What Should B2B Marketers Do To Optimize Their Brand’s Visual Experience?

One of the core challenges that digital marketers face today, is building out campaign strategies that can effectively help their brand stand out from the crowd. This also involves the struggle of creating enriching digital journeys that not only pique a target audience’s interest but also help them break through the noise.

While most marketers revisit their digital marketing plans by focusing on how they can improve their overall content and messaging experience to drive impact, there is another secret that fewer marketers use to push for more ROI – it involves revisiting how brand assets, graphics and visuals are used to power their audience’s online journey.

Why is it crucial today to have a better visual experience for every campaign?

Target audiences are spoilt for choice today and are usually recipients of thousands of brand campaigns that keep coming into their inbox via different channels: email, social, direct text and more.

This can cause several impediments for a user or potential customer, because when they are subjected to so much brand marketing online through different brands, they are most likely to ignore some if not most of them.

Most marketers focus on reshaping their content plans and core content strategies to address this issue.

This can actually be considered a blind spot, marketers who focus on building a balanced marketing outreach that focuses on both aspects: enhanced messaging and better visuals can break through the noise a lot faster.

We’ve all heard the phrase, a picture is worth a thousand words. When it comes to digital experiences, enriched visuals can actually drive the necessary impact much faster, if done right.

Helpful Tips to Enhance your Brand’s Overall Visual Experience

1. Do a Study on your Key Competitor’s Visual Journey

Any seasoned marketer will know the importance of keeping a tab on how their direct competitors run campaigns as well as what kind of campaigns they run. Competitors are always reaching out to the same target audience base as you.

Understanding more about the type of visuals and graphics and colors that a competitor is using to run their digital marketing efforts can allow you identify what type of visuals and themes to stray away from. You don’t want your brand to look like theirs after all.

Using color tones that match your own brand’s core color theme, logo theme and website theme while building out visuals across marketing and content assets can create that desired brand recall thereby enabling a more sophisticated online experience. But in the midst of it all, your visuals should be unique and creative.

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2. Complement Content Assets with Images that Stand Out

One of the common beliefs in B2B is that B2B marketing journeys are long winded and boring. The truth is, it doesn’t have to be so.

Most B2B tech marketers will decide to release a set of blog articles, whitepapers, ebooks, podcasts, webinars within a certain duration to enhance their brand’s content journey with the aim of moving target audiences across the typical buying stages – awareness to interest to consideration, until they finally move to a decision as to whether to invest in a brand or not.

This is where marketers can add to that omnichannel messaging experience by creating visuals that are consistent with the core brand theme (in terms of colors and more) across these content assets.

For example: if a brand is set to publish a host of assets on ABM (something like 05 blogs, 2 podcasts, 1 whitepaper and 1 ebook): building out a consistent image and visual while treating this as a ‘’set’’ can be useful in getting the target audience to become more familiar with who you are and what you are trying to convey.

Seasoned marketers will often create a template for each such set to achieve faster results.

3. Customize Graphics and Images Across Key Marketing Channels and Website

Stock images hold the power of allowing brand marketers and creative teams to build and design their content assets a lot quicker than before. But simply picking ready-to-use images from a stock pile doesn’t work as effectively.

Using stock images as a base to then further customize the theme or visual, to make it look unique is necessary to help break through the noise.

A key reason as to why simply picking a stock image for use is never a good idea is because, other brands out there, including your competitors are probably using the same image or similar theme for some of their content assets or digital marketing campaigns.

Deeply customizing each of these visual assets is key to driving that differentiator in a marketplace that is already drowning in content.

4. Drive Creativity with Each Visual

When relying on ready-to-use templates or stock images to build content assets, not many brands focus on the creative aspect. What does this mean?

They don’t often ask themselves, what type of graphic will make the target audience look twice, or stop scrolling a particular social feed. Images and visuals that complement headlines in an indirect but fun manner can make prospects engage with your content assets. Mundane, boring images might not even register in their mind. So no matter how great the actual content might have been, the lack of creatively in the visual can still bring down the potential ROI of the campaign or that particular content asset.

A good visual experience simplifies how the content is perceived, it can influence reader interest, it can also allow a brand to convey more with less. A well thought out visual experience can boost a brand’s marketing and sales journey and help drive better results in the future.

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