B2B Visual Content Marketing — How to Develop the Right Strategy

Are you a B2B marketer looking to build an effective visual content strategy? Get to know how to build a strong visual content plan.

When many of us think of visual content marketing, we initially think of B2C (business-to-consumer) cases. However, it is an equally important aspect for B2B (business-to-business) marketing. Whilst the two strategies may draw many parallels, the aims and objectives underline the difference.

What is B2B visual content marketing?

When referring to B2B visual content marketing what is meant is the style of using visual content to grow your access to your business’s target audience, nourish brand empathy, and guide leads through your funnel.

As humans communicate in both verbal and non-verbal forms, visual communication is an important way of speaking to your target audience — regardless if it is the typical consumer or another business.

Finding creative ways to visually depict your business can set your brand apart and establish a successful B2B approach. Try showcasing captivating images on your homepage, landing pages, in email campaigns, or any other appropriate platform.

When you create your landing pages and sales offers, you should always be thinking about how to make them visually appealing. Visual content is a powerful way to engage the viewer, but it’s also important that you take into consideration your target audience when creating the content itself so that it resonates with them and their needs.

Get to know more about visual content marketing, here.

4 Steps to developing a B2B visual content marketing strategy

#1 Setting SMART goals

Before setting out to create your content, your business needs to be aware of what you are trying to achieve. However, in order for your goals to be scalable, it is advised that you take the SMART objectives into account.

What are the SMART objectives you may be asking yourself? Specific, measurable, attainable, relevant, and timely objectives. They can help you decide upon how realistic and successful your efforts will be.

#2 Create buyer personas

However, it is not only important to outline and understand your objectives for your brand’s visual content marketing strategy. Before starting, you should create a buyer persona — the representation of your perfect customer.

This persona is built through the analysis of market research and justified assumptions. Establishing this at an early point, will enable you to understand what businesses you are trying to market to and what visual content will be most valuable to them.

Understanding whether you are speaking to the CEO, CFO, or CMO, or even an employee operating on a managerial level will help you understand how you need to structure your visual communication strategy.

In addition, pay attention to the challenges and problems a business may face, so that you understand the most effective way to work around it.

#3 Brainstorm content ideas

After understanding your brand’s goals and the business persona, it is time to brainstorm content ideas. Brainstorm your content around the type of message you are hoping to distribute, and remember that visual content is the strongest form in which your business can promote their message.

The types of visual content your business can share are endless. From images to videos to infographics your media will greatly contribute to the network you are establishing with other businesses.

For example, if you are selling products to other businesses, then you should consider showcasing nice product shots in your e-commerce. Even if your website will not be seen by a mass number everyday consumers, other businesses will appreciate the visual imagery you have created.

On the flip side, if you are offering goods or services for other service providers — for example, technology for hospitals, a cleaning service for hotels, or even commercial office furniture — then you should definitely invest in extraordinary content types!

The likelihood of potential customers remembering your offerings will add to your unique selling proposition and, hopefully, eliminate other competitors in your field. Start positively distancing yourself from other businesses and create a brand identity that will not be that easy to forget.

Keep in mind that you should make sure that your business and the content you are creating touches upon current trends, as this will make your brand seem more relevant and rememberable.

You need a creative professional to help your produce captivating visual content that will eliminate competition? Then check out Cherrydeck.

With Cherrydeck you can search through a vast selection of photographers, that could help bring your visual content to the next level. The main benefits of using Cherrydeck for a successful visual approach are that you can find the photographer specified to your vision, budget and location. With +55,000 registered photographers worldwide, you are destined to find the perfect fit.

#4 Distribute content on the relevant channels

Whilst content is king, visual content will not perform well if you do not use the right channels for your distribution.

There is a great scale of channels on which you can generally distribute your content, however you must understand where your target audience is active. From sending emails campaigns, to newsletters, to simply presenting your visual content on your homepage or landing pages.

If you are looking into targeting businesses and gaining their interest towards your goods or services then you must place a lot of consideration into your distribution channel.

However, it is also of utmost importance that whilst deciding on the appropriate channel to use, you understand the channels that your target businesses are active on. Visibility is key and without it your visual content will be irrelevant.

Time to sum it up!

Here are the 4 steps you should keep in mind and implement when developing your B2B visual content marketing strategy:

1. Setting SMART goals
2. Create buyers personas
3. Brainstorm content ideas
4. Distribute content on the relevant channels

Now that you have established the foundation of your B2B strategy, it is time to start planning your launch.

In addition, you might want to stay tuned to the Cherrydeck blog, where regularly share content inspiration examples.

Do you already have a groundbreaking campaign idea in mind but still need a talented photographer or videographer? Take a look at the wide range of talent listed on Cherrydeck!

Or, you can focus on what’s important and let us take over the search process for you by talking to us or signing up for a brand account.

---