If you’ve been online for any length of time, then you’ve probably noticed that images are becoming more and more prevalent. In the early days of the Internet, images were used primarily as a way to capture attention. Once they did that, they were pretty useless. Even then, it was not uncommon to find pages and pages of content with no images at all. Today, it’s getting harder to find such anomalies.
Images are important, but they’re not just to capture attention any more. They often serve a broader purpose.
For instance, infographics are images that tell a story. You can actually build a web page with no textual content and say much more with the string of images as story. Your challenge then is to drive targeted traffic to that image.
Images serve another purpose, however. They not only enhance the content on your page, but they can actually enhance your search engine optimization.
There’s more to it than simply splashing an image on a page and adding an alt tag to describe what that image is for. The search engines are now associating images with the surrounding content. This sort of contextual analysis is going to get even better. Welcome to the semantic web.
Getty Images recently announced that you can embed images onto a web page. You can now have free images with credits and SEO value added to your content with a simple click. That’s not bad.
More than anything else, headlines determine whether or not readers will click through and read your content. This is true whether your content is a blog post, a static web page, a social media page, paid advertising, or something else. It doesn’t matter what format your content takes, the headline is one of the most important elements on the page.
A good headline does several things well.
- For starters, it grabs readers’ attention. It’s got to be enticing enough to compete against other headlines, moving images, and shiny objects.
- A good headline also promises a benefit. Tell your readers why they should click the link and read your content.
- It contains an emotional trigger tied to the benefit. The best headlines make the reader click because they have a vested interest.
- Another thing a headline should do is create an incentive to share. You want your reader to read your content, but you also want them to share it. Your headline will play an important part in that.
- It should also be straightforward and honest. It should tell the reader precisely what your content is about without being misleading.
Hopefully, you see the importance of writing good headlines. If you don’t, you may not get many readers. It’s one of the most important elements on any web page.
One area of business marketing that is growing more popular, as well it should, is the use of case studies.
Case studies are powerful marketing tools because they allow you to use the success of your customers for marketing your business. People love to listen to the testimonies of others. In fact, personal testimonies are powerful because they add credibility to your reputation as well as your products and services.
Even in today’s social media and search engine business environment, word of mouth is still the best advertising. A case study is an organized word of mouth campaign. And it’s very effective.
First, identify a handful of your customers who have used your product or service to solve a problem. Make sure they are a customer who had a specific problem to solve before using your product or service and used your product or service to solve that problem. Then have someone interview that customer to uncover the facts of their particular case. You can then write that customer’s story to highlight the benefits of using your product or service. It’s a valuable marketing tool.
Case studies can be used as free downloads or you can sell them as educational tools. Either way, you provide awesome benefits to your potential clients, who might be interested your brand.