Whether you loved it, hated it, or thought it was the latest character in Ryan Murphy’s and Brad Falchuk’s American Horror Story, you probably saw the photo of Kim Kardashian’s behind. There’s also a good chance you shared it, tweeted it, liked one of the hundreds of memes it produced and discussed it with friends. While a great lesson in Photoshop, Kim shows us that just one carefully selected image can be shared, posted and published over and over again across social media, websites, and even in good old fashioned press. In a nutshell, if you have the right image, it can be seen by millions.
Kim’s Paper Magazine shoot is also a great teaching tool when you’re deciding how to market your small business. Whenever you upload, post, or interact with customers on social media, or update your website or online shop, words are only half the battle. To be truly effective, you need marketing messages with images – good ones.
Bolster your marketing messages with compelling images.
If you have an online shop, take note that 56% of consumers consider images of products to be more significant than any other information you may provide, including detailed descriptions, reviews and ratings. Forget ‘images coming soon’ notices and grainy iPhone photos, consumers want images that are both clear and professional. This is because a) they want to know what they’re getting before it arrives at their door, and b) only tangible images will produce that “yes, this is exactly what I want” feeling.
If you don’t have an online shop, and instead just have a contact number, email and a two year old “under construction site” notice, (you know who you are) you still need an image. Upload one of your store front, or with your staff members standing in the foreground. Why? Because 60% of consumers are more likely to consider or contact your business if an image appears in local search results. Consumers want to put a face to a name and want to know that the company they’re choosing to do business with is a) real, and b) legitimate.
On Social Media
90% of the information transmitted to our brains is visual, and visuals are processed in the brain 60,000 times faster than text. This means when a person is scrolling down their Facebook, Twitter, or LinkedIn feed they’re 90% more likely to stop for an image than for text, not because your tagline isn’t engaging, but because their brain picks up on the image rather than the text.
The statistics back it up. Images are liked twice as much as text updates on Facebook; articles with images on LinkedIn get 94% more total views; and using images on Twitter increases retweets by 150% and click-throughs by 18%.
Pinterest and Instagram
If your business isn’t currently on Pinterest or Instagram, here are two figures that should change your mind. Pinterest saw a 1047% growth in unique visitors in their first year, (unique visitors refers to a person who visits a website more than once within a specified period of time) and Instagram has 130 million users who like 1 billion photos per day.
Whether you’re a fashion, furniture or fencing business, get an account and start uploading. Images are so important for your marketing messages because they let consumers imagine. Customers can picture themselves in your dress, imagine how their pool will look with a stylish glass fence, or envision how your dining set will look in their home. Plus, Pinterest and Instagram let you connect and interact with current and potential customers on a fundamental level, and by constantly uploading and updating, consumers are constantly exposed to your brand. And as we know from the Effective Frequency Theory – a consumer has to be exposed to an ad at least three times before they take action – more exposure to your brand can never be a bad thing.
The Bottom Line
Next time you’re updating your business’ Facebook, Twitter or LinkedIn account I want you to stop and think about Kim’s oiled up bottom, and imagine what kind of photos will stop your customers mid scroll. Stay away from poor stock photos or images that looks too set up, and get creative – images that show your human side will create stronger connections with customers.