Have you given much thought to the marketing images and photography used on your website and in your marketing campaigns? A recent blog post on the Wall Street Journal reminds us that we should.
Many small business marketers can probably relate to having to scramble to find images for our website or marketing campaign at the last minute. In these cases, it can be tempting to quickly choose a few stock photos, or take the DIY approach, shooting the photos ourselves.
As the post outlines, many small businesses have learned the hard way that these approaches can backfire. Product shots and marketing imagery that are blurry or poorly set-up can really hamper customer response and the success of your campaign. The lesson? Make sure your images are clear and focused, and are appropriate to the story you are trying to tell.
An insightful post by renowned neuro-marketer, Joseph Carrabis, offers more advice. Based on his studies of customer responses to imagery, he has developed three guidelines to help you choose the right images for your small business marketing program:
- Customers like to see people that look like themselves. Use images that ?mirror? the make-up of your target audience.
- Use images that show you understand the pains and challenges your customers are experiencing.
- Make your value proposition clear, with images that show how your products and services solve the problem.
When you are planning your next website update, mobile marketing campaign or email communication, make sure your image choices are helping ? not hindering ? your campaign results.
What about you? How do you go about selecting the right images for your marketing programs? Please share your experiences below.
Rohan Gandhi is a Manager, Global SMB Digital Strategy at Pitney Bowes. In his role, Rohan helps drive the content and promotional strategies behind the pbSmart Essentials website. He is a staunch believer in the power and benefits of social media, and invites discussion of any type on both his? View?full?profile
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