Commercial photography and digital marketing are more important than ever as the e-commerce market continues to steadily grow in 2020. As an average of 3 out of every 4 people are on their phones at all times, having the ability to communicate your brand message is crucial within your digital marketing efforts. In this article we want to cover some of the basics on how you can utilize props and other elements into your next campaign to connect with your targeted audience.
1. Do Your Research
Before you plan on creating any content for a client or let’s say you are the company and are looking to sell your product, do some research. It’s great to have awesome content you put out but one reason companies fail to connect to their audience is they don’t have a targeted audience to begin with. So as a solid step one, get a notepad and write down the ideal customer you are looking to work with and answer the following questions:
-What does he/she look like?
-Where is this person?
-What does this person like to do?
After you’ve created an ideal customer in mind do some competitive research and find other companies that are similar to what you are offering. Maybe you like the visual components or possibly the overall message… Whatever the case may be it’s essential to see what’s popular among consumers and bring your own touch to the picture to make your brand stand out.
Once you’ve established an ideal customer it’s now time to connect your product or service with digital components. You can create a ton of mediums that trigger an emotional connection but the main point with your branding and overall message is to move that ideal person to purchasing your product. When working with other clients the two important factors in any pieces of marketing is how many times a client clicks a link to purchase a product and how much money you can make through your marketing efforts.
Customers are 75% more likely to click through or engage with content that’s relevant to the brand than other created material. This factors in coloring, typography, logo placement and overall copywriting. Over 90% of online consumers look at the social presence before entering the purchasing process so make sure that your material that’s being put out is connected and relevant to your overall brand message.
After we’ve established an ideal customer and message to relay to the customer it’s time to start putting in the work, visually. Consider the colors and how those colors represent an overall mood. We will have another article on this but one thing we’ve noticed with a lot of brands that we’ve worked with is they don’t really know the type of tone they want to set. If you are a company and reading this and need help with your branding, please contact us, we’d love to help you.
Colors and tone represent the taste, the smell, of a company and psychologically can be super impactful to how someone purchases a product or why that product is being bought. If you don’t know where to start, go look up a color compendium and see how your brand colors fair up with your brand message.
Just because you have a product doesn’t mean people understand what it is. Don’t be afraid to use elements that are outside of your product but congruent to the brand. For example, if you have a watermelon flavored energy drink, don’t be afraid to slice up some watermelon and throw it into the picture. However you can visually stimulate the consumer to be more interested, do it. And another thing, no one cares about your fancy abbreviations or names, no one cares about your super soaker 3000 or your super razzmatazz flavor naming, it’s not relative to a stranger unless they are an avid fan. And how you make someone an avid fan is through giving them something that they want.
Props don’t even need to be about flavors, sometimes they help with the overall tone of the brand. In some of our examples we used elements like wheat or grass to help communicate the tone and color congruency of the brand. All of the small details help!
The icing on the cake for a digital marketer is being able to actually have the ideal client as a model to use for online efforts. If you are a fitness brand, find some fitness models… If you are a farming service, find some farmers to be in the picture or your content that you are using for your digital marketing campaign. Adding models into your efforts makes the purchasing process easy. The consumer looks at the model and connects with that person because they see themselves in the place of the model. The consumer thinks, “I want to be like that person, I want to be a part of that brand.”
It’s 2020, people, no one buys products as products anymore. Things need to stand for something, they need to communicate a message. A consumer wants to know what they are buying, why they are buying and how they are going to feel better after buying. It’s as simple as that. Most of those questions can be answered visually through a model, through storytelling… Even a current customer’s recorded review can be enough.
The e-commerce market is booming, are you prepared? Whether you have a product or a service online shopping is critical for your business and the growth of your company. Make sure you are reaching out to the right people with your next digital marketing campaign by having the right visual components, the right people, and the right overall brand message to help the consumer answer the questions they need through the purchasing process. If you are looking to have help with your next campaign, shoot us an email and we would love to help!