Ok…what is non visual? It’s a business that doesn’t have an obvious visual marketing component to it. Think of any intangible product that you can purchase. That business is most like a Non Visual Business.
The appeal of Instagram for many, is that it is a visual platform. If you have a fitness business, if you blog about food, or if you are a travel blogger, then this is an ideal way to share your daily adventures. You get to connect with people in a way that is immediately eye-catching and engaging. With consistency and strategy you’ll grow a following of people who are interested in what you offer.
But for some businesses, this visual emphasis is precisely what they see as a turn off. That’s because some businesses aren’t obviously visual in nature. A good example of this might be law, or perhaps insurance. You are offering an intangible product. If you run a life insurance company for example, how can you express this in a visual way that will be interesting and engaging for your readers?
Do you post facts and figures? Bar charts? Statistics?
Likewise, if you are a corporate consultant, or an investment firm… how can you encourage people to engage and get involved?
The answer is to find what it is that your business is really about and what it is that you are really selling:
- how does your service or product make people feel?
- What are the pain points or fears that drive them to buy from you?
Understanding this is what will allow you to communicate the purpose of your business through images.
So back to the example of life insurance…this is a business that ultimately sells peace of mind to people who love their families. Therefore, the best way to promote yourself through Instagram might be to share posts of families that are doing things together. You could share ideas for family activities and things to do in the city, or financial tips on how to provide for your family.
#random: Did you know that the most popular hashtag on Instagram is love?
Likewise, if you are a business consulting firm, then you might want to promote the idea of successful business and exciting startup opportunities. That might means posting images of attractive looking offices, successful business men, or tips for business.
The goal with non visual businesses is to show people images of where they could be, or how they would feel after purchasing your product.
The danger some companies will see it, is if you stray too far from the product or service your communication can get murky and people will not be able to tell what you do.
The objective is to embrace being creative, interesting, and attractive! Remember that you still need to provide value in order for people to follow your brand. If you can’t do that, then people won’t have any motivation to keep consuming your content.
Alright Family! I hope you are Creating The Day That You Want, and Create With No Fear!
– William Featherstone
