B2B Visual Storytelling Approach To Swear By For Higher Traffic in 2017
With social media channels championing an age of visual content, B2B marketers across all industries have started playing with pictures and video content in clever ways to catch their buyer’s attention and interest.
Here are nine surefire ways you can captivate your audience across social channels through simple visual storytelling tactics.
Stand out from stereotype presentations with memes and doodles.
Presentations can go a long way in B2B marketing. If you are looking to position your brand as a thought leader in the industry, then you should not miss out on Slideshare.
Start by converting your best articles into cool presentations and share them over SlideShare and embed them in blog articles as well to quickly engage readers.
Don’t just stick to the general presentation template. Experiment and create your own style to push brand recall.
Here’s one SlideShare article from Kinvey, which uses doodles and fonts that give a “handwritten” look to set the viewer’s mood for reading.
Presentations make a good impression and are perfect for engaging your B2B audience. However, a study revealed that 85% of social media marketers are not using Slideshare. Unthinkable, right? Apparently, the social media giants like Facebook (1.59 billion), Twitter (320 million) and Instagram (400 million), with their high traffic, are taking center stage for marketing. Slideshare only has about 70 million monthly users, and it doesn’t stand out in the charts. But that’s a fantastic opportunity for you since it means you now have less competition to fight over for taking a big bite out of Slideshare’s traffic.
Takeaway: Slideshare is an untapped resource for traffic. Convert your best articles and market insights into short SlideShare presentations (10 to 15 slides hit the spot). Use doodles or at least your brand colors on your presentation to make it visually appealing for readers.
A little humor goes a long way in building relations.
Many of us picture B2B as a no-nonsense space. Humor and storytelling are, they say, a thing for the B2C hub.
But, over the years, B2B marketing has stopped being boring. The Slack explainer video is one example of powerful B2B visual marketing.
Corporate Executive Board captures the crux of this development in their new report, saying that “brands which connect with their buyers on an emotional level will see twice as much impact as B2B Marketers who are still trying to sell the business or functional value.”
Catch on to trending topics and culture with live videos
Real-time marketing is powerful. The timelier a visual is, the more impactful it will be.
Social media giants are promoting the trend with live videos and disappearing stories, so if you are not already using your camera phone, you need to start now.
To give you an example, here’s Small Business Trends holding a live video event on Black Friday to help businesses sell more.
Tips and Advice for How to Sell More During the Holiday SeasonIn this live event on Black Friday, 3 ecommerce experts give us the straight scoop. With slides to highlight key points about retail and ecommerce!Key points:- Online shopping just keeps getting bigger! $1.15 billion in online sales was generated the day before Black Friday, just between midnight and 5:00 p.m. That is a 13.6% increase over last year.- Mobile online shopping accounted for $449 million of that. And three-fourths of mobile shopping was done on smartphones as opposed to tablets. However, one speaker said he was surprised. Listen to find out why.- Online shopping is no longer limited to just one or two days during the holidays. It's spread out across the season, according to another speaker. Listen to hear why and what that means for you.- Google is about to implement a big change come January when it comes to mobile sites and popups. Listen to what that change will mean and what sellers are doing about it.- Part of the online shopping spike is being done by online SELLERS who are buying goods to turn around and sell.- And much much more! A must listen!With:John Lawson, e-commerce seller extraordinaire. He's with ColderIce Media, and doing ecommerce since 2001. He's literally written the book on ecommerce, too!Peter Messmer, Director of Growth at AddShoppers.com, an onsite marketing platform that makes optimizing and engaging your e-commerce customer easy.Alan Berkson, from FreshDesk, the customer support service.Brent Leary, your host for Small Business Trends
Posted by Small Business Trends on Friday, November 25, 2016
Live videos are more engaging and personal. Studies reveal that people spend 3x as much time watching live videos compared to pre-recorded videos. To make it interesting, Facebook’s Product Manager has big news for every marketer:
“We’re making a small update to News Feed so that Facebook Live videos are more likely to appear higher in News Feed when those videos are actually live, compared to after they are no longer live.”
In short, live videos are going to catch more attention and traffic.
But like any other marketing effort, real-time visual content requires consistency, patience, and discipline. Some popular B2B examples who’ve managed to do so are Hubspot and Mailchimp. From Facebook Live to Snapchat and Instagram stories, they use all these mediums with a regularity that pulls their audience in and helps them maintain their expert image.
Takeaway: Make use of that camera phone to capture real-time events and trends.
Embed call to action buttons on your visual content
Have you noticed those sponsored posts on Facebook?
Here’s one from Google itself.
Besides the eye-catching visual design (and the use of the color ‘blue’ which reflects trust and credibility), the great thing about these ads is the embedded call to action (CTA) buttons. The CTA button makes it really easy for the interested users to navigate to Google’s Cloud landing page with just a click.
Likewise, YouTube also has overlays and card features to help you position, CTA buttons at strategic points in your video.
These embedded CTA buttons enable easy click-throughs to drive traffic to your associated websites and landing pages. Other than driving traffic, YouTube cards can also be used to launch polls and engage your viewers.
Takeaway: Embed CTA buttons in your visual content to make it easier for interested users to navigate to your landing page with just a click or a tap on the screen.
Use a simple Infographic to market that 5000-word article.
An infographic transforms data into a visual story. And, since the human brain is attuned to visuals, infographics have the potential to go viral. In fact, infographics get likes and shares over social media up to 3x more often than any other content.
Renowned expert Neil Patel believes in the power of Infographics and often uses them to promote his content. Here’s one infographic on the “Ultimate Guide to Visually Appealing Content.”
Takeaway: Infographics have proven their efficacy and viral-ability over the years. By converting a text or data heavy article into an interactive, appealing infographic, it can do wonders to your content marketing efforts.
Get giffy with it
What a great way to market your benefits and features to your audience! Short, spiffy and super quick to create, gifs are the new age videos that deliver a powerful message in literally seconds.
Here’s one explanatory GIF by Campaign Monitor. They wanted to give you a better picture of what their new feature, Dynamic Content, means for your email marketing strategy.
Gifs work best as part of a series. You could use them as part of a promotion series, to highlight the benefits of your product (even YouTube uses animated GIFs on their Advertise page to push conversions) or as quirky branded shareable content for your audience.
This Hootsuite gif earned over 90 likes and retweets and drove 760 link clicks when they were counting.
In short, gifs rock social media. You can use them on Facebook, Twitter, Instagram and Pinterest to captivate your audience and encourage likes and shares.
Besides social media, gifs can also improve your email marketing. Don’t believe me? Ask Litmus.
Takeaway: Create GIFs as mini how-to guides to highlight exciting product features or how your signup process works to educate your target audience and encourage conversion. You can even embed GIFs in your email newsletter to delight your subscribers.
Trigger curiosity in readers with exciting article cover image
Did you know that content with images gets 94% more views than the content without? Most blogs today have started using pretty cover pictures for their articles to tug at reader’s emotions.
You can get creative with your article cover images. The only rule is that the cover image should be designed in the context of the content of the article.
Stock images were once used abundantly but today flat vector images dominate the blogs. Take the Moz blog for example.
Takeaway: Use powerful images to promote your articles. Don’t hesitate to be a little controversial or over-the-top. The idea is to break the feed clutter and get read by your target audience.
Create short 30-60 second videos to present your brand message quickly
With attention spans decreasing year on year (from 12 seconds in 2012 to 8.25 seconds in 2015) and fast-paced information dispensing becoming the order of the day, perhaps your product needs shorter, to-the-point videos.
Try producing 30-60 second short videos.
For example, take the Kaspersky video campaign. They created a series of short 1-minute explainer videos, each highlighting a core feature of their product.
Here’s a video of Kaspersky Secure Keyboard.
By focusing on just a single feature, Kaspersky expands on the importance of using secure keyboards for writing passwords and bank details. Other videos in the series explore features such as Kaspersky Safe Money and Kaspersky Parental Control.
I am sure some of you may be wondering why not put together all these features in one video? Well, you can do that too (and save money that way; videos are expensive, after all), but a consumer may not be able to remember all the features when you put them on one video. With different videos, you can make each of your features stand out.
Also, a report said that sites with video make it 50 times more likely to rank on the #1 page of a Google SERP. So, just imagine what sort of ranking you could achieve with a whole bunch of videos. And, not just ranking! According to Unruly, enjoyment of video ads can increase purchase intent by 97% and brand association by 139%.
Takeaway: Videos that tell a story outperform promotional business videos. Create short, to-the-point videos that tap into your consumer’s emotions and triggers action. To boost conversion, add opt-in forms and cards in the middle of your videos at strategic points.
Deliver rich mobile experience with 360-degree videos and vertical videos.
Not every video is watched on a laptop or PC.
With mobile video consumption increasing year by year (75% of all mobile traffic will be video by 2020), it now feels stupid to have to rotate your device every time to watch a video on fullscreen.
Social media apps, aware of this user experience issue, have started facilitating vertical video content, and so far it’s been highly effective. Snapchat reports that “vertical video ads have up to 9x more completed views than horizontal video ads”. So no more booing at marketers about the Vertical Video Syndrome, a fictitious disease. Even Facebook now officially shows vertical videos on the mobile news feed, with marketers quoting good results.
Besides vertical videos, another significant development in the visual marketing world is the emergence of 360-degree videos.
A survey by Nikon found that “90% of US consumers think watching videos in a 360-degree format makes for an improved viewing experience”.
B2B brands like Dell EMC have started taking advantage of 360-degree video support in YouTube (now Facebook and Twitter-owned Periscope also offer 360-degree live video streaming) to deliver an immersive experience to viewers.
Takeaway: 1 in 10 people look at their smartphone as soon as they get up from bed. So, pay attention to mobile video marketing. Pick on the new 360-degree video and vertical video trends to deliver the rich experience to mobile users and make an impression.
The best marketing strategies are all about capturing people’s attention.
Your consumers don’t want to see the same kind of ad repeatedly. Power up your marketing efforts with rich visual content that tells a story and provides new experiences.
Don’t just focus on driving traffic. Develop specific visual content for each stage of your consumer decision journey to drive brand conversions and conversations.
So, are you ready to start your visual marketing campaign this year? Tell us what your favorite visual marketing techniques are in the comments below.
Also published on Medium.
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