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Visual Marketing Revolution, The: 26 Rules to Help Social Media Marketers Connect the Dots

By Stephanie Diamond

Published by Que

Published Date: May 9, 2013

Description

Get Straight to Your Customer’s Mind, Heart, Buy Button…Visually!

 

Skip past the filters: jump straight into your customer’s powerful visual instinct, where 83% of all human learning is processed. Craft messages that can be brilliantly expressed visually. Then, brilliantly express them. Learn the modern and timeless arts of visual persuasion from a master: Stephanie Diamond. Design irresistible visual persona. Tell masterful visual stories. Create breakthrough images, infographics, and video. Use all the visual social tools at your disposal, from Instagram to Pinterest to YouTube. Words can’t express what you need to say. Visuals will. Get this book: see how.

  • Think visually to solve marketing challenges text can’t handle
  • Utilize visual maps to craft sharper messages and strategies
  • Guide prospects on a visual journey they simply must follow
  • Make abstract ideas intensely real and tangible
  • Visually boost the effectiveness of emails, landing pages, and case studies
  • Leverage new presentation tools that go way beyond PowerPoint
  • Clear away obstacles to action with infographics, checklists, and worksheets
  • Add visuals to deepen engagement on Facebook, Twitter, Pinterest, and Google+
  • Create outstanding low-cost video for marketing and tutorials
  • Optimize your visuals for tablets and smartphones
  • Quickly improve social media performance with intuitive new visual tools

 

Table of Contents

INTRODUCTION    1

Part I: Rules for Social Media Marketers

1  RECOGNIZE THE POWER OF VISUAL PERSUASION    7

What You Need to Know    7

The Power of Visuals and Text    10

Evaluate Your Online Ability to Persuade    10

A Visual Marketing Method    13

Relationship Building    15

Scarcity    15

Banner with Story and Graphics    15

Green Attitude    16

Word of Mouth for More Social Proof    16

Liking, Belonging, and Listening to Feedback    16

Reciprocity    16

Toe in the Water    16

Social Proof    17

WIIFM    17

Authority    17

Tools to Consider    17

Ideas to Use    17

Idea Map    18

Endnotes    18

2  CREATE PERSONAS TO UNDERSTAND YOUR CUSTOMERS    19

What You Need to Know    20

Understand Your Niche    20

Speak the Language of Your Buyers    23

Use Personas to Clarify Your Target Market    24

Overcoming Obstacles    25

A Visual Marketing Method    25

Ideas to Use    29

Idea Map    30

Endnotes    30

3  SOCIAL MEDIA IS STORYTELLING, SO TELL STORIES    31

What You Need to Know    31

The Bigger Picture    32

Customers Get Swept Up    33

Why Are Business Stories Difficult to Get Right?    34

The Story Structure    35

A Visual Marketing Method    37

Capturing Existing Stories    37

Tools to Consider    39

Ideas to Use    39

Idea Map    40

Endnotes    40

4  UNDERSTAND HOW YOUR CONTENT SUPPORTS YOUR BUSINESS    41

What You Need to Know    41

How Content Fits In    42

The Power of Great Content    43

Snackable Visual Content    44

Make a Commitment    44

A Visual Marketing Method    46

Ideas to Use    49

Idea Map    49

Endnotes    49

5  TAKE BUYERS ON A JOURNEY    51

What You Need to Know    51

How We Buy Online    52

Problem    53

Personas    54

Options    55

Details    55

Buy    57

Satisfaction    57

A Visual Marketing Method    58

Ideas to Use    59

Idea Map    60

6  CONNECT USING COLLABORATION’S MANY FORMS    61

What You Need to Know    61

Forms of Collaboration    62

In-House Collaboration (Employee to Employee)    63

Co-Creation (Employee to Customers)    63

Crowdsourcing (Company to Experts)    65

Crowd Funding (Experts to Customers)    66

Ideas to Use    67

Idea Map    68

Endnotes    68

7  KNOW YOUR CONTENT    69

What You Need to Know    69

Topic Inventory    71

A Visual Marketing Method    72

Ideas to Use    74

Idea Map    75

Endnotes    75

Part II: Tools to Help You Create Your Visual Marketing

8  WHAT YOU NEED TO KNOW    79

Why Mind Maps Intimidate Some People    80

Principles of Good Mind Maps    81

Using Mind Maps for Online Marketing    82

Mind Maps Are Useful for Work Groups    83

A Visual Marketing Method    84

Tools to Consider    86

Ideas to Use    87

Idea Map    88

Endnotes    88

9  MAKE IDEAS TANGIBLE    89

What You Need to Know    89

Create Artifacts    91

Benefits of Tangible Ideas    92

Making Your Ideas Visible    92

Physical Tools That Make Ideas Visible    93

A Visual Marketing Method    97

Tools to Consider    99

Ideas to Use    100

Idea Map    100

Endnotes    100

10  USE DIAGRAMS AND OTHER DATA VISUALIZATION TOOLS TO EXPLAIN MARKETING IDEAS    103

What You Need to Know    103

Benefits of Diagrams    105

Types of Diagrams to Consider    106

Tools to Consider    110

Ideas to Use    111

Idea Map    111

Endnotes    112

11  USE VISUAL GUIDES THAT BUILD ON KNOWLEDGE    113

What You Need to Know    113

Types of Templates    114

Structures for Business Writing    117

Design Templates    117

Checklists as Guides    118

Make Checklists Valuable    120

Tools to Consider    120

Ideas to Use    121

Idea Map    121

Endnotes    121

12  USE VISUAL PRESENTATIONS TO CONNECT WITH AN AUDIENCE    123

What You Need to Know    123

Smarter and Better    124

Understanding the Lizard Brain    125

Look at Examples    126

Tools to Consider    127

A Visual Marketing Method    129

Ideas to Use    132

Idea Map    133

Endnotes    133

Part III: Content to Get Customer Attention

13  EMAIL IS STILL A POWERFUL VISUAL MARKETING TOOL    137

What You Need to Know    137

Using QR Codes    139

Finding Images    141

Tools to Consider    143

A Visual Marketing Method    143

Ideas to Use    147

Idea Map    148

Endnotes    148

14  SPREAD YOUR MESSAGE WITH INFOGRAPHICS    149

What You Need to Know    149

Why We Love Infographics    150

Look at Examples    153

Tools to Consider    154

A Visual Marketing Method    155

Process You Can Try    155

Ideas to Use    158

Idea Map    159

Endnotes    159

15  DEVELOP CASE STUDIES AND REPORTS WITH VISUALS    161

What You Need to Know    161

Resources for Examples of CSR    162

Finding Your CSR Online    163

A Visual Marketing Method    165

Ideas to Use    171

Idea Map    172

Endnotes    172

16  DIGITAL PUBLISHING AND EBOOKS ARE HERE NOW—USE THEM    173

What You Need to Know    173

A Visual Marketing Method    174

Purpose/Revenue    175

Content    178

Document Conversion and Distribution    179

Added-Value    181

Promotion    182

Importance of Book Cover and Visuals    183

Ideas to Use    185

Idea Map    186

Endnotes    186

17  ROCK YOUR VISUAL BRAND ON SOCIAL MEDIA    187

What You Need to Know    187

Analyzing Your Brand    190

Visual Expectations    195

A Visual Marketing Method    198

Ideas to Use    198

Idea Map    198

Endnotes    199

18  LANDING PAGES WON’T PERFORM WELL WITHOUT VISUALS    201

What You Need to Know    201

About Landing Pages    202

Rules of Persuasion    203

Mechanisms of a Landing Page    204

Components    205

Where Are Buyers in the Journey?    205

Effective Handshake    206

Email Marketing    206

A Visual Marketing Method    207

Basecamp Software    207

WorkFlowy    209

SEOmoz    211

Tools to Consider    213

Ideas to Use    214

Idea Map    214

Endnote    214

PART IV: Tactics for Social Media Platforms

19  VISUALS ARE A MUST ON FACEBOOK    217

What You Need to Know    217

A More Visual Facebook    220

A Visual Marketing Method    222

Ideas to Use    228

Idea Map    229

Endnotes    229

20  USE TWITTER TO LINK TO VISUALS    231

What You Need to Know    231

A More Visual Twitter    233

Tools to Consider    237

A Visual Marketing Method    239

Ideas to Use    242

Idea Map    242

Endnotes    243

21  INSTAGRAM IS GREAT FOR QUICK VISUALS FROM YOUR MOBILE    245

What You Need to Know    245

A Word about Captions    248

Why Instagram Is Great for Social Media    248

What Should You Promote?    251

A Visual Marketing Method    251

Using Instagram Photos as Part of a Business Plan    253

A Healthcare Company Educating People Around the World    254

Ideas to Use    255

Idea Map    256

Endnotes    256

22  USE PINTEREST AS A MARKETING HUB    257

What You Need to Know    257

Pinterest for Business    259

Value to Your Customers When You Use Pinterest    261

What Makes Pinterest Great for Social Media?    262

Tools to Consider    266

A Visual Marketing Method    268

Ideas to Use    271

Idea Map    272

Endnotes    272

23  TUMBLR MAKES IT EASY TO SHARE VISUALS    273

What You Need to Know    273

Getting Started with a Tumblog    274

Blog Types    275

Posting    275

Curation    276

Why Tumblr Is Great for Social Media    278

Tools to Consider    280

A Visual Marketing Method    280

Themes/Branding    284

Promoting Your Tumblog    285

Ideas to Use    285

Idea Map    286

Endnotes    286

24  GOOGLE+ IS MORE VISUAL THAN YOU THINK    287

What You Need to Know    287

Getting Started with Google+    289

Why Google+ Is Great for Social Media    291

Tools to Consider    292

A Visual Marketing Method    293

Ideas to Use    296

Idea Map    297

Endnotes    297

25  MOBILE APPS PROVIDE VISUAL OPPORTUNITIES    299

What You Need to Know    299

Can Visual Reinvention Work?    301

Tools to Consider    303

More productive    303

Educate and Entertain Your Customers    307

Encourage Staff Collaboration    309

A Visual Marketing Method    310

Capturing Your Handwritten Notes    312

Social Media Sharing    313

Ideas to Use    314

Idea Map    314

Endnotes    315

26  YOUTUBE IS THE PLACE TO VIEW VIDEOS    317

What You Need to Know    317

Getting Started with YouTube    318

Why YouTube Is Great for Social Media    321

Promotion    323

Tools to Consider    325

Screen Recorders    325

Advanced Software    325

Animated Videos    326

A Visual Marketing Method    327

Ideas to Use    328

Idea Map    329

Endnotes    329

INDEX    331

Purchase Info

ISBN-10: 0-13-325970-6

ISBN-13: 978-0-13-325970-4

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