Art? Marketing? Business?
There is a lot of talk going on about being able to utilize the potential of visual marketing strategy as well as visual User Generated Content (UGC) in order to engage users with activities and promotions.
This 2021, everything is about visual marketing strategies and this means not just to help the company sell, but also to help the company build its brand.
The main importance of visuals is now getting higher and higher especially since social media and other online platforms have a surge in users.
While the process can be quite complicated, this actually provides quite a unique opportunity in front of the massive e-commerce industry in order to incorporate the visuals directly into their marketing.
The general estimate is that 74% of marketers really utilize visuals and incorporate them into their content strategy.
The fact that marketers are really making use of visuals shows its significance when it comes to the growth of any particular online business.
What is visual marketing 2021
With content marketing showing consistent progression over the recent years, marketers now need to adopt other new trends and other strategies.
This 2021, viewers all want their content to be enticing, attractive, and also dynamic at the same time.
With the advancement in technology, marketers really have to step up their game in order to ensure that their content is still relevant this 2021.
Back in the day, marketers started to use pictures, then videos came, and now even GIFs.
Outside of marketing, the change might not be that obvious but inside marketing, there has been a lot that has changed in comparison to last year.
In fact, the accelerated growth and evolution of visuals is also attributed to the pandemic which forced people to adapt to technology.
Finding the best visual marketing strategy this 2021 is absolutely necessary since posting visuals isn’t enough.
With the competition being really bloody, marketers now have to make sure that they not only stay relevant but also ahead of the game.
Here are some of the best visual marketing strategies this 2021:
- Let your customer tell the story
There’s actually a saying that if in a conversation, you want to make the other person happy, it is important to give them the spotlight and make them the very center of attraction.
This is something that can be done with customers.
Instead of trying to convince them to buy your product or service, what about allowing them to represent your brand itself?
Allow the customer’s voice to help tell a story and give images and videos of other real life customer experiences.
When they are shared on the brand’s product page, website’s homepage, or other official visual materials released by the brand, this would make the customer feel even happier to represent your brand.
This would allow the brand image to really improve since the customers themselves advocate your brand for you.
Having the consumers themselves on your side would make it easier to tap into a wider audience.
- Good user-friendly experience
The customer is always right! Well, this might not be the case but in order to have a successful brand, the customer should always be happy.
When it comes to visual marketing, the design shouldn’t be hard to read or too complicated that it might not catch the attention of customers.
Customers should see something easy and enticing to draw them towards your brand.
While another technique would be to do the opposite and provide an eye-catching visual, it is still important that everything is clear and that the customer knows exactly what you are selling and what they will be getting from you and more.
- Should look good on different platforms
In this day and age, it is very important that an image or video would look good on both the desktop platform and the mobile platform.
The brand should make sure that they are able to cater to the two different factions since there is a large consumer pool in both areas.
Making sure the design is mobile friendly is a good way not to isolate mobile users.
A common mistake that some companies make is that they focus too much on the desktop that they forget that some consumers will be accessing the visuals from their mobile device.
Due to the smaller sizes of mobile devices, it is very important for the brand to make sure that everything is still readable despite being on a small screen.
Of course, this should be done in a way that the quality does not fall short of the visuals initial intention.
Instead of using visuals that are purely informative, one technique is to use visuals that would not only catch attention and draw it directly to the brand but to use visuals that would engage the audience in itself.
The key is to make the visuals look less salesy and more engaging.
Engaging means that the visual in itself is beefy enough to keep the customers interested and also provide them with something to look at that makes sense in itself.
Photography itself can be very powerful since the image alone already looks stunning.
In 2021, not everything is about direct marketing.
There has been a lot of visual marketing content put out that tells a whole story while only linking to the brand by just a little bit.
The visuals themselves have to be enough on its own.
- Tap into visual communities
Different segments of the market usually have different preferences and this means that creating visuals targeting those communities would be beneficial.
Having a stronger community would increase brand loyalty.
An example of this is how some of the current fashion trends show brands and logos of other brands being sold as the latest trend.
Imagine having a design and logo that looks so good that people would like to wear them for you.
This form of marketing can be very pressuring since it is hard to create something that is really attractive by itself.
However, if the brand is capable of doing this, they will then be able to tap a larger pool of consumers since people might even try just because of the fashion.
Arizona drink does this really well as their visuals even attract the youth to wear designs relating to their brand.
Since the design and style are wearable on T-shirts or other forms of clothing, Arizona has successfully used a visual marketing strategy that would allow its iconic art to promote the brand itself.
You can watch the video here: https://www.youtube.com/watch?v=N167F8R7zRE
- Viral visual content
It’s important to remember that brand sales CAN skyrocket due to just one viral piece of visual content.
Although the one making the content might not mean to promote the product, due to the product being in the right place at the right time, it can be promoted either way.
One of the most iconic instances where a specific product sales boosted due to one viral video is what happened with Dogg Face.
Dogg Face was a content creator on TikTok and one of his videos drinking an Ocean Spray Cran-Raspberry juice while skating with the song Dreams by Fleetwood Mac playing in the background.
Despite being a 90-year old company, due to the viral video, Ocean Spray was able to attract a much younger audience through the viral video.
Although this was unintentional, this piece of content proved just how powerful being viral can be.
You can watch that viral video here: https://www.youtube.com/watch?v=OtzVKUCZE5w
- Incorporate trends but don’t follow them
Being modern doesn’t mean being the same with competitors.
It is important to still have a string of originality with the visuals being put out.
One thing that a lot of marketers do nowadays is follow a trend just to get the brand out but then quickly put out more original visual marketing contents.
This visual marketing strategy is quite lengthy but planning out content is still very important.
Basically, this approach is a “fake it till you make it” approach where the brand copies the strengths of others then when it is popular enough, it can finally start making its own.
While this might take time, this process is a slow but steady strategy that is really useful for those marketers that don’t mind slowly building the brand.
The good thing about this strategy is that it builds foundation and strengthens the brand’s marketing presence.
- Change the theme, retain the essence
Whenever switching up designs, it is important to retain the branding that you want your company to represent.
Switching the core of the company can be done but then this would mean total rebranding and would take up a lot of resources.
It is also not advisable to do this especially if you are just starting to build the brand since this would confuse the market and also abstract your brand identity.
In order to retain the brand’s essence, it is important to have a solid vision for what the company really is and incorporate it even in the little details.
Although you might want to switch up brand themes every once in a while, it is important not to confuse your audience on the brand you are building.
There have been a lot of companies that fail to instill their brand in their customer’s brains due to their visual marketing content being too inconsistent.
Despite switching things up every once in a while, the brand’s vision should remain consistent.
What has changed this 2021?
In 2021, things have become a little too complicated which is why companies are now trying to keep things as essential as possible.
This means clarifying what they stand for and although they might be playful around the visuals they put out, successful brands still make sure they are consistent despite the troubling times.
The industry is shifting due to its consumers evolving as well.
Due to social media and other forms of communication, there really isn’t much choice but for companies to adapt to the online world.
Branding online is quite hard due to the heavy competition that companies face not just against other smaller companies but also the leaders of the industry themselves.
Although niche markets might not have much competition, they face another serious problem which is how do they get their consumers to know about them.
Since not everyone explores, these niche companies have to really find a way to be known. This can prove very hard especially for those with limited resources.
With the right visual marketing strategies in play, however, the company can still find a way to not only catch attention but to also convert prospects into actual customers.
Marketing and visual design have never worked as close as they are now since the success of a business is very dependent on the company’s actions.
The right approach to visual marketing strategy
For those that are really dedicated to make their brand successful, selecting the best visual marketing strategy, if not all, would allow them to gain a better foothold in the competitive online world.
It’s impossible for a person to see everything on the internet but with the right visual marketing strategy, even the customers themselves could promote the brand to other potential customers.
There are a lot of different aspects where a company can really make their brand known and this is essentially by focusing on a specific consumer segment.
It’s all in the branding and the company has a choice to retain their essence while applying different approaches to their customers.
How to approach customers with visuals:
These are three different approaches that the company can try to not only introduce their brand to the world but to also gain actual customers.
In the end, the goal of visual marketing strategies is not just to provide consumers with something good to look at but to reach out to them in a way that would keep them coming back.