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Images in Digital marketing

Marketing is all about sending a message to prospective customers, using emotion, persuasion, and strategy. There is a lot of focus on the words that are used within marketing and marketing campaigns, but images are just as important.

The visual aspect of images alongside text can be incredibly beneficial to your campaign, as text alone is boring and uninspiring. This is why it’s so important that you make good use of images throughout your marketing efforts.

We’re going to take the time to walk through why you should be using images in your Digital Marketing strategy and how and where to use them.

Why are images so important?

As we’ve already mentioned, images add a little something extra to your content. Humans are visual beings, and so generally need some visuals to go alongside text to remain engaged. Following on from this, it is far easier to capture someone’s attention with a visual aid, so images as part of your content shouldn’t be a second thought.

Let’s get in to some of the ways that images are used in marketing.

SEO

Another reason why images are so useful when it comes to digital marketing, is for SEO. This is because nowadays, people aren’t only limited to searching for text, they can also search for images too. Not only this, but if you have optimised things well, you can add descriptions and tags to these images which will also help when it comes to search results.

If we look at this New York style pizza restaurant and take a look at the descriptions for the images, we can see that they perfectly describe what the image is showing. This is something that people tend to forget when including pictures on their website.

Social Media

Social media platforms are pretty much based around visual content now, and even if that’s not their main aspect, people tend to post pictures along with their text posts, like on Facebook and LinkedIn.

As social media tends to be on the more casual side of marketing, you can usually get away with posting images that are more humorous, like memes, or you can just post straight up pictures of your products, or the services that you provide. Whatever it is, it’s important to make sure that the images you’re posting are relevant and are in keeping with your brand.

Choosing the right images for your social media posts can really help with your engagement rate, and in turn, your brand’s visibility. This will then have a trickle-down effect, where visibility turns into leads and then conversions.

Content marketing

Content marketing includes things like blogging, and while this is usually something that is text based, readers can really benefit from having images alongside it.

Things like blog posts also tend to get shared on social media, so it’s definitely worth having at least one image that can go with it, provided that it’s relevant to the blog post of course.

Within the blog post, you can make use of things like stock images, infographics, illustrations, or product images. It all just depends on what the blog is about, and what you want to show readers.

What are the types of images used in marketing?

So, what kind of images are out there for people to use or take inspiration from? There is a plethora of different types of images, ones that you can purchase, or just create yourself. Let’s dive in!

Graphics and Illustrations

Images don’t always have to be of real-life situations with actual photography. Using graphics and illustrations can still add a huge amount of value to whatever you’re posting them alongside.

There are plenty of graphic designers, and illustrators out there who are able to create amazing artwork that you can use. Alternatively, you can make your own graphics on sites like Canva, which make it easy for people with no graphic design experience to create art for their socials, website, or blog.

UGC

UGC stands for User Generated Content, and is where images and videos are created by customers, which they then share online, and it’s in very high demand. This is because its’s essentially marketing via word of mouth, which is one of the most effective ways of marketing. It is thought that 92% of people trust recommendations from people they know, and for 50% of people, word of mouth marketing is what drove them to complete a purchase.

Not only does this help you, as consumers are basically helping your marketing strategy, but it also means that you can then use this UGC on your website, or your social media, without having to come up with your own images.

Stock images

These types of images are the most widely used, and are definitely the easiest ones to obtain. They are professionally taken photos, and you can find one for pretty much anything these days. There are plenty of sites where you can find them for free, so are very convenient if you just need to fill in some gaps.

Although one problem with stock images is that they can look overly staged, cheesy, and inauthentic, and this can cheapen the way that your website or posts look. Not only this, but usually they don’t fully represent a brand, because they were made for general usage.

Then there’s also the issue of legality, so if you want to use stock photos then be prepared to spend time looking for ones that you can use without consequence.

Using your own photos

This is the opposite of using Stock images, getting your own personal photos, whether they have been taken professionally or with your phone, can be an incredibly effective way of using images.

It’s a good idea for a number or reasons. Firstly, they’re free if you take them yourself, so you can save money, instead of spending it on photographers or designers. You also own all the rights to them so there is no confusion legally.

In addition, you can make sure that your images are perfectly on brand. When we look at this pizza restaurant in Newcastle, all of their images are of their actual food and venue, and are helpful in showing you what to actually expect.

Final thoughts

There are so many ways in which you can use images in your digital marketing strategy, and you shouldn’t ignore the importance of using images alongside other content.

When it comes to your own digital marketing efforts, make sure to do your research into what kind of images you want to use, and how they can enhance the other content that you’re putting out.

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