Today, I received a wonderful surprise. The planner I ordered just a few days ago from Erin Condren had arrived! I love my Erin Condren planner and had to have another one for the new year (a little late considering it’s February, I know). Boy did this planner arrive in style.
It reminded me how important it is to deliver on your brand promise at every touch point. You can surprise and delight customers with the seemingly small details that end up amounting to a lot over time. In the case of Erin Condren, this company does an amazing job of maintaining consistency with their brand look and feel and their brand voice.
Recently, we interviewed Senior Interaction Designer Rami Waiche to learn more about the importance of visual marketing. He discussed the importance visuals play in shaping brand perception, the power of strong design in brand recognition, the use of color, and the role of stock imagery. For our second part, we’re discussing the role of visuals in social media marketing.
Social media demands visuals. There are many statistics showing the importance of visuals in social media marketing. For example, visual content is more than 40X more likely to get shared on social media than other types of content (Source). On Facebook, posts with images see 2.3X more engagement than those without images (Source).
Rami will tackle questions about how to create visuals for social media that resonate and discuss how marketers can keep up with demand for visuals in the fast-paced medium of social media.
Anyone who’s been to a strip mall with a chaotic sign post has witnessed design without rules and guidelines. Store signs are displayed in every typeface, color and decoration imaginable—anything to help “make the store sign stand out.” Each attempt to stand out ultimately gets smothered by the overall pool of visual loudness. While a certain amount of uniqueness helps people distinguish one store from another and make sense of the information, order and consistency help give structure and format to the store list. Maybe one rule is each store sign must be a painted wood panel. Or, maybe the sign post is laid out according to the store locations within the strip mall (north, east, south, west)—some guidelines to help viewers make sense of the content and choices in front of them.
Visual style guides help place the necessary boundaries around what’s acceptable and what’s not acceptable in adding and growing content and visuals to the overall system. They’re most often used as a compass upon which to navigate the unfamiliar terrain of new content needs. Continue reading
Effective marketing requires understanding how people process information. When you consider that 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text (Sources: 3M Corporation and Zabisco), it’s easy to see how important visual marketing is. It’s an increasingly noisy world and visuals can help a brand stand out, resonate with consumers, and be remembered. Consider these stats that show the power of visual marketing:
- 20% is all that people remember from reading text without visuals – Visually
- More than 84% of communication will be visual by 2018 – Reuters, Cisco Report
- 70% of marketers planned to increase their use of original visual assets in 2015 – Social Media Examiner
Senior Interaction Designer Rami Waiche
To further understand the role of visual marketing in marketing and branding, I asked FreshForm Senior Interaction Designer Rami Waiche some questions about visual marketing. In this Q&A, Rami explains the role of visual marketing in branding, why brands need to adopt their own visual style, the importance of color, and stock photography. Continue reading
Last week we discussed what features are necessary for a content hub. One of those features was social media integration. We decided to go a bit more in-depth about the different opportunities for a brand to integrate social media into their content experiences. If your content serves to connect with consumers, then social media can help augment that experience. Here are ways that companies integrate social media into their content.
Last week, we wrote about the advantages of a content hub over a traditional, chronologically ordered blog. This week, we’re going to look at what your content hub needs. Learn from brands such as Intel, IBM, and Mint to see how you can make your content hub better.
When it comes to your marketing efforts, you want to reach the right people, at the right time, with the right messages. In order to do this, you need to know who you’re talking to and where they are in the buyer journey.
The Fight for Attention
Today, there is more noise than ever, thanks to massive amounts of content created every day and more and more brands competing for attention. If you want to reach your audience, you have to make sure your content is relevant to them. Relevancy requires more than just creating content that you think would appeal to your target audience. Your content has to also be aligned to where a person is in the buyer journey. Even though some messages may be relevant to a type of audience, if the person is not in a time and place where it would be relevant to them, then it’s useless.
In our last article, we discussed how content should address all aspects of the buyer journey, even moments not necessarily directly related to your product. It’s important to connect your brand’s values with consumers’ values if you want to create meaningful brand interactions. This week, we’ll illustrate how this can work with an example company.
Example: Flea Medicine for Dogs
Let’s look at an example of a company that makes flea medicine for dogs. The company’s ultimate goal is to sell more flea medicine. The obvious content topics could be about dogs and fleas: how to identify fleas on your dog, what to do if your dog has fleas, etc.
Here’s the problem with this kind of content, everyone else who makes flea medicine is going to cover it. That’s fine, but you want to rise above this noise to stand out as the company to buy flea medicine from. You want your customers to be loyal to your brand above all others.