People are visual, and your marketing needs to connect with them. Here’s what you need to know about visual marketing to B2B customers in 2020.
Having a strong visual strategy in place is an essential part of 2020’s marketing plans. From embracing the basics of good visual storytelling to ensuring that you have diverse formats in place, a bit of planning can help bring powerful visual context to this year’s most important projects. Here’s a closer look at visual marketing trends to watch in 2020.
Bringing Video to New Platforms and Formats
Video remains the most important format of 2020, and B2B marketers can capitalize on that for growth. What kinds of videos are we seeing? Product tutorials, explainers, inspirational videos, user-focused social content, and much more. It’s possible to create this content in many different ways, from highly polished productions to very organic, user-generated content. The key is to bring a video component to your interactions for audiences that consume content in this way. Experimenting with long-form video, integrating video into social media, and finding ways to distribute events and discussions via livestreaming will all be in the spotlight.
Does your photography tell the right story? That’s one of the most important factors that B2B brands are considering in the year ahead. Looking at the quality of your photos is important. Does it represent your values, customers, inclusion, and market? And is the quality high, or are you relying on the same stale stock photos that all your customers do as well? Having a strategy in place that outlines guidelines for your photography and sets quality standards will be an important feature in the year ahead.
Increasingly, brands are stepping into creative approaches for data visualization. Infographics opened this up at a higher level, and now 2020 brings interactive visualizations to mobile apps, websites, and dedicated digital assets. Audiences are hungry for actionable insights, data on what’s working, and tips about how to get moving today. By using data visualization, you can help audiences connect with your messaging, absorb more information, and self-manage personalization through features like filters, buttons, and customization options. Not only can data visualization help attract audiences, but it can deepen engagement by encouraging them to stick around.
Find What Differentiates Your Brand
If you take one B2B visual storytelling mandate to heart, it’s to remember that today’s audiences are largely visual. Find a way to distinguish your brand through color, motion, and format, and use that to help build connections, tell interesting stories, and engage audiences on a whole new level.