Visuals in ecommerce marketing are great for a number of things — you can use them to generate leads, for building links for SEO, and to gain more customers.
But what kind of visuals should you be using? It’s a conundrum that plagues many ecommerce marketers.
Never fear — we are here to help.
In this article, we’ll share nine kinds of visuals that you can use to grow your following, improve engagement, increase customer retention, and boost sales.
A few quick tips right off the bat:
- Remember that your visuals must be optimized for mobile marketing to ensure you reach the largest possible audience.
- You should also optimize visuals for SEO — by using keywords in the file name, title, description, and alt-text of the image — to help you rank on search engines.
With those points in mind, here are nine kinds of visuals to use in ecommerce marketing.
Let’s start with the big one: infographics. Since 2010, infographics have been an integral part of visual content marketing.
Infographics have the unique ability of marrying graphics, data, text, and imagery to create comprehensive, yet concise, visuals.
When you want to share a great deal of information in a small amount of time and space, infographics are the best way to get the best of both worlds.
In the ecommerce marketing arena, infographics have a variety of uses. They can be used in marketing reports, presentations, and as how-to guides for customers.
And infographics can be designed fairly easily now. Using online resources that offer customizable templates, you can make a variety of infographics for your ecommerce store.
Wondering where to start? Read this online guide on how to make infographics that are attractive and lead to conversions.
2. Product imagery
Any commercial establishment knows that the selling point in their marketing campaign is the product.
Which is why it makes perfect sense to sink a ton of money into taking the best product photos, right?
While you definitely want to have some great images of your product as is, this method is lacking something.
That something is connection. A product on its own is separate from the brand and, most importantly, from the customer or end user.
So even if it is a more feasible option to spend your photography budget on pictures of your product, what you really need to do is take pictures of your product in use.
People need to see other people—that is what will build a connection between your product and consumers. It will help you sell a lifestyle, not just a product.
Showing happy people using your product is a surefire way of getting potential customers interested in your product because they can see themselves in the picture. You can even source user-generated content, such as photos of real customers using your products. They’ll be excited to be featured, and you’ll get free, authentic photos of your product in action. More on that in #5.
If you can tie that image with a real customer testimonial, even better!
We have already mentioned the importance of including people in product images. But portraits of people in general are an excellent way to connect with an audience.
Why? Because people like seeing people, especially on social media.
Instagram, in particular, is one social channel that has made a business out of sharing pictures of people.
Gorgeous portraits are the bread and butter of Instagram, so they’re an incredibly powerful part of your ecommerce marketing strategy.
Sharing excellent portraits can be a challenge, depending on the kind of products you sell.
Makeup and beauty brands have an advantage here — they can always show portraits of people using their products — but there are ways to include portraiture on your Instagram nonetheless.
For example, portraits of happy customers or those positively impacted by your brand’s mission-driven activities are a great way to diversify your Instagram profile and attract customers.
Portraits are also a great way to use quotes because they’re inspirational and viral material, especially on Facebook.
You will likely need to invest in a professional photographer to take these portraits, however. Instagram users are forgiving of a lot of things, but poorly-conceived images? Not so much.
4. Data visualization
Over the last few years, there has been a growing interest in data. People love numbers, and we can understand why.
Numbers and percentages are great for sharing important information succinctly — one glance, and you know why this data-driven message matters.
But why is data so necessary in ecommerce marketing? Because it can be used to encourage people to find out the story behind the data.
Which is why data visualization is something you should be focusing your efforts on. Presenting data as is doesn’t really attract anyone or tell a meaningful story.
Once data is visualized, it becomes more exciting, and more likely to convert casual users into leads and customers.
And while you can use Excel sheets to make simple bar graphs and pie charts, it is better to go with an online graph maker, which is free and allows you to create more beautiful visuals.
As mentioned above, user-generated content (UGC) has become a great way to engage with audiences and grow your following. In fact, according to the latest Instagram stats, UGC sees 4.5% higher conversion rate than other kinds of posts.
Clearly UGC is something that ecommerce marketers need to exploit, especially because it works as a tool for social proof — generating trust with other users.
Plus, UGC again capitalizes on that essential ingredient we’ve already mentioned—real people engaging with your brand. UGC makes your brand appear more accessible, grounded, and reliable.
Additionally, UGC saves ecommerce marketers from having to create content themselves, while still keeping their social media profiles buzzing with activity.
Everybody loves GIFs. They are a great and fun way to communicate emotions, particularly humor. And images like GIFs are making an impact in B2B marketing strategies, as well as in the B2C arena.
GIFs make organizations appear more fun-loving and human, which is a great way to attract audiences. Use GIFs to punctuate blog posts and on social media and you will see your engagement improve.
Memes have become as popular as GIFs and are used for anything and everything — from injecting humor to political discourse.
In ecommerce marketing, memes can be used to highlight your brand while still being humorous. You can adapt popular memes to capture your brand’s ethos, or create a brand new meme that is more closely connected to your message.
Whatever method you choose, one thing is for sure — memes aren’t going away and should be incorporated in your ecommerce marketing.
But don’t hop on the meme train just for the sake of it. Make sure you understand the meme you’re using, or you risk looking out-of-touch and like you’re trying too hard.
Posters are often associated with event marketing, but they can have a major impact in the ecommerce sphere too.
You can create posters to announce new products, online events, interviews with thought leaders, as well as sales and discounts.
And while people tend to think of posters in terms of print marketing, they’re great visuals for digital marketing, as well.
Posters are easily shareable on social media and can be sent out to your email list.
Videos are everywhere! So, why not include them in your ecommerce marketing strategy?
Moving imagery like GIFs and videos have the power to hold a person’s attention for a long time.
A well-made video can seriously decrease your bounce rate, and even help with SEO. Remember, YouTube is owned by Google, so its videos often surface at the top of the search engine results page.
And video engagement on social media is massive — leading to far better conversions than a lot of other visuals.
Of course, making videos isn’t a simple task. Plan out your video strategy and the budget you can allocate to it, and hire professionals to create a great video for your brand.
Good quality videos can make a huge difference to your conversion rates, so they’re worth the investment.
These are the top nine visuals that should be a part of everyone’s ecommerce marketing strategy.
While it’s difficult to dabble in all these visuals, at least a few of them should be featured in your marketing plans.
Visuals are a great way to attract attention and generate leads. Implement a visual content marketing strategy and you will see measurable results in no time.
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Feature image provided by Brooke Lark