Twitter is the enigma of social media. It had a simplistic (even weird) idea behind its invention. It was initially designed as an internal SMS style messaging tool for a podcasting company.
It is the ultimate accidental social network.
Twitter created the opportunity to share short ideas, links and news in real time. It allows the world to discover something new every day!
Many people and businesses shy from Twitter and social media because they are afraid of people saying bad things about their brand. The reality is that 99.9% of the time is quite different. It is positive and provides social proof.
Testimonials are one part of the positive aspects of crowdsourced feedback and sharing online.
Why not tap into the power of these positive comments on Twitter.
Why use Twitter testimonials?
Curating your Twitter testimonials is not new though: some brands have been doing this for ages (we’ll see some examples below in this article) but so many businesses are not utilizing this powerful trust building method that the concept needs to be laid out in more detail.
But why are Twitter testimonials a credible source of creating online trust?
Here are 3 quick examples of why.
Twitter testimonials are easy to verify: They may boost brand credibility by showing the real people using the product and discussing it;
Twitter testimonials give users more context; This provides context around the brand’s approach to social media and engagement culture;
Twitter testimonials engage readers: This is enabled by encouraging them to join the brand’s official accounts and helping promote its product online.
The beauty of Twitter is that has some very simple tools that make it very flexible: There are quite a few ways to filter out noise and publicize what’s important for you and your business.
Let’s see some of them: Here are 4 ways to use Twitter to supercharge your online credibility.
1. Curate and publish Twitter testimonials using Twitter favorites
Twitter favorites have always been a bit under-utilized feature. In the past people even had to wonder how and why to use it. Nowadays, Twitter users tend to favorite tweets when they want to say thanks.
While retweets should not be usually perceived as endorsements, a favorite is a good way to express that you agree with and support the statement. That’s how I use the feature from my personal Twitter account.
For an official business Twitter account, I usually recommend a more practical approach: Use favorites to curate positive Twitter context around my brand.
I heard about this method long ago: Perch has been using favorites to curate Twitter testimonials since 2010. Amazingly, after several re-designs, the Twitter testimonial widget is still there on their site (It must have been working very well for them!):
The method has undergone some important changes: Previously you could have used RSS feeds which were publicly available for your Twitter streams, but Twitter has disabled RSS feeds, so now you’ll need to use the official Twitter widget to generate the embedded code for your favorites:
This way you actually get full control over what testimonials get publicized while making sure the process is very easy.
2. Curate and publish Twitter testimonials using hashtags
You can encourage your customers to tweet their experience using a hashtag. This call-to-action can be included in the order status auto-responder email (they are very easy to set up) to further engage a hopefully happy customer.
This is a more dangerous, less controlled method giving more power to your user which can actually blow up. On the other hand, it’s unlikely to go massively wrong unless you are as big as McDonald’s. Smaller brands use hashtags very effectively.
The brand hashtag adds more visibility to your business on social media and can help you build loyalty using social media by engaging more of customers. Bannersnack is a good example of doing that well and it seems to be working very well for them:
Using tools like Twchat to create a public archive of your customer feedback is a great idea too:
Twchat can be moderated as well (in case your brand hashtag grows popular enough to attract spam) so it’s a safer method than other similar ones.
3. Curate and publish Twitter testimonials using sentiment search
Another method to semi-automate positive brand sentiment tracking is using sentiment search. This a well known trick: Twitter supports a “smilie” search:
Try searching, for example: [#iphone6 ]
A good example of using sentiment analysis to curate feedback is Site Geek. It publicizes on-site user reviews as well as Twitter reviews of each listed hosting company:
In most cases, that will be a bit cluttered feed, so instead of publicizing those tweets, I’d recommend collecting and archiving them using social media dashboard called Cyfe: It allows you to create multiple dashboards with multiple widgets (To monitor lots of sets of results) and it also archives all the results.
I use Cyfe to monitor lots of search sets (hashtags, possible reviews, content ideas, etc) throughout many search platforms including Google (through Google Alerts), Google Plus and Twitter:
I log in to Cyfe a few times a month to find some social proof and I can then publicize those tweets using a “Embed Tweet” feature:
Jason of Kaiser the Sage is another great example of selectively using Twitter testimonials to add some social proof to his About page.
The beauty of using Twitter search is that it’s very flexible. For example, you can filter out all tweets that contain links using -filter:links in your search query. If you are into local business or simply want to curate testimonials coming from a certain location (this is very useful if you are hosting or monitoring an event) DirJournal also suggests using location settings when setting up your Twitter search:
4. Curate and publish using Getkudos
This is a pretty new tool for me but it’s free, so why not add it to the toolbox? Getkudos helps you collect and publicize your Twitter and Facebook kudos (I wish they supported more networks by the way!)
It’s very easy to set up: Simply connect it to your social media accounts and login once in a while to curate mentions:
Once you have some curated content, use one of the widgets (inline or floating) to publicize kudos on your own site. The example of the inline widget can be seen on Getkudos home page. Here’s an example of the floating one:
You can also collect more kudos from your happy customers via email or live on-site chat. You also get a separate public page listing your kudos which is another brand asset you can promote (example):
Are you utilizing Twitter for collecting and promoting your business testimonials? Have you heard of case studies of those who do? Please share your thoughts in the comments!
The web provides us with a firehose of data and information. The data captured includes: How many visitors to your blog or website, the number of social media shares, what country they visited from and the list goes on and on and on and on!
This explosion of data extends into a murky horizon of thousands of data points.
But the secret to success online isn’t the data itself but the insights it provides you and and what you do with it. All bloggers, online stores and big brands need to finetune their digital platforms to ensure that they maximize sales.
In all the years Google Analytics has been around it has provided a ton of actionable metrics for businesses of all sizes. In fact, if you thought of Google Analytics as a vendor and pit it against competition, Google Analytics simply dominates.
Analytics tool trends data from Builtwith reveals that Google Analytics still remains far above the rest in terms of usage. But other than the ten biggest, 43% of the market is still captured by smaller players. It’s a very splintered market beyond the top 10.
For most practical purposes and general data, the metrics you glean from Google Analytics is more than sufficient.
But businesses need more than just aggregated, general data. They need specific metrics that tell a story. Metrics help with decision-making and the numbers ought to get as precise as possible. Plus, there are many specific use cases that require data Google Analytics can’t provide.
To help you obtain important insights here are 5 website analytics tools to consider using to optimize your success online.
They certainly are. Researching and targeting keywords remain the basic foundation for your search strategy.
That’s not hard to grasp, but the constant research, continuous tweaking, developing content, and tracking results off your efforts is hard. Tools like RankWatch make it easy to manage your SEO efforts.
Using RankWatch, you are armed with a single dashboard that shows your Google ranking metrics relating to your keyword performance, competitor analysis, backlink audits, and easy-to-understand reports.
RankWatch also has triggered emails that will notify you instantly when your rankings move up or down. This is something that Google Analytics is not built to do. Further, RankWatch’s USP, if you ask me, would be the “Hidden Opportunity” feature which tells you keywords for which you rank on page 2 or 3.
What happens when a visitor arrives at your website for the first time versus the same individual visiting your website for the 6th time?
If the first visit was assumed to be just “Checking you guys out,” the 6th visit could be “I want to find out more about your Product X.”
Your visitor’s behavior changed over time. She trusts your website more and probably follows you on social networks. She might also be subscribed to your newsletter and the 6th visit might have been a result of “intent to purchase”.
But how would you know that if you just used Google Analytics which only tells you how many people visited your site, and from where? How would you make any sense of your “bounce rate”? Are customers leaving to come back later or are they leaving to never return again?
It’s hard to get a grip of what’s happening on your website. KissMetrics, however, makes it easy to track individual visitor metrics, behavior over a period of time, typical and recent referrals, and a “timeline view” of how the behavior of each visitor changes with time on your website.
Those patterns aren’t random. They could possibly mean potential opportunities for your business.
3. Wistia Video Analytics
How many people click, play and watch your explainer video, online demo, or any of your marketing videos? How many viewers actually dig your “video tutorial bank”? If all you did was upload videos on YouTube and Vimeo, you only get to know your subscriber count and total number of views.
The total views of your video is a little like vanity metrics on social media – it massages your ego and makes you feel good but there isn’t anything in these numbers that make sense.
Video analytics is surprisingly rare given the popularity of videos online.
Wistia is a video self-hosting service that also provides video analytics that dig deeper than just “views” – Wistia’s analytics helps you to figure out how long your viewers watch the video, and to what extent, and the number of times an individual watches the same video.
It also tells you how many viewers converted (using Wistia’s Turnstile for collecting email addresses within the video).
ClickTale gives you web analytics, in-ecommerce store analytics, and real-time feedback on customer experience in your web properties designed for conversion. While traditional analytics (read Google Analytics) provide only page-to-page data, ClickTale provides “in-site” data allowing you to optimize your site and boost profits.
ClickTale has multiple products but the notable features are “Playable videos of users’ browsing experiences” or session playback and “in-page analytics”. ClickTale also captures tablet and mobile specific input methods such as taps, zooming, double-taps, pinch, scroll, and many others. Other notable features are form analytic, a website visual optimizer, and a heat map suite.
All of the above tools are great if you have an ecommerce site.
What if you have an ecommerce site (using Google Analytics in combination with any of the above or others) and also a real, brick-and-mortar store? How do you get data then?
What if you wanted analytics for your merchandising and loyalty programs? If you had questions about your own inventory or about how your products sell over periods of time, Google Analytics isn’t going to help.
It’s time for Zapbi to take over – it provides online retailers with data and metrics on displays, merchandising, loyalty programs, and your physical POS terminals.
It’s a comprehensive suite of analytics tools for retailers including “store operations” analytics such as staffing, operating expenses, store reports, and more.
Over to you
What else do you think Google Analytics can’t do? What are some of the areas Google Analytics has the potential to grow?
Tell me what you think.
Author: Pratik Dholakiya is the co-Founder and VP of Marketing of E2M, a digital marketing agency and MoveoApps, a mobile apps development company. He’s a “must follow” SEO expert according to Search Engine Watch and has been named one of the top content marketing influencers by Onalytica.
Social media sharing and subscribing buttons are often done badly and it leads to little or no sharing. On a social web that is a traffic disaster waiting to happen.
Why does this happen?
The designer wants it to look good. So they will place the social buttons in strange places with often obscure designs. It looks good but it doesn’t work.
People think that design is just about how it looks, but as stated by Steve (that Apple guy). “Design is not just about how it looks. It goes much deeper than that. It’s how it works“.
If your site visitors love the content and want to share it then don’t make it hard for them.
Make your digital brand social
It’s a common practice to divide marketing campaign into two channels – onsite and social media. The latest surveys reveal that more people are using social media accounts to experience the brand. The corporate website is no longer the center of the digital marketing universe anymore.
Customers use brand’s social accounts to gather info about new products or services, to follow the latest offers from the company. Brands in turn run social media accounts to establish brand awareness, provide important surveys, gather feedback and increase audience.
However, it’s a two-way street where each channel serves to support and enhance the other.
Here are seven questions you need to ask when adding social media buttons.
1. What social networks?
First, you should decide which social media networks relate to your website. Carefully examine your existing social media accounts and separate the ones that are the most vital for you.
It’s not necessary to use all social networks.
It is much better to create and promote a few social accounts that will offer the latest news from your brand often rather than have multiple accounts where you only post once a year.
2. What type of social media buttons?
You should choose carefully what are the most important social media buttons that need to appear on your website. There are a few kinds of social buttons that could be integrated to the website.
You should definitely have buttons or widgets that allow your users to follow your social media account. But don’t mess up a button and a widget.
Social media button that’s connected to the website will only draw your user to your Facebook or Twitter account while social media widget allows to “follow” your page right from the website, without leaving it. If you create your site with a website builder like MotoCMS.com, Webflow.com or Moonfruit.com it’s easy to add such widgets to your site as well.
Next are “Like” and “Share” buttons for separate pages. It’s especially helpful if you run a blog on your website and offer your readers to share the useful info to their social accounts. It can also be helpful for online stores that allow users sharing the products to social media.
3. Should I have use custom or standard buttons?
It’s a real dilemma today when there are many cool social button designs.
But there a few pros and cons on using custom social media buttons over standard ones.
Pros: Custom buttons are easier to introduce to the website design. Actually, you can ask your web designer to draw you absolutely unique buttons that will appear only on your website and perfectly match its style and look;
Cons: Custom social media buttons can become “invisible” for ordinary users. Most people are used to a certain icons of social media. And sometimes attempts to create a unique “Like”, “Tweet” or “Share” icon can lead to people won’t understand that it’s a social button they see.
This is the sharing buttons on a website that will do your head in. Don’t make it this hard!
Being this smart is sometimes very dumb.
The answer should be easy: Use standard buttons that work!
4. Where should I place the social media buttons?
Your social buttons should be visible on your site. This means you have to double-check their place on a page as well as their size, color and message. It’s a common practice to place social buttons on top of the page, in a footer or in a sidebar. Consider putting those buttons on a “Contacts” page.
It’s good if your social buttons are fixed in the footer or on the top, and display on every page. This makes them more prominent. Here is how Dimospizza.com places its social buttons.
It’s also wise to arrange social sharing buttons “above the fold” to prevent users from long scrolling.
In most cases blogs have their social sharing buttons placed in the beginning of the post or arranged next to it in a form of a special “social sharing bar”. In case you post long articles, it may be wise to also put social sharing buttons below the post to encourage people sharing after they read the text.
Make sure the buttons are large enough and prominent on the website. But it doesn’t mean you should add huge buttons just to make them visible. The misconception about the social buttons sizes comes out of their similarity to call-to-action buttons.
Calls-to-action draw more attention if they are large and bright. In social media buttons it’s more important to find the right balance between the size of the button and its place.
5. Is it worth displaying my social feed?
It’s a cool practice to showcase your social media news feed on your website. It allows your customers to get the latest news and info on your company. It’s especially helpful for stores and other business that have regular updates of products or services. This feed also allows informing your website visitors about upcoming events, discounts and sales.
You can use content of your social media posts for your website. E.g. Instagram photos can be used to illustrate company’s news, products and services, present the team to customers. Videos from your company’s YouTube channel can also be posted to the website.
6. Is a social media log-in worth contemplating?
Allowing social logging is beneficial for the website and increases its UX.
It saves people time on typing in email address, verifying account and later sign-up is also performed in mere seconds. The new user doesn’t need to remember another login and password. Social login makes sure users’ mail won’t be filled with spammy letters and the same is for you, because social media accounts are run mostly by real people.
7. How should I use analytics to measure my social media pulse?
Use Google analytics to track your social media pulse. You can see how many people join you in social networks, use your social buttons and see the overall trend in sharing your content. If you notice that such activity is too low and only a few people like and share your content, maybe it’s time to rethink your social media strategy. Or it means you just have your social buttons in a wrong place. In any case, you will know it’s time to change something.
There are also various analytic tools inside social media and additional software you can use for tracking users’ activity on your accounts and watch latest social media trends. Always compare your website and social analytics, and you will know where you need to improve and what goals you can achieve.
Guest Author: Julia Blake is an experienced writer of many articles related to web design and development, usability, trends, inspiration, etc. She likes learning and sharing her knowledge with others. Follow her on Twitter.
A digital marketer is like a conductor. Many players, a lot of shiny noisy instruments and a big audience.
It means understanding the nuances of the new web paradigms and how they interact. It’s about knowing about how each of the social and digital channels operate and interact with each other and the synergies that creates.
It raises questions. How different should my Facebook post be to my Twitter or Instagram tactics. What priority should I put on email marketing? How does my content marketing help build my search engine optimization?
But first let’s take a closer look at what are some of the challenges facing digital marketing executives and professionals and the skills they need to master and understand.
The high velocity of digital change
One big challenge is keeping up with the high velocity of change.
One fast moving target is Facebook. How much budget should I apply to Facebook advertising since free organic Facebook reach plummeted? The options within Facebook advertising are also in constant flux and just getting your head and mind space around that ecosystem requires a Facebook specialist on the team or an external partner.
Mobile marketing has gone from an afterthought to a must do, as people use their phones to interact with brands and publishers in the aftermath of mass media dominance. Mobile advertising, social and real time global engagement tactics need to be included.
So what are the skills a digital marketing manager needs to succeed on this fast evolving web?
1. Data analysis
The term “big data” is tossed around like confetti and vodka glasses at a Russian wedding.
But it is not about big data but what you “do” with the data. That is the work of the analyst. The analytical scientist is invading the art of marketing, with access to technology tools and platforms.
It makes many digital marketers eyes glaze over, break into a sweat and start shaking and weeping uncontrollably. It requires a new breed of team member, a numbers man (the data analyst). The digital disruption has happened so fast that they are a rare breed and hard to find. But that is what the new marketing paradigm requires.
The days of marketing being left to the “Marketing Madmen” of Wall Street are over. The creative marketer needs a new partner.
One example of the need and power of good data analysis is with Teradata’s tools that have been applied by the International airline Qantas to it’s Loyalty program.
10 million members
$1.3 billion in revenue
$800 million in awards every year
By analyzing data well and optimizing through the insights gained they have been able to increase profitability significantly to $300 million a year.
2. Paid social media advertising
What social media promised when it started to be used, as a marketing tool was free global earned reach. Then Facebook changed the game. The Facebook “likes’ gold rush was over. Now it’s time to pay the Piper who has collected your data and now wants to sell it back to you.
To put some perspective on how that looks it is predicted that by 2016 there will be $25 billion spent on social advertising in 2016, with Facebook earning the majority of that pie.
But despite early cynicism, Facebook advertising done well can be very effective. So what are some of the topics and skills you will need to start to get a grip on?
How to use Facebook’s analytics tool “Facebook Insights”
Use “Power Editor” well
What can be done with “Look a like” audiences
The granular targeting of “Custom audiences”
What is oCPM bidding and how to do it well
How to experiment and test creative images
And that is just the tip of the iceberg.
3. Email marketing
Email was simple in the past and now it is about niche targeting, analyzing bounce, open rates and conversions. It’s power as a marketing tool is often underestimated.
Even the big end of town hasn’t been doing it well. A recent report released by the New York Times, revealed that despite it having over 6 million emails in their database they didn’t even have a proper email marketing platform. The email list had to be manually pulled from their other systems.
Social is great for brand awareness but your most loyal and committed prospects, customers and advocates will want to keep in close touch via email. Many top performing marketing campaigns and sales results happen from your email list.
4. Search engine marketing
There are two parts to the equation here.
Optimizing your content, website and blog for organic earned search.
Paying for clicks using Google’s AdWords. Paid search engine marketing sometimes called “SEM”
Building earned authority to rank high on search engines takes time and it is no quick fix. But don’t neglect doing this as it end up driving the majority of your traffic over time. It will take years of content creation and constant tactical activity.
5. Develop skills with technology tools and platforms
The marketer’s job in the past was often about managing the advertising agency. But now they need to understand technology. What do some of these look like?
There are a vast arrange of free tools. Some of these include:
Many of these offer premium versions that add other features and functions.
These include digital marketing, email marketing and specialist social media marketing platforms that allow you to scale your marketing efforts.
There are hundreds of platforms but here are a few.
6. Social media marketing
Social media marketing is many moving parts.
It is complex and you need to understand the various social networks and social media marketing tools that allow you to leverage your efforts including automation.
Questions need to be asked such as which ones are you going to focus on? Then there is the range of tactics to achieve the right goals. Then you need to design the creative and the content for those.
7. Content marketing
Content is the foundation for all marketing. You need images, blog posts, infographics, free ebooks and the list goes on.
Content marketing’s benefits when done well are increased engagement, improved SEO and leads and sales.
8. Mobile marketing
The mobile explosion and the rise of smart phones has caught many marketers unprepared. Many brands have a website that is not mobile ready and have no apps that make it easy for customers to engage with you while out and about.
This marketing skill needs to be learnt fast!
9. Viral marketing
Getting content to move fast is something that the likes of Buzzfeeed, Upworthy and ViralNova have taken to a new level. It doesn’t mean that you should focus on it but getting the occasional Video, blog post or image to go viral is worth it just from a brand awareness perspective.
You should look at how those publishers do it and weave some of those tactics into your marketing campaigns.
10. Visual marketing
Most marketers know that you can get increased engagement and sharing if you use visuals. This is well understood on Facebook and a range of studies shows that up to 100% more engagement is driven by a visual post over text.
But this is not just a tactic that works on Facebook. With Twitter allowing visual in the stream the use of images is very effective. I did a little test on my Twitter stream and these were the results when I used visuals.
Impressions: The percentage increase in “impressions” of a tweet with an image over a tweet without is a substantial 197%.
Engagement: The increased percentage for “engagement” of a tweet with an image over a tweet without one is a staggering 581%
Engagement rate: Increased percentage for “engagement rate” of a tweet with image over a tweet without one is a significant 111%.
The visual marketing skill is worth mastering.
Want to be an awesome digital marketer?
Join me at the ONE: Teradata Marketing Festival to help you discover and learn the skills to continue to develop into the best digital marketing professional that you want to be.
So what marketing skills do you need to work on?
Disclosure: I’ve partnered with Teradata for this post in support of the ONE: Teradata Marketing Festival. As always, all thoughts and opinions are my own.
When it comes to visual content, your customers expect something very different compared to just a few years ago. It is now supercharged by mobiles and visual social media networks.
It used to be OK to have a static website gallery, post text to your social channels, and use corporate photos and videos online. Now, readers depend on visuals to figure out whether your content is worth their time.
Expectations of consumers have changed too. They no longer have time to click through to an image or link to see what your content is about. They make split-second decisions based on the visual content provided.
So whether your content is being consumed within social channels or on your website, visual content remains a powerful tool – but only if done correctly.
Below are 10 new rules of visual content marketing. Break them and you risk losing your customers.
1. The law of the recent
When we go online, most of the content we consume is from today, or at best yesterday.
Content from last week is practically unreachable unless you’re looking for something specific. And content from last year has become history so ancient, it might as well be obsolete.
Skeptical? Test it.
Go to your favourite social network. Open it up and take a look at your home feed. Can you find a post from last week in the first 25 updates?
Notice something else? The only way you can tell how recent a post is, is by the time stamp on them. Posts from today will either have the time they were published visible or tell you how long ago the post was made. E.g. an hour ago, five hours ago, yesterday.
In order for your content to be relevant, it has to be recent. The best way to do that is by time stamping your content or featuring topical events.
Honda has created a social hub on their website where they curate and display recent customer content.
2. The law of authenticity
People are more likely to trust a referral from a friend or relative than a company.
In fact, research has shown Millennials are even more likely to trust a complete stranger than a company. It’s why user-generated content is considered far more compelling than any content a brand produces.
Photos and videos from your customers tell the real story of your brand and are far more effective.
NZone is an extreme sport (skydiving) company. Customers who share personal pictures of their experience increase authenticity and can instil trust for anyone considering making a purchase.
3. The law of credibility
The law of credibility states that your customers must be willing to stand by your brand by publicly aligning themselves with it.
In layman terms, if your customers are posting images and sharing their experiences, they should be linking back to you or tagging you in their social media updates.
Think about it. What would you trust more? An image or video shared by a company showing how happy and satisfied their clients are? Or the same thing shared by one of their customers?
Dole is an international brand which markets and distributes fruit including pineapples, bananas and paw paws. They often get their customers to share content from events or at home consuming the product.
4. The law of relevance
Visual content needs to be presented in context. It has to be relevant, informative and well organized.
So if you’re selling a product online, you need to provide corresponding visual content for it. Make sure you place relevant content in the right place.
For example if you are selling particular line of clothing not only do you need to place photos of that on the right web pages, you also need to place the correct user-generated photos on the right webpage, which in this case may involve your customers with those clothes in a real life situation.
Superette is an on-line retailer. They take care of this law by linking customer photos to their products.
5. The law of the caption
A picture may be worth a thousand words but a caption or headline can often bring it further to life.
There’s no denying that we process visual content faster than text-based content. But a simple caption is often required to tell a visual story more effectively.
A caption also helps you communicate your brand’s identity. For example if your brand focuses on making things easy and fun for your customers, then the caption can be humorous.
The Press, a daily newspaper, ran a photo competition and asked their readers to submit their best backyard cricket photos for a World Cup promotion. One user submitted the image below with a caption that made a photo infinitely more interesting.
Your customers expect to be able to interact with your visual content – whether it’s on your social channels or on your website.
Make it easy for them by providing them opportunities to comment on your content, share them easily on their preferred social networks, and even email the content to their friends if they want to.
The law of social doesn’t end here though. Your customers also expect you to acknowledge their efforts. If they’ve left a comment, reply to it. If they’ve shared on social media, thank them for it. Find a way to make it worth their while and they’ll continue giving your visual content the same attention.
Interislander – a ferry service ran a photo contest that asked their customers to share their favourite Interislander memory on their website or Instagram and tag them.
Needless to say, the competition was a huge hit!
7. The law of personality
For too long brands have been bland and boring. Think stock photos.
Thankfully, the recent developments in visual content make it easy to bring a brand to life.
The right visuals, including photos, videos, infographics, and e-books can add depth to your brand story and reinforce your culture.
One of the easiest ways to do so is to give your customers a “behind the scenes” look. Show them what goes into making or marketing your brand, post pictures from office events, maybe even how you brainstorm.
The more your customers know about the culture of your company, the more your brand’s personality will shine through.
The Queensland Opera does this brilliantly. From pictures of their costume designs, rehearsals, and makeup – they keep their fans and followers engaged.
8. The law of consistency
Apart from engaging customers, the role of visual content is to reinforce your brand. For that to happen, your content needs to have consistency.
This isn’t strictly a new law, but it’s worth reinforcing. We’re not referring to publishing visual content consistently. It’s more about elements in your visuals that tell your target market that the visual is from your company – even if you’re not linked or tagged in it.
You can do this by using the same:
Fonts and colours as your website
Images in your company’s social media accounts and profile page headers
Design element like a background, banner, or logo.
Customers should be able to recognize the content is from your brand at a glance.
All Blacks, New Zealand’s national rugby team, have their photos naturally branded. Whether their visuals are from their own team or from fans, they all include the All Blacks in one form or another.
9. The law of resilience
Content never sleeps and neither does your online presence.
Visual content is not a campaign that ends in a few days or weeks. It’s not a one-off thing. It’s an on-going strategy.
Make creating, publishing, and maintaining visual content a key part of your marketing strategy.
Jucy, one of tourism’s top content marketers, has created an on-going visual content, much of which is from their customers.
10. The law of quality
With cell phone cameras getting better and better by the day, customers have learned to take great photos and videos themselves.
And with the numerous filters available through Instagram and others, it’s possible to source high quality content from your customers
The good news is, you can use that content and combine it with your own in-house efforts to help with your marketing activities.
Dilmah, a renowned tea company, encourages its tea drinkers to share their best photos with them for a chance to win awesome prizes like a 10-day trip to New Zealand and Sri Lanka.
Visual content – a vital part of your content marketing strategy.
There’s no denying it. Visual content is a vital part of any marketing strategy.
The days of the old website photo gallery are far behind us. When done right, visual content can drive traffic to your site, increase page views, lower bounce rate, and convert website traffic into sales.
Use these new laws of visual content to up your marketing game and grow your business. Ignore them and you risk becoming obsolete.
How do your current visuals compare against these new laws? Are they giving you the results you want? Or are you struggling to create visuals that would interest your customers?