So, as a small business, you are venturing in to the world of inbound marketing.
Congratulations–that is a great move! As you probably know, content is a key factor in inbound marketing. Good, quality content is even better.
However, you can have the most well written piece worthy of multiple literary awards and it still may not get the job done that you want it to.
Most people, when looking at a website, tend to simply glance over it to see if it is a worthwhile read or not. According to Jakob Nielsen,“The average page visit lasts a little less than a minute.” If your page or blog post does not immediately draw a potential lead in, you may have lost your chance. You want your readers and potential customers to want to read and engage with the content on your page.
A great way to increase customer engagement with your content is by using images. However, it is important to not just throw any old picture in the middle of a page or blog post. You must be strategic with your approach to make sure that you will receive the most quality customer engagement.
Here are 6 tips for using images to increase customer engagement:
1. Consider the Placement of Images
When utilizing images as a way to increase engagement, you cannot just toss a picture into your post without thinking about its placement. Placing your image at the top of the page allows it do its job and catch the eyes of potential readers. As Buffer points out, an image at the top can do more than just lure people in, however:
“Placing an image at the top right/left of your blog post forces the first few lines of the post to shorten in width. This shortening leads to fewer characters per line…. The fewer the characters, the easier the text is to comprehend and the less complex it seems.” (Kevin Lee, “The Anatomy of a Perfect Blog Post: The Data on Headlines, Length, Images and More)
2. Use images to break up the text
Have you ever clicked off a web page simply because the amount of text is overwhelming? Remember, people are moving quickly when it comes to reading content online, and large chunks of text to do not look inviting for quick reading.
As we mentioned above, placing an image at the top of the page is a best practice to consider, but if you are using more than one image, consider using images to break up masses of text. This will make even a long piece seem less overpowering, and it should entice readers to stay on your page a little longer and read what you have to say.
3. Have the photo relate to the content.
Just having a well-placed picture isn’t enough. It should make sense with what the rest of the page or blog post is saying. Stock photos don’t always get the job done.
“But if the image has a purpose, like helping to explain a concept, emphasize a point, translate to an external page or email, or show personality, then it can only help you,” explains Neil Patel for HubSpot .
Think about all of those people just quickly clicking through pages looking for information. Even if they don’t spend too long with your content, looking at a meaningful image can help to get your message across, and since images are easy to remember, they may just come back.
4. Use keywords in the alt-text
The alt text is the text that appears when you hover your cursor over an image. The alt text should describe what is in the picture, and it should include the keywords that you are targeting on your page. Blind and visually impaired readers use alt texts to understand what an image is of.
Yoast explains that search engine spiders check out image alt text. An image with a strong alt text with relevant key words is given a higher SEO ranking. Plus, alt text with keywords ensures that your post will also appear when the keywords are being used in an image search.
5. Create infographics
Do you have a lot of data and statistics you want to share with your readers? Think about using an infographic to get your point across. An infographic will display information in a quick and easy to read format. Besides, infographics can be shared on social media, which can lead even more readers to your blog or website. You can use free infographic generators such as Canva.
6. Follow legal protocol when using images.
Where you are getting your images from? Are they photos that you take yourself? Or, are you finding them on the internet? Search engine image searches make it very easy to find relevant images for your post, but most of those are copyrighted. It is no longer necessary for an image to be marked as copyrighted, and as Upwork states, “Private ownership is now to be assumed unless otherwise stated.”
Even though using images is a great way to draw readers in and keep them there, getting sued for copyright infringement is not worth it. It is important to make sure that when you use images, you are using them correctly.
If you find a particular image online you would like to use, ask the owner for express permission to use it. Or, try paying for stock photos through sites such as iStock. Free stock photo sites, such as Pexels, also exist.
Images can seriously help promote your content to customers, but it is important to use images tactfully and strategically.
Follow these 6 tips and you should soon be seeing an increase in the number of customers engaging with your material.
Looking for more small business advice? Contact us at Lumen Advisory and Finance!