Building a social media marketing strategy that resonates with your audience and inspires action has to encompass two important factors: relevant content and an inspiring image. While content may dominate the SEO world, images tend to inspire more conversion in the social media marketing world.
According to an article by HubSpot, images are playing a more important role in social media marketing than content alone. The statistic states: When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (source).
But you can’t pick any image to accompany your social media post and hope it sticks; you have to pick an image that resonates with your readers and moves your message forward. How do you do pick the right image? Read through these three tips below to help expand your social media marketing growth:
- Choose images that have an emotional impact. For many companies, you are selling a lifestyle rather than a product or service. Choose an image that reflects the lifestyle your customers are buying into rather than simply showcasing your product or service. For example, the social media marketing strategy for one of our physical therapy clients focuses on services to treat lower back pain. While these services technically sell pain relief, what people are really buying is a pain-free lifestyle. Using images that focus on active people and people enjoying life without back pain is much more inspiring and action-invoking than an image of a person doubled over in pain. Make sure your image reflects the lifestyle your customers are buying into.
- Make sure your image matches your target demographic. This is a common mistake found in many social media marketing strategies. Your image MUST match your target demographic because people are more likely to remember your product and buy into your messaging when they relate to the image presented to them. For example, if you are posting for a new craft beer brewery in town, make sure your images are of people in the age range of 21-40 in relaxed environments, because that is the age demographic and interest level of people who enjoy craft breweries. If your images make the demographic of your bar look much older, or the atmosphere of your bar look much louder, you won’t attract the people who would normally be interested in checking your brewery out. Do some research into your target demographic and choose your social media marketing images accordingly.
- Don’t forget your logo. Adding your logo to your social media marketing images may not seem like a big deal, but it makes a huge difference in brand recognition. Remember the statistic at the beginning of this article? When people still remember your information three days later, you want them to remember your company name with it too. Otherwise, your social media efforts are fruitless.
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