Mastering visual storytelling

You’ve probably heard that an image is worth a thousand words.

Photo: iStock.com/SetsukoN

Per John Medina, a developmental molecular biologist and research consultant known for his book and multimedia project “Brain Rules,” a person will only remember 10 percent of a piece of information three days after he or she hears it. Add a picture into the mix and that individual will remember 65 percent of it.

In terms of your company’s digital strategy, the value of visual content is immeasurable. According to a 2015 survey conducted by Demand Gen Report – a B2B marketing publication – 91 percent of consumers prefer interactive and visual content over traditional media. In other words, using imagery – whether it’s on your website, in social media posts or as a part of your marketing strategy – is critical.

Imagery can take several forms across those platforms, whether it be a photo, video, infographic or embedded social media post. Moreover, it can better tell the story of your operation to a customer, potential hire, government official or association member.

So where can imagery play a role in your digital strategy?

1. Website and website articles – Not only do images enhance the physical look of your website, but they also help tell the story of your operation. Use images and videos to show a day in the life of a propane driver, a customer review or even interviews with company executives.

Include images or embed videos in all of your online articles, whether it be a blog post, press release or even a feature story. Create infographics to visualize stats about your company, such as how it’s grown in locations over the years or how your customer base has expanded. Use imagery to actually show your viewers and customers who your company is.

2. Social media – Try to make sure all of your social media posts include some form of imagery, whether it’s a photo, stock image, infographic or video.

According to Sprout Social, a Chicago-based social media management and optimization platform, 58 percent of consumers prefer visual content, especially graphics, images and videos.

3. Digital marketing – Using imagery is one of the most effective ways to catch a potential customer’s attention at a glance. According to a Forbes article, digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day. This means it’s imperative to develop an eye-catching marketing strategy – one that will make your ads stand out among your competition.

Use social media to find what type of imagery your audience engages with most and capitalize on it in your marketing strategies.

Going forward, be sure to incorporate imagery on all of your digital platforms. An image can speak volumes about your propane business, and a perfectly planned strategy can help you grow gallons and gain new customers.