Did you know that 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text? (HubSpot, 2012)
You can’t deny it – we love pictures. Visual content is revolutionizing social media and how web content is consumed. Facebook recently reported that their users upload an average of 300 millions photos everyday, and the rise of photo sharing social media sites like Pinterest – now the third largest social networking site, behind Facebook and Twitter, and Instagram – bought by Facebook for $1 billion this year, tell us that there’s real power behind pictures.
So what does this mean for B2B marketing? It means that pictures are a viable content opportunity for your marketing mix of web pages, white papers, videos, webinars, case studies, and blog posts.
Read on to learn 4 quick ways to optimize and effectively integrate photos and visuals in your B2B marketing activities.
1. Name the file appropriately. Pick a related keyword for your web content and use this in your file name. Many users will name their image as “image1” or “logo.png” or “screen-shot 2012-10-22.” Is this you? Search engines, like Google, rely on textual cues to understand what the image is about. So if you leave your image file name like the examples above, Google will not know what to do with them.
2. Add alt text. Use keywords in the “alt tag” text box when you upload an image to your blog or website. By adding descriptive alt tag text, search engines can better identify what the image is about and how it relates to your content.
The image below shows how a blog, dynamometermanufacturers.com, found an image of TREW client, Wineman Technology’s dynamometer system via Google search and used it for a blog post. The blog attributed the image to Wineman Technology by linking to winemantech.com, which generated web traffic that spent more than 11½ minutes on-site and viewed an average of 6 pages per session. This cyclical effect of posting and tagging images helps increase your backlinks, gain third-party credibility, and generate highly engaged web visitors.
3. Add context for the image in the page text. In addition to naming the file correctly and adding keyword rich alt text, Google also recommends you add text on the page where the image is located. Referencing the image in the page text ensures that Google understood your alt text correctly. See tip #2 above for an example of referencing an image in your page text.
4. Use rich visual snippets for Facebook posts. Using visual content for Facebook helps increase fan engagement with your page. The more engagement you receive on your page, the more positively Facebook’s EdgeRank Algorithm will favor your posts, thus expanding your reach.
TREW Marketing tracked our Facebook page content metrics to learn what content generates the most engagement. The results are very telling of engaging visual content on Facebook. Updates with photos receive 2X more total impressions versus posts with just a link. Additionally, our photos receive 12X more engaged users (people who like or comment on the image) over the link posts.
So here’s what you can do. By snapping a quick shot of a chart or image used in a blog post, you can upload it as an individual image and link to the blog post. This makes your Facebook post stand out more in the newsfeed and in the timeline. Below is an example of this, from Rand Fishkin’s presentation at Inbound 2012.
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