ONE OF THE MOST IMPORTANT goals of marketing? To convey a message to consumers. Once you have your message, format should be one of your highest considerations. You can have an advertisement consisting of only words. But a picture is worth a thousand words — and it also communicates those thousand words much faster than text or speech. Here are four advantages of visual marketing.
1. Visual marketing can be shared easily. This is an advantage of visual marketing over text marketing. How often do you see infographics or pictures being shared on your Facebook news feed? In general, it’s much easier to convey complex messages using images than it is to convey those same messages using text.
Visual content is 40 times more likely to be shared on social media than any other form of content. Additionally, images can be fun to share because they elicit an almost instant reaction from the viewer. A funny image makes someone laugh much faster than a funny paragraph.
2. Visual marketing creates brand awareness. Visual marketing is an excellent way for jewelers to build their brand awareness. If you can consistently create visual content for your target audience, they are more likely to remember you when shopping around. In many cases, your posts might even cause them to shop around.
The key to building brand awareness with visual marketing is to create visuals that adhere to a specific format or style. The human brain recognizes patterns, so when consumers begin to associate your visuals with your brand, you will have created a powerful tool that you can use to put yourself on the radar of your consumers. To create a pattern, make sure all of your graphics, taglines and messaging are consistent across all platforms. Think Apple products: whether it is a billboard, their website, or a magazine, their advertisements follow the same pattern — showcase the product as the star of the show, with minimal to no words.
3. Visual marketing encourages more user-generated content. Social media gives jewelers a powerful means of connecting with their customers. One way jewelers can show customers that they care is by re-posting content where customers tagged the jeweler or used a jeweler’s special hashtag. Doing this makes customers feel appreciated and begins to create a community around the jeweler’s brand. Additionally, when someone who isn’t a customer sees interactions like this, it makes them want to be a part of the community. These new people are also more likely to trust other consumers than they will trust a brand.
4. Visual marketing can help you sell your products. One of the most important marketing tools a jeweler can have is a well-designed website. Your website is the digital storefront of your company. As such, whenever someone is interested in your brand, they usually end up on your website one way or another. When they reach your website, you want to make sure they see high-quality product shots and lifestyle imagery. Low-quality images can work against you. 54 percent of American consumers reported that they were more likely to delay or reconsider a purchase if they encountered low-quality images on a brand’s website.
Visual marketing is a potent form of marketing that jewelers should utilize. Jewelry shopping is highly visual. With the right strategy, you can optimize your digital efforts to help you achieve some great returns on your digital investment.