What Is the ROI on Visual Content?

For Lawyers, Doctors, and Dentists

Pictures say a thousand words, so it’s no wonder that Internet users love visually compelling, digestible content. But even though prospects might be thrilled by custom visual content like infographics, Slideshare presentations, and quizzes, can these items really drive leads and revenue to your practice?

The answer is yes!

Here are three reasons why visual content is an effective strategy for marketing your practice. We will also look at an example of a client who saw his leads increase within a month of beginning a visual content campaign.

Visual Content Is Memorable

With so many sources of information on the Web, it can be hard to stand out. Your competitors likely offer many of the same services you do, and they are striving to earn the attention and business of many of your target clients.

Educational landing pages and a regularly updated blog with answers to common questions are only the starting point to attract the attention of a modern Internet user. Investing in visual content that informs and entertains visitors provides you with the edge that could increase conversions.

Visual Content Enhances Your Authority

Never assume that users expect less information from visual content. Instead, consider the visuals as an opportunity to deliver substantive material faster and in a format more aligned to the “snackable” mindset of many Internet users.

The goal of your online marketing campaign is to convince online prospects that you are the provider to meet their needs. By integrating your practice name, logo, and other branding elements into custom visual content, you will not only inform and engage target prospects but begin earning users’ trust by demonstrating your expertise on the subject.

Savvy practices embed their unique selling points right in visual content, providing value to users in two ways:

  • Distributing consumer-facing information in a compelling, one-of-a-kind format
  • Enhancing a user’s understanding of your services and providing him or her with the knowledge to identify the best provider

The secret of visual content is that you are subtly positioning your practice as the one your clients should choose by highlighting essential information in a novel way!

Visual Content Is Easy to Distribute

Sharing an infographic is as simple as adding an image to a Web page, and quizzes and Slideshare presentations are embedded just like a video. This user-friendliness makes it possible to share your compelling creation with prospects on just about any platform consumers use to make a purchasing decision.

Distribution options include:

  • Writing a blog post spotlighting the visual content and publishing the update on your website
  • Embedding the content to supplement information on one or more of your priority practice area pages
  • Posting an update to your social media profiles sharing the content with friends, followers, and connections
  • Integrating the content into a database inbound marketing campaign, with the visuals featured as premium collateral

Strategically publishing visual content where users are most likely to see it will increase the likelihood of users to recognize the authority of your practice and remember you when it’s time to buy.

So How Does Visual Content Contribute to Revenue?

No marketing campaign results in a 100% conversion rate. But by increasing the profile of your practice through compelling content, you improve your ability to get in front of the high-value consumers you need to convert.

Melody Klein, visual content specialist at Page 1 Solutions, has found that these unique pieces get more pageviews, result in higher time on site, and have lower bounce rates than strictly text-based content. These three factors are among the most important engagement metrics that Page 1 Solutions monitors to gauge the success of a client’s online marketing campaign.

Increasing the number of visitors results in more potential clients, keeping them on your website longer encourages better familiarity with your practice, and engaging with prospects on multiple platforms widens the reach of your campaign – a bigger net means a better chance of catching the big fish!

Visual Content in Action

Page 1 Solutions client Cosmetic & Esthetic Dentistry was an early adopter of custom visual content. Within one month of publishing a custom Slideshare presentation on basic dental care and hygiene in October 2014, principal dentist Dr. Ryan Clancy saw a 100% increase in leads. Within one year of publication, leads for Cosmetic & Esthetic Dentistry had risen 142%.

Learn more by reading our case study for Dr. Clancy’s visual content campaign:

To discover how custom infographics, Slideshare presentations, and quizzes can enhance your practice’s online marketing efforts, please contact Page 1 Solutions online or call (303) 233-3886 for a free evaluation of your website and marketing strategy. You can also download the new eBook “Win with Multi-Channel Digital Marketingfor free to learn how visual content can augment your online campaign.

By Adam Rowan, Content Specialist, Page 1 Solutions

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