Editorial
Marketing is tough. Among many other shortcomings, the effectiveness of marketing is not always easy to judge, and it is difficult to know when and where to market.
The biggest problem with marketing, however, is not inherently related to marketing.
The biggest problem is marketers who claim to know the best way to market any given product. The only certainty in marketing is that nobody really knows the perfect way to do it.
The Magic of Visual Storytelling
There are many different, if not infinite, ways to promote and sell products, and this is especially true in the digital age.
The world is constantly evolving, and so are the technologies that consumers are using to interact with products.
While this makes marketing more complicated than it used to be, there are still some things that you can do to ensure you reach the right people in the right ways at the right times, and one of them is visual storytelling.
Content Marketing Has Evolved
To put it simply, advanced content marketing is essentially promoting/selling your product without actually selling your product.
Perhaps one of the most well known examples of content marketing is the involvement of Procter & Gamble within the soap opera world.
For those who do not know this fun fact, Procter & Gamble originally produced and sponsored the first radio soap operas in the 1930’s as a means to promote their cleaning products to mothers who were at home cleaning. P&G is still involved in soap operas to this day, albeit to a much lesser degree than they used to be.
The bottom line of this is that a company that sells consumer goods saw an opportunity to get their brand and products in front of their target audience at a perfect time, and they did not care that this meant getting involved in the completely unrelated field of the entertainment industry.
Keeping it Interesting on Instagram
Being able to identify with your customers is important, but your customers being able to identify with your brand is more important than anything else in the marketing world. Today one of the most effective methods to doing this is through Instagram.
This concept remains true even if your target demographic does not use Instagram heavily simply due to the fact that Instagram is the fastest growing social media platform, and Instagram is also highly effective with brand engagement.
This makes good Instagram use vital to “boring” industries. Take Wells Fargo for example.
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Banking is not exactly a sexy industry, so they feature popular athletes like Rory Mcllroy, and trendy music festivals like Stagecoach in their Instagram posts.
The Wells Fargo Instagram account also uses hashtags appropriately as well. This includes using “#tbt” (throwback Thursday) to accompany photographs from their archives. Bravo, Wells Fargo.
Undullify brings up several other interesting B2B Instagram examples that you should check out here.
Anyone Can Get Started in Visual Storytelling
Visual storytelling isn’t just for the biggest and most exciting brands — even the “dull and boring” have a hand in the beautiful world of visual storytelling.
Faxing, for example, isn’t the coolest new tech toy, alcohol brand or fancy new apparel on the street.
Even if you think it’s dull and boring, electronic faxing is a big part of many areas of business that you may not have realized. To understand these concepts further, take a look at this infographic that eFax commissioned.
What Will You Do to Stand Out?
How will you make your mark on the world with visual storytelling? Would love to hear from you in the comments.
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