Want More Engagement With Your Marketing?
If you’re a small business owner wearing all the hats, you’ve probably spent hours creating designs on Canva for social media posts, website graphics, or handouts, only to receive little to no engagement. You know your product or service is amazing, but when you present your offer, it’s nothing but crickets!!
Why aren’t people clicking that like button, why is the algorithm working against you, and why aren’t people signing up?
Truthfully speaking, there could be many reasons why you’re not getting good engagement with your marketing. But let’s start by looking at some of the ways poor visual communication is hurting your brand and stopping people from connecting with your message.
Causes of low engagement with your visual brand message
1. Your brand isn’t unique or instantly recognisable.
Using generic Canva templates and popular stock photos may seem quick and easy, but they cause you to blend in with everyone else. If you look like every other business, how will you stand out on your own brand merits and attract your ideal customer?
2. People don’t trust you.
Unfortunately, it’s all about perception: amateur looking designs translate to an amateur product or service (whether it’s true or not). If your brand is giving off amateur vibes, then people assume that’s what they can expect when working with you and they’ll be more reluctant to part with their money.
Trust is also compromised when there are inconsistencies in the presentation of your brand. Customers will wonder if there will also be inconsistencies in your service should they choose to hire you.
3. You’re making people work too hard to understand your offer.
Cognitive overload is real. Our brains already have a lot of information to process in an average day, and if you ask someone to expel too much mental energy just to process your offer, they will simply scroll on past.
Giving too much information at the wrong time in the customer journey, making the information visually difficult to read, or being cute and creative in your messaging instead of being clear and direct, are all ways you could be causing cognitive overload.
4. You’re making it too hard for people to take action.
People may actually love your offer, but you’re making it difficult for them to take action. Again, if it’s too hard or takes too much time, people will more often than not scroll on past.
Examples I’ve seen of this are using QR codes on social media posts, using a long and confusing website address that isn’t clickable in an Instagram post or on printed material, or the phone number or email address is so small people can’t read it.
5. People just can’t read it.
If your designs don’t conform to current accessibility standards then they’re not catering to the 20% of the population who are visually impaired. That’s 1 person out of every 5!
Some conditions that affect they way people process information visually are:
Low vision
Diabetic retinopathy
Glaucoma
Colour blindness
Autism
Down Syndrome
ADHA
Dyslexia
Epilepsy, and more!
Accessible design benefits everyone!
Sure, you’ve saved money by doing your marketing yourself, and you’ve also saved time by using templates and AI. But if DIY is hurting your brand, what it is really costing you?
Book a call with me today.
We’ll talk about the vision you have for your business, any roadblocks you currently have, and the options that will streamline your visual communication to get you seen, trusted and hired.
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