The Core - A Blog by DMA Solutions
Audrey Miranda
Posted by Audrey MirandaJanuary 28, 2020 6:05 PM

Advertising during the Super Bowl or on the sides of buses often requires a hefty budget, but that doesn’t mean the brands embracing those strategies are getting the most out of their advertising dollars. Even with a small marketing budget, there are plenty of ways to get exposure for your brand and get in front of your target audiences (without spending an inconceivable amount of money). Here are 5 ways you can advertise and promote your brand effectively—without breaking the bank.

 

When content contains visuals, viewer retention rate increases by a whopping 42%. That’s powerful, undeniable proof that visual content is effective in helping brands tell their stories. But visual content, like any marketing asset, is not a one-and-done task. On that note: when is the last time you invested in new photography for your brand...? Here are a few telltale signs it may be time to update (and upgrade) your visual content.

 

How to Tell You Need Updated Visual Content

1. You’ve gone stagnant with social media engagement.

If you’ve noticed a decline in engagement happening on your social media profiles, you may be wondering what steps you can take to encourage your social media communities to engage with your content and stay connected with your brand. Truthfully, there are many factors at play, but visuals play a huge role in the success of your social media efforts. For instance: did you know that tweets with images receive 150% more retweets than tweets without images, or that Facebook posts with images generate 2.3 times more engagement than those without images? It’s true—social media users expect to be engaged visually, and if your photography and design assets aren’t up to par, your results may suffer. Consider investing in new recipe and lifestyle photography to improve results from social media communities. You’ll strike a chord with the 40% of foodies that learn about food from websites, apps, social media, or blogs.

 

2. Your social media ads aren’t performing as well.

Beyond the way shoppers prefer to consume content on social media, the platforms themselves have specifications. In general, social media ads that are highly visual perform better in terms of reach and cost per result than posts without visuals. In fact, Facebook will not even allow advertisers to boost posts with images that are more than 20% text. Furthermore, most social media ads are set with horizontal image specifications. If you don’t have a high-quality, engaging photo that is optimized for social media advertising, you may be paying more per result than other advertisers who are well-equipped with optimized visual content.

 

3. You can’t find a recent product photo when you need one.

Have you ever been approached by consumer or trade media with a story opportunity and been asked for product photos with little turnaround time? Maybe you’ve been approached by a retailer that needs a high-quality product photo for their next weekly ad, leaving you scrambling to find a current, high-resolution photo. Don’t miss out on big opportunities because you don’t have quality visual assets on hand. Instead, plan ahead and build up a robust library of visual content to have on hand at a moment’s notice.

 

4. Your website isn’t converting.

Your website is one of the most powerful tools you have for communicating your brand story and encouraging shoppers to choose your products over the competition. However, if you’re seeing high bounce rates and poor overall performance from your website, it may be time to upgrade your visual content. If you’re looking to get your point across quickly in order to retain and engage your website visitors, a photo, video, or other visual element is the way to go.

 

5. Your photos are outdated.

Have you recently changed your logo or updated your packaging? If so, it’s probably high time to update corresponding imagery! Maybe you’ve introduced a new product, or perhaps you can’t seem to find shareable photos that don’t appear to have been taken back in 2011. Visual content is a clear indicator of your commitment to innovation—and if your visual content looks outdated, it will give the impression that the rest of your marketing efforts are outdated as well. We recommend keeping your visual content fresh by planning photoshoots on a quarterly basis, which will help you maintain consistency and keep your brand from looking stagnant.

 

We get it—upgrading your visual content can be overwhelming. But if you invest in high quality content and strategize to make the most out of it, you’ll reap the rewards across all of your marketing touchpoints. Need help getting started? Take a look at our visual content portfolio and let us know your needs!

 

Have something to add? Leave us a comment below or reach out to us on Twitter @TheCoreBlog!

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Topics: Branding, Websites & Blogs, Social Media, How-To's and Best Practices, Creative Design Services

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