Tuesday, October 18, 2011

Original Content for Standout Website Performance

If you're serious about the ability of your website to convert casual browsers to registered customers, you're always on the lookout for digital marketing tips and advice that improves the performance of your goal conversions. Of course, if you don't have Google Analytic's, Hubspot or some other measurement tool for understanding your website performance, this article is going to be irrelevant to you.

I always harp on the need for every business to get away from using stock photography images to represent your business. While stock photos may be inexpensive, chances are that your competition is using them too - and what individual is going to trust a person or a business if they're not willing to put their own face "on the cover"? Also, using unoriginal content decreases your Google ranking score, as Google recognizes the content and excludes it from their algorithm.

One way I help businesses with building original content, in the way of images, is adding a moving element or animation to the static image. This process is actually converting your original content JPEG to an animated GIF within Adobe Photoshop. The effect may look gimmicky but the visual recall of moving versus static images is in the order of 170%, according to the latest Adobe research for their retail shopping content management system, Scene7. They poll thousands of people around the world to collect stats like this, so you know you can trust what they have to say.

This flashing "M" logo is a basic animated GIF and a great example of what I am talking about here. This started as a two dimensional graphic design that is now a shining visual beacon that entices the audience to take notice, while burning the logo into your memory.You may have also seen other examples of the "M" logo throughout my original content images website "waving" in the breeze like a flag. I've used this method time-and-again because I believe in the power of enhanced brand recall, especially when using the motion element.

If your business brand could do with better visual recall or needs an overhaul of original content to improve goal conversions, contact me at m@markhamimages.com for a digital marketing strategy designed for standout performance. There's no situation that I can't find an improvement solution for - ask for a free initial consultation to get the conversation started.