Part of any digital marketing strategy should revolve around creating, finding, or sharing visual content. People tend to prefer videos and graphical content because it’s easier and faster to digest than long walls of text. It can be pretty challenging trying to read small print on a small smartphone screen, and you’ll find pages lacking visual content won’t perform as well as pages with engaging images.
And while it’s true that the overwhelming majority of small businesses should strive to incorporate visual and textual images into their content strategy, the truth is some businesses lend themselves well to visual content and some do not. For example, and business that sales custom-built computers would be better equipped with describing the technical specifications of the hardware, yet not as competent at creating eye catching visual content.
Fortunately, draperies and other fabrics in the Home & Living category have greater potential with visual content than other types of businesses, and today I’m going to show you the best ways to incorporate images and photographic content into your marketing strategy. Let’s start by taking a closer look at Pinterest.
Visual Social Media Platforms
Social media platforms weren’t created equally, and some businesses may have more opportunities to shine on a particular social media platform than other businesses, depending on the niche. Sure, the sky is the limit with regards to creativity, but which do you think has the greater chance of excelling on Pinterest, a tax preparation service or a baker that makes unique and intricate fondant cakes?
People frequently turn to Pinterest to generate ideas, especially with regards to home living. If you don’t believe me, just hop onto Pinterest and search for keywords such as, “adorable curtain ideas,” or “living room curtain ideas.” The results are nothing short of extraordinary, professionally staged home living ideas. Pinterest can reach customers in a way that purely written content on a blog could never hope to achieve, because it actually allows leads to visualize in their mind’s eye now your products would look in their home.
Before and After Images
Another great way to help leads visualize the benefits of your products is to create before and after types of visual content, which could be paired nicely with a customer testimonial. Not only is it a way for you to show off products to potential leads, but it also a way to show the customer that you know what you’re doing, and to allow them a way to gauge the quality of your work.
Sometimes personal interior design projects fail, and your leads are painfully aware that who they choose to work with could make or break their project. Americans are proud of their homes, and want to make sure they’re working with a competent professional. Before and after pictures, coupled with testimonials, can help alleviate any anxiety that’s preventing them from taking action.
Landing Page Photo Galleries
I did want to take a moment to discuss landing page carousels, because there is a bit on controversy around them. I think image carousels can be an asset to your website, if only they are used appropriately. Part of the controversy revolves around users become irritated or annoyed if there are thick walls of text contained in an ephemeral carousels window which the user has no chance of reading before it shifts to the next slide.
Speaking from personal experience, I can honestly say that the effect is maddening. Consider too that everyone has different reading speeds, so it’s easy to offend or alienate a chunk of your visitors by making the images scroll by to fast. I’m of the opinion that landing page carousels can be used effectively, but only if you follow some basic rules.
First off, make sure the hero of your slides are the images themselves, such as a gallery of window furnishing in staged rooms. Try to keep the text as short and concise as possible, and keep it will under a short sentence or two. In fact, if you wanted to, the only text in the slide could be nothing more than a simple label describing the product.
Lastly, you may want to consider disabling the automatic scrolling feature of the carousel, because it has the potential to irritate a user. By disabling it and allowing the user to scroll through at his or her leisure, you empower them and give them a sense of control when browsing your site.
Visual DIY Content
Many leads in the Home & Living category like to nest, and they like to do so with their own two hands. You can create topical content too that helps users in other ways than only dressing up a window to make a room look classy. For instance, with winter approaching, many people are looking for ways to weather-proof their windows and better insulate them to reduce heating costs.
Showing your users the best (and worst!) ways to go about completing the task will help provide your audience with something of value. Just make sure to take pictures of each step of the process so they have something to look at as they follow along. Better yet, make a video detailing the steps of the process so the post feels like an informative tutorial.
Final Thoughts
Visual content helps a lead in the window treatments niche understand the value of your products and services, and it helps them imagine how you can change their home. If your website contains little to no visual aids incorporated into your content strategy, you’re missing opportunities to do business – it’s as simple as that. And if you don’t know how to put together visual content or simply don’t have a fully formed, cogent content strategy, then it’s time to reach out for the help of a professional to help market and grow your business through digital mediums.
