Here are the steps to Create A Visual Marketing Strategy
1. Establish Visual Identity
First and foremost, you need to clarify what your client’s visual identity looks like.
According to JCI Marketing, a visual identity is “the visual aspect of branding that businesses create in order to evoke certain feelings and experiences with the brand.”
This might include the brand’s colors, logo, and fonts.
But more than just individual components, your client’s visual identity should convey the personality and values of their business.
If your client is unsure of this, you might need to clarify the latter aspects of the business with them first – what personality do they want to portray, and what values do they want to be known for? Ask them these questions before deciding which components would best demonstrate their visual identity.
Once your client’s visual identity has been established, your job is to then ensure that all visuals created are consistent with it.
2. Align With Goals
Next, have a look at the broader content marketing goals you’ve decided on. Which visual content types would be most suitable in helping you reach those goals faster?
Here’s where visual marketing strategies tend to go off the rails. Marketers might give in to FOMO (fear of missing out) and be tempted to try everything and anything that seems trendy.
Often times, “trendy” visual content types tend to require the most effort to create. Videos and ebooks are a great example of this.
So before you go committing to way more visual content than you can handle, it’s worth taking some time to consider which types would be best suited to your end goal.
If your client’s marketing goal is to increase organic traffic by earning high quality backlinks, infographics paired with guest posts – or as Brian Dean puts it, “guestographics” – would be a great choice.
Take this infographic which we created and published on Typeform’s blog, for example:
Alternatively, you could even find top-performing articles in your client’s niche, repurpose them into infographics, and then pitch the relevant blogs to consider adding it to their articles.
Either way, you’d be building high-quality backlinks in the most efficient manner possible, meeting your marketing goals.
Once you’ve decided on which visual content types you’ll be using, consider creating templates that you can reuse for other clients who might have the same needs. This would greatly accelerate the visual content creation process.
3. Determine Distribution Channels
Which brings us to the next question: How to ensure that your visual content is actually seen by people?
In some cases, such as with guestographics, distribution is built-in.
For most, however, you would need to consider which channels would be the best fit for your visuals.
If you’re looking to promote infographics or tall images with text overlays, for example, Pinterest would be a natural fit. This is because vertical Pins look better in Pinterest’s layout, and as such, tend to do better:
Be sure to make full use of platforms that were created with the distribution of your visual content of choice in mind.
For instance, there are several Facebook groups that allocate specific days or posts for open sharing of content. The Ultimate Travel Group (UTG) does this every Friday:
Looking to distribute your infographics? Websites like Visual.ly and Infographic Reviews, amongst others, accept submissions regularly.
Again, it’s useful to keep an ongoing log of the different distribution channels you choose for your visual content types. That way, you can quickly refer back to it when creating the same content for future clients.
If your client already has established distribution channels, then this simply becomes a case of checking to see which are performing the best. Whether it be in terms of eyeballs or leads and depending on the goals, determine what works then double down on them.
4. Set A Schedule
Here’s the final and most important piece of the puzzle. How do you stay consistent?.
At With Content, I’ve worked with many content marketing clients who begin the work feeling super pumped about the strategy we’ve decided on.
At the beginning, they’re constantly throwing ideas and and sharing everything that we publish. One month later, the tone changes abruptly. They start asking me questions such as:
Why are we only getting X pageviews still? How is it that no one is sharing our content? Is our content really good enough?
No matter how hard I try, I can’t make them understand that great content marketing takes time. Yes, you can hack your way to get a boost of traffic in the early stages.
But if you’re not constantly producing and building up a library of helpful and inspirational content, that influx of new visitors are going to leave as fast as they came.
Your graph will end up looking a lot like this:
What you really want is for your graph to look like this instead:
As such, the final and most important element of your visual marketing strategy would be to create a content calendar, and establish a publishing schedule