When it comes to effective building products marketing, the creation and dissemination of relevant and compelling content continues to reign supreme.
What makes content relevant and compelling hinges on the quality of the marketing message. That message can be communicated in any number of ways.
The way most of your industry (heck, most of the business world) is communicating their message is with words. The problem with this is that it creates a literal information traffic jam for your buyers.
The good news is that there is another way, which is to deliver that message or amplify it with visual content.
Visual content could well be the secret sauce you’ve been seeking to juice up your marketing plan. Research has shown that our brains process visual images much faster and more easily than words – written or spoken. And reportedly, most of the information received by our brains (90 percent) actually is visual.
In addition to faster, easier processing (or perhaps because of it) visual content is also more shareable. Visual building products marketing content such as photos, videos, infographics and even visual “memes” may prove effective within a campaign, on your social media platforms, and on your website.
Here’s how to best leverage four types of visual content for building product marketing:
Photos. Pictures stir emotions, and one image can convey an entire story. Photos engage customers right away. They establish a connection, which makes your brand personal and (hopefully) beautifully capture the essence of your offering.
Videos. Videos are generally the most preferred form of visual content. People love them. In fact, according to EyeView Digital, videos that appear on landing pages increase average page conversion rates by 86 percent. Videos quickly tell your story and can offer instruction, a bit of play for viewers or a little of both.
Infographics. A relatively new form of visual content, infographics are among the most shareable. Statistics show that businesses that use infographics in marketing gain an increase of 12 percent on average in the traffic to their sites. To create them you can contract with a freelancer or use use free online resources such as Canva.com, or paid sites such as KISSmetrics.com, both of which allow you to create them fairly easily.
Memes. Those hilarious pictures or images with clever text (some of which immediately go viral) can provide humor along with value to customers. They’re easily shareable, easy to create, generate traffic and visibility, plus they’re highly engaging. (Just make sure your audience will understand the meme and think it’s funny.) Consider trying Memegen.com or Imgflip.com.
Words might dominate building products marketing at present, but now you know another, faster and more powerful way to connect with your buyers. Photos, videos, infographics, memes, or simply adding clarifying visual elements to existing text can amplify the effectiveness of your building products marketing and enable buyers to more quickly and deeply grasp how your offering can enhance the quality of their homes and ultimately, their lives.
Photo credit: thinkstock.com