The importance for visual marketing is even bigger than the importance for the quality of your content. If you are planning to cut through the clutter, you need to think how to strategically plan to use your visual content to drive some desired results - get visitors to your website or to a particular page on your website (your new collection, for example), get people to subscribe to your blog, get followers to interact with you on your social media channels (your Facebook page or on your Instagram profile, for example), get people to buy your art, make more sales.
Here are 5 elements required to drive action through visual content:
1. Data that is reputable and recent:
Creating fresh, shareable content is the key.
"Business blogs are the most cost effective way to boost your organic traffic," says Lisa Chu, owner, Black N Bianco Children's Formal Wear. "Google loves original and valuable content. By [creating] informative articles, not only will Google reward your site, but people will organically start sharing your blog posts. [Just] remember: Write for your target audience not for Google."
"Create interesting videos [and graphics with your target audience in mind] and share them across all of your social media profiles," suggests Hannah Diamond, marketing coordinator, UrbanGirl Office Supply. "Offer something fresh and unique [that speaks] to your company," without it coming across as an ad.
You as a jewelry artist may also want to check out and follow some of the most influential jewelry blogs: TOP 12 JEWELRY BLOGS.
And you may ask: "Why should I follow these people?" Well, imagine that one of these influencers promote jewelry style similar to what you create. It is a good idea to contact the blog owner and see if they can write an article or promote jewelry by some creative way. You never know. As a friend of mine says: "If you do not ask, you will not know (will they help you or not). One way to approach influencers and well known bloggers in the jewelry industry is to send them some samples of your jewelry. Most bloggers will be happy to take your free sample and review it on their blog. Once their review (blog) goes up, they will provide a link directly to your site. That link will drive traffic to your site.
Here is a great example by Astley Clarke about how you can spread the word promoting the lovely gem bracelets they design - Blog: "Friendship Bracelets Through The Ages":
2. A compelling story:
Does your new jewelry have a story to tell? What made you create this new collection? What inspired you to create your new collection? What have you written on your "About" page?
On the Internet, the “About” page is one of the most important elements of any website. It is one of the top 5 pages that people visit on your website. It’s where people go to locate themselves in your story and to decide if there’s something of relevance for them on your website. This is core to building a brand. And since you’re probably the creative genius behind your artistic creations, your About section needs to capture your personal story with flair. Here is some bullets to help you write a compelling story about you and your jewelry:
3. A clever message:
What is your message for the rest of the world? Here is my message:
"I help jewelry artists to double and triple their sales by targeted online marketing."
Here is a little trick. Open Google and search for some of your competitors. Scroll down the paid ads and the images. What is the text you see beneath their website link?
4. Beautiful images:
Be sure to have colorful, eye-catching and on focus images.
Include your logo or website on each image you post.
Name each image so it is connected with your brand and collection. For example, most of the images on my pages contain the name of my brand - BBK Consultants.
See if your website platform will allow you to include relevant keywords, alt text the image.
There are plenty of online and in person course that teach you how to take the right photography of your jewelry. There is a lot of science behind each jewelry image that you see on the magazines (light angle, white balance, dept of field and focus, avoiding shadows and reflections on the jewelry - especially for shiny metal jewelry, positioning the jewelry - props vs no props, giving extra sparkle to your jewelry - for the ones who work with diamonds, precious, semi-precious stones and Swarovski crystals).
Rather than that I would like to talk about your vision of how you want your jewelry to look on an image. When I first started to photograph my jewelry for my own website, I went through a very extensive research in order to figure out what exactly style of photography I like for my jewelry. I went crazy over Pinterest. Through the years I've created many Boards that I used for inspiration any time I needed to photograph different types of jewelry or any other art.
Other source of image hunting can be Google. For example, search for "jewelry ads". I like to use the Image option of the navigation bar right beneath the phrase you search for. Click IMAGES and you will see an "army" of different styles of jewelry images. Pick one and stick with it.
What I also found very inspiring not only for image hunting but for designing new collections, is jewelry ads in magazines. For many years, I would collect magazines (there are some free in the airports, just in case you didnt know about it) just for the purpose to rip off pages that contain jewelry ads that I love and admire. This can give you an idea how you want to photograph your jewelry when it comes to advertising your new collection or an event.
The more times people see your jewelry, the more inclined they are to remember you and buy from you when they have an occasion or just because they want to have a piece of your collection. Get your art and your name publicly on as many occasions as possible. People love to share beautiful images on their Facebook wall and Pinterest boards.
If possible, get your jewelry pictured or featured on websites different than yours. See if there are other jewelry artists you can share and promote each other's arts. Or you can simply find a way to collaborate with others in industries such as; fashion, entertainment (Red carpet events), political galas and other events that have media exposure. Caterina Jewelry company, for example, introduced their new collection during the Hollywood Weekly Pre-Grammy Awards Gift Suite in collaboration with the multi-talented performer Shevyn Roberts. See it on the news.
I am curious to know what methods and practices you use for making your jewelry business more visible. Feel free to share your experience below.
We have all seen quirky, funny, cute videos going viral only to find out later it was a marketing ploy by a business no one has ever heard from. That doesn’t lessen the enjoyment of the video and it certainly doesn’t lessen the attention that was grabbed for the company!
Cisco predicts that by 2017, video will make up a whopping 69% of all consumer Internet traffic. No matter the screen size, users clamored for video—users spent an average 5.5 hours each day watching video content in front of a screen in 2015, eMarketer reports.
You don’t need to aim at viral fame, though, to make an effective social media marketing video for your small business.
SEO is great and all, but video is much more likely to come up first in a google search, giving you an even better chance of getting your message out there.
Consumers are loyal to their favorite brands and a lot of those relationships are now created by the online presence of a business. Making your business present, relevant and now is really important, and part of not being left behind is by taking advantage of video marketing.
Build your brand, and give consumers a face to become comfortable with
The old saying: “Familiarity breeds trust”, is so true and in this fickle world of technology, providing your customers with a feel for your brand is such a valuable tool. Consumers are eager to consume branded video as part of their video fix. 84% of consumers have liked a branded video in their social media news feed, and more than half have watched company videos deployed through email, Animoto reported.
Imagination is everything
So if you’ve seen similar businesses using video blogs or video marketing to poor effect, don’t be afraid to think outside the box and put yourself on the map.
Video is highly effective way to get people's attention
59% of executives would rather watch a video than read an article and 55% of small and medium business owners say video marketing is a total must. Small business owners have a lot more to consider now than they ever did before and if you want to keep up with the competition it’s important that you hop on board with this trend now. Video marketing effectiveness increased for 87% of companies, according to Ascend2. The bottom line for brands: Video works.
59% of executives would rather watch a video than read an article and 55% of small and medium business owners say video marketing is a total must.
Creating a video doesn't cost a leg and an arm
It doesn’t have to cost a fortune and it doesn’t have to be a long video. In fact, if you can get it under 10 seconds it will play automatically as users scroll past it on most social media sites. You might want to consider a 30 second video with a 10 second takeaway that you can circulate, too.
Social media videos goes exponential
Facebook logged huge gains in video viewership. The social media heavyweight now averages 8 billion daily video views from 500 million users,USA Today noted. The meteoric growth stirred predictions that the social network could one day oust veteran YouTube as the video king. Meanwhile, social media rivals Snapchat, Instagram, and Twitter boosted their video features to lure video-hungry users. Having your own video on the major social media platforms drastically increases your chances of exposure.
Increase sells with how-to videos
As a business owner you know who your target customer is, so when coming up with your video marketing ideas consider what kind of content would catch their attention and what would appeal to them as a group of consumers. For a physical product such as a camera, a video review can show things to the visitor that simply cannot be conveyed effectively through text. Video is a far more effective tool to increase the chance of conversions, and subsequently helping the webmaster make money online. According to Google, searches for how-to videos on YouTube increased 70% over 2015, thanks to smartphones. Mobile users almost universally use their smartphones when looking for ideas on how to complete a task.
The bottom line is, you don’t need to go viral and you don’t need to attract everyone’s attention, as long as you grab the attention of your target customer your video has done its job. Video marketing is highly beneficial for improving brand recognition and customer retention. Online businesses that haven’t jumped onto the video bandwagon already should look at it as a serious option for improving the quality of their websites.
Being a small business owner often gets us overwhelmed with all the things to do to make a single sale. And speaking about images, you should always use copyright and/ or royalty free images.
What is the difference between copyright free and royalty free image?
Wikipedia defines that Copyright is a form of intellectual property which gives the creator of an original work exclusive rights for a certain time period in relation to that work, including its publication, distribution and adaptation; after which time the work is said to enter the public domain. Copyright applies to any expressible form of an idea or information that is substantive and discrete. Some jurisdictions also recognize "moral rights" of the creator of a work, such as the right to be credited for the work. Copyright law gives the owner the right to prevent others from copying, creating derivative works, or publicly performing their works. That is why you cannot use and adapt an image to create a derivative work. You can only do this if you get the permission of the copyright owner.
What is a royalty?
A royalty is a way of earning revenue income from a copyrighted work. Artists can licence reproductions of their work. Most charge a fee as a royalty payment. (That's why musicians and authors can earn a lot of their income from royalties).
Rights Managed Royalties tend to be very specific as to, for example:
What is royalty free?
Royalty Free refers to a type of contract between a two entities (the licensor and licensee), that is employed when licensing the rights to use content, such as photographs. The term Royalty Free means that once the content is licensed under a set of guidelines, the licensee is normally free to use it in perpetuity without paying additional royalty charges. Royalty free means that no royalty is charged. However, agreements which provide for a work to be royalty free tend to be very specific as to their use. For example, conditions of use may stipulate
Royalty free licences do not maintain a history as to use.
Here are some other terms you should know why using images off the internet that you have not created:
#1. Start with images
Pexel - free stock high quality images you can use anywhere. The images are free for commercial use and don't require attribution, perfect for blog articles, slides or social media posts.
Unsplash - is another website that you can use for high resolution free images. As they state "do-whatever-you-want" images. They also have a WordPress Plugin that allows you to download images directly to your media library.
#2. Get the perfect color scheme
Adobe Color CC - an internet application from Adobe Systems. One of the most popular free color-scheme generator that helps you determine complimentary colors for your content. It also has free iOS app for your iPhone. Adobe Color CC also allows you to upload your own image and it will automatically select its 5 primary colors. Great for choosing font colors, contrasting overlays, and icons within your post.
#3. Use pre-made icons for your posts and presentations
Flaticon - with almost 160, 000 icons, Flaticon is the biggest database for free vector icons. Their icons are perfect for webinar presentations or even when you have to craft your Facebook or Twitter ad. The icons are easily separated in 33 categories, such as Business, Education, People, Social, etc. You can even create your own collections of icons and modify the colors of the icons.
#4. Pick the best color
Eye Dropper - an open source extension for Google Chrome that allows you to pick colors from various sources. Once you install it on your Chrome, you can pick any color on current webpage and store it in history or copy to clipboard. The Eye Dropper has integrated color picker so you can comfortably find needed colors. Every picked color is stored into history if you need it for future reference. This is a great tool if I want to pick a particular color from a website or an image.
#5. Include the perfect font
Femmebot - Collaborative typography project using select passages from Aesop's Fables set to Google Fonts. Great place to start with visual content. You have access to 25 of the top font combinations from font experts. Test some of them and see how they fit the theme of your website, industry, images, etc.
#6. Put image and text together for best results
Canva - an online graphic design platform. You can use Canva's images or you can use your own images. You also have access to already pre-sized social media with easy-to-edit pre-loaded text. You can use ready templates for Facebook, Twitter, Instagram, Pinterest, Thumblr, Google+, Youtube cover, header images and posts.
PicMonkey - you can add filters, frames, text and effects on your images. One of my favorite options is that you have the option to erase the background of your image. Great for collages and image editing.
So what do you think? Are you already using some of the tools I mentioned here? If so, I am curious to know which of them are your best choice.