Stock photos are useful tools in marketing initiatives, but they are so often misused, they sometimes have a bad reputation. Cheesy images of models staring intently into the camera or posed in unrealistic situations can turn people off to using stock content. By following these tips, you can get the most out of your stock photography.
Don’t: Use irrelevant images.
Sure, the hipster photo of the typewriter looks nice, but does it enhance your message or distract from it?
Do: Use images that are on brand.
Not only should your image back up your content, it should flow seamlessly on your website/brochure/poster.
Don’t: Use bland, generic photos.
Check out the stock photos similar practices, especially your competitors, are using. The last thing you want to do is use an image that appears on other practices’ sites.
Do: Personalize stock photos.
You don’t need to be a Photoshop guru to personalize photos. Cropping and adding a filter are simple ways to give stock photography a personal touch and make it unique to your practice.
Don’t: Forget about your audience.
You build your brand around both your unique business and your target patient pool, and your stock photography should take this into account.
Do: Use photography that will appeal to your patients.
Build a profile of your ideal client and choose photos accordingly. Are they male or female? Young or older? What about your practice would make them choose you?
Don’t: Overuse stock photos.
Your audience will catch on when you exclusively use stock photos. This is especially true for social media, where the image is the highlight of the message.
Do: Create original content.
Mix in photos of your office and your staff to create a personal touch and sense of familiarity. For more information on creating your own stock photography, visit our previous blog post, “It’s Time to Take ‘Stock’ of Your Photos.”.