As a marketer I am a very visual person. Images speak to me much faster than words. I imagine that this is the same for many of you. For example, what was the main reason that you clicked on this article? Was it my subject line that we’ve read variants of for a hundred years, or was it the picture?
I was recently reading a few articles that talked about the top online marketing trends for 2014 and I was shocked to find out that there was nothing really new or shocking. The articles talked about tactics like content marketing, social media marketing, less is more marketing, and image-centric content. All these ideas have been around for many years but are we using them as effectively as we could?
The one tool that I feel like very few marketers are using to the full potential is imagery. Not only does a great image help your websites and marketing collateral stand out, but it can really help you gain an edge in an increasingly difficult web marketing landscape. Here are a few ideas to help you create and make the most of online visuals for multifamily marketing.
Optimize images for SEO
The craft of Search Engine Optimization is an ever-changing art that requires creativity and continuous attention. One area that SEO practitioners tend to overlook is how the metadata and url structure of the images can impact results with Google.
A couple of things that you can do in order to make more out of your images could include using very specific keywords in the image file name, using the right anchor text, and creating descriptive alt text phrases. One area you will want to be very cautious to avoid is over-cramming too many terms into these areas. Be sure to use descriptive text that fits the images, not just random keywords that you think the search engines will pick up on. If you over-saturate these areas it will actually work against your SEO. Use descriptors that are specific to your chosen images and your properties will be easier to find for your future residents.
Custom Design Work
Another area that can help your images really stand out on your websites is having a designer create custom designs and logos that showcase your brand identity. Now, I know that not every property manager has a graphic artist on staff, but it is a fairly easy process to have a designer create images and have a photographer take professional shots of your property.
The returns for a small investment can be impressive if you are willing to take the time to choose the right images that speak to potential residents. Be sure to showcase the images that resonate with your target customer. It is also important to remember the tips mentioned above such as the alt tags and url structure when you are integrating these new images on your apartment websites.
The popularity of infographics has grown exponentially over the last couple of years. To me infographics have (thankfully) overtaken the white paper as the best way to showcase complicated data in a consumable way. Creating a compelling infographic might be one of the most difficult things to do as a marketer. The best place that I’ve found to start is discovering what data you have available. Most organizations are collecting data about customers and products all the time. The hard part is trying to unearth the right data at the right time.
Take the first step and find the data that is easily accessible. For apartment communities, why not start out with the benefits of your property and tie that to the demographics of your current residents? With this data you can showcase several data points to your potential residents in a quick, consumable way. Infographics don’t need to contain 50 data points to be relevant. Create a compelling infographic with two or three data points and you’ll be amazed at the impact can have.
These are just a few (random as they may be) tools that you can use to get the most out of your marketing imagery. I know it’s cliche’ but pictures and images really can say 1,000 words if they are used correctly. Take a few steps, try out a few ideas and see how they can really benefit your marketing and your business.