It is time to take visual communication more seriously: 83% of learning occurs visually, we remember 80% of what we see and just 10% of what we hear, and 67% of people find visual communication more persuasive. Visual communication plugs straight into the brain’s emotional centers to switch on all kinds of beneficial light bulbs. This presentation looks at how visual communication can be utilized to create more effective marketing and sales content.

1. Online Spaghetti Demystified - untangling the
role of visual communication in online marketing.

2. For businesses THE WEB can sometimes be
as confusing as spaghetti in a washing
machine.

3. Business is supposed to be really a simple
process:
• Identify a pressing need

4. • Get people to buy into your solution

5. • Make a profit from it.

6. Let’s start with the buying process:

7. The main purpose of your WEBSITE is to convince
people to buy from you…

8. and not your competition.

9. However, you will not be effective at convincing
anyone if you just shove a brochure in their face as
most sites do.

10. If your site is going to SELL it needs to conduct a
personal, meaningful and convincing
conversation with visitors…

11. …just like a top SALESPERSON would
do.

12. The best way to do this is to focus on
SELLING SOLUTIONS:

13. • First you need to identify the visitor’s
particular PROBLEM.

14. • Then enlighten the visitor about the
IMPACT of that problem.

15. • And follow up with the SOLUTION you
have to that problem.

16. As you’ve got very little time to get them to take
action, you need to use visual-driven content to
get your message through.

17. This is proven to be as much as 30x more
engaging than using text alone.

18. Now they’re interested in your solution
you want to guide visitors through your
sales funnel of awareness,
consideration, preference and sales.

19. Your website as a sales tool, should provide high-
value content to address four basic decision-
making needs:
• People want to understand the solution you
offer.
• They want proof that the solution works.
• They want to trust you can deliver on your
promise.
• And they want to feel good about dealing with
you.

20. To fulfill these needs you should use:
• InfoGraphics, animation, video and blogs to
help them understand
• white papers and case studies to prove the
point
• testimonials and references to build trust
• and the feel good factor comes from your
brand look & feel, easy access to
information and the quality of presentation.

21. Information overloaded visitors should have a
personalised journey through the sales
funnel, finding the information they need
quickly and easily.

22. Create high-quality, visual content for lead
conversion and repurpose this for lead
generation content.

23. Get more mileage out of your visual content by
distributing it across as many channels as possible:
• Your video and animation are uploaded to portals
such as YouTube and Vimeo.
• You repackage the video assets into an InfoGraphic
that is uploaded to image-sharing sites such as
Pinteres, Behance and Tumbler.
• Those same assets go into a slide presentation that
is uploaded to sites such as SlideShare and
Pinterest.
• And get even more mileage by repurposing it as
conversation starting images for Facebook, Twitter,
and Google+, LinkedIn and guest blogs.

24. Attract additional awareness by
running paid advertising campaigns
on Google AdWords, LinkedIn and
Facebook. Set up some PR
campaigns for this purpose. It is up
to you to start the conversations.

25. The purpose of all this lead generation activity is
to attract traffic back to your website as well as
your social media communities such as LinkedIn,
Google+, Facebook and Twitter.

26. Engage with your followers on social
media communities on a regular basis by
sharing valuable and relevant information
and encouraging them to engage with and
share those conversations.

27. If done correctly the effectiveness of your
lead generation activities will cause a
stampede of traffic to the website.

28. As your website is already focused on
selling it will convert a good percentage
of those to sales.

29. Through all this you should measure and analyse
impact and content performance to optimize all
aspects of your marketing and benchmark your online
presence against competitors.

30. We hope this goes some way to untangling the
interlinked strands of spaghetti that are the
wonderful opportunities you have to create
success for your business online.

31. Brought to you by WAKSTER
Masters of Visual Communication
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