We will be the first to admit it: the internet age has given birth to an astounding array of powerful and creative ways to promote organizations. From social media marketing to online video advertising to email newsletter campaigns and so on ad nauseum — the selection is vast enough to be dizzying.
If you do happen to feel overwhelmed by the quantity of options at your disposal, then you certainly aren’t alone. Small business owners, in particular, may be driven to frustration by the disparity between their down-sized budgets and the limitless number of marketing channels they could be pursuing — if only their wallets were a bit beefier.
The point we hope to make with this article is that, even considering all the ways that you could potentially invest in organizational marketing, professional photography continues to be one of the best choices. Here are just a few reasons why:
1. Put Your True Face Forward
Stock photography might get the job done — at least in a certain, minimal sense. For example, it helps give your website a polished, well-finished look and it allows you to visually reinforce the ideas that you share through text. Moreover, virtually any form of visual content will help improve a website’s search engine scores, and may be recycled for content marketing on social media.
If you really want to go the extra mile, however, original photography can accomplish everything stock photos do, only better. Most search engines, for example, are configured to value unique content more than reposted items — and your “well-polished website” will seem a lot sharper if it features actual photos of your products! Last but not least, it is a safe bet that customer trust in your brand will increase rather than decrease when you make an effort to show what you offer first hand. Why not openly demonstrate exactly how proud you are of your organization?
2. Improve Your Content Marketing Game
Social media marketing is a pretty broad term — encompassing Facebook crusaders to Instagram artists to Twitter enthusiasts are much more. Regardless of which channels you may prefer, however, you should understand that content is the heart and soul of any good campaign.
Curating quality content from other relevant sources is a good starting point: but original content such as blog posts, videos, photos, etc. will bring the most attention and respect to your page. And because, today more than ever, the social media scene rewards visually-based content above all else, it has never been a better time to begin creating graphics, memes, and… you guessed it, professional photographs!
3. Master the Art of the First Impression.
Regardless of what a certain axiom may warn, most customers DO Judge Books Based on their Covers. According to one study conducted by Adweek, for example, as many as 80 percent of all customers now conduct at least some online research before making a decision about major purchases. If you can’t provide high quality, professional photographs of your products, then you risk losing your potential customers to a competitor who can.
Learn more about our professional photography services at Black and Gold online today!
Keywords – everyone seems to be talking about them. But what’s the best way to use the art + science of keywords to help build your business?
Keywords are usually thought of as an “index term” to help people and search engines find relevant web content. They can also be the primary gateway to eCommerce or other business engagements.
Let’s take a look at them in a broader way. In this post we’ll look at:
- Using keywords from an artistic / visual branding perspective
- How keywords work, and why you need them
- The different types of keywords
Consider the artistic and creative perspective on keywords. Your brand should have a unique character, and an equally unique aesthetic look and feel.
Here’s a fun marketing exercise:
Pick three keywords to describe the aesthetic character of your brand.
Is your brand fun? Colorful? Intimate? Quirky? Serious? What’s the personality of your brand?
Think in terms of the three words that can immediately describe the way your brand looks and feels. This is a useful exercise – as the key words can lay down a consistent foundation for your images and related marketing content. This process is something an algorithm can’t do for you.
Consider Tiffany, the legendary jewelry brand. If you were to distill the visual character of their brand into three words, they might be elegant, powerful and loving. The company embodies these terms, and they are used as a visual blueprint for every image the company’s creates.
Without using keywords as a road map – you may fall victim to the old adage: “If you don’t know where you are going, any road will get you there” and this certainly applies to the visual presentation of your brand and its products.
In terms of the science of key words, a business should create content around relevant topics for their products or services, and these are expressed as keywords, which helps them “rank” well in search engine result listings.
A simple informative video of how search works from Google can help you understand the mechanics.
Why do you need keywords?
- Keywords should be used as the foundation of your website, blog and social media presence. They can also inform offers and e-mails.
- Keywords can help visitors and potential customers understand the purpose of your web page / blog and business.
- When a search engine crawls your web pages to index them – it will parse the keywords on the page to determine the purpose of your pages.
There are two different types of keywords:
Broad Keywords: Are short words or phases that can apply to your own company, as well as every other firm in your industry.
Long-tail Keywords: Tend to be longer words or phrases that are more specific to your company.
When you’re first getting started, you definitely will want to start by targeting long-tail keywords, because these are easier to rank for and they also bring in the most relevant and qualified traffic.
Using a combination of both “art” and “science” driven keywords will help spell success for your eCommerce / online marketing efforts. Be sure to test different keywords to see which yield the best outcomes or results in terms of building site traffic, visitor engagement and eCommerce.
That’s the art + science of keywords in a nutshell.
How do you plan to use keywords to build your business this week?
With the rise of eCommerce retailers, it’s only logical that showrooms would soon follow suit. Online showrooms like Joor, The Runthrough and Edited have streamlined the process of perusing look books, placing orders, and requesting samples.
Not only are these showrooms increasing their access to scores of potential customers and helping to eliminate tedious paperwork, but they’re also making major sales- we’re talking 9 figures here. That’s a lot of zeros!
But a great showroom won’t boost your sales if you don’t provide them with great photography. Here are some smart strategies to consider:
Clarity is Crucial
A quick glance at your photos should tell the consumer everything they need to know. Are you uncertain of how to represent your products? Our Creative Directors and Stylists will devise a plan to make them shine! If you need multiple views of the same product, of course we do that too.
Once your images are online, the whole world is watching! How do you communicate effectively to everyone & anyone? Thankfully, exceptional photography is the other “international language” and clean, elegant images never go out of style. Whether you need product or model photography, our team can execute your vision and communicate your message.
Stay Ahead of the Competition
Working with a showroom enhances your visibility, but it also puts you in direct comparison other brands they represent. Fabulous photography is the key to standing out among the masses!
Ready to amp up your creative images? Seek out and hire a photography studio that has proven it can generate unique concepts and fresh look that will give you a creative edge and elevate your brand.