Are you familiar with industry specific marketing email statistics? I'm normally a temporary expert in this - looking up the stats as I begin to work with a new client. It's always good to know what industry benchmarks are, so we know what we plan to exceed!
Most purchase decisions are made based on an emotional connection to a brand, product or even a salesperson.
That’s no surprise when we’re talking about something small, such as a pack of gum, a fun pair of socks or a new lamp for the living room. But you might expect that as the cost of a purchase increases, the rational side of the brain takes over and overrules those initial feelings. Don’t major decisions remove the emotion and rely solely on facts, numbers and hard data?
You would think so.
The short answer is yes, there is nothing wrong with using stock photos in your marketing. BUT, it's not that simple.
I believe that stock photos are a necessary evil, especially because many small businesses simply don't have the time or the money for professional photo shoots.
I think the real question here should be, "how can I best use stock photos in my marketing?" Since the use of stock images is so widespread these days, you can't just simply select a "smiling face" picture and hope it has a positive effect on the message you are trying to communicate. Instead, you need to try harder. You need to select an image that is relevant to the content it is paired with. You need to select images that have the right look and tone for the message you are communicating. You need to select images that are appealing to your target audience. Here's a great case study I just received that highlights the benefits of using Authentic Photos vs. Traditional Stock Photos.
adWhite is proud to announce that we are now a HubSpot Certified Gold Partner Agency!
HubSpot’s Partner Tier program recognizes its agency partners who execute inbound marketing services to the highest standards. Gold status is based on a number of metrics including monthly recurring revenue, retention, software engagement and client inbound marketing success.