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People process visual information such as pictures, images and graphics exponentially faster than they process textual information. Social media outlets like Pinterest and Instagram are taking our love of images to a whole new level. Find out how to leverage the power of the visual to appeal to your customers. 

According to an infographic from the global communications company M Booth and media measurement and analytics company Simply Measured, 
photo and video posts on Pinterest are referring more traffic than Twitter, StumbleUpon, LinkedIn and Google+, which is testament to the power of visuals.

If you’re a small business owner, this is important and empowering information. Not only does visual content help to communicate your message, but it also conveys the essence of your brand.

Engaging, effective and meaningful visual communication helps to solidify your customers’ perceptions of your business, while simultaneously helping to establish a powerful brand.

Here is a quick checklist to help you make sure your imagery and video can create powerful engagement with your customers:

1. Engaging

Visual media that’s interactive, interesting or funny goes a long way with your customers. Make sure your website allows commenting and sharing of your images so that your customers can easily share them across their social networks. Engaging visuals will not only communicate something useful about your product to your audience, but it also lets them know that you want to communicate with them and that you care about their opinions, which is important for building your brand and reputation.

2. Effective

Whether it’s statistics graphed in simple and colorful diagrams or a how-to photo series showing products in action, customers love useful, visual information. If you’re selling food processors, you can effectively communicate how easy your product is to use by making a video of someone using your product. If you’re selling software consulting services, make a chart of your past clients and the products you’ve helped them develop. Keep it simple but informative to be most effective.

3. Meaningful 

Images convey meaningful messages. Your customers like messages that they can relate to – and that help them relate to something that’s meaningful to them.

When you’re communicating visually, make sure that everything in your image or design serves a purpose. High-quality and visually appealing photos are best, but make sure that they also convey something that’s meaningful. While the individual images are important for practical purposes, the meaningfulness of the photo – and what it conveys – is what makes people fall in love with what your business offers.

For some more insight on how to find a unique image that is also engaging, effective and meaningful, check out this great article too.

Strong visual content helps you build a strong small business and nurtures loyal, informed customers. By focusing on images that are engaging, meaningful and effective, your small business will make more of an impact.

About the author

Jessica Ann is the CEO & Creative Director of Jessica Ann Media – a boutique digital agency that humanizes businesses with creative copy and smart social media strategy. She champions the creative spirits of entrepreneurs and brands who want to find more freedom in their business through profitable, targeted traffic. She has a Masters in Communications from Johns Hopkins University and is a contributor to The Huffington Post.

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iStock This article was authored by iStock. Visit iStock.com for more great visual insights for SMBs.