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Repost of article by Debbie Hemley
In this post, you’ll find 26 tips, an A-Z guide, for getting started with a visual strategy.
Do you want to get more mileage out of the photos you share on your social sites? You can, when you add text to your images.
Adding text to a photo can help you get your message across faster. And these messages are more likely to be shared by others on social media.
Do you want to find some easy tools to include text in the photos you share on social media? Check out the photo editors in #4 below.
There’s a lot of content out there vying for our attention. As Krista Neher suggests, “Optimize your social content to break through the clutter with images. Most leading businesses are making use of images in their content on all social networks. Your Facebook, Twitter, blog and even LinkedIn strategies should include images.”
Consider varying the types of content you share on your social channels and be sure to include photos and other forms of visual content to keep your readers interested.
Collages communicate a number of brand messages and offer a simple yet effective way to engage users. Think about your different social media outlets and see if there are places where a collage would work well for you.
Is the photo you have perfect for your needs? Or does it need some editing?
Photo editing apps have come a long way over the years. Years back, the average user may have felt that editing was out of their league completely but programs have made it possible to make quick and easy edits that strengthen a photo and create a better overall image of your business.
The photo-sharing tools available today provide companies another communication avenue with their audience.
One fun way to get users to submit photos is to make it part of a contest that you’re sponsoring.
Users enjoy sharing photos. And contests help businesses reach out to their users in a creative way, while at the same time making it possible to gather a large crowdsourced photo library of images related to your products.
The cover photos for Facebook give you a lot of real estate (specifically 851 x 315 px) to demonstrate visually what your business is about. There are a number of great resources to help you create cool Facebook cover photos.
Create an inviting Facebook cover and don’t be afraid to change it periodically. For example, Starbucks currently has a photo album of 25 cover photos and may choose to profile one that shows a new drink or holiday theme. The photo used above was replaced by another photo within one week.
Companies are finding that they can generate more followers and leads by posting a high percentage of photos on social sites.
Some of the brands with largest followings on Facebook have posted an impressive number of timeline photos; for example, Coca Cola 6,459 photos, Oreo 2,359 and Red Bull 5,299. And consider these Facebook facts, “Photos get 7 times more likes and 10 times more shares than links.”
Do you know what type of visuals will work for your business? Or are you struggling to keep up a good momentum? Think about visuals as part of your strategyand allocate time to brainstorm and create a library you can tap into over the next week, month or even longer.
Sometimes photos can make things simple for your audience. What does your audience struggle with?
Photos are a powerful way to show your readers a step-by-step guide on how to carry out specific tasks.
Users respond well when you show how to carry out a task that may otherwise seem complex to them, even with simple screenshots.
Infographics are visual representations of information, data or knowledge intended to present complex information quickly and clearly (from Wikipedia). Users love them and they’re shared often on social sites.
There are a number of tools to help you create your own infographic.
Of course, yours may not be as intricate as the one above of the Metrorail, but taking a number of facts from a few studies and showing them visually may help to effectively communicate information and capture the attention of a user who may otherwise not have the time to read long reports.
Are there any other ways you can use visual content? There are times when a simple chart or visualization will help drive home the facts.
Writers are often told to “show, don’t tell” and a simple visual representation of the information can do this well. For marketers, charts and illustrations can be very effective tools—for example, seeing the difference between percentages can give users a better picture of the significance of the statistics.
Many components of your marketing collateral can benefit with strong visuals, including landing pages.
Randi Lucius writes, “Have clear, relevant images—either of the product or something closely related. Don’t overdo it though—usually a large banner image is sufficient.”
The visual may be part of the message and it’s an important one. A distorted or out of proportion photo can even subliminally create a poor image of a business and their products and services.
This type of image can help communicate a lot of information; for example, who you are, the benefits of your products and services, mission statements and how prospects can reach you.
Pinterest is a fantastic way to have your posts shared with an even wider audience. When someone selects Pin It, they will see the image choices for your article. Terry League suggests you make sure every post has at least one pinnable image.
Even while I’m in the process of writing this article, you can get the idea of what users would see if they tried to pin this post:
Pinterest has made sharing images incredibly easy and fun. An image pinned on Pinterest may help tap into users who may not have come across your blog post through other channels.
Wesley Fryer describes visual notetaking as a “process of representing ideas non-linguistically… visual notetaking can include concept mapping, but also more artistic ways of visually capturing and representing ideas.” Image below from Leo Babauta.
Some people learn better visually than through the written word. When done well, visual notetaking is an effective communication tool and can also be a fun resource to take users on a journey with you.
JC Parmley emphasizes it is important that your images are properly optimized without sacrificing too much of the quality.
Your blog may also have specific dimensions for images, yet just resizing to fit within those dimensions may do the visual a disservice. There are times when one image works better than another—train your eye to recognize the difference.
There are times when you may feel at a loss for how to create more exciting original photos. Anjelika Paranjpe provides some wonderful creative ideas represented below.
There are photos and there are photos. What draws you in? What makes you take a little extra time looking at an image? What feelings does the photo evoke? Users are making those types of conscious and unconscious decisions every day. How can your images stand out and stand the test of time?
The sharing of quotes on social sites has also increased in the past year. There are a number of tools to create quotes from something you’ve read online and even your own articles.
To make this quote, I used Quote with Quizio on my browser’s toolbar, highlighted the text I wanted to use and then was presented with choices for fonts, background color and attribution.
Quotes have a way of generating a sense of authority and make readers take notice of a statement that could easily get lost.
Positive reviews can go a long way. Why not take a screenshot of a review and save it as an image to include on your social sites?
Reviews can be spread out and shared on different pages. Some users may not be inclined to see a review on Yelp, for instance, but posting it on your Facebook Page can ensure that more followers will see it.
Kevin Mullett‘s list of stock photography sites demonstrates that there’s no shortage of companies to choose from. Some stock photography sites offer a free image on a regular basis. And if it works for your business, how perfect!
Here’s a recent offering from iStockPhoto that had been promoted on their Facebook Page.
Some businesses may find that opening an account with one stock photo company that has images that speak to their audience works well. And others may choose to vary the sources. Allocating time to find applicable images will be an important step in your visual social media marketing strategy.
As Google writes, “my-new-black-kitten.jpg is a lot more informative than IMG00023.JPG. Descriptive filenames can also be useful to users. If we’re unable to find suitable text on the page where we found the image, we’ll use the filename as the image’s snippet in our search results.”
Naming an image may take a little extra time in preparing it to publish, but it will be well worth the extra effort!
User-generated content (UGC) covers a range of media content. National Geographicis a great example of a site that asks for photos from their audience in the column, “Your Shot.”
How can you solicit creative ways for users to submit photos of them using your products or services?
While it would have worked well to have covered video for the letter “V,” I wanted to be sure to include at least mention of a couple of other types of visual content that Maria Pergolino and Jason Lankow point out in their presentation—namely, comics and memes (an idea, behavior or style that spreads from person to person within a culture [from Wikipedia]).
For video, there are a number of good articles on Social Media Examiner including this one by Cindy King with 29 Tips from Social Media Examiner writers.
Use a variety of visual content to strengthen your visual social media marketing strategy.
I have to admit, I’ve always been very drawn to these word photos. Why not take a great image and see how it looks generated in words?
Carefully selected photos and words are a win-win—communicating visually and with words all at the same time.
There are close-ups and then there are extreme close-ups: “tightly framed and shown at a relatively large scale.” Extreme close-ups are dramatic and can capture and hold a user’s attention.
Extreme close-ups can be quite beautiful and help your audience see the details they may have missed in a regular close-up.
You’re proud of your accomplishments and you should be. So why not show your big moments? The award, the handshake. It’s very compelling.
This kind of image helps spread the word about your accomplishments and is a good example of visual brand storytelling.
Good short videos can say a lot about your business. And zooming in is a great way to bring attention to a particular product, service or point you want to draw your audience to.
What do you want to emphasize to prospective and existing customers? Zooming in helps represent visually what’s important, while also distinguishing important features and aspects of a business.
Using more visual content
In the past year, there’s been an increase in the use of visuals across social sites, and for good reasons. As Ekaterina Walter writes, “Brands can use visual content on their social media to increase engagement and inspire sharing and viral marketing.”
Here are some recommended resources:
How have you been using visuals in your social media marketing strategy? While 26 tips may seem like a lot, it’s probably the tip of the iceberg. What would you add to the list? Leave your questions and comments in the box below.