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If you want to connect with your leads, prospects, and customers online, you need to create content that engages them across multiple touchpoints. For this reason, B2B companies should use visual content marketing alongside their other marketing methods.
Visual content marketing can improve engagement with your audience and share information about your products and services, which helps marketers achieve their goals.
Why is visual content engaging and memorable?
Humans are naturally visual creatures, which is reflected in our viewing habits. When you look at the time spent on social media platforms, you will notice that visual platforms are winning the battle for our attention. YouTube is the most popular, followed by Facebook and Snapchat.
B2B marketers use visuals to build an audience, engage with that audience, and convey important information. Additionally, visual content marketing improves comprehension and retention of easily consumable information. This makes it an essential part of your B2B content marketing strategy.
Here are eight visual content marketing ideas to improve your campaigns.
1. Charts and graphs
Data reporting and analysis are crucial for B2B marketing. Graphs and tables are the most effective visual tools for clarifying and providing an appropriate canvas for analysis.
We use graphs and charts in business to inform and educate our audience and make a point. They help simplify an argument and can convey complex information quickly.
The advantage of charts and diagrams is that it’s easy to reuse the same charts for different marketing channels. You can easily share your charts across multiple channels.
And if the information you share is valuable, your audience will likely use those graphics as well.
Consider the following image from Baymard regarding cart abandonment rates as an example.
The image is frequently cited by other sites when discussing cart abandonment. In fact, 160 sites have used the graphic, according to a Google image search.
All that exposure helps with brand recognition. I’m sure a lot of people don’t know what Baymard does, but recognize the company name. The increased brand recognition through the use of the graphic undoubtedly improves lead generation.
B2B marketers can use illustrations to communicate a variety of messages, such as explaining complex business models or helping your audience understand new concepts quickly.
IBM uses a “customer testimonials” illustration to demonstrate how its technology has helped advance various projects.
The illustrations are visually appealing and relevant.
Artwork can also be an important part of a company’s brand identity. By creating illustrations that share common characteristics, you create marketing materials that your audience will immediately recognize. In such a case, just seeing an illustration can make people stop what they are doing and pay attention to the content. This can lead to clicks to your site, a sale, or some other positive outcome.
3. Action shots
Actual photographs can captivate an audience, especially when you have a physical product. As a result, companies are increasingly paying photographers to develop photos for specific campaigns.
Let’s take IBM again as an example. When IBM was promoting Quantum System One in Japan, it uploaded live action photographs of the installation process to its Kawasaki Business Incubation Center. This collaboration has encouraged laboratories and universities in Japan to use IBM’s system.
Avoid stock footage, as it may appear in your competitors’ documents. But authentic images can help your leads and prospects imagine how the product will fit into their workflow and improve their lives.
Using photographs that correctly depict the demographics and conditions of your target market can help you achieve your goals.
4. User Generated Content
User-generated content (UGC) can help you engage with your audience and connect with your company’s brand ambassadors. It’s a great way to collect visual content that reveals how your services help businesses and what the real applications of your products are.
The type of content you collect can vary: videos, social media posts, even logos on the walls.
Check out this artist creating the Hootsuite logo on a wall.
The best way to stimulate UGC creation is to provide motivation. For example, running a contest with prizes is an obvious motivation for users to create and share content.
Other motives include allowing users to promote their work through your business channels, for example, sharing content through your Instagram account.
You can collect all your UGC in one place using social media hashtags.
Hootsuite, for example, created the hashtag #houtsuitlife. Its UGC campaign aims to boost app downloads and improve its brand image. It also aims to encourage users to show how much they appreciate the company.
Provide space for creative freedom and reward people who share content.
5. Micro-infographic created from text
Micro infographics are quickly becoming a marketer’s best friend, especially on social media sites and mobile. They allow you to communicate with your target audience in a more concise way than a long block of text.
B2B marketers can use micro infographics to engage their audience and provide snippets of information that address a specific problem.
Check out this example from HubSpot that describes how meetings are structured. As you can see from the screenshot, the image has generated a lot of comments on social networks.
Make your micro infographics interesting, eye-catching, and easily consumable so your viewers will enjoy them. You can also inject an element of humor into your content, assuming it matches your brand voice, of course.
6. Scroll Triggered Animation
Have you ever been mesmerized by the motions, animations, and transitions of elements that appear on every scroll on a website? This feature is called scroll-triggered animation.
It’s a great way to retain new audiences and potential customers long enough for you to get your message across. You can also use it to highlight the action you want them to take.
For example, Finsweet offers web design and development services. On its main page, the visuals start moving when your mouse cursor hovers over them. Scroll-triggered animation also has text and image effects, element transitions, and more.
People like text content that adapts to their scrolling speed, images that zoom in or out as they move in or out of the viewport, and visuals that follow mouse pointer movements.
Scroll-triggered animations are especially good for highlighting calls to action, special offers, infographics, storytelling material, and more. They also speed up page load times, which is crucial for SEO.
7. Interactive infographics
Interactive infographics can bring a concept to life. They allow the viewer to click and drag the components of the infographic. Adding motion, pop-ups, scroll effects and other elements will help make your business unique and memorable.
See the following example. The movement in the Imperva infographic grabs viewers’ attention and keeps them engaged for longer.
In addition, interactive infographics allow you to use several features on the same information at the same time. This gives the visitor full control over the interpretation of the material.
8. Pins on Pinterest
Pinterest is a natural marketing medium for B2B companies. It is a visual search engine with a large user base where you can create boards and share content relevant to the interests of your target audience.
You can use pins in several ways. For example, you can build a new educational platform for your avatars, then provide your target audience with something to explore: how-to instructions for using your product, pro tips for getting started with your services, or industry data. which show what to expect. of your service.
Hootsuite, for example, has created a case study board that lets viewers get a sense, at a glance, of how much its customers love the brand.
Pinterest is a great way to boost Hootsuite’s image. Social proof also increases the brand’s chances of getting more paying customers.
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Visual content marketing is vital for B2B businesses. As described in this article, there are plenty of opportunities to engage with your audience through visual marketing. I hope you have gained some inspiration for your marketing campaigns.
More Visual Content Marketing Resources
How to Build Trust with Data Visualization: Caroline Jerome on Marketing Smarts [Podcast]
Tip for improving on-page SEO: use more mini infographics (a guide)
Why a picture really is worth a thousand words according to neuroscience