Private visual sharing: The next big wave for customer experience

Share this content:

People are drawn to visual content. This fact likely hasn't escaped you—or most content marketing folks. The meteoric rise in popularity of Facebook, Pinterest, Instagram, and Tumblr is evidence enough of the power of the visual Web.

In addition, many studies show that translating messages into photos, videos, and infographics pays off because it's less work for the human brain to browse and make sense of images than text. It is also much easier for people to remember your message when they have an image to anchor it in their brain. Add to the equation the ease of using smartphones to take and share photos as a communication shortcut and it's easy to see why the Web has exploded in the past few years with beautiful image-laden social media sites.

Why is it, though, when we connect directly with our most valued customers, few of us leverage these same less-text-more-images engagement principles? Instead, we continue to send links and big files as email attachments in our requisite email follow-ups after meetings, or use file sharing services like Dropbox, wetransfer, or yousendit.

Is it due to a lack of good alternative communication tools? One might draw that conclusion, but I don't think we have a tool problem. Person-to-person customer communications remain mostly text-based emails because today, private visual sharing is still a latent need.

Just as broadcasting 140 character personal updates was initially viewed as narcissistic—or instantly snapping, editing and sharing photos frivolous—customer-facing professionals haven't quite grasped what they're missing by not sharing content more visually.

Consequently, there's a huge opportunity right now to stand out from your competition. Take a cue from Pinterest and tell your story at a glance by adding cover images to content items, along with brief descriptor text sharing your insights and perspective. Bring the expert to the customer by videotaping and sharing a whiteboard session. Organize information in a way that puts it in context and present it visually so that your customer can more easily and quickly make an informed buying decision; you'll win the customer's respect and the deal.

As we all become more and more accustomed to rich media experiences on the public Web, the latent need for private visual sharing will fast become a burning need. Why? Because our customers will demand more visual ways of communicating privately that are comparable to their public Web experiences.

And, customer experience matters. It really does. Soon how you share insights with customers will be as important as what you share.

Cliff Pollan is cofounder and CEO of VisibleGains, creators of Postwire.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here


Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above