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B2B Marketing - A Photographic Journey


The value of product visuals in the B2B space is absolute. It’s the first thing that captures the notice of your potential customers. And it’s an important element that can make a huge difference in the customer’s purchase decision.

Whether you promote pharmaceuticals, a piece of AI software or anything in between, you cannot ignore the power of high-quality, visually-stunning product imagery.
This means not using awkward stock photos. By the same token, those pictures you took hastily with your smartphone or disposable camera won't cut it. The secret to success in B2B marketing boils down to professional product photography.

Here, we’ll explain why product photography for B2B companies is crucial. We shall also touch on a few handy tips on how to leverage product photography to attract, convert and engage.

We'll finish off with 5 real-world examples of super creative B2B photos to inspire your next marketing project.

First Things First: What Is It?
Product photography is an art of using creatively-positioned images to paint a product in an appealing way. The endgame here is to promote a brand, sell a product or build customer loyalty.

In light of that, product photography is a core part of B2B marketing and advertising. Product images are typically used for marketing via email, social media, website, e-commerce platforms, billboards, brochures, catalogs, online display ads, and blogging, just to mention a few channels.

Why is Product Photography Important for B2B Marketing?

It’s about The Human Touch and Visuals
B2B marketing is not a one and done. Unlike consumers who make decisions in a snap, B2B customers have to be wooed for long using several strategies. You can check out this comprehensive guide for tried-and-true B2B marketing strategies you can use.

No matter your strategy, however, it pays to remember who you are marketing to. Yes, B2B buyers make purchase decisions on behalf of their companies, but they are also human. As such, visual elements of your product will attract the attention of your target buyers first, no matter how sophisticated they are.

That’s why you need to keep things visual right off the bat.

Remember we are visual creatures by nature. You have probably heard that the human brain is hardwired to process images up to 60,000 times faster than written text. Or, that 90 percent of info reaching our brains is visual, according to HubSpot.

While the authenticity of these claims is subject to debate, one thing is for sure: product imagery is what the doctor prescribed for B2B marketing.

It Drives Conversion and Purchase Decisions
You see, today’s ever-busy B2B buyers are always looking for ways to speed up their decision-making process. More often than not, they turn to the fastest way to collect tangible information: photos.

Beautiful product photos can certainly make a great first impression. But if you do it right, that impression can last and perhaps inspire a purchase.

Your pictures, therefore, reflect the perceived value of your product. If the photography is detailed and enticing enough, it can help the buyer make the decision faster and in your favor. In fact, 93 percent of buyers say visual elements play a role in their buying decisions, according to Business2Community.

Ultimately, good product images will drive more conversions, boost sales, and improve your bottom line. They can also serve as a window into your brand, mission and what you stand for.

Builds Trust, Credibility, and Loyalty
In the digital era of instant-everything, it can be hard to build and maintain credibility online. Even a small mishap can take your business down. Good thing, the quality of your product photography can tell the buyer a lot about your brand.

For instance, buyers will perceive your brand as reputable if your product photos are of high quality and authentic. On the other hand, if you neglect your product photography, your credibility and reputation online can take a nosedive.

Ultimately, well-polished and professional photos will establish trust and rapport with your target audience, and therefore build customer loyalty for your products and brand.

Helps Take your Branding to the Next Level
Branding is the cornerstone of marketing. It determines what you post on social media, press releases, blog updates, and all your marketing activities. Needless to say, images are central to your brand, from your logo to online ads.

Tips for B2B Product Photography
Add context: product-only photos can deliver lots of conversions, but adding context can take your marketing game up a notch. In-context product images are great when it comes to developing an emotional connection between your product and the customer.

Uniformity is key: Creative product photography helps you instill trust, boost engagement and tell your brand story. More importantly, everything in your photos, from quality to color choice, should speak to the customers in a uniform voice. That’s your brand style & identity.

Make sure they are large, detailed and accurate: This one is a no-brainer. Your product images should eye-catching, make a bold statement, and accurate down to the t.
Paint a complete picture: the customer should be able to see your product from every angle through your photography. So, don’t be afraid to lay everything bare, and take as many shots as possible.

The Golden Rule of Product Photography: Get Inspiration from the Best
There are several B2B brands who are doing a bang-up job when it comes to product photography. It won’t cost you a thing to learn from them. In light of that, here are 5 creative B2B photos that you can glean inspiration from:

(1) Help Scout - Human-Centered Customer Support
The developer of help desk software knows how to do product images. And their Twitter promo image below attest to their prowess. It’s ALL they do in one beautiful picture.

(2) Dropbox - Colored-Pencil Drawings
Again, your B2B images should be consistent with your brand image. Dropbox, the cloud file sharing firm, uses colored-pencil drawings to showcase their fun and playful style. This Instagram photo by Dropbox tells their love for forest protection in a light way.

(3) Square - Credit Card Processing
The cliche that a “picture’s worth a thousand words” couldn’t be truer for this website image by Square. It instantly grabs the attention of the customer and showcases the value proposition immediately.

(4) MarketingProfs - B2B Forum, Washington DC
MarketingProfs is no newcomer when it comes to B2B marketing visual. This stunning page takes advantage of photography to create context and buzz for their upcoming forum.

(5) GE - Instagram Account
Product photography takes next-level form when the products are shown in action. General Electric’s Instagram account is teeming with behind-the-scenes photos and their products in use.






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