According to Piktochart, only 28% of users read text-based content online, while four times as many consumers prefer to watch a visual content piece about a product rather than to read about it.
There is a genuine want and need for visual content marketing, regardless of the industry you operate in.
One of the best ways to integrate just that into your marketing strategy is through mind mapping, a popular and accessible brainstorming technique that doesn’t require special training or resources.
However, finding the right ways to implement a visual brainstorming technique into a legitimate marketing strategy can be difficult without the proper guidelines. With that said, let’s dive into why and how of mind mapping with the goal to create a visual marketing strategy for your business.
What Mind Mapping is All About
Let’s start by exploring the term “mind mapping” and what it’s all about before we dive any further. As we’ve previously mentioned, mind maps are a form of brainstorming which aims to help individuals with creative blocks.
It revolves around placing a single word or phrase into the center of a paper, with related words and phrases creating a “map” which branches out in all directions.
The exercise doesn’t have a concrete goal or limitation and can be used ad infinitum depending on your personal goals and expectations.
With that in mind, there are several advantages to using mind mapping over other forms of problem-solving in day-to-day office operations, including the following:
- Greater creative freedom
- Improvements to SEO due to keyword-driven brainstorming
- A better mix of content types and topics
- High return on investment due to the technique’s accessibility
Guidelines on How to Develop a Visual Marketing Strategy through Mind Mapping
Set Goals & KPIs Early
Now that we have a better understanding of how mind mapping works, we can delve further into how you can implement the brainstorming technique into a content strategy.
As we’ve mentioned before, mind mapping is driven by words and phrases, most specifically, the initial word or phrase which is placed at the center.
For example, if your phrase is “visual marketing”, all of your branching words should be related to the initial idea in some capacity.
This makes it important for you to set marketing goals early on in order to have a clear direction for the brainstorming activity.
If you don’t have a clear goal in mind, you can settle for several KPIs (Key Performance Indicators) which will relate to your visual content’s performance online. Don’t go into mind mapping without a concrete goal or KPIs to guide you through the process.
Start with the Right Keywords
If you go into mind mapping with the wrong words in mind, you won’t be able to find a concrete answer to your creative questions. With that in mind, the best way to integrate a mind map into a visual marketing strategy is to treat words as “keywords”.
Platforms such as Google AdWords and SEM Rush offer extensive SEO research features for your business’ benefit. You can easily find relevant keywords and phrases which can later be retrofitted into visual marketing content once they are filtered through a mind map. Make sure to always search for keywords in your specific industry and local language to maximize the effect of the content you produce afterward.
Branch your Map through KPIs
Once the right words and phrases are in place and you are ready to approach your creative brainstorming, you should still keep your business’ marketing KPIs in mind. KPIs serve to guide companies into achieving their business goals during individual marketing or sales campaigns.
With that said, KPIs can be your “Northern Star” during the mind mapping process in order to narrow your field of creativity to relevant words and phrases. For example, if your initial word is “visual marketing”, a phrase such as “case study” won’t help you find relevant results. Make sure to keep your KPIs close by during your brainstorming and refer to them any time you feel like you are at the edge of your creative capabilities.
Cut Out Irrelevant Results
Chances are that even though you had KPIs and marketing goals to use as a reference, you have still come up with brainstorming results unfit for your company. After your initial brainstorming session is done, you should review your findings and eliminate unnecessary or irrelevant results from the mind map.
According to Larry Kim 81% of people online simply skim content in search of relevant keywords or visual elements, while their first impression is formed in the first 50 milliseconds of coming in contact with your content.
This makes it essential for you to use only the most relevant mind mapping results in your visual marketing strategy brainstorming to avoid unnecessary filler content which would have the opposite effect. Make sure to take every word or phrase into consideration as a viable digital marketing strategy before you eliminate results on a whim.
Combine Found Keywords into Phrases
Once your irrelevant words and phrases are eliminated, you should attempt to combine as many mind mapping result terms as possible into new keywords and ideas. Given the fact that you have eliminated irrelevant words by now, the remainder of your brainstorming results should be easy to combine into new terms and phrases.
For example, words such as “social media” and “live Q&A” can be combined into “live social media Q&A” and give you a great visual marketing idea to implement in the future. These results will provide you with the best creative ideas for visual marketing strategy creation, no matter what platform or capacity you are willing to go forward with.
Integrate into Visual Marketing (Conclusion)
Lastly, the most important aspect of mind mapping with the aim to improve your overall marketing game is to actually implement your findings into content production. Reach out to your content creators, head of marketing and other responsible individuals with your findings.
Explore the possibilities your creative findings can offer your business and how they can improve your overall visual marketing strategy going forward. The only way to know whether or not your mind mapping activities were successful is to try and integrate their results into your brand marketing.
Once that happens, use the same logic as before and eliminate underperforming activities while bolstering the ones that exceed your expectations. Before you know it, you will have found a more-than-viable and proactive solution to creative blocks in your marketing department without excessive resource or time expenditures.
Author Bio: Marie Fincher is a content writer with a long history in marketing, the technology of marketing, and BI. She is a frequent contributor to blogs on data science and those related to marketing in general. As well, she is on the regular writing staff of Studicus.
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