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Everything You Need to Know AboutVisual Marketing – the Ultimate Guide

From your friends at Business WireLearn more at www.businesswire.com

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Why Does Visual MarketingMatter?

Why Does Visual Marketing Matter?The Science of Multimedia

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• 63% of world are kinesthetic • Humans process visuals

60,000 times faster than text. >> (Cisco, 2010)

• A minute of video is worth 1.8 million words. >> (OmniVideo, 2009)

• 6 billion hours of video are watched on YouTube monthly. >> (YouTube, 2013)

• 1.8+ billion photos are uploaded and/or shared daily (KCPB, Mary Meeker)

• Multimedia impacts SEO. >> (Search

Engine Watch, 2013)

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How does a reporter tell your story with no images?

Why Does Visual Marketing Matter?Media Relations 101

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Why Does Visual Marketing Matter?Media Relations 2015

• Smart phones created multimedia experts

• Multimedia adds feelings to facts

• AP’s 4,800 media partners prefer releases with images

• Reporters are wasting time looking for images

• Multimedia releases get 3x more activity

• Multimedia increases time on site and story views

• Interactive multimedia receives 4-10 minutes of engagement

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Where Does Visual Content Come From?

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Where Does Visual Content Come From?Content Exists Everywhere

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Where Does Visual Content Come From?Free Content From the Web

• Creative Commons• Getty Images• Flickr• Google Image Search• Microsoft Word• Google Search• Wikimedia• Paid Sites• Hubspot Ebook

Template• Storify

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How to Create Visual Content

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How to Create Visual Content?Perform an Asset Audit

• Identify your internal creators̶: Marketing/Advertising̶: Web̶: Sales̶: C-Suite

• Identify your existing content̶: Website, blog, landing pages,

microsites̶: Social media platforms̶: Internal data̶: Email and advertising platforms̶: Sales presentations, testimonials̶: Analyst presentations

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How to Create Visual Content? Categorize Your Assets

• Assess each piece̶: Store it̶: Update it̶: Delete it

• Categorize your content̶: Textual̶: Image̶: Digital rights

limitations• Identify which pieces

of content are you missing – by type and theme

Asset Info

Content Piece Content Piece

Description Presentation: How to calculate the ROI of a press release

Infographic: 2015 Business Wire Media Survey Results

Type PowerPoint Infographic: .jpgDetails Images, Text Data, Images,

TextSize 366k bytesURL n/a n/aDescription Presentation:

Calculate the ROI of a release

Infographic: 2015 BW Media Survey Results

Author Serena Ehrlich Wright IMCCreation date

June 14 July 1

Use date (s)Update date

n/a n/a

Approved uses

Sales materials, social, marketing, article, op-ed

Sales materials, social, marketing, article, op-ed, advertising

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How to Create Visual Content?Determine Your Brand Voice

•What is your brand story?•What sets your business apart?•What kind of person represents your brand?•Who is your ideal customer?•How do you want people to feel?

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How to Create Visual Content?Who Is Your Audience?

•Customers• Prospects• Employees•Analysts• Partners•Media outlets

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How to Create Visual Content?What Content Does Your Audience Consume?

Only 37% of humans prefer to learn from reading text. What does your audience prefer?• Text• Audio• Photos• Video

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Why Does Visual Marketing Matter?Optimizing Photos

• Technical benefits̶: Multimedia may act as a content

quality signal increasing SEO̶: Social platforms promote multimedia

• How to̶: Types: BMP, JPG, PNG, GIF, SVG,

WebP̶: Use descriptive words in photo name

files̶: Use Alt Image and descriptive

anchor text̶: Align with page content̶: Optimize images for fast loading̶: Create and submit image site map̶: Create stand along pages for key

content̶: Place images above the fold

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Visual Content Samples

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Why Does Visual Marketing Matter?Visual Content Sample: How To Boil Water

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Why Does Visual Marketing Matter?Visual Content Sample: What Activates Your Audience?

• Beauty industry = #SaksinSix• How to industry = #FixinSix

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Why Does Visual Marketing Matter?B2B: Infographics as Content

“The benefits of a great infographic are multiple – for the audience, better communication of ideas will improve their experience, while the style and ease of that communication will speak highly about the organization or brand that produces it.” – Laura Hampton, head of content engagement, Zabisco via Mashable

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Distributing Your Visual Content

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Why Does Visual Marketing Matter?Content Distribution Questions

• Goal?:̶ Awareness:̶ Sales:̶ Inbound traffic

• Who are you trying to activate?• What are the

metrics?• Will increased

visibility increase ROI?

Awareness

Sales

News DistributionSocial Shares

Search

Social AdsEmailTraffic

Multimedia Asset

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Social Platforms

are Aspirational

Stats in the morning,

entertainment in the afternoon

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Why Does Visual Marketing Matter?Leveraging All Channels

• Photo networks:̶ Pinterest, Instagram, SnapChat

• Video networks:̶ YouTube, Vine, Instagram, TV news

• Hybrid:̶ Blogs, Twitter, Facebook, LinkedIn, Google+, articles, news coverage

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Why Does Visual Marketing Matter?Leveraging All Channels

• Paid:̶ Ads, newswire, amplifiers

• Earned:̶ Coverage, influencer shares

• Owned:̶ Web, blog, email lists, social

• Shared:̶ Employees, industry partners

The only Good

Content is Seen

Content

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Why Does Visual Marketing Matter?Measure & Adjust

• Total visibility• Impact• Consumption• Shares• Lead generation• Inbound traffic• Sales and length of

sales cycle• Discussions generated• Marketing channel

subscriptions

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Case Study

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Why Does Visual Marketing Matter?Visual Content Takeaways

• Create content for all• Add visuals to

everything• Perform an asset audit• Know your (asset)

rights!• Create story arcs• Promote your content

with visuals

Questions? Let us know!

Serena.ehrlich@businesswire.comwww.businesswire.com

Business Wire: Where your news is made.