We live in an overworked, chronically multitasking society. So, maybe you’re thinking about tuning out the noise and posting your marketing images to just one platform. Ah… focusing on one thing… very Zen.
There’s a problem: Now’s not the time to commit to just one marketing channel! When it comes to distributing images, you never want to limit your best images to just one platform. Instead, strive to be more like Airbnb, which distributes beautiful images far and wide across social media.
Why? Because limiting your platforms, limits your traffic and the data you collect about your customers. You’ll miss out on a lot of clicks and you’ll never be able to tell which images are bringing you results that matter. Likes, comments and impressions are great, but getting a ton of them doesn’t necessarily mean you’ll get what you’re really after: sales.
So, in the name of sales, let’s go over four reasons you should start posting your images cross-channel:
1. Get your customers excited to buy
Yeah, it would be great to post your images only on Facebook — if all of your customers used nothing but Facebook. Of course, this isn’t the case. Your customers love not only Facebook but also Twitter, Instagram, Pinterest, Tumblr and more — so don’t pigeonhole yourself. The more social networks you create a presence on, the more likely your customers will find you.
The Telegraph says: “The average person has five social media accounts and spends around 1 hour and 40 minutes browsing these networks every day.”
Five social media accounts is quite a lot. It goes without saying that if you’re sticking with just one platform, you’re missing out on a huge amount of online visibility.
Once you jump on more platforms, you’ll start reaping the benefits. Posting your images cross-channel lets you rack up more touchpoints — instances in which customers come in contact with your brand. Having more touchpoints is great because…
- You can more accurately determine how likely your customers are to buy your products. (The more customers interact with you, the more data you’ll collect and the more you’ll learn about them.)
- Customers will be more likely to convert into sales. (Brands with more digital touchpoints enjoy a sales conversion rate 2.5 times higher than other brands.)
If you’d like to see how your social media engagement translates to real dollars for you, check out Visual Insights from Curalate.
Keep in mind that with a cross-channel experience, not only are you creating a presence on multiple channels, you’re also creating a consistent identity wherever users go. This lets you stay at the top of customers’ minds — no matter how many social media platforms your audience signs up for.
2. Give your website a traffic bonanza
Traffic can be one of the simplest numbers games you’ll ever play. If you post images on just one platform, you’ll limit your traffic gains to that one source. But if you post images on multiple platforms, you’ll explode your traffic just by increasing your opportunities to get clicks. It’s way simple and it doesn’t have to get more complicated than that.
Images happen to perform brilliantly on social media, too — it’s partly why platforms like Instagram and Pinterest are so popular.
How about more text-y platforms like Twitter? Yup… you should definitely start tweeting your photos. Images are auto-expanded on Twitter by default, and they pop out at users in a sea of text-only posts. In fact, tweets paired with photos get 313% more engagement.
Brands like CoverGirl include a photo with almost every tweet. It works!
Chalk another one up for images on Facebook: According to eMarketer, photos get an unheard-of 87% interaction rate from fans.
I could go on and on about image marketing stats, but you get the, ahem, picture. When you boil traffic down to its elementary parts, you get a beautiful equation: Photos + increased engagement on social media = more clicks to your website.
3. Get eyeballs on your blog posts
When it comes to gaining traffic, original content can be a big draw. Specifically, you’ll want to take a closer look at blog posts, which let you tell your audience about cool things happening with your brand.
As always, you want to promote your blog content cross-channel with eye-catching photos. You can even use an image from your blog post as your promotional social media image, like Urban Outfitters did with its “Glow Party with UO Miami” post:
Blog posts are great because they give your audience fresh reasons to visit your site. Once you’ve created your content, sell that content with images to attract more clicks.
4. Send digital engagement through the roof
As a marketer, you want to bring your customers into your brand universe and keep them captivated. That’s what we call engagement. And because images are so noticeable and clickable, you’ll want to deploy them consistently in your digital interactions with customers.
One hallmark of good cross-channel marketing is a seamless experience for customers on all of your platforms. As an example, take a look at Curalate’s Like2Buy integration for Instagram:
- You post your images to Instagram and give customers a glimpse of your awesome products.
- Your Instagram images are automatically replicated in your personal Like2Buy feed. Here, your customers can browse your images and click on the products they’d like to buy.
- Once customers click on products, they’ll be taken to the corresponding sales pages. Then they can purchase products in a snap.
That’s the power of great cross-channel integration. By taking customers through a traffic source (Instagram) to a conversion funnel (Like2Buy) to a sales sequence (product pages on your website), you create a beautiful brand experience that increases your revenue. And of course, your images serve as the common thread through a magical cross-channel journey.
So, remember to post lots of images — and always think about how you can get them working together to keep your customers hooked.
Need help creating a can’t-miss cross-channel experience? Cross-channel image marketing can be just what you need to connect with your customers like never before. If you’d like to see what a seamless image-based experience can do for your brand, check out our Forever 21 case study. You’ll see how Forever 21 used Like2Buy to gain:
- 19% more website pageviews.
- 24% increased time-on-site.
- An 80% clickthrough rate to its website.