THE ROLE OF VISUAL

COMMUNICATION
IN THE MARKETING
ECOSYSTEM
Using Visual Communication
for Effective Marketing
Visual marketing plays a key role
in the success of your brand’s
marketing ecosystem.
Understanding the marketing
funnel is vital to choosing visual
communication formats that will
best resonate with your audience
during the awareness,
consideration and decision parts
of the buyer’s journey. Having a
thorough understanding of the
marketing funnel will also help
you pinpoint which types of
marketing to invest in -- social
media ad campaigns, conversion
rate optimization (CRO), SEO, PR
or other digital marketing efforts.
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T H E RO LE O F V IS UA L COMMUNICATION IN THE MARKE TING ECOSYS TE M

TABLE OF CONTENTS

AWARENESS STAGE 02
SOCIAL MEDIA ADS & PR
Strategies to Use / Goals / Visual Formats to Use / Potential Results

CONSIDERATION STAGE 03
SEO & CRO
Strategies to Use / Goals / Visual Formats to Use

IMPROVE THE SEO AND CRO OF AN EXPLAINER VIDEO

SEO / CRO / Potential Results

DECISION STAGE 04
SEO, CRO & SOCIAL MEDIA ADS
Goals / Visual Formats to Use / Strategies to Use / Potential Results

FINAL THOUGHTS 05
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T H E RO LE O F V IS UA L COMMUNICATION IN THE MARKE TING ECOSYS TE M

Strategies Goals Visual Formats

to Use to Use

Focus on bringing
in new leads

Infographics Visual
checklists
Social media ad campaigns and Educate your target
PR are crucial in the awareness audience on a specific
stage as they allow you to use problem they have
PDF
strategies like infographic
marketing, Facebook and
LinkedIn targeting, and
account-based marketing
Interactive Video
(ABM) to reach quality leads.
PDFs marketing

Potential Results
An engaging infographic
can help you stand out
IGW used Facebook and LinkedIn targeting tools and get major publications
combined with a few ABM lists as part of various social to publish your content
media ad campaigns and the results were phenomenal. for PR purposes.

$10,700
Impressions

ad spend over 60 days 293,000

Explainer video marketing
performed exceptionally
well as part of the
Clicks Total leads generated Facebook social
2,078 352 media ad campaigns:

Total number of video plays

Social actions (Likes,

Comments, Shares, Saves,
19,769
Reactions to posts)

304
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T HE RO LE O F V IS UA L COMMUNICATION IN THE MARKE TING ECOSYS TE M

Strategies Goals Visual Formats

to Use to Use

70% Educate audience on

your product/service

Blog posts E-books

with images with visuals
The consideration stage is Educate audience on
where you reach your alternative solutions
audience with cornerstone
content (blog posts, e-books,
video demos, etc.). 70% of
Visual comparison SlideShares
buyers return to Google during
pieces
the consideration stage, making
SEO of extreme importance as
it ensures the content reaches
your intended audience.1 To
push leads through the
Explainer Infographics
consideration stage, you should
apply SEO and CRO strategies videos
to your visual content.

Video demos

SEO CRO Potential Results

Make the video Videos in blog

Add Schema
embeddable for content are like jet fuel,
markup
sharing purposes skyrocketing inbound
links by 300%2
Include title tags,
alt tags, and Use a custom player
Optimized images and
impulse keywords color that matches
videos increase audience
in description tags your brand’s colors
engagement by 650%3

Include its information Embed it in blog posts,

in a video sitemap on press releases, and
your website email marketing
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T H E RO LE O F V IS UA L COMMUNICATION IN THE MARKE TING ECOSYS TE M

Goals Visual Formats to Use

Help audience
make a positive
purchasing
decision with
brand- specific
Long video Email marketing Social media
content
tutorials with links to videos
visual assets

Provide in-depth
product tutorials

Video customer Infographics

testimonials

Strategies to Use Potential Results

Secure a 70% higher chance

of converting website visitors
by reaching them through a
retargeted ad4

During the decision stage, you will use

SEO, CRO, and social media video ads
to convert leads. Double conversions
You can create rich, SEO infographics with a product video5
highlighting technical support of your
product, use social retargeting to target
leads with social video ads that feature
customer testimonials, and leverage
customer testimonial videos in email
marketing to close the deal.
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T H E RO LE O F V IS UA L COMMUNICATION IN THE MARKE TING ECOSYS TE M

FINAL THOUGHTS
As you can see, your entire marketing ecosystem benefits when you use visual
assets. Whether you’re targeting your audience in the awareness, consideration or
decision stage, there are plenty of visual formats to reach them through. All aspects
of the marketing ecosystem integrate with one another, but the key is to know
how to use visual assets in conjunction with PR, SEO, CRO, and social media ad
campaign tactics. IGW is always here to help you create a marketing ecosystem
that drives conversions and fosters long-term customer relationships.

www.infographicworld.com

Sources
1. www.pardot.com
2. www.marketingsherpa.com
3. www.medium.com
4. www.blog.spiralytics.com
5. www.blog.treepodia.com
www.infographicworld.com