Think of a popular B2B business. Go on, take a second.
Got it? Maybe it’s Salesforce, Dropbox or Shopify. Maybe it’s us (blushes). Whoever you thought of, I'll guess it was someone strong in the design department.
In a sea of B2B companies, strong design is what separates you from your competition. It’s the megaphone for your brand’s unique voice, advocating for the special talents your organization brings to the table.
If that sounds like a tall order, read on to learn how strong design can turn your marketing goals into reality in 2023.
B2B marketing is completely different from B2C marketing, and calls for a strategy that speaks to business needs. It may include designing social posts, ads, a website or landing page, or email and print materials (just like a B2C campaign), but must still be calibrated to build confidence and demand on behalf of businesses.
Think about your buyers’ motivations. B2C consumers are mostly motivated by aesthetics, convenience or emotions. B2B consumers are thinking about ROI, growth, and long-term partnerships.
Whether you address B2B buyers’ motivations explicitly or implicitly, those motives should influence your design choices. For example, you might design an infographic that shows the 6-month ROI of your product as part of your B2B ad campaign. Or, you could create an animated short showing how your service helped one of your long-time partners. Both are great ideas, and both require a high degree of design proficiency to be effective marketing tools.
So, how do you impress a prospective business partner? First, make sure your designs are top-notch by working with an ad creative service. Having a dedicated design team in your pocket (without the added costs of increasing headcount on your own team) makes it easy to create attractive, effective ads and other marketing material. If you don’t have a designated design ops team yet, get our guide on the Future of Design Ops.
Read on for design ideas and tips that will ensure your B2B offerings get the attention they deserve.
According to Linkedin, posts with images get twice the engagement of posts without images on their platform. You can use eye-catching images, videos, and motion design to stop a user from scrolling right past your ad.
Here are some tips for creating good multimedia designs:
Here's one of my favourite headers from this blog on motion design. Neat, huh?
If you post a B2B ad on social, you may be hoping to bring viewers to your website, where they can learn more about your company, read about your product, or make a purchase. Follow these tips to use design to make your B2B website more effective.
Once you’ve followed the tips above, you should have attention-grabbing ads and beautiful landing pages. Now, it’s time to get them in front of your target audience — which you’ll probably do on LinkedIn (it’s the top platform for B2B marketing according to Content Marketing Institute).
Try these tips to boost your LinkedIn marketing:
Getting engagement-worthy creative for B2B marketing initiatives can be a cumbersome task for most marketing teams. Even those with design teams in-house can struggle, as those teams are frequently bombarded with marketing projects of their own.
Having a purpose-built team of experienced designers allows you access to lead-generating creative for a minor fraction of the cost of a new hire.
Talk to Superside today to give your B2B marketing strategy the superpowers it needs to stand out with our broad range of graphic design services.