Honestly, this type of marketing doesn’t work anymore. So, what does work?
In healthcare marketing, your copy isn’t the only thing that needs to be captivating. Your images need to pack a heavier punch than your copy to really stop your audience in their scrolling tracks. I mean “A picture is worth a thousand words" right?
Here are 4 reasons why your marketing strategy should focus on imagery:
1. Your Audience Is Evolving
Imagine if your prospective client is scrolling through Facebook on their lunch break, and they see your ad with a simple image of a button saying, “Sign up today”. The chances are, they will pass right by it without considering to take another action. Why?
They know it’s a sales tactic, it’s boring; and the image isn’t making them anymore curious to even consider your copy. Conclusion: there is no need to engage with your ad.
According to the Entrepreneur, “more than half of all business professionals surveyed for the study said a great story captures their focus and keeps them engaged with the content. One-third of respondents report that visual stimulation is critical to maintaining their attention.”
Solution: Pair your captivating content with a powerful image to stop your audience in their tracks.
2. You Need To Stand Out From The Crowd
Strong imagery can provide the reason “why” your prospective client should buy from you instead of one of your competitors.
This concept is definitely not a new one either. The Search Engine Journal points out, “web content containing visuals like images or videos perform better … receiving up to 94 percent more views.”
If you have no images, your competitors are going to blow you out of the water.
3. Your Audience Is Driven By Emotions
Images allow your customers to feel. As human beings, we are driven by our senses and emotions.
Have you heard of sensory marketing? This is an advertising tactic that appeals to all the five human senses to create an emotional association with a brand or product.
If your ad isn’t designed with at least one of the senses in mind, chances are your audience will not feel connected.
4. Strong Images Next To Compelling Copy Can Spread Like Wildfire
If you think that strong copy will get you your sale, you’re wrong. You’re only winning half the battle. As mentioned before, your customers have adapted to being able to spot a sale from a mile away. They need to feel invested.
Make them stop with a powerful image, and watch how fast your conversation will flourish with them.
Multiple examples exist where people on social media have banded together because of a powerful image paired with a purpose. For example, the Ice Bucket Challenge took over social media based on its powerful story and imagery.
How Can You Get Ahead Of Your Competitors?
Digital healthcare marketing can be complex, while you have a good idea of your company’s goals and vision, you may not be in tune with the most recent marketing strategies to increase your conversions and landing page views. Our team at KBK Communications thrives on telling your company’s story through visuals and copy that will get your company ahead of the game. We utilize the story your company is trying to tell, and adapt it to a humanizing level others can relate to and understand.
If you aren’t sure which image to pair with your content, get in touch with us to see how we can help you edge out your competition.