In a fast-paced digital world overflowing with content, capturing and retaining the attention of your audience requires more than just well-written text. Visual storytelling is a compelling way to communicate complex messages succinctly.

People scan text and focus on images.

One study found users spend on average 5.59 seconds looking through the written content on a web page but will study the main image for 5.94 seconds. This particularly challenges B2B marketers who need to convey complex information quickly and effectively. Traditional long-form content is insufficient to engage potential clients who are constantly bombarded with information.

People process visual information 60,000 times faster than text, making visuals more effective at capturing and retaining attention. In the B2B space, where decision-makers are often inundated with data, visual content can simplify complex information and make it more digestible. Graphics, charts, and images can convey key points quickly, making them ideal for busy professionals who might not have the time to read lengthy articles.

Types of visual content that drive engagement.

With so much content vying for our attention, your content mustn't get lost in the noise. High-quality visuals, unique perspectives, and compelling storytelling will help your content rise above the clutter. 

Short-form Videos

Videos are engaging, entertaining and easy to share. One- to two-minute videos are highly effective, offering a dynamic way to explain the unique features of products or services. After all, seeing is believing. 

We helped Johnson Level create a teaser for their new game-changing tool, the MACH-1 rafter square. The video explains how its many innovative features help professionals work faster, with ultimate precision and accuracy. 

Infographics

Break down data, statistics and complex communication into a series of simple visuals. Infographics are great for explaining a process, a how-to, or a complex concept.

Our client, Hentzen Coatings, has state-of-the-art Research, Development & Innovation Labs where they develop solutions for the industry's toughest coating challenges. To show the extent of their capabilities and expertise, we created an infographic of their powder coating manufacturing process, explaining the procedures, benefits and results.

Product Illustrations

Product illustrations and diagrams help prospects better understand how a product or service works and its benefits. For example, our client Curt G. Joa makes nonwoven converting machines. The JOA adult pant machine helps customers manufacture adult pant products with innovative features, while improving production speed, quality and uptime. To convey the benefits of its complex machine technologies to its audience, JOA used illustrations to communicate end product benefits, with intriguing callouts.

Social Media Carousels

Tell a story by showcasing multiple images in a single post with Instagram and LinkedIn carousel posts. Carousel posts also boost your reach since they are more interactive. Plus, if someone doesn't swipe past the first image, the post can show up again in their feed, showcasing the next image.

Timelines

Interactive timelines on a website or sales presentation are a clever way to provide a more engaging overview of a company's history or project milestones. This makes content more digestible and gives users control to browse what interests them.

Tips for getting started.

Integrating visual storytelling into your B2B marketing strategy requires careful planning and execution. Start by identifying your key messages and how visual elements can enhance them. Invest in high-quality visuals that align with your brand's identity and values.

Remember, visuals must be aesthetically pleasing and functional, effectively conveying your message. Collaborate with skilled designers and content creators to produce professional and impactful visual content. Lastly, continuously monitor the performance of your visual content and be prepared to adapt your strategy based on audience feedback.