If you're using stock photography in your digital marketing, it's important to choose the right images.
Entrepreneurs and small businesses concerned about their branding face a consistent challenge in picking the best photos to ensure that their blog posts, websites and fliers all visually work together, said Serban Enache, CEO and founder of the stock photo and image service Dreamstime.com.
"Choosing the right stock photography is vital for a business that wants to represent itself in a professional manner and to establish a consistent and modern brand image," Enache told Business News Daily. "Quality and vibrant imagery can play a major role in the overall success of your brand."
To help small businesses, Enache offers seven tips for choosing the right pictures to represent the company's brand:
- Pick a vibrant photo: A vibrant and attractive photo will attract more attention than a drab or dated picture. You want bold colors that match your brand imagery and photos that suggest action and excitement. Subconsciously, by choosing the right mix of photos, you are telling the viewer that you care about your brand, a feeling that can promote positive views of your product and services.
- Consider your audience: The audience's preferences and needs should always come first. You want to capture their attention, but then draw them into some sort of action. Review demographic data to be sure your imagery is contemporary to the audience's age and income ranges.
- Use high-quality, high-res images: You can't get away with pictures taken at low resolution. The brand image takes an immediate hit.
- Engagement, not annoyance: Pick photos that will engage your customers and foster conversation, but don't choose inappropriate or offensive imagery that can create the wrong kind of buzz.
- Stay within the law: Using unlicensed photos carries a high risk, so it is important to only use legally downloaded images.
- Choose relevant images: The images you use on your site and collateral need to relate in some way to your main offerings, whether literally or symbolically.
- Use creativity: In the age of social sharing, use creativity and a sense of fun to increase the odds of users sharing your imagery across social networks.