So, we all know that visual content marketing is the name of the game today. If you need proof, here are some facts to help you jump on the visual marketing bandwagon.
- The number of video content posts has increased by 75 percent worldwide
- In the United States, the number of video content posts has increased by an astounding 94 percent.
- 70 percent of marketers reported that they plan to increase their use of visual content in the coming year, according to Social Media Examiner
Knowing that visual content marketing is so important, I just had a meeting with Amelia Island’s Convention and Visitors Bureau where we were reviewing the social media and email analytics. We were blown away by the continued interest in the Concours d’Elegance visual marketing interest.
Let me give you a little history. The Concours d’Elegance is one of the largest automotive events in the Southeast and showcases historic cars with an auction every March on the Island. This year we set up a landing page to showcase the events of the week. We also featured the events in two emails, several social media posts leading up to and throughout the week. In each message, we features imagery to highlight the event.
After the week’s events, we tested an email that featured a Concours photo album from the week. We were worried that maybe the email was a bit of overkill. But, the email actually had a 22% open rate more than double our standard weekly open rates. And, it had a double digit click through rate.
This is just further evidence that visual storytelling is driving consumer interest.
Don’t be afraid to overdo it with visually compelling imagery and visual content marketing. Find what your users respond to and don’t be afraid to repurpose and share the content in a variety of channels and mediums over the course of the campaign.
A veteran in Destination and Hotel Sales and Marketing, Shirley utilizes her expertise to develop services that assists DMO’s in research, generating leads and increasing awareness for the destination’s meetings product and experiences.