Use this cheat sheet for creating shareable, value-added content
Looking for ways to make a big impact and increase engagement with customers and prospects? Visual marketing is a powerful tool, especially in the finance industry. With relevant images and videos, a bank can grab consumer attention while telling a compelling narrative. Even better, those appealing visuals are easily shared across social media sites, such as Instagram, Twitter, Pinterest and Facebook — boosting brand recognition and overall reach.
What is Considered Visual Marketing?
Visual marketing includes infographics that illustrate a quick snippet of data, short and insightful videos, entertaining animated gifs and other engaging visual assets. In fact, adding an attractive image with your Facebook posts will deliver 84% more clicks, 53% more likes, and 104% more comments, according to this Kissmetrics survey.
According to another report by Hubspot, infographics are “liked” and shared on social media three times more often than any other type of content. This means a significant increase in customer reach for your brand.
Visual Marketing in Banking: 10 Dos and Don’ts
There are dozens of tried and true rules when it comes to creating and sharing visual marketing assets. Here are 10 to get you started:
- DO keep it simple. The best infographics focus on one idea or concept. Don’t over stuff it.
- DON’T sell, engage. Customers will see an ad for what it is, and be less inclined to share it. Instead, entice users with relevant, interesting or unique information they can use.
- DO tell a story with images. Keep text to a minimum and let the images do the talking. Especially in a video. Aim for videos to be less than one minute for long format and 15 seconds for short.
- DO make an impact. Use creative imagery and graphics to tell a story or communicate a simple idea. Don’t shy away from using bold, playful or attention-grabbing colors, where appropriate.
- DO be consistent. Consistency breeds trust. By using consistent branding, content or delivery methods, even timing, your customers can predict your movement and build confidence. Don’t forget to match your marketing with your in-store/retail signage, print materials, displays, out-of-home and point of sale materials.
- DO track performance like any other marketing channel. Whether video, image or dynamic creative, be able to compare its impact on growth against your other marketing channels.
- DO optimize/customize to the specific platform/medium. Poorly displaying graphics (wrong size, resolution, time to load, etc.) provide a bad customer experience for prospective clients and can reflect negatively on your brand.
- DON’T ignore your creative team. Trust your designers when they recommend or suggest changes. Taking their feedback into consideration while respecting brand guidelines can go a long way for optimizing the customer experience.
- DON’T mismatch visual formats to the message/audience. Be strategic when creating your content by considering the audience and format. See this Bank of America on Pinterest case study for an example of how they constructed visuals to work within the Pinterest ecosystem.
- DO make sure you understand rights and usage of your visual assets. You don’t want to be penalized by an image library or photographer for using copyrighted materials.
As the financial industry continues to evolve the ways it engages and interacts with prospective customers, the use of high-impact visuals in a variety of mediums remains at the forefront. Add vitality to your banking products by incorporating videos, animated gifs and other more engaging assets into your campaigns to give customers a feel for your brand. Behind the scenes, don’t forget to track each and every campaign and visual to understand what’s making the most difference to your growth.
The team at Share Results works with financial institutions on campaign creation, management and measurement. Learn more about how Share Results can help your brand expand its footprint in the financial services industry.