To sum up our take on using images in B2B marketing we’d say: good words will work without pictures. But pictures add ‘zing’ to copy.
Images help break up large blocks of text and make a piece more visually appealing and effective. If you use them in your copy, make sure they’re the best pictures you can find to suit your content.
Beware of the stories that pictures tell all by themselves, regardless of what your copy is saying. They can undermine your message—this is so easy to do in social media marketing especially, where images are everywhere.
The 9 Keys to Using Images Effectively:
- Don’t use photos from ‘politically correct central casting’. You know the ones—sharply dressed, late 20’s, sitting in a high tech office; one black, one white, one brown! Tragic!
- The picture needs to suit your message.
- Use a picture to tell a story, not just because you like it.
- Use specific captions for all of your pictures, to relate them to your text.
- If a picture is unsuitable for whatever reason, just don’t use it.
- If you want to encourage trust, have a picture of someone with their family, their kids or with their dog—family values encourage trust.
- A good idea is to look at where everyone else is placing images on the page and do the opposite. You’ll stand out!
- Have someone who is not involved in your work take a look at the copy and the picture together. Ask them if the picture suits it or undermines the copy and listen to them! Don’t just use it because you like it.
- Finally, and most importantly, if the picture is on a website, put an alt tag in, using your Keywords so it adds to your SEO.
Pictures tell a thousand stories. Be sure you tell the right one with your B2B marketing!