World Photo Day: the importance of imagery in B2B marketing

World Photo Day: the importance of imagery in B2B marketing

Published date: 20 Aug 2018

On 19th August photography lovers across the globe celebrated World Photo Day, with the main aim being to connect with people and celebrate the power of photography.

These days, our society is obsessed with taking photographs and sharing them with the world – the fact that networking sites like Instagram and Pinterest have over 200 million users worldwide is proof of that (1).

In this era of ‘visual culture’, marketers have long since recognised the importance of photos/images in our marketing campaigns, in our content marketing strategies, and in our social media platforms.

But what about B2B marketing specifically? Below are four reasons why images are important in B2B marketing:


Images are a great way to attract attention. Marketers must work hard to grab the attention of their target audience, due to the sheer volume of content online. In addition, you want the target audience to register that what you are offering them is unique and better than the other ‘thing’ they just scrolled past. Have a look how Avios makes use of powerful imagery to entice customers into joining their reward programme.


One of the reasons images are so important is that they make people feel that you, as a company, are real and authentic. B2B companies don’t always see themselves as brands. This is a huge mistake because 20% of decision making in B2B is emotional (2). IBM helps humanise their brand by sharing social media posts about their employees and what they do on a day-to-day basis.


Emotional connection

Images are good at expressing happiness and sorrow, curiosity and kindness. Imagery can be a vehicle for every human emotion. The emotional state of the target audience has to be gauged so that the image they see relates to their situation and the messaging you are trying to portray.

Builds credibility and tells a story

Images are important tools as they help build credibility and can tell a story to current and/or potential audiences. Whether you need to convey a message about a simple idea or a complex one, imagery can help explain why your company’s offering is the best choice and help build customer–company trust.

After a quick read of the above reasons why images are important in B2B marketing, it’s clear that content that is supported by visual imagery is considerably more gripping than text alone.

The key is to attract attention, give it a human touch, and make sure it relates to the written content it’s paired with.