In visual marketing, you use images, videos, and other multimedia content to communicate and connect with your target audience and bolster your brand.
People are becoming more drawn to this kind of content over written content. If you learn to leverage visual elements effectively, you can take your online presence up a notch, attract your ideal customers, and become a more profitable, successful business.
Before we guide you through how to harness visual marketing to elevate your art business, let’s touch on why it’s essential for success.
There are hundreds of thousands of artists using the online space to capture the attention of people who are most likely to buy their art and products and support them. You’re probably competing for the attention of many of the same people they are.
So, the question is, how do you differentiate yourself?
As mentioned above, people are drawn to visual content. The most popular and effective media type is video, according to HubSpot. The same report said that short-form videos under 60 seconds have the highest average engagement.
You can also engage with your online audience through images, illustrations, infographics, GIFs, and memes.
Creating this type of digital content across platforms like social media, your website, and email list, will help you evolve your digital presence. You’ll eventually have a definitive content creation style and build a recognizable presence online that helps you connect with a wider audience and, in turn, generate more leads and sales.
Think about how many times your first impression of a brand was based on their logo, brand colors, fonts, or how appealing their website design was.
If your visual brand identity is unique and polished, it will draw potential customers in. They’ll also continue to recognize your brand no matter where they encounter it because you keep your identity consistent across platforms.
This helps their relationship with you progress, which will hopefully result in them purchasing your art and becoming loyal fans of your work and business.
If you do it right, you can inspire a deep connection with your target audience and prompt a constant influx of sales with visual marketing. But if you’re new to this, where should you start? With these tips.
You need to rely on the visual elements and marketing strategies that your audience will resonate with. This is the best way to ensure your ideal customers like what you’re doing, engage with it, and are so moved by it they make a purchase.
If you’ve yet to define your target audience, start here:
You can find this information on your website and social media analytics tools. You can also refer to any one-on-one conversations you’ve had with your customers and can dig into data from social listening tools to learn more about your customers.
Learn what you can about their visual marketing preferences too. How have they responded to the visuals you’ve published so far? What colors, fonts, and logo variations have they engaged with the most? Can you find out anything about how they’re interacting with your competition's strategy?
It isn’t about what you like or what people like in general. It’s all about what your unique customer base would be drawn to.
Your visual marketing efforts will amount to a lot more for your art business if you create a tangible strategy. You’ll have something concrete to guide you and keep you progressing toward your marketing goals.
Your visual content marketing strategy should include the following details:
Don’t get too bogged down with the details. Just make sure you know what you’re doing and how you’ll execute your strategy.
Let your creativity and originality shine in your branding, with an original logo, stand-out brand colors, and typography. You can create a branding book with all of your visual and design elements to refer to so that your identity is consistent across platforms.
Take your efforts to enhance your brand identity to your packaging too. Thoughtful packaging will result in a memorable unboxing experience for customers. Use unique packaging, like custom-made boxes and seal stickers. Put a QR code on your packaging that directs customers to your website for an exclusive offer. You could even put a free gift inside.
Wow customers with your visual brand identity as much as your content.
One of the best ways to capture and keep your customers’ attention is to rely heavily on visual marketing. Provide your audience with outstanding visual content and a captivating brand identity, and you’ll be on your way to a profitable art business.
As a regular contributor to Light Space & Time Online Art Gallery's blog, Katie Brenneman writes about a variety of topics including marketing for artists. She can be found on Twitter.