How To Create Visual Content That Connects With Customers

Krystel Stacey is the Founder & Creative Director of Voila Strategies.

Creating content for your business is an essential foundation for all successful marketing efforts. Your brand’s content is meant to tell your story and connect you on a profoundly deeper level with your customer.

Your brand image needs to reflect your unique style to make you memorable and recognizable. Quality content can drive leads to your website, encourage engagement with your brand and ultimately convert those leads into sales. Without a good content strategy, your content can get lost in the sea of thousands of similar brands marketing to your customer.

Creating Impactful Visual Content

After years of experience working as a creative director with luxury brands and founding my own visual agency, I’ve learned what it takes to create content that converts. It’s a detailed process but one that is worth pursuing. Grabbing your ideal consumer’s attention usually requires a mix of reality and fantasy while telling a story and showing the benefits and visuals that support the purpose of the business.

Recently, my agency worked with a client who only wanted to focus on the realistic aspects with no fanciful additions to the visuals. Unfortunately, they didn’t get the attention they hoped for. On the other hand, I’ve seen that completely unrealistic campaigns also usually flop because they are unbelievable and unreliable.

The magic is found in the middle—when the visuals are relatable yet a bit better than reality. The goal is to set realistic expectations while still creating something that draws attention and is eye-catching. It has to be something that makes you look twice or stop your scroll. From personal experience, I have found that people tend to crave positive visuals for products and services; these are usually more persuasive than negative visuals.

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Furthermore, content that converts is more than just a standard post on your business’s social media pages. It requires a well-thought-out strategy that’s developed to give your customer something they want while also fostering a relationship with them and driving sales. Your content strategy can be created by considering what I call the “four P’s”: purpose, pragmatism, perception and pursuit.

Developing Your Content Strategy

1. Purpose: Start by outlining your brand purpose. Purpose-driven content allows brands to connect with their customers based on their values and beliefs. Your brand purpose is essentially a way to define your core goals and values. It’s your motivator that is deeply personal and at the core of every decision you make. To outline your brand purpose, think about how you would answer these three questions:

• What is the “why” of your brand?

• What values are important to you?

• Who benefits from your brand’s purpose?

For example, your purpose might be wanting a change in the industry your brand is aligned with and seeking to help find sustainable solutions. Defining your purpose allows you to connect with your customers and create brand loyalty.

2. Pragmatism: Once you’ve defined your brand’s purpose, you want to look at the potential profit of the content you are currently making. Content created without a strategy can easily fall flat. You want to ensure your time is spent creating content with a high return on your investment.

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Review your current content to ensure it has the potential to return a profit. Is your current visual content high-quality? Does it engage your customer and provide relevant and valuable insights into topics your brand relates to? Your customer is more likely to connect with your brand if they feel your content offers enough value for them to follow through with a sale. Your visual content should cause the customer to look twice and capture their attention, causing them to read more. The best way to create content that offers value and an ROI is to start with your end goal in mind and then reverse engineer how you will get the consumer to take the action you want them to take.

Metrics are a great way to gain insights into the visibility of customers’ actions when they visit your website or review your content. If you find your visitors are clicking and leaving without following through, you need to revisit the type of content you are creating.

3. Perception: Make sure others’ perceptions of your brand and your brand’s purpose align. Brand perception combines your customers’ feelings, experiences and attitudes about your business. It can be positive, negative or neutral, and it can directly influence the success of your brand.

A strong content strategy can help influence your customers’ perceptions. Develop content that creates and maintains a positive connection with your customers based on your values. To create this positive connection, I recommend relating with your consumer. Empathize with them, create a solution for them and show them the benefits they will get by using your service or product. Then, collect feedback openly, and always be willing to improve if your message strays.

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4. Pursuit: To stand out and become recognizable and memorable, you need to change your perspective; stop chasing clients and start attracting them. Your comprehensive content strategy should help you attract and engage a clearly defined customer and create a profitable return.

Your content should provide value and answer your target customer’s questions. Define who that target is and who would benefit most from your business. Convey your content clearly, concisely and in a relevant way—as if you’re speaking directly to your audience. To get started, think about the platform on which your target audience is engaging and active. For example, if you’re trying to reach millennials, you might share visual content on Instagram, while for Gen Z, you might use TikTok. This way, you can begin building trust and a deeper connection by providing value and relatable material on a relevant platform.

In conclusion, by following the core principles of the four P’s—purpose, pragmatism, perception and pursuit—you can create high-converting content to get the results you want. You can create deeper connections, build brand trust and grow your business through a well-thought-out and intentional marketing strategy.

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