The Importance of Utilizing Visual Content in Your Marketing Strategy

Internet Marketing for Attorneys, Surgeons, and Dentists

By John Gaumnitz, Senior Internet Marketing Consultant

One of the most successful forms of communication nowadays is visual content. Finding ways to not only separate you from competitors, but also stimulate online growth and engagement is the goal of marketing for any business. If visual content marketing is not currently a part of your current strategy, then it is time to rethink what you are doing (or not doing).

Don’t get me wrong, textual-type content is still very important and will always play an integral part in any kind of marketing, but visual content is something that can extend your overall reach, stand out to prospective clients and should absolutely play a major role in your marketing strategy.

Why Go Visual?

Human beings are visual by nature, and we live in a visual world. Sixty-five percent of people are visual learners and 90% of information that comes to the brain is visual. Consider for a moment how individuals react to body language alone and how that has a significant effect on who we are, how we feel and what actions we take.

It’s all about perception, and the use of visual content will create that desired effect and position you and your practice effectively.

Illustration of how the brain processes visuall information
Image from Thompson Reuters

So what are “visual” content types? There are a number of options when it comes to communicating visually. Most people forget a large amount of what they read, but they do remember what they have seen. Here are 3 top types of visual content to consider when promoting your practice:

1. Images

Scrolling through blocks of text can definitely have a negative effect on what people actually digest and whether or not they continue to stay engaged with your practice area content and promotions. Consumers' attention spans are not what they used to be when it comes to online activity, so it’s more important now than ever to use imagery to split up your online text with something that is compelling and attention-grabbing, leading people to finish reading and digest what you are promoting. Marketer Jeff Bullas cites that articles with images get 94% more views than articles without images.

2. Infographics

Image explaining tummy tuck surgery benefits and options - from Dr Jon HarrellAn infographic is a visual representation of information, data or knowledge intended to present information quickly and clearly. They combine punchy information with custom imagery and a consistent visual theme to provide a thoughtful, engaging look at a particular subject.

Infographics have applications on your practice website and in off-site marketing. By embedding them in blog posts or on your priority practice area pages, you can draw the attention of users to important information about select services without requiring them just to read more text. Infographics can also serve as collateral in press releases and off-site articles, and some websites even accept submissions of this visual content type and add examples to an online gallery.

3. Videos

Videos have become one of the most powerful and effective tools in the world of online marketing. They are a highly effective marketing tool for any business looking to grow its exposure, and they can be extremely useful when it comes to promoting specific practice areas and actually presenting who you are and how you can help. According to Small Business Trends, Cisco projects that global Internet traffic from videos will make up 80% of all Internet traffic by 2019.

Visual content provides your audience with information that they can more easily absorb while encouraging them to discover more about you and your business as a whole. They key to visual content is to develop high-quality information that resonates with your audience on a regular basis, which in turn will have nothing but positive effects for your leads and online reputation.

To learn more about visual content and how it can benefit your practice, call us today at 800-368-9910 to speak to an experienced digital marketing consultant.

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