Butterflump

How to choose images for marketing

Recently, some of my clients have been getting snagged on one particular issue; taking or choosing images to use online for their marketing.

Say you are thinking of designing a marketing campaign for sharing on multiple platforms and need to look for the right stock image or take suitable product photos.

Say you wrote a blog and created a great cover image for it but now you need to share that blog and image on multiple social media platforms – tweet it, create a Facebook or Instagram post or story, a Pin, a Google My Business post…

Why might any of that be challenging, you might well ask?

Well because each different platform and post type requires different image dimensions so finding one image that works across all platforms and for all purposes can be less of a science and more of a black art.

See what I mean?

Different shapes and sizes mean that fitting all of the elements of the image that you want to include (particularly if it’s not just a photo, but an advert or infographic that contains text) requires some prior planning.

Say this is the image you had chosen – would you still choose it after seeing it used on each canvas size? It helps you to choose the right image in the first place if you consider the applications of it.

This disparity across various platforms doesn’t just mean you should carefully consider choosing an image that works for all platforms, it’s also why posting custom-sized images natively to each site instead of cross-posting between platforms or using sharing apps to share the same image makes a huge difference to the finished result.

Say you shared an image of a product and Facebook keeps nagging you to boost it or turn it into an advert.

Facebook hosts images in a library once you have uploaded them but don’t make the mistake of uploading one image and using it for various purposes, use graphic design tools such as Canva to create an image with the correct dimensions for each purpose before uploading it.

See below as an example – the image you uploaded for a post probably isn’t going to work once Facebook has warped and stretched it for an ad or event cover image.

Facebook images

I hope this gives you food for thought, but if you are already finding your marketing a bit labour intensive and could do with some support to create some great content, you know where to find me.

I rarely update my blog, and I’m fine with that

It’s 5:30 in the morning on a Monday and I am reading my second book of the night (Leonard Cohen’s The Flame, followed by City of Girls by Elizabeth Gilbert in case you were wondering) with a nagging thought in the back of my head. “You love writing, why do you never update your own blog?”

And it’s a valid question. I spend the majority of my working life here at Butterflump promoting my glorious clients, but I very rarely do any self-promotion for Butterflump. I spent some time today thinking about why that is.

It’s not because I don’t have the confidence to promote myself; I’m very effective at what I do and I have plenty of experience doing it.

It’s a little because I already give away 25% of my time for free to charities like Beechtree Steiner Initiative and Leeds Dads, so when I think of advice that would help a business, rather than write a blog about it and give it away for free, I give that advice to my clients who pay me for the privilege of having access to my knowledge.

It’s not because I don’t have the time – I rarely sleep after all and that combined with being very organised, loving what I do and having a strong work ethic means I can absolutely factor in the time to knock out a blog or update Instagram or Facebook or *gulp* my Google My Business which is looking very unloved right now…

It’s a little because I don’t really need to do it to attract clients – I get great referrals and by the time I come to the end of my current projects I usually find that I have plenty of enquiries lined up to take their place. I tell my clients to do things because it makes sense for their business, not for the sake of it and I do take my own advice too!

It’s not because I don’t have anything to say, I am the voice for most of my clients and as such, I weigh in on all kinds of issues. I did a swift French Exit on my business and personal Twitter accounts a couple of years ago because the quality content was so padded with bots and trolls that I no longer saw the value in joining the discussion.

It’s a little because at the end of the day I would rather elevate the voice of others than hear the sound of my own voice, and that’s exactly why I work in marketing!

If you would like me to help you champion your business, get in touch.