Visuals express ideas in a snackable manner.

-Kim Garst

When it comes to creating great marketing content, there are so many different aspects you need to consider. From statistics and linguistics, all these elements play a huge role in your marketing content. This blog is going to delve into another vital aspect: visuals. It’s something that a lot of businesses overlook but it can be a crucial aspect of marketing that will increase your impact and engagement. So, what is the importance of using visuals in marketing?

Consistent marketing enables your audience to get familiar with what your company has to offer and what your brand represents. Familiarity and affinity are important factors for establishing meaningful connections, as it is what helps to build that audience relationship. 

So, how can you keep your brand and identity looking consistent across marketing channels?

By creating a strong visual representation and appearance. This will ultimately help to communicate what your brand is all about, building those strong foundations with your audience. This allows customers to engage with your business more frequently, in turn leading to an enhanced customer relationship. Next, let’s consider the importance of visuals in marketing.

What is visual marketing?

Visual marketing is the use of images, videos, and other pieces of multimedia content. This type of content plays a key role in your content strategy, alongside the written word.

As part of a larger marketing strategy, visual marketing conveys subjects and concepts that would otherwise be harder to approach by using only text. For example, using graphs to demonstrate the statistics you really want to put across to your audience. 

The possibilities for multimedia content and visual marketing are endless. Therefore, it’s important to ensure you are aware of the power of visual marketing, and how to get started creating visuals that grab the attention of your audience. 

The importance of visual marketing

The right visuals can transform any form of marketing, but it must fit well with your content; don’t just pick a random photo to fill empty space. These images will seem out of place and won’t add value to your material. In fact, poorly selected images may even have a detrimental effect on your brand.

Visuals can help your brand to become more recognisable. For example, a consistent colour scheme ensures that each time an individual encounters one of your marketing messages – the look and feel is the same. You don’t have to think BIG and dramatic when it comes to visual marketing. Subtle visuals can go a long way and make all the difference to your brand’s appearance online. 

Furthermore, when customers see images of real people using your products, it becomes easier for them to imagine themselves doing the same thing. Similarly, when they see images of your employees, your team becomes a collective of individual personalities, not a faceless entity.

What types of visual content can I use?

The power of visual marketing is underestimated, but it can do your business many favours. However, you can overdo it. Choosing the right visuals for your content can seem tricky, but it doesn’t have to be! 

Think about the following: 

  • What is the message you are trying to convey?
  • What image will my audience find appealing?
  • What visuals will attract the attention of my audience?
  • What images fit well with my brand?
  • Is the image relatable?

There is a wide range of different visual mediums that can be used, but some of the most effective are:

  • Infographics. Infographics helps you to communicate steps, workflows, lists and processes. They may or may not include data. What they do provide your audience with is a clear and concise representation that relays information in an attractive manner. They are a great way of giving your audience an overview of a topic. 
  • Data visualisation. Data can be presented using charts and tables to make the information you are trying to convey more attractive and easier to understand. This form of visual content is particularly popular visual content for social media.
  • Related videos if they’re available, if not could you record one yourself?
  • Animated graphics. It’s amazing what you can produce yourself on sites such as Canva.

How Octima can help you

Visual content is vital to enhancing your marketing messages. It helps your business to represent your brand more effectively across your channels, as well as attracting the attention of your target audience. Visuals also allow you to communicate subjects that are harder to explain via the written word, such as complex statistics. Images should be carefully thought through so you can align them to fit with your key marketing messages. You want your audience to be able to relate to the image, and for it to spark emotion. When you do this, the image will have a far greater impact and effect on your audience. 

You now know the importance of visual marketing but where do you go from there? Are you unsure of how to craft visuals that align and complement your marketing messages? Do you need help getting the right message to the right people? We can help guide you.

That’s where we come in! 

Here at Octima, we are passionate about marketing. With our approach, we will make use of the best tools and develop a tailored strategy to grow your business.

If you want to find out more about how we can help, get in touch today.