How to Effectively Use Stock Photos in Your Naples Marketing
Stock photos can be a valuable asset in your Naples area marketing efforts, useful in your mailers, on your website, and of course, in social media. However, simply pulling stock photos at random and plopping them into your marketing materials won’t add any value to your business.
To help you out, here’s a quick overview on how to effectively use stock photos in your marketing.
Don’t Settle For the First Image You See
Naples, Marco Island, Bonita Springs, Ft Myers Beach…all of these places are perfect for dynamic images. There is likely to be a wide variety of images that relate to your specific needs, so don’t just go with the first one you see that’s sort of close. Take your time and search for a unique image that likely has a lower usage rate. Don’t forget — your competition is likely using stock images as well, and the last thing you want is for you to use the same images. Sometimes the more expensive images are worth it.
This might seem like obvious advice considering the beauty of our local beaches, but beyond trying to avoid the most obvious or first image you see, you can also get creative with your choices. Unnatural or generic photos won’t capture your audience’s attention. Think a little outside the box and select images that really compliment the message you are trying to convey without being overly obvious.
Tell a Story
This ties into both of my points above, but you want your stock photos to supplement your content in a way that they tell the story. Your photos should be able to convey the message and emotion that your copy describes.
And yes — emotion always plays into selecting images, as your marketing will always target your audience’s emotions. Emotion plays a big role in buying decisions, so you want images that put them in the mood to make a purchase or subscribe to your emails, whatever it may be.
Since you’re telling a story through your marketing, you also want to be consistent. This is because you are building a brand through your content and images. If you are using random pictures with each different social media post, email, or blog, there will be no consistency to your story or brand. This will make your brand less recognizable to your audience, who, don’t forget, you’re hoping will be future or returning customers.
Brand recognition plays a big part in attracting and maintaining business. Stick to a consistent theme with your images, and your audience will become more familiar with your posts and materials, as they begin to recognize your brand.
Make Sure You Have the Rights to any Images You Choose
No matter what images you choose, you need to be sure that you acquire the rights to use them in your marketing materials. Images are protected by copyrights so you need to make sure that any stock images you use have had their copyrights released. Otherwise, you may unknowingly be using the creator’s images without their permission.
Most stock photos will be cleared for use, but you should always make double sure just in case.
I’ll have a lot more to say on the topic of how to use stock images effectively, so make sure to stay tuned here to the blog for more posts.