If you read my first post on Eight reasons your brand needs to use visual storytelling, you may be wondering if I have any advice about how to make visual storytelling work for you?
I do. Here are some tips and ideas for putting visual storytelling to work in B2B.
Stay on brand.
You’ll get two times the level of engagement with visuals on Facebook. But they need to be relevant and recognizable. Create a visual standard so people know it’s your image (this could mean using a certain camera angle, type of cropping, logo treatment, color filter, etc).
Use images with text overlays. (Memes).
Creating a graphic out of an elegant saying or useful bit of advice to your customers may resonate with them. Pick a saying or tip that they’ll want to share and remember. Then make it share-worthy by turning it into a graphic. (Like the example below).
Your visuals need to tell an overall story. Make them original, but also follow a standard format for timing, style, message and objectives.
Publishers who use infographs grow traffic an average of 12%. Select some interesting quotes or statistics, facts or tips to create something visual to spread your brand story further.
Pinterest drives traffic (for B2B too). For example, 25% of retail traffic from Sephora comes from Pinterest and the brand found that Pinterest followers spend 15% on their products more than Facebook followers. Pinterest is not just for consumer brands. Even medical device brands (like Thermo Fisher Scientific) have found that their product and user graphics on Pinterest have generated thousands of followers. Find the content that appeals to your audience and post it.
Pull images and graphics from your other marketing materials such as ebooks, webinars, presentations or tradeshow posters. Give useful ideas and information away for free. It will build your brand following.
Don’t be afraid to show a humorous side. Even in straight-laced business areas such as life science and healthcare, content with an entertainment value is appreciated. The key here is to know your audience – well. What will they find entertaining? Never be off color or offensive, but poking fun at yourself (or your market area) can be appreciated.
Customize for every platform.
Every network is different. Don’t use the same images across all media. For example Tumblr is very .gif focused (Animation). Pinterest is great for infographics. Post video links on Facebook.
Use video effectively.
Video is a highly consumable format, and is a very underutilized tool. Video doesn’t always have to be film, but can be created as animations from stills as well. Use animation in a creative way. Tell a story using words and pictures.
Consider a video response (or parody).
Video “responses” to the viral sensation for Gangam Style grabbed attention and even brands were able to get in on the buzz. News clips or popular ads in your area can be inspiration. Consider this video response created by IKEA parodying the Apple ads.
Share your presentations.
Slideshare is a go-to network for business info and education. Be creative and to do your best to give audiences what they are looking for. The value of this channel is lead generation, because it can so effectively drive traffic to your website. Post not only sales and company presentations, but also useful “how to” and “step by step” slides.
You can boost your newsletter open rates with cartoons. Walter says that Intel’s newsletter open rates went up to 45% (from 5%) when they started using cartoons. Just ask Hugh MacLeod (Gaping Void) or Stu Heinecke. (Literally, ask them, they offer customized and syndicated cartoons).
Activate your passionate advocates.
Create a way to let them get involved, share their comments or stories. Ideas: have a Fan of week contest, let customers submit photos, or have them post their video tips and messages about using your product.
Don’t just create marketing campaigns. Build tribes. Inspire movements. Visual content inspires audiences.
Images stand out
Keep in mind, every two days now we create as much information as we did from the dawn of civilization up until 2003, according to Eric Schmidt (as reported by TechCrunch). Visual storytelling is the way to stand out from noise.