5 reasons why you should add visuals to your marketing.

woman pointing to the 5th of 5 yellow stars to signify successful marketing

We know that social media posts with visuals outperform text-only posts. 

But visuals enhance other forms of marketing as well. As visual creatures, we enjoy reading or skimming material which contains graphics and images.

In fact, according to this post in Polls Everywhere, visuals increase the desire to read content by 80%. With a reach like that, can you afford NOT to use visuals in your marketing? Hardly.

Get Creative.

Smart marketers employ a variety of different types of visuals to spice up content — photos, graphics, banners, Infographics, charts, videos, clips or gifs.

The type of product or service you’re selling will generally inform the type of visuals you use. But as long as it helps clarify your copy and grab the reader’s eye, there’s no reason why you can’t get creative and try a type of visual you haven’t used before. Play with colors and shading. Do something none of your competitors are doing.

Head over to Content Marketing Institute to see some excellent examples of companies that have nailed visual content.

Since we also like material laid out in an easy-to-scroll format, here are 5 reasons why you should add visuals to your marketing.

  1. Readability.
    Blocks of text are not only boring, they’re intimidating. Not the reaction you’re looking for when you publish a new article or blog post or launch a new website.Blocks of text are not only boring, they’re intimidating. Not the reaction you’re looking for when you publish a new article or blog post or launch a new website. Your content might be groundbreaking, but that’s irrelevant if people don’t read what you’ve written. Adding visuals breaks up copy making it more compelling to read and easier to scroll.“Every aspect of your website must account for each user’s wants and needs at a given moment in time.” Alan Smith, Usability Geek
  2. Reach.
    Some people really don’t like to read. And with the success of YouTube, they don’t have to. They prefer to learn via video. Others respond better to visuals than to text.What to do? “People are 80% more likely to read content if it’s paired with colorful visuals.” Tara Johnson, “How Visual Marketing Works”.So if you want to reach the broadest audience you can, make sure you incorporate visuals (and videos where appropriate) into your copy.
  3. Retention.
    According to this post titled “7 tips for using visual content marketing,” from Social Media Today, people remember visual information 6x better than the information they have read or heard. Since you’ve taken the time to write your content, why not make it as easy as possible for people to absorb it.
  4. Impact.
    Ideally, you want your copy to have an impact on your readers. You want them to follow you, refer you, quote you, or  hire you. Or share how terrific you are on social media.  Adding visuals to your content helps make that happen.In this article from eLearning Industry titled “Visual Learning: 6 Reasons Why Visuals Are The Most Powerful Aspect of eLearning,”  author Dana Jandhyala states ““Powerful images and visual metaphors create strong impressions and lasting memories in learners.”
  5. Interest.
    Illustrations or photos support your content and enhance copy so it’s more interesting.  From PR Daily, “visual content gets viewed 94% times more than content without any visuals” according to a 2018 Social Media Examiner report. May 24, 2018

    Ready to mix up your marketing?

If your marketing efforts haven’t resulted in sufficient new business, try putting some of these tips into play.  And start to pay attention to how and what YOU read (and react to). Odds are that visually void content is not something you’re really reading either.

Learn more about how to make your website compelling.

Leave a comment

Why Marketing Matters More Than Ever

why you need to market your business

It happens often. We meet with a business owner who’s struggling to build sales but won’t commit….or hasn’t set aside…. any money for marketing.

How does that work, you ask? Well, it doesn’t.

Our main business is building websites. But we approach web design and development with a marketing mindset because our team has a marketing background.

So before we start building anything, we sit down and talk to you about goals for your business and what you want your new site to accomplish. We’re building a big beautiful online marketing tool for you. It just happens to be called a website.

For people to find your website, a few things need to happen:

  1. It needs to be optimized for search (SEO) so that Google brings your site up when someone searches for your product or service.
  2. You also need to send people to your site.
    You can do this through social media, advertising (print or digital or both), PR, flyers, brochures or handouts, newsletters, emails, direct mail (like postcards), signage, premiums, business cards that you pass out at networking events, etc.

All of the suggestions in item #2 fall under the marketing umbrella. It’s what drives your business and builds your sales. No marketing = not much business.

why you need to market your business
marketing matters

So back to the “no money for marketing” scenarios.

A few examples stand out. One was a man who hired us to build a website for a small gym he had purchased and was renovating. His target market was personal trainers who would use the gym to work with private clients or people who weren’t comfortable at a big gym but needed some sort of coaching. That idea sounded solid and well thought out.

We built a drop dead gorgeous site (OK, so we’re a little biased). But it was sleek and sexy and did everything it was supposed to do. It was easy for visitors to get the info they needed and the messaging was clear and concise.

This was not your one-size-fits-all super gym. It was a small facility — a former house with a beautiful river view, where you could train relatively privately, and then go out in the back yard to relax after your workout. We loved the whole concept. This gym was a little gem.

Until the business model changed.

Classes were added, a few at first, then a lot. Yoga and bar work and meditation. Then floor work and Zumba. Now the “small gym for serious workouts” took on a “me too” slant. Fearing he was missing out on another market (women), the owner modified the original positioning.

Bad move.

Not only were there a bunch of hot new boutique-y gyms in the area, but the larger gyms like FFC, CrossTown Fitness and Equinox were doing great marketing and had huge name recognition. Not to mention swimming pools, running tracks and lots of classes at convenient times.

Our client had not allocated any money for marketing. There was no money for signage which made it difficult to find the place. There was no money for social media (he attempted to do some himself but since he had no idea about how social media worked, that never went anywhere). There was no money for publicity or promotions of any kind. 7 months after we completed the website, he sold the business.

We were bummed because we couldn’t show this gorgeous site in our portfolio. But the client was happy to get out without losing his total investment.

We hate to see this happen. Our goal with each project is to give clients a solid marketing tool that will help grow their business. Seeing a client fail makes us sad.

We use examples like this when talking to new business owners to make sure they’re budgeting wisely and not putting the proverbial “all their eggs in one basket”. Your website can be the most important marketing tool in your arsenal. But don’t let it be the only one.

SEO competition gets tougher every day. Unless you’re able to do considerable digital advertising (as in spending big bucks), you need to stand out any way you can. Good marketing can always help you stand out.

If you’ve got marketing chops and can handle it on your own, run with it. If not, make sure there’s money set aside to hire the experts you need.

Leave a comment

Time management tips to make you more productive.

Some people are naturally efficient when it comes to time management. Engineers come to mind. They think logically and linearly.

Our team is heavy on creatives, and creativity and efficiency do not necessarily play well together.

Our thinking processes tend to lean towards wandering. So, if we’re having a company meeting, a finite agenda keeps us on track. Pretty much.how to save time

We HAVE found some tools that help us work more efficiently. Some of you might find them valuable, so we thought we’d share them.

Facilitating Communications
Our hands-down favorite tool is a tool called Slack. After dealing poorly with unwieldly email threads, we (ok, Steve) discovered this super well-designed communications tool, and we all love it.

Slack lets you organize internal conversations into channels – by project, client or topic. You can create private channels (we use these for proprietary client work) or have open channels if you want to add someone to a particular project – handy if you subcontract people to work on specific jobs but don’t want to give them access to all your channels.

You can search, comment, direct message one another and easily add files, documents, videos and images by a quick drag & drop. It also allows you to share documents from Dropbox and Google Docs, and make voice or video calls from within Slack.

One of the best features allows you to get an alert as soon as someone comments or adds an update in one of your channels. We find this super useful when we’re brainstorming, working on proposals, designing and building new websites, preparing seminars, or need a quick answer from one another. It allows us to work remotely in real time. And no more checking inboxes multiple times throughout the day.

Other than the occasional wandering off topic (hey, we said we’re creatives), Slack keeps us focused while saving at least an hour a day that was formerly spent on email.

Reference Repository
Creatives tend to find lots of material to help them be more creative. Interesting design ideas. Unusual color palettes. “How to” articles. Research for upcoming blog posts. Keeping all that information organized can be challenging. Eventually all the bookmarks you save end up being deleted rather than referenced.

Enter iCyte. iCyte is a web research management tool that lets you save web pages and pdfs with all elements, including links, intact. You can also highlight content of particular interest allowing you to quickly find important elements.

Save cytes under topics you create — we like to set up projects by client or type of reference material. You can also add tags for easy searching and any notes you might want to keep. When you’re ready to retrieve pages you’ve cyted, simply go to the iCyte dashboard to easily find what you’re looking for. You can also share cytes with colleagues, clients or friends.

Streamlining Social Media
Organizing material you want to share on social media can be very time-consuming. Especially if you use multiple social media channels.

We currently limit our WAGW social media to Twitter and Facebook, a schedule that’s pretty easy to manage. But one of us uses multiple social media tools, adding LinkedIn, Instagram and Pinterest to the mix. She recommends Buffer for managing and scheduling tweets and posts and tracking analytics. It’s easy to use and reliable.

If you’ve been struggling with time management issues, we hope these tips can help. And if you’ve found any tools that you love, please let us know and maybe we’ll share them in an upcoming post.

Leave a comment