We all do it; tune out while we are working, have a quick scroll through social media, then guilty flick the screen back to what we are supposed to be focused on. Using this need for distraction has become a staple of the success for social media providers (which have been reportedly found to be using algorithms like those used in gambling machines to make them addictive).
While your B2B marketing campaign does not need to employ such sinister tactics to get attention, you can use some of the more moderate tools to your advantage, such as visual content. As you scroll through your social media account, how many short videos capture your attention, only for you to discover after 40 seconds of amused viewing that you have just been fed an advertisement? While many of this type of advertising is dull and only click-bate, you can make your visual content meaningful.
Vlog
A video that goes viral is a powerful tool. You have little control over what people will want to share. While creating video content should be planned and targeted, it is often spontaneous footage that gets the most reaction. Your vlog content should include dialogue, music and well-crafted footage. Use your vlog as the powerful tool it is. According to one website:
- 64{21dc2fe1b43c4cf57a2e25a56b286f09fbb32a45ddf34dcf04be366972dd7b06} of people are more motivated to purchase a product after watching a video about it
- If you include the word ‘video’ in an email, it increases the open-rate of that email by 19{21dc2fe1b43c4cf57a2e25a56b286f09fbb32a45ddf34dcf04be366972dd7b06}.
- The click-through rate of said email increases by 65{21dc2fe1b43c4cf57a2e25a56b286f09fbb32a45ddf34dcf04be366972dd7b06} and the rate of unsubscribing to your email list is reduced by 26{21dc2fe1b43c4cf57a2e25a56b286f09fbb32a45ddf34dcf04be366972dd7b06}
Infographics
Creating an infographic is an efficient way to communicate a message fast. Good infographics can condense large amounts of information into consumable and understandable messages. Sharing your data and statistics, and showing a comparison with competitors is easily achieved through the use of infographics.
Images
Your visual content also allows you to create a brand identity. You might choose to include a face for your company, or show your philosophy through the types of visuals that you use. Many B2B providers would choose images that have a corporate appeal. Professionals working together or images that convey a specific industry.
This type of content is important for your business to show itself. While you might not want to personalise your business or have a singular representative for your brand, images must be used to convey a message.
The image above evokes a sense of professional partnership in a warm and supportive environment. It is a stock image. Used in conjunction with the right written content, the image sends a clear message of partnership and cooperation.
This image of a person playing chess is also a powerful stock image. When coupled with the right content it can give a sense of competition, winning and success, or ‘other’, isolation and facing a faceless competitor.
Using visuals is vital to your exposure. Using the right material in the right ways is more important. In B2B interactions, the use of images should not be underestimated. You are still creating a brand, you are still building relationships. You are still communicating a message. Be certain of what that message is, then commit to the right strategy.
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