Standing out in today’s market is tough. Below are a few key marketing creative and design tips you can follow to ensure that you are looking your best in the B2B world.
Standing out from your competitors matters
Before starting the design process, do your research. It is important to look at what your competitors are doing. Beware of following design trends in your market. Your goal is to attract your customer’s attention, and the best way to do that is by taking risks to differentiate yourself.
If you and a competitor offer the same product quality at the same price, the buyer will judge what’s intangible – an easy-to-use interface or how well information is organized. If you value your product or service, you should value all associated design.
Many B2B marketers are shifting from standard price-led marketing and are moving to a value-led approach. Determine where your value lies and ensure your marketing materials reflect this value.
When creating marketing materials, the first question you should ask is, what am I trying to accomplish? Are you trying to grow sales? Are you educating people about an important issue? Get familiar with the message you are designing for; the design should always visually support this message no matter the medium. Every element in your design should serve a purpose, whether highlighting a key statistic or utilizing iconography to visually represent a definition. You never want the design to be a distraction. You want to keep the focus on what’s most important – the message.
Not every font will work for every piece of collateral or brand. When choosing fonts, stick to two fonts at most. If you are using two fonts, pair a serif and sans serif together to create contrast. Think about what feeling you are trying to convey and choose your font accordingly. For example, when you think of a script font, the words “delicate,” “dainty,” “soft,” or “elegant” may come to you. This illustrates how a script font may work well for a local flower shop, but it might not be the best choice if you’re trying to convince customers to purchase your antivirus software. One may think typography is a minor thing, but it can play a large part in your brand’s perceived professionalism.
When it comes to selecting a color palette, less is more. A good rule of thumb is to use no more than five primary colors. Limiting the number of colors in your palette allows for greater simplicity and consistency in your designs. Fewer than five is too restricting and more than five is difficult to work with. Always have a primary and a secondary color palette. Using primary and secondary colors can help you establish a hierarchy. It can also ensure your brand palette has contrast and is complimentary.
In all marketing materials, having a clear structure to your layout is critical. Your layout should allow viewers to easily navigate the copy in the order importance. Sticking to consistent type styles for your headers, subheads and body copy helps establish that hierarchy. Without a clean and simple layout, you run the risk of information being lost or the reader losing interest.
User Experience (UX) matters
B2B buyers focus on user experience now more than ever, which is why UX needs to be at the forefront of your marketing efforts. One of the first places a customer interacts with a B2B’s brand is through a website. When a consumer visits a website, its products and services should be easy to locate and ultimately drive them towards a purchase.
Generating ROI through video matters
In the B2B market, video has become immensely powerful in attracting the attention of potential buyers and establishing help establish brand awareness. A simple 30-second explainer video can be a powerful visual aid when selling your product or service, especially if you’re explaining complex or highly-technical concepts.
Building trust matters
Trust is incredibly important when it comes to B2B marketing. Establishing a trusted brand requires error-free, accurate and quality work that is brand compliant. Create a quality control checklist and always review your work - in actual size and in the final medium - before publishing. (All print pieces should be printed to scale and all mobile ads should be viewed on a mobile device). Avoid common mistakes such as typos, double spaces, leading errors and kerning. Ensure the resolution is appropriate and all logos and brand colors are accurate. Creating a checklist for these items can lessen your chances of making mistakes and will not only help you keep your job, but will allow customers to trust the quality of your work.