The Visual Appeal: Grab Your Audience by the Eyeballs

By Harris Fellman | TrafficForMe.com

Dec 29

Let’s face it – the days of boring white papers and huge sales documents are long gone. As professionals in the world of traffic generation, at Traffic 4 Me, we know better than most how much our customers strive for instant satisfaction. Hey – who doesn’t?

While your blog posts, press releases – and of course, your incredible email campaigns – can do wonderful things for engagement, the chances are that something visual is going to have a far more immediate effect. Think of it this way: would you be more excited about an article that tells you about a monkey riding a motorbike or the sight itself?

That’s what I thought.

Here’s the deal though, it’s never been more important for companies to seek out new ways to engage, attract, and draw visitors back to their website time and time again. If you want to be successful in today’s online world, then you need to find a way to stand out amongst the crowd, make yourself heard, and keep your customers entertained.

Fortunately, there’s a great solution for this that’s been growing in popularity over the recent years – website videos. (We’re not talking the videos with cats and semi-naked girls, unfortunately). Although some companies regard creating and publishing their own videos as too much hard work, or too much of a strain on their already limited budgets, the truth is that failing to invest in video content could be doing your brand more harm than good.

Video allows you to tap into a whole new market of engaged online viewers, particularly if you ensure each clip is optimized for viewing on any platform or screen. So why exactly do you need to get started with video for your company?

Video Does More Than Engage Your Customers

Instant visual gratification. It’s got a lot of great benefits, but people often underestimate it. While video is obviously a great way to get your companies engaged with your brand by giving them quick, entertaining information in a way that’s not always obtainable through text – it’s also a great way to add something special to your marketing efforts.

Studies have shown that having a video on your website could be enough to multiply your chances of a front-page Google listing by about 53 times. The same research also found that visitors will spend an average of two minutes longer on websites that have videos. In other words, using video media helps you get to the first page and maintain your customer’s attention for longer once they arrive on your website.

If that’s not enough to convince you, according to Hub.tv, 7 in every 10 people who watch a product video will be more likely to view a brand in a positive light, and over 50% of people say that they feel more confident when buying products online if they’ve already seen videos of that service or product.

What’s more, live video may also be worth considering for companies who have consumers with a lot of questions. Making questions answerable on a real-time basis can help to develop trust and credibility for your brand – which means that setting up a live streaming event every once in awhile could do incredible things for your business.

Beyond that, websites videos deliver a range of other benefits, from helping you to deliver a message quickly, to strengthening your bond with your customers.

At Traffic for Me – we often find that the best traffic is the traffic that really cares about your company. What would you rather have – a bunch of people visiting your website out of general interest – or a group of avid fans excited to purchase your next big product?

Here are just a few of the things that should be tempting you towards visual content:

1.    Videos Deliver Messages Fast
Speed really does count.

Think of all the things that you have to do in your typical day – then add in the stress of having to work through an email or article that seems to be a mile long. Your customers don’t want to slog through piles of content – they want instant entertainment, immediate information – fast fun! Trust us, we know what it’s like to work through piles of emails and content every day.

Unless your website visitors are all blessed with great skill at speed-reading, it’s safe to suggest that they’ll be able to digest the information they view through video faster than the information they read. Because of this, a video on your website is a fantastic way to get your message across to your audience in a way that they can quickly and easily digest.

That’s not to say video should replace written content entirely – but it is a great way to compliment your existing copy.

2.    Define Your Company’s Personality

Wanna know something unique about me? Of course you do – I’m awesome.

People want to get to know other people – it’s only human!

More often than not, customers prefer to do business with people that they like and respect over companies that they barely know. People don’t show loyalty to faceless organizations – they build relationships with the personalities that exist behind that organization, and videos can be a great way to show off your unique character.

If that means showing videos where you obsess over a cute kitten who plays with your product, or showing videos that share insights into your after-hours office parties, then do it!

The videos you post don’t have to be limited to offering information about products and services – they can also be exciting, entertaining, and even funny if you know how to create them properly. Just make sure that you don’t go too controversial with your jokes, and that you research your audience thoroughly before creating any content. The idea should be to establish a personality that resonates well with your ideal customer.

The more you work on building your personality through videos, social media posts, and even the occasional blog post, the more you’ll be able to strengthen the bond you build with your visitors – turning one-off customers into loyal and engaged fans. This will help to reduce your chances of losing valuable customers to your competitors, and increase your chances of having your videos and content shared through social media channels.

3.    Stand Out from the Crowd

We all want to be remembered. As people, and as companies.

Imagine going into your favorite store – the store you visit every day – and learning that the cashier, Dan, doesn’t remember your name. Super rude, right? Unfortunately, if you’re just one of the faceless crowd, poor Dan has no reason to remember you. If you come in the store dressed as a horse, one day, however, then you’re probably going to get some recognition.

One of the most important reason to include video as part of your content and website design strategy is that it will help to ensure your customers remember your company. Think of it is a creepy digital horse mask for your business. A catchy and engaging video is far more likely to stick in the mind of consumers when they’re thinking about a particular product or service than a block of boring text.

In a world that’s filled with companies that seem to come directly from the same assembly line, a great personal video is a fantastic solution for differentiating yourself from the competition. Most companies simply don’t have the guts, the creativity, or the determination to create a video for their company or service, so if you’re willing to make one for yourself then you automatically move one step ahead of them on the playing field.

The Truth About Visual Content

There’s something seductive about images. They create a draw that can be impossible to produce with any other marketing technique. After all, a picture is worth a thousand words – particularly a really good picture.

Visual content marketing makes up one of the best systems for social media marketing, as videos and images are more likely to encourage comments, shares, likes, and other forms of engagement then any text-centric update.

Of course, like any other form of content marketing, it’s important to find a method of standing out from the crowd that works for your business, and draws in your chosen audience.

Unfortunately, per an infographic published by Curalate, only 7% of marketers today feel confident about the impact of their current visual strategy. Just like with your regular blog posts, web copy, and article content, it’s important to make sure that your visual marketing strategy provides relevant value to your audience.

In other words, the images that you share don’t have to be just authentic and interesting – they also have to be fun and engaging. This is one of the major reasons why people are so inclined to share video content and pictures – because the images they see entertain or inspire them in some way. As such, your visual content should strike a careful balance between being both informative and entertaining.

After all, you want to keep all that tasty traffic we give you coming back for more, right?

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About the Author

Harris Fellman has been involved in online sales & marketing since before the web existed. He began his online sales journey at pioneers Galacticomm, iBill, and MSN in the 1990's. He then went on to own a successful multi-million dollar Email Marketing company from 1999 to 2005 before embarking on creating numerous products and services that teach and help other online entrepreneurs to succeed. Harris has a passion for comedy, travel, and inspiring others to live life to the fullest. Harris, along with his wife, Andrea, and two children currently live in beautiful Costa Rica. (Andrea is a powerhouse social media maven in her own right, by the way.) Harris Fellman's life mission is to "Make You Richer" - not only in income, but also in life.

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