The importance of visual media in marketing your small business

Human beings are social creatures. Our experiences and the choices we make are based on the connections we forge within our communities. The pandemic has made clear the importance of how small businesses interact with their consumers in the socially distant online world.

Cities are cultural hubs with their own social ecosystems, so smaller businesses must be mindful of how they market to the masses. Not only regarding the content itself, but also in how it is delivered. The larger the population, the more varied it becomes. The goal is to target niche markets to manipulate brand perception in the eyes of consumers, and generate brand loyalty across generations as well as demographics.

According to a recent poll, only 36% of small businesses even have their own website. In the midst of COVID regulations, shutdowns and social distancing, many businesses have been abruptly shoehorned into a rapidly evolving social media landscape. They suddenly must act as their own PR agents; maintaining a social media presence, retaining and expanding their audience — all while keeping their businesses afloat.

Search engine optimization is an invaluable tool for getting your visual content noticed online. Content writers and bloggers will use specific keywords and phrases to turn up more in web searches, thus generating more leads and reaching a wider audience. For instance, photographers and videographers on Instagram will employ these techniques via the use of hashtags and photo captions. Hashtags are a great way to get your content to appeal to a niche audience, as well as to expand your spheres of influence across platforms.

Unsurprisingly, as of last year, approximately 80% of all internet activity was comprised of video streaming, with video advertising being utilized by roughly 87% of online content marketers. If you are looking to give your audience a clear idea on what to expect when using your business, the best way to show them is to show them. The coronavirus has shifted the way consumers approach your business, and with less foot traffic, business owners must accurately represent their establishments/products with clean visuals and streamlined interfaces.

A well-designed and curated online presence should not only instill a sense of trust and professionalism in the customer, it should also serve to reflect the style and voice of your company in a visual way. Approximately 38% of consumers stated that they would be more likely to click away if your website was visually unappealing. In a 2015 study on consumer attitudes towards online advertising, 29% of people polled stated that “traditional” forms of advertising such as banners or even targeted ads interfered with their experience and detracted from the website.

An additionally crucial element to developing a trusting consumer base is modernity. If your webpage looks as though it were designed in 1995, your modern-day consumer base may approach your services with skepticism. Currently, over half (52%) of all website traffic comes from mobile users, with experts expecting that trend to continue. Users on mobile want the same functionality and features they are accustomed to, with the added ease of use a mobile touch screen provides. Further still, mobile users who are unable to access your site via mobile browsing for some reason are less likely to return to the parent desktop site. Incredibly, Google data indicate that around 61% of users would navigate to a competitor’s site instead. The importance of mobile compatibility in today’s climate is undeniable.

Just like you would dress for success before an important occasion, you want your online presence to effectively communicate the ethos of who you are, and what you can do to provide for your customers. Engaging content should be intuitive; therefore, there shouldn’t be a learning curve for your audience. Studies show that the average user takes about three seconds to find something to focus on, so it is important to not burden your customers with information overload. Online advertising provides the opportunity for more flexibility in reaching new audiences, attracting potential customers, and establishing a more direct relationship with your consumers.

Visual media allow you to advertise your product or service indirectly, and in ways not seen as intrusive to the viewers online experience. Knowing what services prove effective for what audiences will help you in establishing and growing your own. Large companies have the benefit of their already-established marquee value, and thus are less affected by the pandemic in terms of retaining their respective consumer bases. Small businesses, on the other hand, are unsung pioneers in the world of digital media marketing. It is up to them to ford the river on their own; to work with each other in order for the local community to thrive.

Chad B. Clauser is the owner and managing director of PhoenixFire Media and HomeSpot Media and a member of the Executive Forum of the Lehigh Valley.

By CHAD CLAUSER | Authored by CJ. CIOC | THE MORNING CALL | APR 30, 2021