Your header image is like a virtual handshake. Many times, people will research your products & services before they even enter into a relationship with you. This might be their first impression of you – and first impressions are lasting ones.
How can you make a good first impression with your header images? We design & run social media feeds for ALL KINDS of clients - and we want to show you how to engage your audience & win trust by including these 6 essential qualities into your header images. Now that we've revealed some guidelines for your header images, here are some examples of how to apply those principles to use your header images strategically and effectively.
1. Tell your audience what you do.
The #1 marketing mistake that businesses, nonprofits, artists and other public figures/institutions make is not clearly articulating what they do, who they serve, and what makes them unique. (This is usually articulated in a unique value proposition or a positioning statement. If you're new, this is essential - go look it up!)
Consumers typically won’t spend a lot of time trying to figure out what you do and who you serve; if they can’t determine this in 30 seconds or less, they typically move on with their day or to look at other products & services who have done a better job at communicating.
Don’t fall victim to this mistake. Make it simple for your consumer by clearly spelling out your product or services. Sum up your services in one line and overlay that text onto a high quality image. (This is what we did for our business above.) Your target audience will have an instant, clear introduction into what services you offer and which consumer group you serve.
2. Build credibility.
Include logos of companies or publications that have endorsed or recognize you. We recently overhauled the cover image for Austin Surgeons and part of our strategy included highlighting the logos of regional publications and national selection processes that had endorsed them.
3. Compel your audience with a statistic that highlights the need for your product or services.
Share a fact that highlights why your mission is important. We used this tactic when building the Facebook page for Blessed To Give Ministries.
Blessed To Give is a ministry of love that focuses on healing the sick, equipping leaders & providing for the poor in Belize, Honduras & beyond. In Belize, there’s only 1 doctor per 1,000 people, so medical missions here are crucial. We wanted to let potential donors, friends and supporters know why this work is so important by highlighting that fact here.
4. Let your audience know that you can provide what they need. Proposition them with a promise or pesent a benefit that your customers will experience by using your product or services.
Steven Mary is a presentation coach that helps thought leaders & industry professionals build, refine & nail high-stakes, big-deal presentations. His audience can’t afford to talk – they have to engage their audience and be confident that the audience will make a decision in their favor.
When we started his page less than two weeks ago, we wanted to make sure his audience knew that he could help them by highlighting the benefit that his services provide. Our text on his image lets people know that he can help his clients get the results they need.
5. Promote your most recent work, release or show.
This point is particularly crucial for artists. Show your most recently released book, album or project. Prompt your audience to go find, download, listen or buy your work by including artwork that coordinates with your book or album cover.
This is what I did for my most recent music release with my husband called "So Beautiful" and what Miles O’Neal is doing right now. (Miles O'Neal's cover art by Allison Metcalfe.)
6. Promote an event.
Feature a simple image and BASIC event information in your cover image.
When we set up Riverside Worship Festival’s social media feeds, this tactic was essential. We were able to reach more than 8,000 people in just a few weeks – and highlighting this information made it quick and easy to invite our audience to come participate in the festival.
7. Coordinate this image with your other social media images – LinkedIn, Twitter…
Use the same image, fonts, and text on your other social media feeds. This will help your audience recognize your work across different channels and it builds trust.
Get help & master your social media channels.
Don'te brave the SMM world alone (Social media marketing for those newbies out there). Get coaching, graphic design, setup & management for all of your social media projects. Learn how to master marketing online or have us manage your feeds for you. Reach out to us for a bid on your project.