Using images. marketing toolkit. Telling the Ceredigion story

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Shanna Cameron
5 years ago
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marketing toolkit 03 Using images Engaging imagery is both a fantastic source of content for social media and a great way to present your business to potential customers, showing them exactly what

1 marketing toolkit 03 Using images Engaging imagery is both a fantastic source of content for social media and a great way to present your business to potential customers, showing them exactly what you have to offer. Photographs and videos are instantly eye-catching, engaging and a picture is worth a thousand words as the saying goes. Telling the Ceredigion story Ceredigion is a very photogenic county full of character, defined by varied landscapes and seascapes that change with the seasons; exciting, colourful and quirky events; and amazing wildlife, providing a host of opportunities to capture memorable moments and creative images. It s as invigorating as it is thought provoking, calming as it is intriguing. Think how you want people to feel about your business and the area. Imagery will work best in most cases when the customer can relate to or imagine being there themselves. To capture the essence of Ceredigion as a destination, and support the promotion of your business, consider: As well as making it about your business, try to showcase your local community and the wider Ceredigion area too. It will help reassure your visitors that it s an area worth visiting, with plenty of things to do and enjoy. Discover Ceredigion Marketing Toolkit // // Using images 10

2 Using images that promote Ceredigion as a fresh and healthy destination from its beautiful open spaces and natural environment through to good, locally sourced food. Being quirky we want to show Ceredigion as a destination that has a sense of fun and adventure, therefore images and videos that show this are always welcomed. Sourcing imagery You may be a casual smartphone snapper, a skilled amateur photographer or have no experience at all, but think of what you re going to use the image for before deciding on how best to source it. If it is for social media, especially if it s about capturing the moment, then you don t necessarily need the highest picture resolution many smartphones produce reasonably high resolution images. Do think carefully about the composition and content of your image for example: check what s in the background, sometimes moving a car or a flowerpot with plants that have finished flowering can make a difference! However, for promotional material such as a website it s worth hiring a professional photographer to make sure images are of the appropriate quality and to capture the right mood and feel for your business, using lighting and other photographic techniques. There are many excellent professional photographers active in Ceredigion with different specialisms - make the most of their expertise. Tip Remember all your images are used for a purpose and show your business and the wider region, in the best possible light be it from the lens of a hired pro or the back of your own smartphone. The Discover Ceredigion website has a gallery of free images for you to use on any platform you wish. Alternatively, consider searching for individuals on Facebook, Flickr and Instagram, as well as local photographers, to see if you can use any of their images. Search keywords and hashtags across these sites to find what you re looking for. Remember that if you do use an image from these sites to get the appropriate consent and to acknowledge the source. Tip Does your business or building have history? Now and then images are very popular and the People s Collection has a wealth of images of places, people and objects. For guidance, here is a selection of images under the following categories that can be used for inspiration when taking new photography or video. Discover Ceredigion Marketing Toolkit // // Using images 11

3 01 Coast Discover Ceredigion Marketing Toolkit // // Using images 12

4 02 Countryside Discover Ceredigion Marketing Toolkit // // Using images 13

5 03 Activities Discover Ceredigion Marketing Toolkit // // Using images 14

6 04 Culture Discover Ceredigion Marketing Toolkit // // Using images 15

7 05 Sports Discover Ceredigion Marketing Toolkit // // Using images 16

8 06 Events Discover Ceredigion Marketing Toolkit // // Using images 17

9 07 Heritage Discover Ceredigion Marketing Toolkit // // Using images 18

10 08 Family Discover Ceredigion Marketing Toolkit // // Using images 19

11 Using imagery Here are some handy ways in which you can use imagery in your marketing mix: Give your business an identity Every business should be aware of their style and personality, which, combined with the perception customers have of the business, its products and service, becomes your brand Showing your business in action will give your customers a much better perspective of what you re about. Ask yourself how you can show your business in the best possible light and what makes you visually appealing? Be it images of delicious food, luxurious surroundings, breath-taking vistas or adrenalin-induced activities entice potential customers by showing exactly what you have to offer and what they can expect if they choose to visit you. Show them that you understand them and that you re thinking of them in everything you do. Encourage others to share their photos of your service or product Encouraging customers to share fun and attractive images of their visit to you will help generate a positive buzz around your business. Display your business social media account addresses to remind them of where they can post their images. Happy customers will be your most powerful ambassadors. With the word of mouth recommendation of satisfied customers, the more likely you are to attract similar, new, customers. Give your business context Promote your area in its entirety, and everything it has to offer your potential visitors. Think of local walks, viewpoints, events (including charity events that you support, such as local charity tractor run - a quirky and colourful spectacle for visitors) and voluntary work you may do, perhaps with wildlife or path maintenance, or providing seasonal flowers from your garden for your local church or chapel which is open to visitors. Photo albums According to social media observers, photo albums get 180% more engagement than regular photos. Grouping images together in albums makes it easier for your customer to see the products and services that interest them. Include visitors images shared with you via your business page or profile on social media - those whose photos you share will be delighted to see their photos included, and may share again with their friends, who are your potential market. Remember to credit the original photographer on every occasion. Discover Ceredigion Marketing Toolkit // // Using images 20

Encouraging photo taking Is there a spot which is particularly photogenic, or something quirky on your premises that people will want their photograph taken with?

12 Encouraging photo taking Is there a spot which is particularly photogenic, or something quirky on your premises that people will want their photograph taken with? Maybe you could even provide a selfie frame to encourage visitors to take a photograph at your selfie spot. Be organised Remember to save images with a relevant title - it will help you find the image in your files, but will also help others find your image if you use relevant keywords, which in turn will lead people to your social media or your web page. Discover Ceredigion Marketing Toolkit // // Using images 21

SOCIAL MEDIA. Facebook. Instagram. Twitter. Hashtags # Using Facebook, Twitter and Instagram to build your team!

SOCIAL MEDIA. Facebook. Instagram. Twitter. Hashtags # Using Facebook, Twitter and Instagram to build your team! SOCIAL MEDIA Using Facebook, Twitter and Instagram to build your team! Social Media is a great way to get the word out that you re fundraising for epilepsy. Here s a quick overview of the three different