How to find and use images to boost your social marketing results
Date: January 5, 2016
Name: How to find and use images to boost your social marketing results
Presenter: Bob Garlick
Many entrepreneurs do not realize how powerful images can resonate with their audience. Moreover, with the right images, entrepreneurs can capture their focus on the messages they want to present. Vancouver Business Network invites Bob Garlick, the Chief Strategist and Creative Director of Garlick Marketing, to discuss the methods to choose the right images for entrepreneurs. In this presentation, entrepreneurs will learn the secrets of using photography on their blogs. Moreover, they will discover the best way to collaborate with professional photographers or art directors.
Bob Garlick is the Chief Strategist and Creative Director of Garlick Marketing. Garlick is also the owner of DB Communications and the CEO of Raventech Consulting. With over 35 years of photography experience, Garlick has created his unique method of using photograph to communicate with people. In addition, Garlick has published his own Podcast, such as Crazy TV Talk and Business Book Review. Garlick also involved with volunteering in the communities. His passion in photographic communication has motivated many young entrepreneurs and become a strong business model for the new generation.
Garlick believes there are 3 major advantages that entrepreneurs can use photos to resonate with their clients.
- Relevance
- Stopping power
- Illustration of concept
Traditionally, the power of image can stop clients’ attention and lead them to read headlines. Entrepreneurs can build their brand recognition with the power of image. In the generation, entrepreneurs are experiencing many difficulties due to too many irrelevance pictures from the trend of social media.
Garlick suggests entrepreneurs to use images instead of words to comment on Facebook posts. Images capture attention better than words, which makes entrepreneurs to be standout from other people on the post. This is an example of utilizing the stopping power from photographs. Therefore, stopping power is to make people stop and read, and illustration of concept is to add values to people.
Entrepreneurs should choose pictures creativity. Garlick empathizes entrepreneurs to spend less time on content and more time on pictures.
There are many online marketplace for entrepreneurs to purchase the usage of stock images. Due to competition, people are charging cheaper in difficult stock image companies. Therefore, this is an advantage for entrepreneurs.
Garlick shares a list of free stock images companies for entrepreneurs.
| Death to Stock Photos | New Old Stock |
| Getrefe | Picjumbo |
| Gratisography | Snapwire Snaps |
| IM Free | Splitshire |
| Jay Mantri | StockSnap |
| Life of Pix | Superfamous Studios |
| Lock & Stock Photos | Tookapic Stock |
| Negative Space | Unsplash |
Since there are over million of pictures to select from a single topic, entrepreneurs are spending too much time searching for the perfect picture. Garlick recommends entrepreneurs to choose the picture that works and move on. In stock images, Garlick suggests entrepreneurs not to pick pictures in the popular section because since many people are using it, entrepreneurs should pick other pictures to differentiate from others.
People visit blog posts because they have problems or pains and they are searching for solutions. Many people will click on the blog post and see if the picture is relevant to them. Garlick states there is a 15-20 seconds time frame to grab attention. Therefore, picture grabs the attention and the content will add value for solutions.
Garlick provides a 4 step approach for entrepreneurs to choose the right images that enhance their blogs. The first step is to simplify the search. Entrepreneurs should not use any terms that is too vague or general. The second step is to choose from gut reaction. The third step is do not look for too long. Entrepreneurs should only take 2 to 3 seconds to a minutes. The last step is to buy the smallest size. The size should be only 400 pixel because the larger picture will cost more and 400 pixel picture is enough for a simple blog post. Entrepreneurs should only purchase large picture if there is something in the picture background that is useful.
Many entrepreneurs choose to take their own photos. Garlick provides 3 rules entrepreneurs.
- Do entrepreneurs have the skills?
- Can entrepreneurs shoot the image fast?
- Will it keep the entrepreneurs’ post original?
The 3rd rule is the main reason why entrepreneurs choose not to use stock image. They want the picture to be standout and catch attention from other competitors.
When entrepreneurs want to collaborate with a photographer or art director, there are 4 simple approach entrepreneurs should follow.
- Find an amateur photographer
- Be organized and have clear idea
- Do all the work so they come back
- Credit the photographer
It is important for entrepreneurs to do as much preparation as possible before the photo shooting because they do not want to make photographers feel they are taking advantage of them. Moreover, entrepreneurs should always credit the photographer for their work.
The most engaging photo should be between crazy and perfect. The photo should be entertaining.
“If the picture is too perfect, it is dead”
Garlick shares 3 tips for entrepreneurs to choose images for their online advertisement headline.
Tip #1: Who are they targeting
All images have to reflect the target audience. Entrepreneurs should discover audience’s attitude and be consistent on talking about them through images. This will allow audience to stick with the images.
Tip #2: Simple is better than busy
When image has too much detail, audience will loose focus. Therefore, entrepreneurs should crop out the unnecessary details and filter out the pictures that are too busy.
Tip #3: Compliment the headline
The wording in the pictures must be relevant to the message. The word choice can act as the focus point for the advertisement.
When entrepreneurs want to test images for the best results, Garlick recommends them to post 2 advertisements with 2 different images. They will need to change the image every week and track the result daily. Afterwords, they can select the new image based on the result.
Entrepreneurs should always testing their pictures to discover the current trend in the communities. The best time frame of testing is at least 6 months. The goal is to get consistency and understand what communication resonate with the audience.
Put something out-> Get feedback-> Change it or do something else
It is important for entrepreneurs to show as an expert. Photograph can persuade the audience to get to know them.
“To produce a great advertisement is the ability to get other to trust them”
“Know how to take a great shot? know the limitation first”
Question and Answers
Garlick believes people tend to comment on social media than the blog; therefore, it is important to push blog posts into social media. The best way to organize photos is to select the right filenames. Entrepreneurs can use acronym, the name of the photo shot or the name of the colour to categorize the photo files.