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31 Mar 2017

B2B Lead Nurturing: How To Use GIFs For Business Today

GIFs rule the social media world.

The New York Times reports 23 million GIFs pass through Tumblr daily, and Facebook Messenger gets five million in the same period. That's not news to anyone who's been on the internet for more than five minutes. But what about GIFs for B2B lead nurturing?

What is interesting is that Slack, a group chat app intended for business use, has two million GIFs per month.

Beware, this blog post is also heavy packed with GIFs. Hope it will inspire you to use them in your own business for B2B lead nurturing. 

5 Keys to use Gifs in B2B Lead nurturing 

These animated graphics are no longer reserved for the consumer world. Business prospects have busy days, so they're going to delete text-heavy messages on autopilot. When you incorporate cost-effective visual content, such as a GIF, you catch their attention and set yourself apart from the rest of the pack.

 

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Here are five ways to work GIFs into your B2B lead nurturing campaigns.   


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1. Use a Human2Human Approach Through GIFs in Chat Rooms and Instant Messages

One of the biggest problems with B2B lead nurturing is the habit of forgetting that the people on the other end are just that - people.

 

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A "human2human approach," even when you're working with multiple decision-makers, gives you the opportunity to strengthen the relationship and deal. Use GIFs in your live chats, chat rooms and other instant messages for a strong emotional response. Many platforms, such as Slack, have GIF search integration available to streamline this process.  

2. Embed GIFs in Articles for Better Engagement

The human brain is a lot better at processing visual data quickly, but many companies stick with the same stock images that everyone's seen before. The sheer volume and variety of GIFs give you a lot to work with, and the animation conveys a lot of information in a single glance. Whether you're illustrating your top-of-the-funnel content with humorous GIFs or you're treating the bottom of the pipeline to a GIF-based product demo, you enhance your already produced materials.  

 

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3. INCREASE RESPONSE RATE IN EMAILS BY USING GIFS

An animated element in your email marketing is often unexpected, especially in the B2B sector.

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More importantly, you get a chance to convey more information than normal in emails. When your prospect looks through your lead nurturing email on their mobile phone, they don't want to scroll five times to get through it. You keep it clean and concise with creative GIF placement. 

 

4. CREATE GIFS SHOWING PRODUCT FEATURES AND BENEFITS

You aren't limited to the world's largest collection of cat GIFs to communicate with your prospects...

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(although you might find that more of them prefer that than you might expect).

Convert your video content into a selection of GIFs that shows how your lead benefits from a purchase, or send supporting how-to content going over features.

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5. ADD GIFS TO YOUR SOCIAL MEDIA RESPONSES FOR A PERSONAL TOUCH

Proficiency in speaking GIF is almost necessary for getting by on social media these days, and it's becoming more commonplace in B2B corners as well. Sometimes it's difficult to accurately convey tone with text alone. The right response GIF can make the difference between the prospect understanding what you mean, and a social media snafu. Plus, Facebook, Twitter and other sites make it easy to use existing GIFs or add your own.

 

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CONCLUSION - USE GIFS IN B2B LEAD NURTURING

The B2B world is competitive no matter which market segment you're in. When you want to go the extra mile with your B2B lead nurturing efforts, you'll find an unlikely and effective ally in the humble GIF.

Find GIFs at places like Giphy.  

That's it for me now. Bye, bye. 

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 P.S. I would love to see if you have any cool GIF's used for B2B?


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About the author

Jesper Wilhelmsen

Jesper Wilhelmsen

Jesper Wilhelmsen is Inbound Marketing Specialist at iPaper. Jesper is passionate about exploring new tendencies in the field of marketing and communication and always strive to optimize the communication effort and find the synergies in combining communication platforms.

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