The human brain’s resources are overwhelmingly devoted to processing visual images, with nearly half the brain’s many neurons and nerves focused on sight and the interpretation of what is seen. Understanding this fact is vital when preparing a marketing strategy and makes the necessity for utilizing visual content an obvious one. The brain processes visual information faster than it does text, so properly using visual marketing techniques such as video, images, infographics and other forms of visual content may mean the difference between garnering a new client or customer and being just another company looking for business.
Marketing and the subconscious
When attempting to sell a product or service, the key is to convince prospective customers or clients that they not only need that specific product or service, but that they need it from the particular business being marketed. While textual information outlining the information and specifications of a particular product or service are important and necessary, they do not serve to get into the mind of the customer or client as fully as images can. Images are considered the language of the subconscious; people’s dreams are visual, not textual. Visual images are also perceived by the brain as being reality or close to it, as opposed to writing which needs to be processed before the brain can understand it.
The influence of images and visual media can be most obviously seen in the advertising world. Advertising is almost completely based on the presentation of images, with very little textual or verbal media required. Many video and print advertisements are presented completely without words, using only the images to sell the product or service. Many of these advertisements create such an impression that they continue to enter the subconscious of consumers for generations.
Selecting the right visual content
The first step in choosing the right visual content approach for a particular business is to evaluate all the necessary information about the business and its products or services. Begin to reimagine and reinterpret the content into visual images. The ultimate goal is to generate and hold interest – to create a real potential for leads.
Selecting the right type of visual media for a business should begin with asking what potential customers or clients will want to see. It is about showing them what they need to see in order to make a well-informed decision regarding the product or service. Using Dreamstime stock photos, for example, to showcase how the product works or to tell a story about the product are great ways to show the customer or client why they need what the business has to offer. Another example is showing them why they need a specific product or to use a particular service. Demonstrating visually the difference between having the product or using the service and not having or using them will show the client why it would be advantageous to work with the business. Finally, images, video and other visual media may be used to demonstrate how to use a product.
Some products and services cannot be easily learned about from the written word, so having a visual demonstration of the product being used is vital.