Marketing – The Picture Story

Slides:

view August 10th Marketing Ira Pasternack via Google Drive

view August 10th Marketing Ira Pasternack via Dropbox

What types of marketing is done with pictures?
What determines what you say to the market?
Do you use patients and staff or actors?
Are pictures taken in the clinic or on a set?
Who determines the scripting?
What releases do you need to avoid any legal issues?

Video:

In today’s content-heavy digital world, the relevance of a picture portraying a thousand words still holds true. In an era where attention spans are short, an engaging image can be the key to luring a prospective client into reading your content. This post will discuss several ways you can optimize images in your marketing strategy, exploring a variety of real examples and practical advice based on an insightful town hall discussion.

The Power of Images in Marketing

Visuals are powerful storytelling tools that can engage, captivate, and inform a viewer in a glance. The use of images in marketing encompasses a broad spectrum – from still photographs of products or employees to dynamic videos presenting real-life situations that resonate with your audience. The images you incorporate into your marketing material significantly impact your brand’s perception and the narrative style of your proposals.

Finding the Right Image

Choosing the right image for your marketing needs necessitates strategic thinking. Using a generic picture that holds limited relevance to your content might not do you much good. Let’s analyze a few samples:

Example 1: An occupational medicine clinic utilizes appropriate and relevant images throughout their website. Though the images used might be sourced from a stock library, they complement the vibe of the site and effectively mirror the essence of their services.

Example 2: Another clinic presents an image that raises questions on relevancy – why would a worker staring directly at the camera represent Occupational Health services effectively? The image neither connects with the services nor does it resonate with the audience.

Taking the photographs in your clinic setting can provide an authentic touch apart from aiding in local search optimization. Google tags the place where a picture is taken and this data might improve your online visibility in specific localities.

Integrating Pictures with Personalization

Presenting the real faces behind your services humanizes your practice. Whether it’s a healthcare facility or any other business that involves customer interaction, showing pictures of your service providers offers a sense of familiarity for potential clients. A strategic move could be showcasing your collaborations with local entities, like the local fire department.

Remember to have proper releases for patient and staff photos. You certainly don’t want to get into legal complications by overlooking these aspects!

Photo Investment Considerations

Investing in photos and videos for your marketing needs is an inevitable expense. If you’re on a tight budget, consider liaising with photographers who specialize in real estate shoots or local photographers, which might help you get the job done on a budget. Irrespective of your spend, remember that the main goal is to ensure that the images resonate with your brand philosophy and align with your marketing strategy.

Avoid abrupt changes in your visual strategy due to staff turnover. Having a consistent visual style plays a significant role in brand recognition and recall.

Every picture tells a story – in marketing, the story you present through your choice of images can substantially influence your audience’s perception of your brand. Strategic use of imagery in your marketing strategy can convey your message more effectively than volumes of text. Putting thought into your choices of visuals and contextualizing them to mirror your brand’s identity can significantly amplify your marketing effectiveness.