The need for visual content only continues to increase in marketing, as we’ve said many times before. Sometimes technical B2B companies fear that their visual content won’t be as engaging on social channels as the content of consumer-facing brands, but that isn’t necessarily the case. Visual content is just as useful to B2B marketers and their prospects. In fact, sometimes graphics or videos have even greater success in the B2B space, because they help make complex products or companies more accessible to the people who are part of the B2B buying process.
Data-driven marketing is top of mind for most marketers, so why not make it part of your visual content? For B2B companies, infographics perform especially well on social media. They provide an engaging, immediate way to share data related to your product or niche with your customers. If statistics from your recent study are presented in a compelling way, they have the potential to perform well among even the least technical prospects.
We’ve said this before, but it’s worth repeating. Visual content is the perfect way to highlight the humans who are behind your B2B product. Use social media to highlight company culture and the daily activities that make your company fun. In our experience, this content performs especially well on Facebook.
B2B case studies are incredibly helpful in leading prospects down the sales funnel and closer to making a purchase. Case study visualizations could be video interviews, SlideShares or infographics, just to name a few examples. Think outside the box when it comes to the potential of your case studies, and demonstrate how your product is helping companies succeed in dynamic, compelling visual formats.
B2B product tutorials or highlight reels are perfectly suited to visual content. They help prospects understand exactly what your company offers and save them from reading pages of website text. Busy B2B professionals appreciate the chance to watch a quick but compelling visual presentation of how your product can improve their lives.
Photo Credit: Thomas van de Weerd via Flickr Creative Commons
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