Harnessing powerful imagery for your heritage attraction
Using powerful imagery throughout your marketing can really aid your marketing campaigns. Using visuals can really help to tell and sell the story to your audience before they’ve even arrived. It's said that your brain can process visual information 60,000 times faster than text. A compelling image of your country house or gardens can really bring your words to life, so if you haven’t got a constant flow of picturesque images, it's certainly worth investing in some!
Where to get your images
Obtaining your images can often be the hardest part but it is worth putting in the effort. Firstly, make use of user-generated content. You’re lucky enough to be promoting a picturesque heritage attraction, which is a lot easier than curating images for a plumbing business! Look to your visitors for this content. By setting yourself an alert on Instagram you can follow any content from users who post an image whilst in your location. It’s also a good idea to promote your own hashtag. You can do this by hashtagging your own Instagram posts to hopefully encourage visitors to do the same, or you can create a post to actively ask users to use the hashtag to share their best images with you. You can also set up a feed to follow this hashtag as well, so you don’t miss out on any of the content. If you do decide to do this, just make sure you ask permission from the user to use their content. Most people are more than happy for you to use their images, as long as you credit them.
Picking the right image
Picking the right image is important to explain what you’re saying but also think about whether it fits with your brand image and how it will resonate with your audience. It's important to choose images that fit with your audience’s lifestyle, desires and needs. Make sure your images help to tell the story. For example, if you're showcasing your café, make sure you use images of your best dishes taken with plenty of lighting in a well lit room, or outside. Utilising the beautiful garden surroundings to act as a backdrop for your images will help to create that perfect look.
Improve your SEO
Whether your content marketing strategy includes blog posts, e-books or printed leaflets and brochures it’s always a good idea to include imagery. When your audience is reading your literature, few of them want to read a giant wall of text. If you can break it up with beautiful imagery you are more likely to engage customers. Many attractions rely on content marketing to boost their SEO value to better their ranking in Google results pages. Whilst it's important to use keywords and build internal links, associating some text with an image can increase the likelihood that Google or similar sites will place your page near the top of their results.