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The science behind using pictures of people in marketing to convert more leads

(MARKETING) People fear using their picture in social networking profiles, but we make the case not only for using pictures of yourself, but of scrapping stock graphics for photos of people that studies show improve conversion rates in marketing.

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To avatar or not to avatar?

After all of these years of people using the web, the debate continues about whether or not people should use their headshots as their profile pictures and avatars on their blogs and their social networks. Many people are uncomfortable with the way they look in photos, and some are never satisfied with their picture, so they settle for their company logo, a cartoon image, or a random photo to share something about who they are. While some believe the argument is subjective, we would argue otherwise.

It is advisable to use a photo of yourself as your profile picture wherever you go, no matter how unsatisfied you are and how uncomfortable. There are many reasons from making it easier to connect with people offline after talking online, to giving people a better way to connect with you, but a personal side has become expected on social networks and blogs, making a profile picture culturally mandatory.

Throw culture out of the window

So let’s say you’re still uncomfortable advertising your face. I personally hate every picture of me taken since I was 11 and had a bad perm, I get it. Profile pictures can send some people into full fledged panic, and at that point, who cares if web culture dictates a photo?

You should, and here’s why… science.

Science? Yep. Any parent knows intuitively, and scientists have studied for years that babies love pictures of other babies, and part of socializing a child is giving them books with pictures of other babies to connect with, learn from, and see other ethnicities. Babies love looking at other babies, it helps them connect and learn, and believe it or not, many studies show that we don’t evolve past that point in our lives, so, adults love looking at other adults.

More science

If that isn’t enough to convince you to use a profile picture, a recent study shows that a website’s conversion rate can be skyrocketed by using human faces. According to KISSmetrics.com, using human faces “get your prospects to focus more and this causes them to draw towards a common point of interest. It doesn’t get more real than that.”

The company cites an A/B test on Medalia.net, an online art shop, which presented paintings from artists on their homepage, and during testing, they swapped out the photos of the paintings with photos of the artists hoping to increase user engagement. KISSmetrics said, “Making this small but relevant change sent their conversion rate through the roof – something they didn’t expect. Their site experienced a whopping 95% increase in conversions!.”

Reading between the lines

Using a photo in your profile pictures is important, it allows people to connect with you, just like babies connect with other babies through photos, and website viewers are converted by human photos. But, read between the lines here – using photos of people in marketing is a concept as old as the idea of marketing, and your using people in your blog photos and marketing can improve your conversion over outdated stock graphics. There are legal ways to obtain photos of people (through creative commons), and using photos of your own can have the most meaningful impact.

Whether you’re nervous to share your face with the world or not, web culture dictates that you should and studies show that a percentage of people distrust social networkers without a face shot. Independent of all of that, conversion rates improve when people see other people, as it is easier to connect with over stock graphics or abstract images, so take a leap of faith and put your picture out there, and while you’re at it, try to find ways of using photos of humans in your marketing and blogs.

Just remember – babies love looking at pictures of babies, and we’re all just babies when you boil it down.

This story originally ran here on March 6, 2012.

Lani is the Chief Operating Officer at The American Genius and has been named in the Inman 100 Most Influential Real Estate Leaders several times, co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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6 Comments

6 Comments

  1. Marsha Thornton

    March 7, 2012 at 7:40 pm

    Thank you, I found this interesting and will use my photo more often in my marketing and on my blog posts.

  2. Pingback: The Value in Being a Poser?

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  4. Pingback: 7 Pieces of Advice In Selecting The Right Website Images - Tech-Chat

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Business Marketing

The checklist every company needs when redesigning a website

(MARKETING) Web design is deceptively complicated, and failing to meet the proper criteria can leave you with the cyber equivalent of a ghost town. Here are some crucial steps to take before you publish (or republish) your website.

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Web design can be a huge pain in the rear even for seasoned veterans, and the arduous list of things that can go wrong all but guarantees that you’ll miss something crucial before going live. If you need to update (or create) your company’s website, make sure you’ve met the necessary criteria before you click that “Publish” button, even if it’s a revamping done through a firm.

Your initial steps should involve determining the purpose of your website and cleaning up the website’s copy to match that purpose. For example, if your website’s primary goal is to serve as a call to action for customers looking to purchase your products, any additional information or services listed on the site should be appropriately categorized and removed from the landing page.

You’ll also want to ensure that your website’s copy is clean, easy to understand, and thoroughly proofread. Nothing pushes potential customers away more quickly than misspelled messages or overly technical explanations.

The importance of optimization cannot be overstated, and that concept applies doubly to your website’s mobile performance. If you don’t have an accessible mobile version of your website, you’re kissing a huge amount of revenue goodbye. Remember that, while your mobile site should stand out, it should also endeavor to mirror your desktop site as closely as possible to facilitate a sense of continuity.

Accessibility is actually a pretty complex issue in and of itself, so you’ll want to make sure that your website meets all of your country’s standards for basic web design in addition to meeting — and, if possible, exceeding — the standards for disability-related challenges such as those faced by blind or epileptic visitors. This can include anything from making sure your links are functional to creating a spoken version of your site for the blind.

While important, the above is not an exhaustive list of your website’s crucial criteria. Your website should also include some form of the following:

  • Reviews or links to social discussions about your goods or services
  • Relevant, high-quality photos and videos
  • Standard web conventions including having your website’s logo in the top-left corner and the search bar in the top-right corner

Once you’ve checked off these requirements for your site, it’s not a bad idea to have other people go through the website with the same criteria in mind. Peer review — especially from both a professional developer and someone on the consumers’ side of the process — will be a substantial aid in allowing you to find and plug the holes in your website’s design.

Mindfulness is only the first step in creating a flawless website. As long as you adhere to the above requirements and recommendations, your website should stay relatively active and frustration-free.

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Business Marketing

Study finds cancer care centers using illegal deceptive marketing tactics

(MARKETING) A new study alleges deceptive marketing practices rampant with cancer care centers, leading to FTC complaints.

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When my uncle passed away from colon cancer last year, I was ready for it – that is, as ready as you can be to lose a loved one to a terminal illness. Although his death was deeply sad, I was spared the shock because his doctors had always been honest with our family about his prognosis. Once he received the diagnosis, we knew we’d be lucky to have two more years with him.

When it comes to fighting a serious illness, it’s important to have hope – but it’s also important to have realistic expectations. Unfortunately, some cancer treatment centers are luring patients and their dollars by selling them an unwarranted belief that they can beat the odds. Truth in Advertising (TINA.org), calls it “the deceptive marketing of hope.”

TINA.org has published the results of a year-long investigation into the marketing of cancer treatment centers. One study focused on Cancer Treatment Centers of America (CTCA), the cancer center that spends more than any other on marketing – an estimated $110 million over the last three years. The other study analyzed 48 big-spending cancer care centers, including Sloan-Kettering, Dana-Farber, and NYU.

The results were disturbing.

TINA.org found that many of the biggest names in cancer care use deceptive practices in their marketing. Specifically, 43 out of 48 (yes, that’s 90 percent) used anecdotal patient testimonials that show atypical care results without disclosing what the “generally expected results for a patient in a similar situation would be.”

Testimonials featured patients with types of cancer that, more than half the time, result in death within five years. By showing unusual and rare recoveries, these cancer care centers give patients the false impression that, by choosing their care center, they will have “a therapeutic advantage, allowing them to beat the odds and live beyond five years.”

Testimonials also featured atypical results from new treatments and clinical trials, without disclosing that these treatments are experimental and that success is far from guaranteed.

TINA.org also conducted a specific investigation of CTCA, who in 1996 entered a consent agreement with the FTC that barred them from using deceptive testimonials. This agreement is near expiration, so TINA.org decided it was a good time to review CTCA’s marketing practices. They found 130 examples of deceptive testimonials in CTCA’s marketing.

This week, TINA.org sent a formal complaint to the FTC asking them to re-open their investigation of CTCA. They also sent notices to 42 cancer centers warning them that using atypical testimonials is illegal.

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Business Marketing

What the YETI “cult” can teach you about marketing success

YETI has built a cult following for their 300 dollar cooler. Confused? Don’t be. This story isn’t rocket science; just good old fashioned product innovation and saavy marketing at their finest.

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The rise of YETI

Here at The American Genius, we feel the term “cult” gets a bad name. In fact, we find it beautiful. It’s the product of keeping promises and delivering remarkable experiences to consumers time and time again until they have no choice but to love a product or service unconditionally. That’s not just gold for your business, but it’s a grand human experience to build a relationship founded on trust and loyalty (and a leeeeeetle bit of fanaticism).

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We’ve written about cult followings before, like the Crossfit craze. However, we can understand if you’re a bit skeptical when we tell you that a company making coolers is cultivating a similar craze amongst consumers. However, the facts don’t lie. In six years, YETI sales grew from $9 million to $450 million. Sales are so strong, they can barely keep certain products in stock.

All this over a 300 dollar cooler. Yep, 300 dollars for something you usually pick up for no more than 50 bucks at any no-name Walmart.

Confused? Don’t be. This story isn’t rocket science; just good old fashioned product innovation and saavy marketing at their finest:

YETI didn’t just make a better cooler; they made a luxury product

Those janky, $50 Walmart coolers don’t cost much for a reason; their functionality is a bit limited. So, there’s plenty to improve on. But a Yeti Cooler isn’t just an improvement; it’s damn near perfect.

It’s practically indestructible. So indestructible that it’s grizzly proof. It also keeps ice frozen for a long-time. Long enough that you will still have ice after a long weekend trip in many cases. Combine those things together, and it’s not hard to believe that when a fire engulfed a vehicle, the YETI Cooler and the ice inside it survived the inferno.

Excessive? For most, maybe. However, there’s a beauty in its utilitarian luxury. And they have expanded this utilitarian luxury beyond coolers to products ranging from tumblers to soft-side coolers to bottle openers.

It’s not uncommon to find brands that succeed on a platform of relentless perfection of their product; Apple, Harley Davidson and Ferrari come to mind. Consumer trust in the quality of the product, be it durability or user-friendliness, forms a strong foundation for a relationship with your customers. Here, Austin-based YETI is no different, and more than ever, it’s necessary to be remarkable to achieve the business success you want.

Marketing to aspirations

YETI Cooler’s marketing focuses intently on the ideal outdoorsy lifestyle, and it has kept that focus throughout the product’s lifetime.

yeti

“The aspirational use and the actual use don’t always have to be the same thing,” said YETI’s VP of Marketing Corey Maynard. “We want our communication to stay as absolutely authentic to the hardcore user from the hardcore user as we possibly can.”

Influencers aren’t just Instagram yoga girls

From the beginning, YETI has marketed the cooler to people like the founders; passionate and respected outdoorsmen whose passions drove them to own the latest and greatest gear.  To do this, they hired influential guides and fisherman as brand ambassadors. They also sponsored programming on hunting and fishing TV stations. All of these early efforts earned the trust and recommendation of “influencers” and “prosumers.”

“Those commercials didn’t reach millions of people, but the people that they did reach were the most serious hunters and fisherman,” Maynard said. “So it would reach 100,000 or so hardcore hunters and fishermen who would be the person within their circle of friends who their buddies would ask about the latest gear.”

When they did land the sale, YETI made sure they could advertise that too. In the beginning, the company handed out stickers and hats with each cooler sale as a way to kick start conversations about the brand.

All of these factors created a “grassroots marketing goldmine,” where word-of-mouth made a lot of difference. That, combined with the aspirational messaging, creates a tribe where consumers feel included as a part of something bigger than themselves. So, as you go about marketing your business, consider these key concepts in your model. It could be just what you need to take your business to the next level.

This story was first published on May 6, 2016.

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