Pinterest for Business Expert Reveals Why Visual Content Marketing Is Crucial (& What You Need to Do About It)
So you think you’ve got a great blog or article and you think – great everyone will read it! But guess what? Getting your target market to pay attention to your business is just not that simple.
Did you know that the number of bloggers in the United States is set to reach 31.7 million users in 2020? With that kind of competition and shortened consumer attention spans, engaging customers and leads are becoming increasingly difficult.To stay afloat in this increasingly competitive business environment, bloggers and businesses have to get creative to capture their distracted audiences’ attention. What that means is you’d better be sure that your content keeps them engaged. This will result in stronger relationships and more brand loyalty.
One of the biggest mistakes I see in blogs and articles is that the writers do not include images. How is that engaging? As a Pinterest Expert who looks at boards all day this is alarming.
A long text only article turns readers off. Did you know that visual content receives 94% more views than written content? If you have been neglecting visual content in your marketing strategy, whether on social media, blogs or other marketing campaigns, it’s time to get serious & take action today.
But hey, it’s not just bloggers and publishers that are neglecting images. Ecommerce sites are too. Businesses are in a constant battle for consumer attention. Offline, they create gorgeous window displays to attract shoppers into physical stores. Online, they’re inspiring consumers with the images and videos they share on social. The intention is clear: stop us as we stroll — or scroll — by.
If you want people to notice you then use more visuals because they are easier to consume and they make reading more entertaining for your audience. Since you’ve taken so much time to write your articles why not maximize the results you’re after? As a Pinterest Expert, I can tell you for a fact that visuals are critical and that if you don’t have them in your blog posts readers will most likely bounce off quicker. Not good.
Here’s how we helped our client increase their website traffic by adding the right images on their blog and on Pinterest. As you can see in the image below before we took over their account they were averaging 599 visitors from Pinterest per month. With White Glove managing their Pinterest account, their number of visitors grew to 3,224 in only 29 days. That’s a 438.23%! Amazing right?
Nothing communicates as effectively as a picture… “a picture is worth a thousand words”. Visual content marketing has become the most powerful form of storytelling that a business can offer their target audience. How you use graphics greatly affect how you and your business are perceived. It’s kind of like meeting someone from the first time. People are judging you the first time they meet you, before you even speak. Visuals are powerful – it can make or break you.
As a Pinterest Expert I have come across some amazing stats over the years:
- Our brains love visuals and process images 60,000 times faster than text
- 90% of the information your brain receives is visual
- 65% of people are visual learners
If you’ve been reading my work you know I practice what I preach especially when it comes to Pinterest marketing for business and bloggers. The right images work wonders on Pinterest if you can apply the science behind it all. It certainly isn’t black and white for all businesses.
From my experience working with several types of businesses, some images work better than others. It is certainly NOT a cookie cutter approach. In my Pinterest Marketing for Business online course I reveal 18 types of images that work the best for Pinterest. Yes, that many types of images 🙂
8 Pinterest Expert Actionable Tips for Bloggers & Writers:
1) If you’re not proficient at Photoshop I highly recommend you use a design tool like Canva. If you have zero knowledge about colors, fonts, layouts, they offer great tutorials and it’s great for a non-techie like myself! Canva also offers templates and images you can purchase for only $1.
2) Create at least one image per blog post. Better yet create five to 10 images but give them different titles when adding text overlay. This will increase your chance of getting your pins to go viral. This is also a good way to test what works and what doesn’t work. More importantly, you’ll get more eyeballs on your blog posts especially if you’re not blogging on a consistent basis.
3) Looking for free stock photos? I recommend http://www.pixabay.com and http://www.pexels.com. There is also a great list on free stock photos from how to start an llc.org. I always recommend that you give attribution (meaning photo credit) at the end of the blog post. This way you can never get into trouble with Pinterest or get suspended because you didn’t know about copyright laws, etc.
4) Revive older blog posts with new images. Check your Google analytics to see which of your blogs have performed well and give them an extra boost by inserting more visuals.
5) Make images easy to share by having the “Save” buttons alongside your content. This is especially important when you don’t have social sharing icons in the bottom of your blog posts.
6) When creating images think inspiration and information. Does your image compel them to take action on it? Are your images beautiful to look at? Is it emotive?
Does your image make people stop and ask, “Oh wow…what’s that?” In that moment, people stumbled across something new. Creating moments of discovery represents a massive opportunity for your business.
If you do this consistently you will set yourself apart from others and people will remember you. Isn’t that what you want?
7) Break up your text with images. A study from Buzzsumo found that articles with one image for every 75 to 100 words get the most shares. Here’s an example of that from the Shefit blog. Look at how the text is broken up frequently to give the reader a way to skim through the article and understand its flow and structure without necessarily having to reach every word.
8) Some bloggers out there are using hidden images. One of the reasons is because they don’t want to show these long images that they think distracts the reader.
However hidden images may affect your site’s initial load time. Google doesn’t like that. Site speed is even a factor in Google’s algorithm.
I believe in keeping things simple. First, you’ll have to do some coding hiding pins. That’s too much work for me for little ROI.
Second, if I’m reading a blog and I don’t see an image I’m going to assume there is no image to pin. So I’m not going to click that social sharing button. Period. Hiding your pins means you’re taking a chance on that reader NOT sharing. I’m not so sure that is a smart tactic.
Remember that if your words are boring to the reader you can keep them engaged with the right images. Just make sure your images are always in keeping with the theme of the blog post to avoid confusing your readers.
Scanning is an essential part of reading web content. I know I do. There’s so much stuff to read, we don’t have time to read it all. Keep this in mind when you create content. As content creators, embrace this, don’t try to change your reader’s natural behavior when it comes to their reading habits. That’s not going to happen. Instead, use this to your advantage and create content knowing they will scan through your content. By creating visual breaks in the text your work becomes more engaging. A good way of testing if your blog posts are engaging is by checking your Google analytics. Have a look at the bounce rates.
Naturally there are other things you need to consider when creating your images such as branding, user agreements when purchasing stock photos, etc. If you want to win big on Pinterest you’re going to need lots of great images, otherwise forget about Pinterest all together 🙂