As marketers, we are storytellers at our core. It is our responsibility to get the right message in front of the right audience, using the right medium.
While storytelling at its core remains unchanged, the way in which marketers tell stories – whether for a brand, a range of clients, one product/service or for a spokesperson – has drastically shifted over time. With the explosion of social media and increasingly shrinking attention spans of target audiences – only five seconds for those of us categorized as millennials according to one comScore study – marketers have needed to evolve to develop marketing strategies that are increasingly visual. How do we show, not tell?
Consider this: when people hear something, they remember only 10 percent of it three days later. But, if a relevant image is coupled with the same info, they retain 65 percent of that information after three days. That’s a huge difference.
With these stats in mind, below are three different ways that visuals can amplify your marketing strategy:
Video to share a customer story
There are few assets more valuable to marketers than a solid customer case study. Not only do case studies (or, use cases) highlight the value of a particular business, product or service, but they also serve as an excellent way to communicate with new or prospective customers. While case studies can take many forms, turning them into a video brings a human element to the story, making it more relatable. Video-based case studies are easily digestible, and can be useful when pitching press. And, as video traffic is expected to represent more than 80 percent of internet traffic by 2020, they make great great social media content as well.
Infographic to break down data
If part of your overall marketing strategy includes media relations (and…it should), you regularly seek ways to get a story in front of target media. And, what’s considered gold to most media? Data. Whether a major research report or a short list of key findings, data adds a layer of brand credibility and is a quick way to get on a press contact’s good side. One way to make data, particularly a complicated set of data, easily digestible is to explain it visually in the form of an infographic. Whether a full blown infographic, or bite-sized images specific to key data points, telling a data story with visuals makes it easier to understand and bring numbers to life in a visually compelling way. Not only can infographics be shared with media contacts for including in a story, but they also make eye-catching social media posts and visual fodder for email newsletters.
Motion graphics to explain product
Perhaps you’re responsible for marketing a SaaS product or a mobile app launch that is hard to break down with the written word. Why ask your target audience to read about your services when you can communicate it visually via motion graphics? By visually explaining a complicated subject matter, marketers can more efficiently connect the dots for their audience. Think about this way – would you rather have to read through a couple of paragraphs about a tech product you’re wanting to buy, likely full of jargon and words you don’t understand? Or, would you like to simply press ‘play’ and spend 30 seconds of your day watching an explainer video complete with fun music and relatable visuals? A video of this nature can easily be used in a digital ad campaign, at a trade show or a major public launch where you need to communicate the same message to more than one person, in a short amount of time.
- 3 Things to Do Before Hiring a SaaS PR Agency - August 29, 2018
- The Convergence of Paid and Earned Media - July 5, 2018
- 3 Ways Visuals Can Amplify Your Marketing Strategy - November 2, 2017
- I’ve Chosen a B2B Tech PR Firm, What Can I Expect in the First 30 Days? - June 13, 2017
- How to Maximize Blog Content for your PR Efforts - October 27, 2016