How Small Businesses Can Use Visual Content and Increase Conversions

September 17th, 2014

How Small Businesses Can Use Visual Content and Increase Conversions

Displaying amazing visual content online isn’t reserved for top dogs – companies small or large can use the web to share beautiful visual content online and, as a result, increase their conversions.

Think about it – what do big companies have that small businesses don’t?

Maybe they have more resources or online followers, or maybe they have more budget to spend on advertising and site design. However, none of this should deter you. Using visual content effectively online is all about knowing how to do it right.

So, what’s the secret for small businesses?

Use Free Tools to Get Great Content

You don’t need to have a big budget to find visual content to integrate on your social media channels or online content campaigns. There are a plethora of tools on the web designed to help you find free, creative commons photos, videos, presentations, slideshows, and more.

Take advantage of these resources when including photos or infographics in blog or social media posts, and save your time and money to build visual content that communicates your brand message and services. In other words, don’t spend money on generic visual content – use your efforts to create unique content for your company that shines above the rest.

Share Your Competition’s Content

The big corporations you compete with are in the same playing field as you when it comes to online presence. Both of you have an equal chance to attract viewers and gain conversions. However, big corporations often have a larger audience and more social media followers. Use this to your advantage and share your competition’s content!

How will sharing your competition’s content help you? As long as you give credit where it’s due, retweeting or sharing a Facebook post of your competition can attract their followers to you and build links to boost your SEO.

Chances are, your competition has followers who will be interested in your services, especially if you communicate that you can offer them something valuable that your competition can’t. So, if you see an amazing infographic, slideshow, or presentation online, even if it’s from a competitor, consider sharing it to help your audience.

Utilize Your Landing Page for Visual Content That Communicates

The most effective way to gain conversions is with a strategic landing page. For most companies, that means using high-quality rich media. Photos and videos quickly communicate your brand’s trustworthiness and credibility, but finding great visual content doesn’t have to raise your online marketing costs.

In fact, the best websites know it’s not what visual content you include, but why you include it.

Identify your target audience and create a landing page that speaks to them. For example, small businesses can display their unique services in a short informative video on landing pages to show visitors what sets them apart. Or, they can feature photos of happy customers with testimonials to demonstrate past successes.

Know How to Post With Tact

The most competitive companies know that it’s not enough to share visual content at random. Like all your other marketing campaigns, tact is key.

Focus your efforts so you get the most return for your efforts. Share photos, videos, and slideshows that will matter and appeal to your audience to increase the likelihood of engagement.

Remember the Importance of Design

Design is a powerful yet often forgotten aspect of visual content. How you display the content on your site or blog posts is just as important as what you display.

Think about where your viewer’s eyes will travel and use smart design to focus them where you want. For example, typography can attract visitors to your call to action to increase conversions. You can use pop-ups with stand-out colors to attract viewers eyes towards special offers or sign up opportunities so there is a better likelihood that they take advantage of the chance to buy or join.

Understand How Visual Content Leads to Increased Conversions

I’m going to let you in on a secret: You don’t just post a great photo or presentation and instantly see increased conversions. You need to know how visual content leads to conversions to be effective.

First of all, visual content engages visitors because it naturally conveys important information immediately and succinctly. When increasing conversions, show, don’t tell. Use your words when you need to elaborate, but show your target audience what you have to offer them and why they should choose you. This is where visual content comes in handy. It can grab your audiences’ attention as well as communicate key data in a natural way.

There you have it. There are no excuses for not using visual content to help increase your conversions. When it comes to the web, size doesn’t always matter. What does matter is knowing how to best utilize resources to fit your corporation.

Let us know if you’re a small corporation who has struggled to build a successful online content campaign and if these tips benefit you. We would love to hear your feedback.

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