Visual content marketing is videos, photos, drawings, images and Infographics. It is content that you can quickly digest and interpret. So, it isn’t radio shows, podcasts, statistics, text, and so forth. The benefits of visual content marketing for small businesses is pretty obvious. Small businesses cannot afford to drive and draw a lot of attention. When they do get a little attention, they need content that is easy to quickly digest and interpret. Visual content marketing helps them do just that.
Video Content Through Digital Signs
Back in the old days, small businesses would put up posters on their premises and in their windows. This form of visual marketing is still popular, but digital signs are slowly taking over. This is because a digital signage content creator can offer a wide variety of content types in a single place. For example, a digital sign can show a tutorial, an advert, a demonstration, and it can show edutainment, which is where you educate your target audience about a product or service, but you do it in an entertaining way.
Branding Through Visual Appeal
We all know that a noticeable brand is good for business. That is why many of the larger brands seem to have the perfect logo. They understand the power of branding colors and logos. A small business can set up a brand and maybe even a mascot so that people recognize their business when they walk by or when they come in contact with that brand’s packaging, bags, delivery vans and so forth.
What About Calls to Action
In this day and age, the “Call to Action” is officially the most popular “Useless” marketing tool on the planet. The data suggesting that it works is so skewed that only big brands have the capacity to see through the insights and understand that calls to action do not work. All they do is punctuate when the end of the advert has occurred, at which point the user can decide if they wish to buy or not. Instead of using calls to action, you can use your visual marketing to punctuate the end of your adverts.
Luckily, a video can do this by simply ending with a flourish or a clear and defined black screen prior to the next advert coming on. Even YouTube understands this, which is why there is always an annoying gap between their adverts. Even the timer on the bottom of the advert button serves as a way of little people know when the advert is over. Don’t feel that you have to add calls to action to your visual marketing but do find a way of punctuating the end of your advert so people are prompted into finalizing their decision to buy.
Test and Contrast Using Social Media
Marketers are always going to tell you to focus on social media simply because social media offers very easy answers. Instead of focusing on social media, focus on testing and contrasting between social media and real life. Create a video advert and put it on your social media profiles and on your digital signs and see how each one does.
Remember that social media engagement doesn’t mean success. Remember that success is all about how many conversions you make (how many sales, subscriptions, etc.). With that in mind, find a way to monitor your conversions both online and offline. You may be surprised at how well some of your offline adverts do when compared with online adverts.
Also, when you create offline adverts for your digital signs and such, try to include footage of your store. People are so used to seeing things online that they feel a weird disconnect when your digital signs show adverts that also feature scenes from inside your store or business. It is quite attention grabbing. Take a look at the digital signs in hotels, when they show you the dining hall, the rooms and the reception area that you are probably stood in while watching. It is attention grabbing in a weirdly unexplainable way (at least that is how it feels for Millennials who grew up with the Internet).
