By Scott Vollero
You already know that a strong online presence is an essential part of any business’s marketing and brand-building strategy. Your company has a website and blog, as well as Facebook, Twitter and LinkedIn accounts. You’ve either assigned someone to handle social media or you do it yourself. You’re adding tons of written content. And, that’s just what you should be doing. But…
So, What’s the Problem?
The problem is you’re just not getting the engagement you hoped. Could it be that you aren’t utilizing the full power of visuals in your social media posts? A recent survey of marketers conducted by Venngage found that 41.5 percent of respondents said infographics garnered the highest rates of engagement, while 25.7 percent said charts and data visualizations performed best and another 20.2 percent stated videos were most often shared.
“The bottom line: If you’re not using visual elements effectively,
you’re losing out.” — Scott Vollero
OK, you’re probably thinking, “I’m no graphic artist. How can I come up with infographics and videos for my business?”
Don’t panic. Follow these quick tips and you’ll soon have impressive graphics and videos to post and share.
The Basics of Infographics
Because infographics are a widely shared graphic type, it’s important you use them when applicable. Infographics are perfect for laying out factual and statistical information that can be read and digested in seconds. They’re also easily shared and have linkability back to your website or social media page.
Follow these steps to plan an effective infographic:
- Choose a purpose. The most successful infographics present study results, depict chronological events, explain product/service how-tos or convey earnings results. Do not use an infographic for sales hype. Infographics are for facts, not ads. Instead, choose a fact-based purpose that supports the use of your product or service.
- Plot the flow of information logically. The information flow should be in a form that makes sense when a user reads it.
- Identify compelling points. Make concise statements about the information you present.
- Clear the clutter. Stay on topic. No fluff, no fillers.
- Design your infographic. Use one of the many excellent online tools that offer free infographic templates. Customize the template to match your corporate colors, fill in your information, add your logo and you’re ready to go.
You, too, Can Make a Video!
If you think only big companies are capable of making videos, think again. If you look online, you’ll see videos on small company websites as well. They may not be as professional looking as a giant corporation’s but they work. You’ll see everything from how-to, behind-the-scenes, thoughts from the owner and charity event videos. If they can do it, so can you.
Familiarize yourself with competitor’s videos. See what they’re doing to give you an idea about where to start. Also keep in mind that videos, like infographics, should have a single purpose. Choose a topic and plot the points you want to make before turning the video camera on.
You can use a smartphone to record video or, for higher quality, a digital single-lens reflex camera, commonly known as DSLR that records video. Once you shoot, use one of the editing programs already on your computer to edit and fine tune what you recorded. There are also free video editing options online.
Make videos brief, to the point and present the information you’re sharing in an engaging and, if applicable, funny way. Watch out for unwanted backgrounds sounds. Annoying interruptions and background noises take attention away from your message.
No one expects your small business video to look like the latest out of Hollywood. In fact, a video with a couple of funny bloopers and self-deprecating humor brings charming insight into the people behind the scenes.
Scott Vollero is an international entrepreneur and expert in the precious metals and automotive parts recycling industries.