harnessing the power of visual marketing for search
TRANSCRIPT
Harnessing the power of visual marketing for search
How does it work for search marketing?
Great examples…
Social media and visual marketing
Visit Britain case study
Why use visual marketing as part of your strategy?
What is visual marketing and where to use it?
Defining your goals and ROI
Know your audience
Technology
2015 and beyond…
CONTENT IS AN EXPERIENCE, NOT JUST WORDS
What is Visual
Marketing?
Product pages
Where to use it?
Social Media
Ebooks & white papers
Emails & newsletters
Website/blog
Online and offline
advertising
How does it work for Search
Marketing? AWARENESS
Informative or entertaining
CONSIDERATION
Product or service information
CONVERSION
Thought leadership and useful resources
LOYALTY + ADVOCACY
A healthy mix
65% increased engagement when photos and videos added.
300% visuals increase monthly unique visitors
94% blog posts with images viewed more 150% tweets with
images, get more retweets
Viewers are 85% more likely to purchase
46 % gauge credibility of a company by website design
Infographics increase web traffic by an average of 12%
Content with visuals/videos attracts 3X more inbound links
Which platforms
?
60 million users
117 million users
200 million users
70 million users
26 million users
40 million users
2006 2007 2010 2011 2012
Budget
Goals
Needs
Audience
connects with
Millennials and
Generation Xers
80% female
15 million impressions
More than 200,000 engagements in three weeks
76% of paid engagements on Tumblr were likes, reblogs, or follows.
Organic engagements with VisitBritain’s content doubled, and blog impressions tripled
No point doing visual marketing just for the sake of it.
What is the true picture?
It’s a collaborative effort to score
What does the goal look like?
What are your aims?
Leaning back vs. leaning in. Engaging your online audience
The platform dictates the format and style
Brand Focused or Customer Focused
Understand the sets of eyes
THE FLEXIBILITY OF VIDEO
How should you measure your ROI in visual marketing?
• Objectives! • Time on Page/Completion Rate • Inbound links
Time on page/completion Rate: The longer a consumer spends watching a video, scanning through photos or interacting with your content, the closer you are to forming a bond. Metrics such as time on page and completion rate help track this engagement. But new, more refined metrics such as page scroll and article completion offer more insight. Visitors engaged with rich media are more likely to share with peers.
DEFINE YOUR OBJECTIVES…
2005 2007 2010 2014
TECHNOLOGY ENABLES USERS TO CREATE RICHER CONTENT…
Instead of more… think better As well as text… think simple drawings, infographs and video Instead of product-centric… think insights and value
Instead of vendor-developed… think 3rd party credibility
2015 AND BEYOND…
Questions?