Harnessing the power of visual marketing for search

How does it work for search marketing?

Great examples…

Social media and visual marketing

Visit Britain case study

Why use visual marketing as part of your strategy?

What is visual marketing and where to use it?

Defining your goals and ROI

Know your audience

Technology

2015 and beyond…

CONTENT IS AN EXPERIENCE, NOT JUST WORDS

What is Visual

Marketing?

Product pages

Where to use it?

Social Media

Ebooks & white papers

Emails & newsletters

Website/blog

Online and offline

advertising

How does it work for Search

Marketing? AWARENESS

Informative or entertaining

CONSIDERATION

Product or service information

CONVERSION

Thought leadership and useful resources

LOYALTY + ADVOCACY

A healthy mix

65% increased engagement when photos and videos added.

300% visuals increase monthly unique visitors

94% blog posts with images viewed more 150% tweets with

images, get more retweets

Viewers are 85% more likely to purchase

46 % gauge credibility of a company by website design

Infographics increase web traffic by an average of 12%

Content with visuals/videos attracts 3X more inbound links

Which platforms

?

60 million users

117 million users

200 million users

70 million users

26 million users

40 million users

2006 2007 2010 2011 2012

Budget

Goals

Needs

Audience

connects with

Millennials and

Generation Xers

80%  female  

  15 million impressions

  More than 200,000 engagements in three weeks

  76% of paid engagements on Tumblr were likes, reblogs, or follows.

  Organic engagements with VisitBritain’s content doubled, and blog impressions tripled

No point doing visual marketing just for the sake of it.

What is the true picture?

It’s a collaborative effort to score

What does the goal look like?

What are your aims?

Leaning back vs. leaning in. Engaging your online audience

The platform dictates the format and style

Brand Focused or Customer Focused

Understand the sets of eyes

THE FLEXIBILITY OF VIDEO

How should you measure your ROI in visual marketing?

•  Objectives! •  Time on Page/Completion Rate •  Inbound links

Time on page/completion Rate: The longer a consumer spends watching a video, scanning through photos or interacting with your content, the closer you are to forming a bond. Metrics such as time on page and completion rate help track this engagement. But new, more refined metrics such as page scroll and article completion offer more insight. Visitors engaged with rich media are more likely to share with peers.  

DEFINE YOUR OBJECTIVES…

2005 2007 2010 2014

TECHNOLOGY ENABLES USERS TO CREATE RICHER CONTENT…

Instead of more… think better As well as text… think simple drawings, infographs and video Instead of product-centric… think insights and value

Instead of vendor-developed… think 3rd party credibility  

2015 AND BEYOND…

Questions?