Picture this - why good photos matter for marketing
Good photography makes a huge difference to your marketing content. It gives an instant impression of who you are and what you’re about. It’s a great way to improve the quality of your marketing and communications and here’s why:
Give an instant impression of the quality of your brand
Having a bunch of photos that all fit the same well-composed, high-quality look and feel can help create an impression in an instant. People often don’t notice great photography but they do notice when it’s bad. Do you think those black and white team portraits look classy? If they’re not done by a professional you might look like you’re in a criminal line up.
Force your audience to slow down
If you want people to stop and look at what you do you have to have good photos. People are used to scrolling quickly through social media and websites. Stunning visuals, whether they’re product shots, lifestyle images, or creative photography, are more likely to stop the scroll and grab attention.
Evoke an emotional response
If you’re working in the voluntary sector remember that images tell a story that people don’t forget. Emotional responses are often crucial for fundraising and raising awareness about your mission. If you are able to commission a professional photographer to capture the work you do it will make a huge difference to your communications.
Build your brand style
If all your images have a brand style your ‘look’ will feel more consistent. High-quality photos help potential customers or service users see what you do in detail, which increases their confidence in you.
Boost interaction on social media
Most social platforms are visually led, aiming to stop people in their tracks with a thought-provoking image or headline. It is hard for most organisations to build a social presence without access to good imagery.
Improve your SEO and website performance
High-quality images improve the user experience, leading to better engagement, longer time on site, and reduced bounce rates. These are important for SEO as search engines like Google reward websites that have a positive user experience. By using alt descriptions in your imagery you can also improve search results and experiences for people who are visually impaired.
Improve email marketing
Good imagery in your email campaigns is likely to encourage the reader to read deeper. Email marketing can build quality engagement rather than striving for a high quantity of engagement that you get through socials.
Plan ahead of a photoshoot
Paying for a professional photographer to come out and photograph your team and your work doesn’t need to cost a fortune. Get organised:
Plan for all your team to be in the same place at the same time.
Arrange for a photographer to be present when something interesting is happening.
Get permission from some of your service users or customers to be photographed.
Get group shots of your team done as well as portraits.
Consider generic photographs that illustrate your building, work spaces, meetings, social spaces or coffee spots.
If you’re a voluntary organisation – think about Trustee portraits too.
Make a list of everything you think you need in advance and then reach out to a professional. Get in touch if you want some recommendations, I’m happy to point you in the right direction.