The human mind is hardwired to remember visual information at a far greater scale than any content format. As a result, visual content has quickly become the go-to method for a customer to satisfy their need for information in a fun and engaging manner. Any business that fails to include visual content in its overall marketing strategy risks being overlooked.
An individual customer makes purchasing decisions many times based on emotion and impulse. Business decision-makers on the other hand require rationale and hard-facts to be convinced at all times. Therefore, marketing to a business requires visual content which educates a potential decision-maker in a quick and easy to understand format. To achieve success in marketing a B2B product, importance needs to be placed on infographics, videos, and presentations to convince a decision-maker to take a chance on a product or service. Tom Wimberly, the Chief Innovation Officer at Ventiv Technology, a B2B risk management company says their team was in a position to generate maximum returns on their marketing investments through a healthy portfolio of infographics, videos and webinars.
Infographics blend visual content (graphs and charts) with supporting text to convey complicated and data-intensive information in an easy to understand manner. They prevent a customer having to extensively browse and research a conceptually difficult product or service by presenting the whole concept all at once in a single image. An effective infographic takes into account a layout and design for maximum impact through use of the colors, shapes, and fonts to communicate important information which carries the narrative. Furthermore, infographics can be easily repurposed for use across multiple mediums such as blogs, social media, eBooks, and whitepapers
With Internet speeds rising globally, videos provide a lean format to demonstrate what a business has to offer. A video can educate a potential customer about a product or service quickly through demonstration of its main features and benefits leading to conversion. While traditional video can be difficult to create on a tight budget, animated explainer videos provide a great alternative. These videos make use of motion graphic technology to bring to life illustrations, images, and text with audio overlay to present a product or service in fun way. A great example of how to use video content to market a product is the use of video testimonials to demonstrate usefulness and popularity through existing customers. An alternative to the short-feature video is the use of webinars which are lengthy and have been traditionally used as a tool to provide in-depth training and education about a product.
Presentations allow businesses to tell a compelling visual story about their product or service in a strict sequential order with the help of slides. They serve a similar function as infographics with a focus on attractive design and visual content to educate a buyer, however, their value lies in their ability to cover a topic that may otherwise be too lengthy for an infographic alone. Just think about the diverse media formats that range from animations, videos, and images that can be included in a presentation. Therefore, ensure that presentation slides aren’t composed of too much text, bullet points or low-quality images
The rise of visual content has drastically changed the consumer decision-making process. A potential customer is no longer interested in reading or hearing about why they should select a certain product. Instead, they require visuals to capture their attention along with written content to supplement their knowledge of value of a service. These two elements need to be linked together give a single communication. Therefore, to successfully market a B2B product in today’s market, crafting compelling visual content should be a priority for every business.