Marketing images aren’t just decorative features on a website or social media post – they help to define a brand’s message. When you use the right visuals, you can capture the attention of your audience and turn a marketing strategy from good to unforgettable.

In this post, we’ll look at the purpose of marketing images, the different types, and how to use them to make your marketing efforts stand out.

What Is the Purpose of Marketing Images?

At the heart of every successful marketing campaign should be a story, and marketing images help to drive this story home. The human brain is able to process entire images in as little as 13 milliseconds, which is 60,000 times faster than we process text. That means images are a fantastic way to capture your audience’s interest and convey your message quickly and effectively.

Benefits of Marketing Images

Visual elements can be useful tools that can turn prospective customers into long-term advocates of your brand. Let’s explore the benefits of marketing images and how they can work to your advantage.

Images Are Memorable

As we’ve touched upon, our brains are wired to process and retain visual information much more efficiently than text. An impactful image can stick in a person’s memory and make your entire brand more memorable – when someone recalls a marketing image, they can also recall your brand.

Images Keep Readers Around

Browsing a website or scrolling through social media full of dense text can be off-putting for many. Including exciting images breaks up that monotony and adds an aesthetic appeal, keeping readings on your page longer. This increased dwell time can improve the overall user experience and boost your website’s search engine ranking.

Images Communicate Faster

Time is fleeting – especially in the digital world. Images can help communicate complicated messages quickly and precisely. Ever heard the saying, “A picture is worth a thousand words?” This format of communication can transcend language barriers and can convey emotions, context, and ideas with just one glance.

Images Help Make Sales

High-quality, relatable images can influence purchasing decisions by helping customers visualize your products or services in their lives. They can show off the benefits and trigger emotions linked to owning or experiencing what you have to offer. Images can guide customers along the sales funnel toward making a purchase.

Images Boost Open and Engagement Rates

With email marketing images and social media images, these can be the key to higher open rates and engagements. According to Constant Contact, emails with three or fewer images and around 20 lines of text result in the highest click-through rates. And according to Twitter, 97% of people focus on visuals on the platform.

Different Types of Marketing Images

The imagery you choose can speak volumes about your brand, and there’s a range to choose from to match your tone and message. Here are the most common types of digital marketing images:

1. Stock Photos

Source: Unsplash

Stock photos are ready-made images that can be sourced from various online libraries – they can be completely free or paid but come in different licensing types.

• Editorial use – Made for non-commercial use in publications like magazines, blogs, and newspapers, with the intent to inform and not to sell.
• Creative Commons – Images that are free to use with proper credit.
• Public domain – Images with no copyright restrictions and are free to use for any purpose.
• Rights-managed – A license that allows for one-time use, with restrictions on duration, location, and type of use.
• Royalty-free – Images that can be used multiple times after paying a one-time fee.

2. Branded Images or Graphics

Source: Unsplash

Branded illustrations are custom-made images that use your company’s colors, logos, and styling. They’re particularly useful for establishing consistency across all marketing materials.

3. Infographics

Source: HubSpot

Infographics are visual representations of data made to present information clearly and quickly. Especially when you need to break down complex information, these digestible, engaging visuals can highlight key facts and statistics.

4. GIFs

GIFs are short, repeating animations that add a dynamic element to your content. They’re a hybrid of image and video and a great way to grab attention and add a touch of humor.

5. User-Generated Content

Source: Meltwater

User-generated content (UGC) are photos or videos created by customers using your products or services. They’re seen as a highly authentic form of marketing imagery as they show real-life applications of your product and can build trust through the endorsement of actual users.

How to Use Images in Marketing Campaigns

Integrating images into your marketing campaigns requires using those visuals strategically to enhance your message and connect with your audience. Here’s how to use images in the following places:

Images on Social Media

Social media is extremely visually driven. Even the professional networking site LinkedIn sees a 98% higher comment rate with posts that have images.

Be sure to use high-quality, eye-catching images that align with your brand. Tailor the image size and style to fit the platform’s best practices, and use images that provoke emotion or curiosity to boost reach.

Images in Emails

Images can be used in marketing emails to break up blocks of text, making the email easier to read. Use product images to visually support the content or tell a story, and be sure the images are optimized for email. They should load quickly and be viewable on all devices.

Images in Blog Posts

Inserting images into blog posts works to enhance the reader’s experience. Relevant images should illustrate key points and even provide examples that complement the text. A hero or featured image can also serve as the face of your post when shared on social media platforms.

Images with Products

Product images are most important in online retail and can highly influence purchase decisions. Having a variety of product images, including lifestyle shots and 360-degree imagery, can allow customers to visualize the product clearly, just like with an in-store experience.

How to Create a Good Digital Marketing Image for Your Business

Creating an effective marketing image requires an eye for design as well as strategic decisions. You’ll want to convey your message in a visually appealing way while sticking to your brand identity. Keep the following tips in mind:

• Think about your main message
• Consider your brand’s colors and fonts
• Use high-quality images
• Keep it simple and focused
• Be mindful of composition
• Understand your audience
• Keep file sizes in check
• Be original

Best Marketing Image Design Tools

Discuss the following image design tools. For each tool, include a link & a screenshot + describe its key features.

1. Visme

Source: Visme

Visme is a versatile online tool suitable for beginners and seasoned designers. It’s especially known for:

• Data visualization – Powerful capabilities to create infographics, charts, and data widgets
• Interactivity – Include video, audio, and other interactive elements
• Brand kit – Users can save brand assets for consistent design

2. Canva

Source: Canva

Canva is a crowd-favorite thanks to its user-friendly interface and broad functionality. Its features include:

• Wide range of templates – Canva offers a range of pre-designed templates for all kinds of visual content
• Drag-and-drop editor – Easily drag and drop design elements, making complex designs achievable for non-professionals
• AI image generator – Users can create unique images based on textual descriptions

3. Boosted by Lightricks

Source: Boosted

Boosted is a design tool designed specifically for social media marketers and content creators. It stands out as a video-based platform with the following features:

• Video creation – Specializes in easy-to-use video editing and ad creation with stylish templates
• Customization – Offers a host of customization options for colors, text, and music.
• Social optimized – Provides templates and export options tailored to specific social media platforms’ requirements.

Final Word: Elevating Your Brand with Marketing Images

Marketing images help to define and elevate your brand’s presence both online and offline. But in the digital age, capturing your audience’s attention has never been more important.

Using the right tools and approaches, you can create visuals that convey your message effectively and leave a lasting impression on consumers.

Next Steps: What Now?

• Learn about some SEO Basics to Optimize Your Website for Success
• Brush up on some On-Page SEO Strategies to Optimize Your Website Performance
• Opt for one of the Best Website Builders of 2023 to boost your online presence

Learn More About Marketing

• What Is Marketing: Definition, Purpose, and Best Practices
• What Are Marketing Channels: Definition, Types, and Examples
• Seasonal Marketing: What It Is, Benefits, & Campaign Ideas
• Guide to Outsourced Marketing (with Definition, Benefits, and Tips)
• Word-of-Mouth Marketing: Definition, Strategies, and Examples
• 45 Inexpensive Marketing Ideas Proven to Grow Your Business
• Complete Guide to Generational Marketing (with Tips and How to Use)
• What Is Marketing Automation: A Complete Guide with Tips, Tools, and More
• Coupon Marketing Guide with Tips, Best Practices, and Strategies
• Guide to Video Marketing (with Best Practices, Examples, and Benefits)
• What Is Retail Marketing and Why Is It Important?
• Marketing Strategy vs Marketing Plan: Differences plus Examples