The old saying is still true today, and especially more poignant when it comes to the highly detailed world of industrial manufacturing. When industrial companies try to communicate their competitive advantages of complicated engineered products or services to a less knowledgeable marketplace their message can often get lost and points of interest not conveyed. When industrial companies try selling their adaptable technologies into other vertical markets this problem can be compounded. New markets often present industrial manufacturers with different problems of specifications or nomenclature. These new markets might not respect or understand the vertical market that you are currently working let alone make the connection of how the product/services from a different vertical apply to what they need or do.
Visual representations are a critical aspect of presenting your company’s brand, expertise, mastery, and capabilities within the digital marketing world. Why? Because visuals are processed by the eye 60,000 times faster than a text while the retention rate of those visuals is double that of similar text messaging. More and more of your prospects rely on a quick check of email, website, or video for determining a message’s value and pertinence.
Some recent studies have reinforced the importance of visuals in digital content:
- When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant visual is paired with that same information, retention jumps to 65%.
- Infographics are ‘liked’ or shared three times more than any other type of content on social media.
- Tweets with images are retweeted 150% more than tweets without images.
- Four times as many people would prefer to watch a video about a product or service than read about it.
Having a great mix of visuals (videos, photos, infographics, illustrations, diagrams, etc.) allows your company to display your company’s brand and personality while demonstrating your competitive advantage in a unique and highly memorable way.
It is easier today to capture pertinent visual content since everyone is carrying a capture device in their pocket or purse. The important thing to remember about utilizing your entire team to capture visuals is to have a process in place to gather, accumulate, and edit those visuals into a comprehensive cohesive presentation format that effectively represents your brand.
As an industrial manufacturer, you may think that you have many exciting visuals to present. However, it doesn’t matter if your business is screw machines or CNC machining if you don’t have a plan to capture the exact visual to communicate a precise message and make it work for your brand you will fail. Most industrial companies don’t have the internal bandwidth to establish an effective digital strategy and implement an editorial calendar to drive the development of a high quality visual capture process.
MARKiT can build the digital strategy, outline an effective editorial calendar, and deliver great visuals to take your brand into the next level of digital marketing.