4 Signs Your Visual Communication Strategy Needs an Overhaul

By April 18, 2019 January 6th, 2020 Visual Communication, Visual Marketing Strategy
Visual Communication and Visual Strategy

Nearly 9 in 10 marketers are already sharing visual content. That’s because they know just how much it boosts engagement and returns. But not all marketers have an effective visual communication strategy in place.

How can you tell whether your visual communication strategy is in need of improvement? Here are 5 signs you’re overdue for an overhaul.

1. You’re not getting enough engagement

If the visual content you’re sharing on social media isn’t getting significantly more engagement than your text-only content, that’s a sign that the visuals you’re sharing aren’t right for your audience.

The primary reason for this is likely that you’re not focusing on quality. Are you sharing stock images, icons, or designs? Do they look stylistically inconsistent or vary in quality?

Other factors may be at play, as well. So to boost social engagement with your visuals, follow these steps:

  • Refocus your efforts on producing custom designs that accurately reflect your company and deliver your message in a visually engaging way.
  • Clearly identify who your target audience is on each social platform, and optimize that content to appeal to them. See #2 below to learn how.
  • Ensure you’re sharing visual content at high-engagement times of day.
  • Optimize each piece of visual content for the platform where it will live. This includes adapting dimensions, style, and video length accordingly.

2. Your traffic isn’t converting

If your visual content is driving traffic to your site, great! But if that traffic is failing to convert, that could be a sign that you’re attracting the wrong audiences.

To address this problem, first you’ll need to clearly define who your target audience is. This may vary by platform. Here are some key metrics you’ll want to know:

  • Age range
  • Gender
  • Geographic location
  • Education level
  • Hobbies and interests

Once you know more about your audience, you can create designs and videos that are specifically appealing to them. This will prevent you from sending the wrong message, and attracting people who are ultimately not interested in your product.

When you optimize your content, you’ll want to consider:

  • Design style (e.g., professional vs. fun/informal)
  • Color palette (e.g., neutral vs. bright)
  • Tone (e.g., serious vs. funny)
  • Length (e.g., a 10-second video vs. a 90-second video)

Not sure what your audience will like? To learn more, check out our:

3. You’re overspending

An investment in quality visual content is worthwhile because quality content converts. But if you’re spending a lot of time and money on every piece of visual content you produce, it’s time to rethink your long-term plan.

Two essential tools can make producing new visual content easier and less expensive:

  • A visual language: Defines everything from design style to fonts to color palette so you can achieve consistent results, and so that you don’t have to reinvent the wheel every time you want a new piece of content. Learn more about creating a visual language.
  • A visual workbench: A set of custom-designed assets, including icons, graphs, and illustrations, that get to the core of your business and that you can reuse again and again. Learn more about creating a visual workbench.

4. You’re not personalizing your content

Today’s consumers prefer to take an active role in the purchases they make by interacting directly with brands and seeking out personalized experiences. You may be missing out on potential sales if your visual content is one-size-fits-all.

To make your content feel more personalized to each viewer, try creating an interactive infographic, quiz, or widget. This allows the viewer to input specific information about themselves and receive results and recommendations that are specially catered to them.

The huge success of Buzzfeed quizzes is a testament to just how effective interactive content can be. This is because people like to learn about themselves — and that’s an opportunity for you. An interactive widget can provide customized recommendations on which of your products is the best fit for them. By personalizing this experience, you can boost confidence that they’re making the right choice, and increase their likelihood of making a purchase.

If one or more items in the list above describe you, it may be time to rethink your visual communication strategy. Try the tips we’ve outlined here, or check out some of our visual communication ebooks for even more targeted strategies.

Erin McCoy

Author Erin McCoy

Erin McCoy is director of content marketing and public relations at Killer Visual Strategies. She earned her BA in Spanish with minors in French and Russian, and holds 2 master’s degrees from the University of Washington: an MFA in creative writing and an MA in Hispanic literature. She has won nearly 2 dozen awards in photojournalism, and has dedicated those skills to boosting Killer’s brand recognition and thought leadership in visual communication. Since Erin took on her marketing/PR role, Killer has been named a member of the Inc. 5000 for 4 years in a row; has been featured in such publications as Inc., Forbes, Mashable, and the Huffington Post; and has been invited to present at such conferences as SXSW and SMX Advanced.

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