In today’s fast-paced, interconnected world, online platforms have emerged as the predominant channels through which consumers seek information. Because of this, content marketing has understandably become a top priority for many businesses. Companies employ a wide array of content marketing tactics to enhance customer engagement — from blog posts and newsletters to social media campaigns, video content and beyond. These strategies help businesses establish a strong online presence and foster meaningful connections with their target audiences.

At the same time, the proliferation of social media platforms like Twitter and TikTok, have upped the ante when it comes to the importance of visuals. Articles and blog posts with image content garner over 90% more views than those without. Tweets with images and video receive a staggering 150% more retweets than tweets relying solely on text. Consumers expect content to pull them in and are much more likely to engage with content that they connect with on an emotional level. Now more than ever, brands and businesses must think strategically about the story they’re telling through their visuals if they expect to grab the increasingly fragmented attention of current and potential customers.

Below, we explore the key factors to consider when thinking about how to best leverage visual content to increase ROI — from utilizing video and stock visuals to leaning on data to inform your visual marketing strategy and more.

Understand the Importance of Video

Short-from video, popularized by TikTok, has proven to be an effective method for engaging customers. So much so that 87% of marketers are now using video as a marketing tool and 97% report that video helps users understand their product or service better and helps increase sales. Videos create an immersive experience, providing a dynamic medium for brands and businesses to convey messages through storytelling. Certain types of videos also have the potential to go viral, generating widespread exposure and brand visibility without additional cost. In fact, people are twice as likely to share videos than other forms of content.

As consumers increasingly favor video content, brands and businesses that embrace video to enhance their content marketing efforts will establish stronger connections with their target audiences, and ultimately drive higher engagement and conversion rates.

Be Smart About Leveraging Stock Visuals 

Finding the perfect stock image or video can be a challenging task. It’s tempting to opt for generic content that appeals to a broad audience. However, taking a more strategic approach is crucial.

To better understand how a photo or video may resonate with your target audience, consider leveraging tools that provide insights into broader conversations happening on a topic. Digital tools, like iStock’s VisualGPS Insights, give SMB marketers insight into what’s trending in visuals, ensuring they’re using the most relevant images or videos for specific demographics at any given time.

In addition, it’s important to consider what the visuals you’ve selected add to the story you’re trying to tell. What emotions do they evoke? Will those emotions move your target audience closer to conversion? The visuals you select should align with your brand’s unique selling proposition and complement the tone and voice of your brand.

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Maintain Consistency in Visual Storytelling

Consistency is a key factor in the effectiveness of visual branding. When your audience encounters consistent imagery, typography, color palette, and overall design aesthetics, it creates a sense of harmony and coherence. This enhances the overall impact of your visual content, making it more engaging and memorable. Consistency also improves brand recall and recognition, making it easier for consumers to associate specific visuals with your brand.

Maintaining a cohesive approach reinforces your brand’s messaging, values, and personality, resulting in a stronger and more impactful brand presence. Ultimately, visual consistency strengthens a brand’s identity, enhances audience engagement, and fosters customer loyalty, resulting in greater ROI.

Lean on Data to Inform Marketing Strategy

While selecting the right visual content and maintaining consistency in visual storytelling is critical, it’s just as important for marketers to have a system that helps them navigate the crowded visual landscape effectively. Going with your gut is simply not effective enough anymore. Today, marketers and businesses must leverage data to inform their content marketing strategies if they want to stay competitive and move their target audience to action, whether that’s clicking an ad, engaging with a post, visiting a website, or purchasing a product. In fact, companies that use data-driven marketing are six times more likely to be profitable year-over-year.

Through leveraging data and analytics, marketers can gain valuable insights into specific customer behaviors, preferences and trends. Armed with this knowledge, businesses can develop detailed buyer personas, laying the groundwork for crafting personalized visual experiences that resonate with the specific needs and aspirations of their target audience. This can lead to more impactful results, amplified marketing performance and, ultimately, better business outcomes.

Given the current digital landscape and consumers’ increasingly fragmented attention spans, brands and businesses must be incredibly strategic when planning how to incorporate visuals into their marketing efforts. With visuals, and particularly video, becoming a key aspect of any campaign, now is the time to evaluate if your visual strategy is thorough enough to increase ROI and help your business stand out in today’s market.

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