Creating better B2B marketing communications

What do you need to do? – Ask yourself these questions:

1. Are you looking to stand out from the crowd?

Want to make a statement, or differentiate yourselves from the competition? Then the use of good quality, bold, arresting, and well-composed imagery can help.

Additionally, high contrast, vivid colours are great at attracting attention, while increasing the legibility of keywords and messages too.

2. How much time have you got?

In truth you’ve only a split second to get someone’s attention.

Us human beings are highly efficient at processing images. We can pick up signals as fast as 100 milliseconds (thousandths of seconds) – yes really! That matters when you need to get a clear message across fast.

So, keep messaging concise, and if you need to demonstrate results, processes, or complex information, then a well-designed infographic’s going to be better than an explanatory paragraph.

3. How well have you defined and understood your audience?

Language, age, cultural and educational barriers all have an impact on how we absorb messages. Clear diagrams, or widely recognised icons and graphics can overcome these barriers. Remember that over half of all of us (65%) are visual learners.

And if you’re marketing internationally, make sure you’re aware of learned associations and cultural differences. For example, while blue is often used to signify cleanliness, in Mexico it can symbolise mourning!

4. Are you aiming to provoke a specific reaction?

Emotion substantially influences our cognitive processes – our perception, attention, learning, memory, reasoning, and problem solving. Emotional reactions are critical to successful marketing.

Campaigns with purely emotional content perform twice as well as those that are purely factual.

5. Will people relate to your communications?

While you may be marketing to a business, your buyers and influencers are 100% likely to be human!

Did you know that the human brain processes a direct gaze more intensely than a face with an averted gaze or closed eyes? And that a direct gaze can intensify the feeling of you being the focus of the other person’s interest and intentions?

Faces which look outward from a website, video, social media post, poster, or brochure are far more likely to gain our attention.

Just as your messaging needs to focus on their challenges and pain points, you can also use imagery, real and abstract, to ‘connect’ with your audiences and to explain difficult concepts.

6. How memorable do your communications need to be?

Studies have shown that we can remember more than 2,000 pictures with at least 90% accuracy, and with only brief exposure to them.

A strong, visual solution can make the difference between the highly memorable and the quickly forgotten. If you don’t own great imagery, then it’s worth investing in some – and you won’t necessarily need to break the bank to do so.

7. How easy is it for your audience to get your message?

When marketing complicated products and services, making clear what you’re saying, and importantly, what that means for your audience, is vital. This is where video comes into its own. Using your audience’s audio and visual senses significantly improves your chances to do this.

Well produced Video, animation and motion graphics give you greater ability to tell your story and to grab attention. Getting them right isn’t easy, but when you do, your content will be more engaging and increasingly shareable.

8. Do you want people to share your content?

In our social media world, we’re 40 times more likely to share visual content. And articles that feature an image every 75-100 words will receive double the shares of those with text alone.

How do we know all this?

It’s an important part of what we do – but just one of the powerful tools we use to create great B2B communications. Communications that take B2B marketing beyond business as usual.

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