The 5 Most Notable Benefits of Media: How Imagery is Used to Increase Sales and Satisfaction Rates

Published on: 5th January 2014

With the way the Internet and television has changed our society it is rather obvious that media has a more powerful ability to capture attention and influence people than written content. After all, it takes less time and effort and is generally more enjoyable to view media content than it is to focus on reading a lengthy page. With the relatively recent advent of social networks, media-sharing has been taken to the next level and a new type of media referred to as “social media” has emerged.

Here are 5 of the most notable ways imagery is being used to increase sales and satisfaction rates through social media:

1. Demand Generation and Crowd Captivation

When people see a well-produced video, infographic, or annotated photo representing your company it tends to project professionalism, and if the content of the media is appealing enough then it will do an excellent job of generating demand. This initial step is perhaps the most important in marketing because without a significant demand to drive sales and conversions your entire endeavour will be futile.

Fundamentally, video is more captivating than text because it is easier to process and understand. It doesn’t take as much time, concentration, or effort for a person to watch a video in comparison to say clicking on a banner ad or calling a number on a billboard. In fact, in most cases people want to watch a video, especially when it has a good title that is relevant to the topic they're already interested in at the moment.

2. Building Authority

Establishing your site as an authority is imperative if you want to be respected and talked about in social circles. Media done right sends out the message that you are not a novice or newcomer but a reputable source of information, products, or services. In addition to being visually appealing media also gives you the opportunity to squeeze a lot of data into very little time or space.

3. Pitch Presentation

Okay we've illustrated that media is used to attract visitors and instil trust, but to finish what you've started you then have to convince them that your offerings are better than the competition’s; this is where video can drastically improve the efficacy of your “sales pitch.” This year the most influential B2B businesses will be using product trailers, sales presentations, and comparison videos to highlight key features and sway prospects in their favour.

4. Providing Visual Support

B2B companies are increasingly using media to improve support by publishing video tutorials that offer convenient guidance and portray more professionalism than a standard FAQ section. Also, screen recording apps have made it possible for companies to provide hands-on remote assistance accompanied by chat and/or video conferencing.

In 2011, only about 10% of B2B businesses used virtual conferencing; by 2012, that number rose to 28%. At that rate, it is expected that more than 40% of B2B companies will be using video conferencing by the end of 2013. As the Internet continues to integrate itself into our everyday lives we’re starting to remove the visual boundaries that have conventionally been associated with digital communication and customer service.

5. Boosting Engagement Rates

Perhaps the most powerful attribute of online video is its ability to simplify concepts and educate large numbers of people. Not everyone has the time to a read a chapter on a particular subject, but most people are willing to spare 5 minutes of their time to watch a video clip that could wind up being just as informative.

With that said, companies will continue to use video’s outreach capabilities to encourage their audience to engage. When you’re able to illustrate that you’re not only knowledgeable but also generous with your expertise, businesses and individuals will start to turn to you for solutions. More and more companies are running their own video blogs, starting YouTube channels, and distributing product trailers to the most popular video sites.

A direct correlation has been shown between the frequency of releasing quality video content and rising customer engagement rates, especially when the media is shared through multiple social networks. The transparency that video creates usually gives viewers the confidence to interact and voice their opinions more. Wise marketers learn to build brand trust by taking the time to answer questions in the comments below videos, encouraging people to subscribe to their channel, and producing new videos based on viewer recommendations.

If you're interested in creating and distributing exceptional media to spread awareness about your company or website, feel free to contact me for a free consultation.

Adam Livermore

Adam Livermore

Author Adam Livermore is the Director of Consult3 Ltd a Preston (Lancashire) Based Online Marketing Consultancy. He has been involved in online marketing and web since 2003 and offers Training, Consultancy and Project Management for Businesses wanting to improve their online footprint, increase leads and convert more of their website visitors. View my services for more details