You are currently viewing Why is visual content essential for companies in technical industries?

Why is visual content essential for companies in technical industries?

  • Reading time:7 mins read

A growing need for visual content

Creating and sharing visual content has become one of the most important online marketing activities today. An ever increasing use of visual-based social platforms (such as Instagram and LinkedIn) cause companies to maximise the potential of content. Unfortunately many B2B businesses in technical industries still lack behind. Why is visual content so important and which opportunities do they miss?

Products sold in industrial markets are often complex. The decision making process is long and involves high responsibilities. Today 92% of B2B purchases start with search online (Forrester). Before contacting a supplier, B2B buyers already have conducted extensive research about different products. Based on their findings, B2B buyers make a final selection of suppliers and you want to be part of it! A powerful technique that can contribute is by using visual content.

Fuel for your marketing engine

In order to understand what visual content is we have to take a look at the greater picture.

Basically content is all information expressed through media directed towards a specific audience. It is crucial in marketing because it provides potential customers with relevant information about your products and demonstrates your expertise. Equally important, it allows your company to be found by potential clients online. Their keywords used in search engines can lead to your website (SEO).

Content basically is the fuel for your marketing engine and visual content comprises the part that’s mainly image-based. Common forms of visual content include: images, infographics, animated GIFs, screenshots, videos and slide decks.

It’s a conservative sector

The industrial sector is known as conservative. Many companies still apply their marketing activities through traditional channels such as fairs and existing networks. There is nothing wrong with that, but the world has changed and online channels have gained significant importance.

Many websites from industrial companies are rather outdated and a content strategy is often non-existing. Frequently heard arguments from industrial companies are: ´creating and sharing visual content is something for B2C companies, we just don’t have time or the resources for it´. It’s a naive attitude, because the competition will invest in it and take over potential business. 

Lets have a look at some relevant statistics.

  • 75% of website visitors form an opinion based on the quality of visual content (Stanford)
  • Visual content gets 94% more views than textual content on social media (Neil Patel)
  • 79% of the users scan a website and only 16% read everything (Nielsen)

´´The time companies should solely communicate about product features and functionalities is gone´´

Showing, instead of telling

Also for those industrial companies that do see the value of visual content, there is still a world to win. The time companies should solely communicate about product features and functionalities is gone. Content is still too Focused on writing rather than showing. The content bar needs to be raised.

Showing, instead of telling, is the secret to creating better content than the competition. Content is constantly evolving and your company needs to keep innovating. Industrial companies have a habit of overusing stock images. You know, those images we all have seen before on multiple websites. Using Stock images actually works counterproductive, because of their complete lack of authenticity. Another common problem is overusing the same visuals for years. 

Today´s B2B buyers want to see new, unique content that gets them excited. Content that they are willing to share with their professional network. So stop posting the same old images for the 1000th time and renew your visuals frequently to stay competitive.

Should you invest in visual content?

The main question with many industrial companies is if they should spend valuable time and resources in creating visual content? Although creating relevant visual content for business to business clients is no easy task, the answer to this question is a definite yes! 

You wont sell a complex industrial product (e.g. a laser cutting machine) with a short description and an add-to-basket button on your website. Instead you need to educate and guide your potential client through the buying process. You do so with lots of relevant textual and visual content about the product. The benefits of visual content are abundant, to mention a few:

  • Explains complex products in an easy to understand way
  • Increases trust and authority in your company
  • Communicates much faster than text
  • Gets more views, shares and interactions on social platforms
  • Attracts leads
  • Strengthen your company’s story
Teqqam Inbound Process

Image: infographic showing the marketing funnel (HubSpot).

What are the SEO benefits?

Additional to the benefits mentioned above it is essential to emphasize that visual content also contributes to higher online ranking in search engines. It is not only the keywords that score, also visuals contribute greatly. 

High quality visual content grabs the attention of your audience for a longer period of time. A great thing, because search engines consider this as relevant which makes your website rank better. 

Visual content gets shared more often than textual content, this is important for awareness but it also results in multiple backlinks directing to your website. As your content gains popularity, more external sources will be likely to link to it. 

By using alt text (correct descriptions of the visuals), search engines are more capable to index your content. Scoring even more points! In order to improve your content always keep track of the analytics. 

Take a good look at what works well and what doesn’t for your audience. Based on this information you can adjust your existing visuals and optimise the new ones.

Stand out from your competitors

Remember your company is unique and serves a specific target audience. Your content makes you differentiate and stand out from your competitors. 

If the content has great value and looks attractive your audience is likely to share it, which helps you create more awareness and improved visibility in search engines (SEO)

Industrial companies who embrace visual content gain higher returns such as traffic, likes, shares and followers. Try to avoid stock visuals as much as possible, the more authentic and engaging your images are, the more leads you will get in the future.

Let´s connect!

What do you think about visual content, does it help achieve your company’s goals or do you need to do some additional tweaking?

If you are interested to talk about how we can improve your content, get in touch!