Are you involved in a B2B business? Here are tips to help you create professional visual marketing materials. We reveal the secrets of great product photography and present the best tools and accessories you can use. Get inspired and make your brand stand out!
In the B2B world, where first impressions often determine success, the quality of visual marketing materials is crucial. Professional photos, a consistent visual identity and the right lighting are just some of the elements that can set your company apart from the competition. In this article, we share practical tips to help you create the highest quality marketing materials, increasing your credibility and brand recognition.
From this article you will learn:
- how to define your objectives and target audience before creating visual marketing materials;
- what are the key principles of a consistent visual identity;
- what working techniques are most important in product photography;
- what photographic equipment can help you create professional product photography;
- how to ensure proper composition and quality of photographs;
- what visual formats are worth using in B2B communication;
- how to optimise visual marketing materials for SEO;
- how to analyse and improve your visual marketing content.
Key to B2B success: Professional images can increase sales by 200%
In an era of increasing competition in the B2B market, companies need to take care of every aspect of their presence. Professional visual marketing materials can significantly influence the perception of your brand, attracting the attention of potential customers and building trust. However, creating such materials is not just a matter of aesthetics, but also of technique and the right equipment.
Creating professional marketing materials is a key part of a B2B strategy that has a huge impact on brand perception, building trust and generating leads. In a world where pictures speak more than a thousand words, the quality of visual content cannot be overlooked. In this article, we will provide practical tips to help B2B companies create even better quality marketing materials. The tips take into account both technical and creative aspects. We will also suggest product solutions that can help.
Advice for B2B companies: How to create visual materials that sell
First impressions are crucial here. Recipients judge a company based on the visual aspects of its presentation, which means that the quality of marketing materials can significantly affect brand perception. Professional images and graphics can:
- increase brand credibility,
- make a product offering easier to understand
- reinforce the advertising message,
- increase audience engagement.
Step 1: Define goals and target audience
Every marketing project should start by precisely defining the objectives and identifying the target audience. In the case of visuals, this means that you need to clearly define:
- PURPOSE – What do you want to achieve with your visual materials? Is the goal to increase sales, build brand awareness or perhaps educate the market?
- TARGET GROUP – Who is the target audience for your materials? What are their needs, preferences and behaviours?
Matching your content to your audience’s expectations is key, as it allows you to communicate your message more effectively and increase the effectiveness of your marketing efforts.
THIS MAY WORK FOR YOU:
The Newell Air Artha XL LED lamp and Newell Talos tripod. This is an advanced lighting kit that is perfect for professional photo shoots. The Air Artha XL LED lamp offers powerful, adjustable light and the sturdy Newell Talos tripod provides stability and precision in positioning. The ideal choice for those who want the highest quality and functionality.
Step 2: Create a consistent visual identity
Visual consistency is one of the cornerstones of effective marketing communication. When creating visual materials, you need to ensure that all elements are consistent with your brand’s visual identity.
- COLOURS – Use a colour palette that is consistent with the logotype and the rest of the visual identity.
- TYPOGRAPHY – Choose appropriate typefaces that are legible and fit with the character of the brand.
- GRAPHIC AND PHOTO STYLE – Ensure a consistent visual style that will be associated with your company.
Step 3: Ensure high quality product photography
Product images play a key role in B2B marketing materials. The quality of your photography can determine your customers’ purchasing decision, so invest in the right photographic equipment and techniques to get the best results.
THIS MAY WORK FOR YOU:
Newell Sparkle LED lighting kit. Professional lighting is key to successful product photography. The Newell Sparkle kit provides even, bright light that highlights the details and colours of products to create the highest quality photos. It’s a reliable solution for companies who want to make their products stand out from the competition.
What are the most important rules for creating product photography?
- LIGHTING – Good lighting is the foundation of successful photos. It is worth investing in professional lighting kits to achieve even light and highlight all product details.
- PRODUCT PRESENTATION – For shadow-free photos that perfectly capture the look of your product, it’s worth using a shadowless tent.
- CADRING – The positioning of the product in the frame is of paramount importance. It is important that the product is clearly visible and that the photos are taken from different perspectives to fully showcase its features.
- PHOTO EDITING – Image processing is an integral part of creating visual material. With the right graphic tools, you can improve the quality of your photos, adjust colours and remove minor imperfections.
THIS MAY WORK FOR YOU:
The Newell M80 II shadowless tent. If you want professional product photos without unwanted shadows, this shadowless tent is the ideal solution. It allows even illumination of the product for clear, clean photos. It’s a tool that will be particularly appreciated by companies that rely on high quality visual presentation.
Step 4: Take advantage of advanced lighting techniques
Lighting is one of the most important elements in product photography. Its proper use allows you to bring out the details, give depth to your photos and create an attractive and professional look for your product.
What lighting techniques are worth using?
- SOFT LIGHT – This is a type of light that softens shadows and evenly illuminates the product. Soft light can be achieved using diffusers or special ring lights.
- CONTOUR LIGHT – This is a technique that illuminates the product from behind, allowing the product’s contours to be highlighted and giving the photo a three-dimensional effect.
- POINT LIGHT – This is a focused light that allows you to highlight the details and particulars of the product. It can be used in combination with other light sources to create an interesting and dynamic effect.
THIS MAY WORK FOR YOU:
Newell RL-10A Arctic White LED Ring Light. Ideal for portrait and product photography. It provides soft, even light, eliminating harsh shadows. By adjusting the brightness, you can tailor the lighting to your needs, making it a versatile tool in the photo studio.
Step 5: Ensure your images are properly composed
Composition is how the elements in a photo are arranged. Good composition helps direct the viewer’s attention to the most important parts of the image and gives harmony to the whole.
Rules of composition that are worth applying:
- PRINCIPLE OF THREE – Divide the image into three equal parts horizontally and vertically. The most important elements should be on the dividing lines or in their intersections.
- LEADING LINES – Use lines that direct the viewer’s eye towards the main subject in the image. These can be natural lines (e.g. product edges) or artificial lines (e.g. background elements).
- SYMMETRY – Symmetry can add elegance and balance to your photos, especially if you are photographing products with regular shapes.
- NEGATIVE SPACE – Leaving empty space around a product can make it more visible and stand out.
Step 6: Create a variety of visual materials
B2B companies are often limited to standard product images, which can lead to monotony in visual communication. To stand out from the competition, experiment with different visual formats such as:
- INFOGRAPHICS – These are a great way to present complex information in an accessible way. They can include data, diagrams, charts and illustrations that make your offering easier to understand.
- VIDEO – Product videos, instructional videos, or interviews with experts can significantly increase audience engagement. Video is a dynamic format that captures attention and can be used in marketing campaigns and on a website.
- ANIMATIONS – Moving images are increasingly popular in B2B marketing. Animations can be used to explain complex processes, present products or as an enhancement to other visuals.
- PHOTO CARCASSELS – On social media platforms, photo carousels allow you to show several images in a single post, which is particularly useful for presenting different product variants or project stages.
Step 7: Ensure your materials are optimised for SEO
In addition to aesthetics and quality, visual materials must be optimised for SEO in order to support the positioning of the website in search results. Here are some key principles:
- ALT TEXT – Every image on a website should have an alternative description (‘alt text’) that includes keywords and describes the content of the image. This not only helps with SEO, but also makes the site more accessible for the visually impaired.
- FILE SIZE – Image files that are too large can slow down page loading, negatively impacting user experience and SEO. Ensure images are optimised for size without sacrificing quality.
- FILE NAMES – Image files should have appropriate names that are descriptive and include keywords. Instead of using names like ‘IMG_1234.jpg’, it is better to use ‘photo-product-model-X.jpg’.
- GRAPHIC FORMATS – Use modern graphic formats such as WebP, which offer better compression while maintaining high image quality.
Step 8: Regularly review and refine your visual materials
Creating visual materials is a process that requires constant analysis and improvement. Monitor the effectiveness of your efforts by checking which materials produce the best results. It is also worth regularly testing different visual options to find the ones that best appeal to your target audience.
What tools can help you analyse your visual materials?
- GOOGLE ANALYTICS – This tool allows you to track user behaviour on your website, so you can assess the effectiveness of your visual content in terms of conversion and engagement.
- HOTJAR – Allows you to analyse users’ interactions with visual materials through heatmaps and session recordings, which can help you understand which elements attract the most attention.
- A/B TESTING – Testing different versions of visual materials allows you to identify which ones work best. Different colours, layouts, images and formats can be tested.
Creating professional visual marketing materials is an indispensable part of a successful B2B strategy. It requires both an understanding of your audience’s needs and the use of advanced photographic and lighting techniques. By investing in the right equipment, you can significantly increase the quality of the materials you create and make them more effective in your marketing communications. Remember, the key to success is consistency, quality and regular analysis of results to continually improve your visual materials.
Do you want to create even better marketing materials, but aren’t sure what tools will work best for you? Let us know! We will be happy to advise you on which Newell products will best meet your needs and help you stand out in the market. Invest in quality and see how professional equipment can take your content to the next level.
