7 Tips to Make Your Photo Sharing Efforts Effective
Contributed by Jessica Sanders
Jessica Sanders is an avid small business writer touching on topics that range from social media to web design. She is a professional blogger and web content writer for Resource Nation.
Just when you thought your online B2B marketing efforts had reached their max, Instagram and Pinterest came rumbling onto the scene. While both seemed to be overnight successes, not many brands have taken their efforts to these platforms. But, considering that photos are significantly more enticing to your customers than text, it makes sense that you would also make a presence here.
However, as new platforms for marketing, you may not know how to use them in a way that is beneficial. Consider these 7 tips as you get started:
Make It Relevant
First and foremost you want all your photos to be relevant to your business, or a product or service that you offer. Customers are following you because they like your company and brand, so be sure to stick closely to that image in your photo sharing efforts.
Pin From Your Site
When pinning promotional photos, be sure to pin directly from the page. This will automatically imbed the link into the photo, making it easy to place your customers exactly where you want them to be. Use this technique when giving away promotional products – send them right to where they can retrieve it.
Utilise Smart Linking
You utilise a variety of outlets to drive traffic back to your site or products, from email marketing to social media. Photo sharing is no different. If your customer is drawn to the photo, they are likely interested in the page you direct them to. Thus, be sure you are including a relevant link as well, instead of simply using your home page, where conversion is less likely to happen.
Don’t Over-Market Yourself
Most businesses straddle the line of over-marketing on their social networks. However, this is a dangerous method: it drives customers away, leading them to unlike your page or stop following you. Still, you stand to benefit from striking a balance between sharing your own content and that of others. For example, once you’ve re-pinned a photo, the original owner will be notified. This in turn leads to brand impressions and higher conversion rates.
Instead of simply uploading related photos, be sure to add informative text, as well. Whether it’s a tip, a piece of advice, or an answer to a FAQ about your company, this shows that you are knowledgeable on the subject of the photo. This will also add value for customers, giving them a reason to click through to your photos.
Use Compelling Photos
Pinterest, Instagram and the like are popular because of their great photographs. From mouth-watering shots of homemade cookies to trendy antique photos, people comment and engage because they are compelled to do so. Follow these trends to make the most of your sharing.
Use All Your Resources
Finally, don’t fall back on the excuse that you don’t have enough content to share. Share photos from the latest trade show, phone pictures, infographics – anything you own the rights to. Diversifying your photo sharing will allow you to appeal to more customers, making your efforts more valuable to your overall marketing plan.
Q&A: Professor Loredana Padurean, Asia School of Business
As someone who is creating Asia Pacific’s business leaders of the future, what do you believe are the essential skills leaders require?
In many ways, we need leaders who are Renaissance women/men or polymaths, as opposed to specialists of an industry or a field. A polymath is a person with profound knowledge, proficiency and expertise in multiple fields and today’s leaders have to be able to combine various ideas, look at problems in novel and useful ways, and develop a broad and yet still deep set of skills, talents, and knowledge.
You’ve coined ‘smart’ and ‘sharp’ as skills of the future. What are these?
They are replacements for ‘soft’ and ‘hard’ skills, a concept coined by a US Army doctor in 1972 who observed that his pupils had different skills: dealing with machinery required ‘hard’ skills, while dealing with people and paper were ‘soft’ skills. This concept has served us well since, but I find it too binary, not to mention the semantic implications of the words themselves.
Soft implies gentle, delicate, mild, quiet, tender, weak. However, there is nothing soft in navigating competing perspectives and cultures, handling and delivering critical feedback or dealing with office politics. Instead, I prefer to call these skills ‘smart’. Hard implies rigid, difficult, heavy, static. But how can we think of engineering or software development as static or rigid? I believe ‘sharp’ is more apt as such skills need constant updating or sharpening.
I think it’s time to reflect on these classifications, because we can drastically change someone’s perspective by how we choose to talk about and frame something.
How important are smart skills in leadership today?
Smart skills are more important than ever because we live in a world of extreme diversity: generational, ethical, value-based, gender, etc. Gone are the days when giving an order was an effective act of leadership. I personally work with people from five different continents and across five different generations, therefore as leaders, we need to know how to adapt, motivate, inspire and connect. We need to increase our investment in learning about them in action, especially as smart skills are more difficult to develop.
I believe that a successful leader today has to be both smart and sharp. Take cognitive readiness, one of my top 10 smart skills. In order to be cognitive ready, one has to master system dynamics, one of my top 10 sharp skills. Also, did you know that one of the primary reasons why digital transformation fails is not the absence of digital literacy, a sharp skill, but the need for more validation and adaptability, both smart skills. So, instead of thinking of these skills as binary, I prefer to think of them as the yin and yang; co-existing and complementing each other.
So, you can teach leaders smart skills then?
Yes, you can, via a combination of the classroom experience, plus an action component supported by deeply embedded reflection. At ASB we call this Action Learning, and we teach it both in the MBA and in the executive programs. For example, in teaching a leader emotional maturity as a smart skill, first they need to learn what it is, and then act on it, before reflecting on what we did and how we did it. And then to repeat it, but this time with more expertise and awareness. It’s not easy, but that’s why my favourite mantra is ‘the job is easy, the people are not’.
Discover Professor Padurean's successful skills for a digital transformation here