It's been said that a picture is worth a thousand words. Few know the truth of that saying or understand that humans are visual creatures better than today's digital marketers. But what does this mean for today's Business-to-business (B2B) companies?
It means, in the words of American singer-songwriter Bob Dylan, "that the times they are a changin."
According to a recent content preferences survey conducted by Demand Gen Report, 95% of B2B buyers prefer shorter content formats and 86% of B2B buyers want to access and engage with visual content more than lengthy, detailed text content.
The data from the content preferences survey also indicates that visual content is becoming more popular with B2B buyers, specifically infographics, slideshows, and videos. Between 2013 and 2014, the use of infographics, slideshows, and videos increased from 9% to 52%, 21% to 28%, and 8% to 58% respectively.
Most digital marketers recognize the shifting trend in favor of visual content, but many aren't sure how to use visual content as an effective part of their marketing campaign. That's why we've included eight ways to use visual content more effectively. (Hint: It takes more than just compelling visuals.)
Use a teaser image
If you're a regular reader of the Foremost blog, (and we're completely unbiased in recommending you should be), you may have noticed that each of our posts begins with a teaser image. Featuring an image in the snippet section of the main blog page or at the start of your post is actually a way to get B2B buyers to pay attention to and engage with your content.
Use custom images
It might save you time, but using stock photos isn't as effective as using custom images to explain your message or represent your brand. If you want to convince B2B buyers that your brand offers a product or service that's unique, then you need to use images that are also unique. Creating and using custom images ensures that your brand messaging is not only more compelling but consistent.
Choose a style
To be effective, you need to make sure your visuals are consistent. Decide which colors, fonts, and types of graphics you want to represent your company or brand and stick with them. Not only will all your marketing materials appear more professional, but your brand will stand out better from among the crowd to B2B buyers.
Use your logo
Your company owns any of the visual content it creates. So to paraphrase Beyoncé, "if you like it then you should put a logo on it". Adding your logo to custom images or videos helps establish your credibility with B2B buyers and will increase awareness of your brand as readers share your content across the web.
Use visual storytelling
In the words of American novelist Ernest Hemingway, "show, don't tell". Use visuals to tell the story of your brand and convey the advantages of your products or services to B2B buyers. Great visuals will be memorable to buyers and help you earn their business.
Make your brand relatable
It's difficult to connect to a brand if you're unable to relate to it. Show B2B buyers how they can use and interact with your products in ways that inspire and surprise them. A relatable brand is an indispensable brand, and like the David Bowie song, "ch-ch-ch-ch-changes" the minds of B2B buyers in your favor.
Make your content shareable
Sharing is caring, (unless your coworker "shared" their cold with you. You know who you are.) One of the best ways for B2B buyers to show you they care is to share your visual content with others. This is important since 97% of buyers look to their peers first before making a purchasing decision. Making sure that your visual content can be quickly and easily shared gets your brand wider exposure and helps establish its place in the industry.
Contact us today to learn how we can help you incorporate effective visuals into your next digital marketing campaign.
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