Back in the day, marketers spent a lot of time crafting just the right wording for brand messaging. While that’s still important, now there’s also a strong focus on what your visuals bring to the party.
The images you choose as part of your marketing strategy can make or break your brand, so be sure to keep these image management tips in mind when planning your marketing messages.
Don’t rely exclusively on stock photos
There’s nothing inherently wrong with stock photos, but “three men sitting around a boardroom table, smiling and pointing at a pie chart” is dated and overused. If you don’t have the budget for in-house photography, there are plenty of creative commons images available on the internet. Just make sure you’re absolutely vigilant about proper attribution.
Do your images lack diversity?
If your product or service is aimed at a specific demographic, it makes sense to only use images that target that market. If not, be sure to use a mixture of genders, ethnicities, and ages in your messaging.
Mix it up!
If you’re relying on a small, rotating mixture of images for all content across all messaging platforms, your customers will notice. Did four of your last ten blog posts contain the same photo? It’s time to change things up.
Use the right image for the job
Instagram images should have a different look and feel than Twitter images because the demographics are different and the platforms serve different purposes. Photos associated with blog posts should relate to the written content in some way, while Facebook images are often the message themselves. Spend some time looking at popular accounts on all the popular social platforms to get a sense of what works and what doesn’t.
Infographics are a fantastic way to share information in an eye-catching, engaging way and work on just about every content platform you can think of. If your infographics contain data points and statistics, make sure you include the original source of the information somewhere in the image. Sources lend additional credibility to your message and gives customers a path to learn more if they choose.
Keep your message consistent
When you use a scattershot approach to image management, it’s all too easy to post photos that don’t flow and fit with your brand’s message. Make it a point to periodically assess all your images to ensure they’re telling the right story and still relevant to your marketing strategy.
Use the right tools for the job
Make sure your team stays on point by using apps designed specifically for image management tasks. Many include tools that help you edit, arrange, store, share, and collaborate on images while housing them in a central repository for an easier workflow all around.
“Image management helps you create and share more effective content in a few ways,” says Nate Holmes, marketing manager at marketing technology company Widen Enterprises. “By centralizing all of your content, users have more assets to work with than if they only have access to what’s on their desktop. This also allows users to repurpose other work that’s been done. A Powerpoint one person made can quickly be turned into snackable social shares.”
Lisa Hoover McGreevy is a seasoned professional writer specializing in corporate messaging, a data journalist on the Visually Marketplace and regular contributor to the Visually blog.