What values and beliefs do the photos on your website communicate?
We all know the old cliche, “a picture is worth a thousand words”. When was the last time you took the time to read a thousand words on a business website? What a test of patience the would be!
Smart business are creating engaging digital content as a key part of their digital marketing strategy. In an era where smart phones are our constant companion, it’s remarkable and unbelievable that 35% of Australian small businesses still choose not to have a website totally ignoring the benefits of operating in the digital world.
Content is king in Google’s eyes. Content need not just be a heap of words that people don’t take the time to read. Images make great content to include on websites and in social media posts. Did you know that including images in a Facebook post increases engagement by an amazing 53% compared to a text post.
Images enable consumers to make quick purchasing decisions instead of needing to digest a bunch of text.
Story telling images are an extremely powerful communication technique as they they share at a glance a message at many levels. There is the obvious surface content, what’s more important are the values and beliefs a business holds dear that are communicated in the content and style of the image. Values and beliefs are important as they are factors that strongly influence our buying decisions.
When creating a collection of images for our clients to use for all their marketing needs, a key question we ask is “What values do you believe in that you wanting to communicate to your prospects?” We then create a themed story telling photo shoot to create images that depict these values.
Consider the following examples:
1. Chef Rory Thorpe, The Tamarind, Spicers Tamarind Retreat, Maleny Queensland
These story telling images of chef Rory Thorpe from The Tamarind share much more than just a headshot of a chef. They communicate a relaxed, tranquil dining environment, calmness, approachability, freshness, quality and responsive service.
2. Ray Strong, Smartline Personal Mortgage Advisers, Bulimba, Brisbane
You’re buying a home and exploring your mortgage options. Along with 50% of other home buyers, you’re considering using a mortgage broker as they offer access to a wider range of products than traditional banks. What qualities are you looking for in your mortgage broker?
Trust, sound advice, approachability, professional guidance and experience are what these images of Smartline Personal Mortgage Adviser Ray Strong convey, values consumers seeking a mortgage find reassuring.
3. The Flour Mill, Weston Milling, Moorooka Brisbane
Story telling images can communicate the culture and values in an organisation. This image inside Weston Milling’s Moorooka Mill takes you behind the scenes at The Moorooka Mill. It shows a culture where safety procedures are followed, there are harmonious relationships and older workers are welcomed.
4. Meat at Billy’s, Ashgrove, Brisbane
Service with a smile and friendly banter, that’s what’s fabulous about visiting your local butcher offering old fashioned service. These story telling images of Billy and his team at Meat at Billy’s, Ashgrove take you behind the scenes to communicate pride in their product, quality meat, and a vibrant, good humoured team ready to give you the best advice on what meat to purchase for your family.
5. Tartufo Ristorante, Emporium, Fortitude Valley, Brisbane
Shut your eyes, listen and feel the ambiance. Dining at Tartufo Ristorante at Emporium, Fortitude Valley is an experience, the sound of conversation, cutlery caressing plates, service staff enticing guests at their tables, diners enjoying dishes made with Italian passion, it’s little wonder that Tartufo Ristorante has become a must go Brisbane dining destination.
Italians are world renown for their passion for family and food. These images were captured on the night of La Famiglia Percuoco, a night where all the chefs in the Percuoco Family took their guests on an Italian dining experience. Tony briefing his front of house staff just before service share passion, care, attention to detail and inclusiveness. Armando Percuoco and Carmela Percuoco sharing their opinions (in Italian of course!) during prep has caught everyone’s attention. It’s easy to understand you’re in good hands when people care about what they do like this.
Do you have a visual strategy and images that communicate the values and beliefs you hold? Are the images you’re using inspiring vibrant, engaging content for your blog and social media?
If the images you’re using aren’t engaging your audience, let’s explore the story telling opportunities in your workplace with a free Visual Strategy Session. Simply call us to secure your Visual Strategy Session.