Marketing is all about communicating the value of your service or product to the customer. Many small businesses forget about the importance of unique photography and how the right styling and consistent imagery can help to not only convey quality, but also successfully tell a story and create alignment across a brand.
“Articles with relevant images average 94% more total views than those without.”
We are a visual culture
Images capture our imagination and help us understand context without needing to read the fine print. In this age of high mobile-device engagement, having excellent imagery in your marketing arsenal is more important than ever before. Just look at some of the recent statistics around imagery and audience engagement from MDG Advertising:
- People remember only 10% of information three days after hearing it, on average; adding a picture can improve recall to 65%
- Nearly two-thirds of people say they’re visual learners
- Consumers are significantly more likely to think favorably of ads that emphasise photography, over ads that emphasize text
- Marketers rank images as the most important content type, ahead of text and video
- 68% of marketers say they plan to use images more in the future
Social media was initially text-driven and audiences tended to react most strongly to this content. Today, it’s visual pieces that garner the most views, likes, shares, and comments.
- Images on Facebook receive 20% more engagement than videos and 352% more engagement than links.
Photography for brand
Photography can play an integral part in your brand communications: it can be casual and friendly, conservative and corporate, or sleek and polished.
Unfortunately, when SMEs create or refresh their brand, they often overlook the importance of photography in their marketing - this is a huge mistake. If a budget is not allocated for photography and a proper plan is not put in place, your target audience may overlook your campaign and the value of your investment will have been wasted. Your overall brand equity could diminish too.
“Organisations both large and small that avoid investing in professional marketing photography, run the risk of appearing to be generic and thereby overlooked by their customers.”
Images for SEO and social
Good photography can boost your SEO – how search engines rank your site. The better an experience you can offer your visitors, the more they likely they are to return, the longer they stay on site, and the more they will engage. Google loves that kind of reaction, and rank pages higher for giving their users the content they’re hungry for.
The benefits of an engaged social media community that shares, likes and retweets your content are impossible to overstate. Displaying professionally taken photos alongside your social posts makes them far more likely to be engaged by your desired audience, growing your brand and reaching more potential customers organically.
Shying away from stock
Many businesses that don't factor photography into their marketing budget turn to stock. In the commercial sector, when services and products are niche and highly specialised, stock photography is hardly a viable option.
While there are some good stock photography services out there, the images available are non-exclusive and will never truly convey your specific brand or company narrative. Organisations both large and small that avoid investing in professional marketing photography, run the risk of appearing to be generic and thereby overlooked by their target audience.
“Leveraging branded photography expresses who you really are, which builds real confidence in viewers.”
Great pictures for healthy growth
If you want your small business to exist in the digital era, it almost certainly needs an online presence but if you want it to grow in the digital era, that presence needs to be exceptional. Leveraging branded photography expresses who you really are, which builds real confidence in viewers.
One of the most important aspects of establishing an attractive brand is the ability to clearly convey who and what your business is, while offering your customers something that’s immediately recognizable as desirable. Professional photography empowers you to tell this story without saying a word.
Whether it’s a web page, social media feed, blog, or even something as simple as a Yelp listing, using professional photography has huge potential to increase consumer interest and to make your business stand out among competitors.
The next step...
Developing a relationship with a photography provider you trust takes a huge weight off your shoulders. You don’t have to get the equipment, deal with the learning curve, take the time, and so on. A photographer can instinctively understand your needs, and a professional will almost certainly deliver more than you anticipated.
A photo shoot with a professional commercial photography company such as Stand Out Studio will provide you with a library of images featuring your staff, locations, products and inevitably, your identity. For more information on how we can provide you with high quality images to illustrate a brand, product or service, contact Stand Out Studio today.