7 Types of Visual Content & How it can Drive Traffic to Your Site
Written content is still something you should invest in heavily, it should be core to your strategy in how to drive traffic to your site. But let’s not be blind to the fact that online customers and audiences are dying for more engaging, informative, and branded visual content. It’s your duty, as a business leader to stay on top of the latest trends in your market, and to tend to regular and meticulous market research in order to predict what’s going to become more popular in the following year, and what’s going to become a bit passé. Currently, visual content is driving engagement across the online realm, so naturally, you should emphasize it in your digital marketing strategy.
Now, there are numerous forms of visual content that you should explore for your marketing approach, and even though ideally you would invest in all of them at the same time, you need to be mindful of your financial capabilities as well, so it’s good to research your options and prioritize. Let’s take a look at the seven types of visual content and how these can drive traffic to your website.
Videos to convey your messages
Creating lengthy articles and optimizing them for search engines is a powerful way to boost your site’s ranking in the SERPs, but that doesn’t mean that videos don’t bring any SEO benefits to the table. In fact, video creation opens up numerous marketing possibilities and lucrative opportunities for your sales teams, social media team, customer support agents, and other key actors in your company. In essence, videos allow you to convey your brand’s messages to the customer in a visually-engaging way, they allow you to build a compelling narrative, and they allow you to express yourself any way you want.
What’s more, videos are a marketing goldmine, because they can be as succinct or as lengthy and informative as you like. You control how much information you convey to your audiences, and you control how you use your brand’s tone of voice to connect with your viewers. Add to that, videos are extremely shareable, and you have yourself one type of visual content you should definitely invest in.
Photos to capture their attention
Images should be an inextricable part of your digital presence, but what if you focused more on them in your marketing strategy, and specifically used them to drive traffic to your website? Not only can you share your images on social media platforms and use them to incentivize your audience to check out your website or interact with your posts, but you can also use optimized photos to boost your SEO efforts and propel your website up the SERP ladder. Your focus should be to add an image to every piece of written content on your website and on every page.
Make sure these images are in line with your brand’s identity and try to create unique branded images whenever you can instead of using stock photos from the web. While there’s nothing wrong with stock images SEO-wise, it’s important to note that original images are more memorable and impactful to your customers. When optimizing your photos, be sure to use the best file type, such as.PNG, use concrete descriptions in the alt-text along with one relevant keyword, and don’t forget to scale down the image size without lowering the quality in order to make loading quick and responsive.
Infographics to bring aesthetics and data together
One of the hottest content types nowadays is the infographic. Infographics are crushing it on all fronts nowadays, simply because they are versatile, shareable, they are fun and engaging, and most importantly, they have the unique ability to bring visual and written content together to create the perfect balance between data and brand aesthetics.
This is why business leaders from around the world are increasingly leveraging the expertise of prominent designers such as Infostarters to craft branded infographics, weave actionable data into the design, and make memorable and unique designs that will make the content more shareable, engaging, and SEO-friendly. Speaking of which, you should only choose designers and creators who know how to make Infographics as Google-friendly as possible so that you can use them to improve your site’s standing in the relevant search results.
Product catalogs and banners
Flipbooks, product catalogs, simple branded illustrations, banners – all of this marketing collateral can be used to drive traffic to your site. The best part is that marketing collateral works amazingly well both online and offline, and you can mix and match and create specific marketing copy to incentivize people to check out your website, specific pages, or even your social media accounts.
A great way to disseminate this type of content across the online world is to post it on other websites in their ad spaces, or even on their blogs as a part of an affiliate program. The possibilities here are endless because marketing collateral is highly shareable across social media as well, so make sure that you craft unique designs, and that will spark the interest of your audience.
Visual product guides
Businesses typically create visual product guides and tours for the customers that have already bought from them, as a part of their on-boarding process. But what if you offered pre-purchase product tours to your potential customers and your audience in general? Imagine the traffic potential when people find out that they can test your products, see how they work, or simply check out all of the in-depth specifications right on your website. The chances are that they won’t have a single reason to look any further.
Pre-purchase product tours are visually appealing, informative, and engaging, but only if you design them in the right way. The tour needs to be simple and straightforward, and it needs to take the customer through all of the key talking points without boring them to death. Use big visuals and product images to complement the written content, and stick to short paragraphs, and bullet points that emphasize on your USP.
Capitalize on user-generated content
Experienced business leaders are well-aware of one important fact that some leaders might not be willing to accept: no matter how much you try to sway your audience, they’ll never trust you as much as they trust other customers. This is not a problem or a setback; rather, this is your golden opportunity to build your brand’s social proof and capitalize on user-generated content. Be sure to ask your followers to make their own photos and videos and showcase your products, tell their stories, and convey their experiences to the public. Publish this content or share it on your social media pages and link every product to every image and video accordingly.
Don’t forget about CTAs
Calls to action are also visuals, so don’t forget about them. The way your CTAs are designed and the space they occupy on a landing page or blog post can make all the difference, and either inspire a customer to buy or deter them from ever coming back to your site. Instead of using spammy or flashy CTAs, be sure to create calls to action that complement your brand’s visuals and identity, and use unique wording that doesn’t force anything, but rather conveys your value proposition. This will tell the customer that you truly care and that you want to help them, which is a recipe for a higher conversion rate.
Visual content is quickly becoming the most popular content form on the web, and business leaders are taking note. Your goal should be to drive more traffic to your site, get on Google’s good side, and improve your brand’s visibility and authority, then be sure to invest in these types of visual content in 2020 and beyond.