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.
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.
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
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.
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.
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.”
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.