In marketing, communication can only be considered successful if the message is properly related to your targeted audience and makes an impact. It is more than just an exchange of information. You may have launched the latest addition to your brand or offer the best cutting-edge service, but if your target clientele does not relate to your marketing message and engage, your efforts may go to waste.
This is where visualization comes in – the quickest way to deliver and get your message across. Studies have shown that most people are visual. When it comes to the senses and perception, it has been estimated that 30% of people are verbal learners, 5% are experimental learners, and a staggering 65% are visual learners.
Visual communication plays a great role in creating a mark in someone’s mind and may contribute to brand recognition, awareness, and loyalty. Images evoke a highly emotional reaction from a person. If you wish to communicate effectively to your audience, here are some ideas on how to send a visual message that resonates with your customer.
Visual Message Content Tips and Pointers
What can one do to make sure that the message is delivered quickly and effectively? Here are major pointers that should not be missed.
Rely on Authoritative Sources
If you have your own data to base your visual message upon, that’s great! This will deliver more value to the customer and may also show you as an industry thought-leader.
However, in marketing, more often than not people use third-party data to support the statements in their content. If this is the case, you should make sure to use only reliable and authoritative sources.
With a myriad of information nowadays, both offline and online, the possibility of getting fake information is high. That is why it is important to validate what you hear, read, and see. Do not come to an immediate generalization without evaluating the source of information first. To do this, here are a couple of things to consider.
Validity. Is there good evidence that the source of information is reliable? A valid source should have a sound and strong rationalization. In addition, make sure to only quote and link to the original source and not to other publications that have reshared the information.
Author. Is the author of the research a recognized expert in the field? An expert must have the right credentials. It does help if they are part of a known company or organization with authority in the field. Not sure about it still? Then, ask Google. Check your author’s identity, online reputation, and affiliation. Nothing is wrong with doing so.
Publisher. Aside from checking on the author, also check on the website that published the information. Be choosy and have an eye on large reputable publishers, because it’s more likely, their credibility is high. Moreover, they have a name to protect, and they are more likely to comply with Google’s EAT regulations for quality content.
Choose Interesting Subjects and Content
If there was a way to gauge it, attention may be one of the most highly sought-after services in the whole world. Everyone needs it but, at the same time, it’s so hard to get it, and even tougher to keep it. However, even if you manage to attract your audience with a well-designed and compelling visual message, if your topic is not interesting, you may still fail to create engagement.
In order for visual communication to work and your messages to stick, there must be that “something” in your topic. So, what makes a certain subject interesting?
Kick it Off with a Question. To create a spark and grab someone’s attention with your content, you may ask a striking question that will make the audience relate and ponder it. A subject is successful if it will make readers stop what they are currently doing, and engage.
In addition, if the rest of your content manages to provoke the “aha” moment everyone craves, then people may feel compelled to share what they saw with their friends, thus stimulating even more engagement.
Create a Relatable Story. People love stories. That’s just how our minds are wired. A good story brings color to the topic and makes it exciting, and more relatable. This stimulates emotional engagement, and may even boost word-of-mouth marketing.
Turning an interesting story into a visual message, or adding story-making components to a plain infographic can make all the difference and boost the performance of your visuals immensely.
Even if your topic is not exciting on a personal level, adding a human touch can make it more relatable. For example, check out DevriX’s infographic on SaaS pricing models – not a heartfelt topic at the least, however, adding the business-person cartoons makes it more relatable and eye-pleasing at the same time.
Stay Current. A great way to capture your audience and get that visual message across is by connecting your content to current events and hot topics. Stay up-to-date with what’s the buzz in your industry and make complex subjects easy to understand by visualizing them. This way you may be able to automatically retain your audience’s interest and stay ahead of competitors covering the same topics in plain text.
Have Fun. Everything goes well with a smile. Consider trying to entertain your audience even if you are presenting the dullest of all things or the most boring of all topics. This will make cold data easier to swallow and understand. You can add to your visuals metaphors, emoticons, funny scenarios, jokes, or even sarcasm. The point is to show your audience a good time, and have fun doing it.
How to Do Visualization Infographics
There is no better way to send a visual message than infographics. A group of carefully designed relevant images can deliver information better than thousands of words. In addition, these kinds of visuals are highly shareable content and can also secure your some valuable backlinks.
Infographics are a simple yet effective form of content marketing that simplifies a trivial subject matter and creates a story that can easily be understood.
Even if you don’t have a designer in-house, you can use various free tools and templates to create engaging and well-designed infographics for your website.
Here are some of the best ways to use infographics in effectively presenting information through and sending a visual message:
Follow a Timeline. You may present your information following a timeline – historical and/or futuristic. This data visualization can be an option when showing details about the origin of a subject, or the evolution of any specific matter. The success story of a rags-to-riches staffer or the history of handheld devices can be shown using online digital platforms.
For example, have a look at DevirX’s infographic about the evolution of content marketing:
Alphabetical Arrangement. Information can easily be arranged and presented in an alphabetical manner. This has been tested and proven effective. If you have a wide range of data and do not know where to start, the alphabet can actually save you.
This set-up is also doable if the topic is too general, and you need a there is no other logical way to organize the information.
Comparison and Contrast. It is best to visualize the pros and cons of a matter through infographics. The opposing ideas of a certain concept can be presented and used to compare apples to oranges in a clear and comprehensible way without providing too much unnecessary information.
An infographic image is also a good way of highlighting similarities and differences.
Present the Statistics. Most advertisers or researchers seamlessly present their collected data through infographics visualizing the statistics in an interesting way.
This type of visual communication allows one to present information in a less cluttered manner and can make data very engaging. We all know how people nowadays love to quote the stats and visualizing them is a great way to capture the attention of audiences and persuade them toward a specific goal.
Other Viable Types of Visual Communication
Some other commonly used types of visual communication in marketing are:
Charts and Graphs.
Customer Journey Maps.
Process Flow Charts, etc.
All these present different ways to send a visual message, and correspond to different needs. However, what they have in common is that they all make data more comprehensible and easier to access. Users can quickly catch up on a topic when they understand the information, regardless of their level of data management knowledge.
The effects of visualization can be further maximized by making sure you provide images with optimal quality and follow current image SEO standards.
Your target clientele could be using a laptop, mobile phone, smartphones, and other handheld devices. These have a versatile interface that allows users to navigate around – left to right, top to bottom, zoom in and out. Your images and infographics should have that compatibility feature and be optimized to render well on all devices.
Delivering the right message to your audience does not depend solely on the message itself. It’s remarkable process involving a deep understanding of your target audience’s preferences and interests. As a matter of fact, a message cannot be compelling if not properly sourced, analyzed, presented, and made readily available.
The information provided above could help you effectively send out a message through visualization and encourage your customers to engage. Enjoy!