According to a 2013 study by Infolinks, 86% of web users experience banner blindness.
Introduction
In the saturated market of B2B SaaS, your visual must stand out. A well-crafted creative can significantly impact conversion rates, while a poor one can lead to a substantial drop-off in potential customers. Even if you like the ad creative, even if it is very modern and seems perfect to you - it may not work sometimes. That is why it is important to forget about your personal taste and give your target audience what they want to see visually. What is the nuance here is that you have to give it in a context that YOU want.
After publishing, it's essential to A/B test your ads to determine their effectiveness. This process involves measuring how well your ads perform in terms of engagement and conversions, helping you refine and optimize your creative strategy.
Now let’s explore the topic further.
The Difference Between B2B SaaS Creatives and Others
Why a Different Approach?
The answer is simple - because it’s all about the audience and the nature of the product. While B2C ads are aiming for immediate impact, B2B ads focus on building long-term relationships. The sales funnel structures are different and in the case of B2B ads - you need a bit more patience.
Think about it: B2C ads are designed to catch the eye of individual consumers who might decide on a whim that they need a caffeine boost or a refreshing drink. B2B SaaS ads, on the other hand, are targeting professionals and decision-makers who are considering long-term investments in solutions that will help their business thrive. It’s not just about the quick fix; it’s about showing reliability, value, and trust over time. The sales cycle for B2B is longer and involves more stages, which means the ads need to be informative, credible, and compelling enough to sustain interest through the entire decision-making process.
Show and Tell: B2C vs. B2B SaaS Creatives
Let’s compare some visuals to illustrate these differences.
Visual 1 is a creative coffee ad, bright and energizing. It’s straightforward: here’s the coffee, drink it, feel the energy. It is obvious that it’s a coffee ad aimed at giving you that much-needed energy boost. This approach works because it’s simple and immediately gratifying.
Now, look at Visual 2, a B2B SaaS ad. This one’s a bit different. Instead of just showing off a product, it’s winning the trust of its audience by showcasing impressive numbers, statistics, and awards. It’s not just saying, “Buy our software,” it’s saying, “Here’s why you should trust us with your business.” This ad includes a clear CTA button, which is crucial in guiding potential clients through the longer B2B sales funnel. It’s like saying, “Hey, we know you’re busy making big decisions, but we’ve got the data to back up our claims - let’s talk.”
Pointing Out the Differences
Here’s the thing: B2C sales cycles are typically short. You see the ad, you like the product, you buy it. Easy peasy. B2B, however, is a different game. These ads need to hit multiple stages - awareness, consideration, and decision-making - before making the deal. So, while Visual 1 focuses on instant appeal, Visual 2 plays the long game, providing detailed information and showcasing the product's value.
Visual 2 also includes strong copy that directly addresses how the product solves specific problems. It’s like saying, “We know your pain points, and here’s how we can fix them.” This professional, detail-oriented approach is necessary to appeal to business clients who need substantial reasons to invest.
Let’s take another pair of visuals: Visual 3, a cola ad, and Visual 4, an ad about quantum computing. Visual 3 is all about emotions—friendship, fun, good times. You don’t even need words to get the message; the visual speaks volumes. Visual 4, however, is a different beast. It’s all about complex technology. Without a strong copy to explain the visual, it’s like trying to understand quantum physics without a professor (spoiler: not easy).
Wrapping Up
So, while B2C ads charm with simplicity and emotional appeal, B2B SaaS ads rely on trust-building, detailed information, and a professional tone. Each type of ad serves its purpose in the best way possible for its audience. It’s not about one being better than the other; it’s about being different to meet the unique needs of their respective markets. So next time you see an ad, take a moment to appreciate the strategy behind it—there’s more than meets the eye!
Doing Research for Creatives
How to Start Collecting Ideas
Alright, let’s dive into the process of crafting B2B SaaS visuals. The process begins with collecting ideas. It might seem like a daunting task, but it’s all about knowing where to look and understanding the purpose of each visual.
First, identify the targeting stage and the purpose of your visual. Each stage in the buyer’s journey requires a different approach. For example, visuals for the awareness stage are not about selling but about grabbing attention and highlighting a problem your audience may not even realize they have.
Visual 5 is a perfect example of this. It's for a PR platform and the ad talks about the importance of PR for brands. The focus is on educating the audience and making them aware of why PR is crucial for their success. There’s no hard sell here, just a compelling introduction to a significant issue.
Next, we move to the consideration and decision-making stage. Here, the audience is aware of their problem and actively looking for solutions. Your visuals should showcase the benefits and features of your product, making it clear why your solution stands out.
Visual 6 illustrates this well. It targets users who are evaluating options, highlighting the advantages of the PR platform with a CTA button offering a "Free 60-day trial", which is incredibly effective at this stage.
Similarly, Visual 9 emphasizes the importance of strong copy. One version uses an visual of a girl to make it more relatable, while another is a static banner with compelling copy that’s strong enough to convey the message without additional visuals.
Now, let’s talk retargeting. This stage is about engaging with people who have shown interest but haven’t yet made a decision. These could be previous page visitors or those who interacted with your content. Here, the goal is to build trust and convince them to take the next step.
Visual 7 and Visual 8 are great examples. In Visual 7, we highlight the key benefits and unique features of the product. For Visual 8, we use a testimonial to increase trust, coupled with a CTA inviting them to try the service for free.
On that note, Visual 10 targets those who made a purchase but later canceled their subscription. Offering a 50% discount for three months can be a powerful incentive to win them back.
How to Form the Ideas to Pass to the Designer
Pass your Design Ideas with WeScale’s Free Task Template
Aligning the Design with ICPs
Now, let’s talk about the importance of aligning your visuals with your Ideal Customer Profiles. This might sound like marketing jargon, but trust me, it’s vital. Your visuals need to resonate with your target audience's preferences and expectations, even if they don’t necessarily match your personal taste. Sometimes, the best designs are the ones that hit the sweet spot for your audience, even if they don't initially appeal to you.
Don't create disconnection between your brand and its audience.
At WeScale, we always conduct thorough ICP research. We study the preferences, cultural nuances, and visual aesthetics that resonate with specific markets. Using visuals of aligning with the people we target, we significantly enhance the relatability and appeal of clients’ marketing materials. Long story short - use scenarios relevant to the local context.
When we used this approach in the case of Docus, the results were significant. The campaigns became more effective almost immediately. Engagement rates soared because the audience felt seen and understood. They no longer felt like outsiders looking at foreign content; instead, they saw themselves reflected in the brand’s messaging. This alignment did make a difference in how the audience perceived the brand and interacted with its content.
Aligning your visuals with ICPs ensures that your content speaks directly to your target audience. It shows them that you understand their needs, preferences, and cultural context.
The key takeaway here is that effective marketing is not about personal preferences but about what works best for your audience. By aligning your designs with your ICPs, you create a more personalized and impactful marketing experience, ensuring that your visuals not only catch attention but also foster trust and engagement.
Creating the Best Ad
Creating an effective ad is like crafting the perfect recipe - each ingredient must be just right to make a winning dish. Let’s break down what makes a successful ad, and then we’ll dissect another good example. Finally, we’ll look at a bad example and show how to improve it.
Buckle up, it's time to master the art of ad creation!
Clear and Short Headline About the Product
The first thing that grabs attention is the headline. In Visual 11, the headline is clear, concise, and to the point. With less than 15 words, it efficiently communicates what the product is about. This brevity is key because it ensures that even those with short attention spans get the message quickly. But note that it is not a one-fits-all thing. A/B test both short and long copy and based on results understand what works best for you.
Additional Information in the Description
Beneath the headline, we have additional information in the description. This part is crucial because it catches more attention and piques the audience’s interest.
Graphics That Enhance Understanding
The graphics in Visual 11 are not just there for decoration - they play a critical role in helping the audience understand the product. Good visuals should be informative and visually appealing, making it easier for people to grasp what your product does and why they need it. It should be instantly understood, so don’t make them guess or try to figure out what the ad is about.
CTA that Matches Your Ad
The CTA is clear and also by looking at the visual you can clearly understand what you are downloading. There are also logos of two main app marketplaces illustrated in the banner so that you can instantly see that the app is available both on Google Play and App Store. Take into account that “Download” CTA sometimes can be very risky, so if you are not sure about people engaging instantly and directly, consider putting “Free Trial” (if you have one, obviously), or “Learn more” (very common when you want to take people to your landing page, or you put an ad on testimonial, case study and etc) - it all depends on your goal. In the case of Pearler, we want them to download the app.
Visual 12 offers another stellar example, with a few unique touches.
Concise Headline: Just like Visual 11, Visual 12 sports a concise headline that quickly tells the viewer what the product is about. It’s short, punchy, and effective.
Detailed Caption with Bullet Points: The caption text here is gold. It uses bullet points to clearly list the benefits of the product. This format works much better because it’s easy to read and digest. Viewers can quickly scan the key points without feeling overwhelmed by a wall of text.
Informative Graphics: The graphics are tailored to provide a better understanding of the product. They visually communicate features and benefits, making the ad not just eye-catching but also informative.
Strong CTA: Free Trial Offer: This ad uses a strong CTA offering a free trial, which is a great way to entice potential customers. The CTA is clear and provides a compelling reason for users to take action immediately.
Effective Facebook CTA: The Facebook CTA here is “Try Now,” which complements the free trial offer. It’s straightforward and action-oriented, encouraging immediate engagement.
The Bad Guy
Now, let’s take a look at Visual 13 — a classic example of what not to do.
❌ Weak and Vague Headline The headline is neither clear nor concise. It’s vague and fails to communicate what the product is about, leaving viewers confused.
❌ Overwhelming and Unfocused Caption The caption text is too long and lacks focus. Instead of sparking interest, it overwhelms the reader with unnecessary information.
❌ Unrelated Graphics The graphics do not align with the product’s message. They are either too generic or completely off-topic, which dilutes the ad’s effectiveness.
❌ Lack of a Strong CTA The CTA is either missing or weak. There’s no clear direction for the viewer, which results in lost potential conversions.
The Improved Version
Let’s turn things around with Visual 14, where we’ve implemented several crucial changes.
✅ Clear and Engaging Headline
We replaced the vague headline with a clear, concise one that immediately tells the viewer what the product is about. This simple change makes a big difference in grabbing attention.
Get x (value) with us without x (the problem)
✅ Relevant and Informative Graphics
The graphics now align with the product’s message, providing visual support that enhances understanding and appeal. Take a look at bullet points in the visual: those are clear, easy-to-read and are communicating a brief description of what the potential user will get.
✅ Clear CTA
We added a CTA that compliments our headline about free trial. This gives clear direction and encourages to , increasing the likelihood of conversions.
✅ Benefit-Oriented Facebook Headline
The Facebook headline was changed to highlight that by clicking learn more the user will be able to get a 7-day free trial
What Kind of Visuals Work Well for SaaS
After all, a picture is worth a thousand words - or in the case of SaaS, it might be worth a thousand conversions. The visuals you select can help demystify complex concepts and build trust with your audience. And remember, a good visual can turn a "meh" into a "wow". Now let's dive into the types of visuals that can boost your SaaS marketing efforts.
User-Generated Content (UGC)
User-generated content, such as reviews, testimonials, and user-submitted visuals or videos, is a powerful tool for SaaS companies. This type of content adds authenticity and credibility to your brand, as it comes directly from satisfied users. UGC resonates with potential customers because it shows real people benefiting from your product, making it more relatable and trustworthy.
Case Studies
Case studies are an excellent way to showcase how your product solves real-world problems for your customers. They provide a detailed, in-depth look at a specific use case, demonstrating the value and effectiveness of your SaaS solution. Case studies help potential customers visualize themselves using your product and understand the tangible benefits it can offer.
Numbers and Statistics
In the world of SaaS, numbers speak louder than words. Visuals that include statistics, data points, or infographics can be highly effective in communicating the value and impact of your product. Numbers provide concrete evidence of your product's success and can help build trust with your audience.
Testimonials
Testimonials are a powerful form of social proof that can significantly influence purchasing decisions. Featuring testimonials from satisfied customers in your visuals adds credibility to your brand and demonstrates that your product delivers on its promises. Including photos or videos of the customers providing testimonials can further enhance their impact.
Free Trials, Discounts, Free Ebooks
Offering free trials, discounts, or free ebooks is a great way to attract new customers and encourage them to try out your product. Visuals that promote these offers can be highly effective in driving conversions. They create a sense of urgency and incentive for potential customers to take action and experience the value of your SaaS solution firsthand.
In conclusion, these types of visuals work well for SaaS companies because they focus on building trust, demonstrating value, and providing tangible proof of the benefits of your product. By incorporating these visual strategies into your marketing efforts, you can effectively engage your audience and drive conversions for your SaaS business.
Best Practices for SaaS Visuals
Visual content is a powerful tool for promoting your SaaS. It can help you stand out from the competition and engage your audience effectively. Here are some best practices to keep in mind when creating visuals for your SaaS business:
1. Design for Small Screens and Mobile Users: With the increasing use of smartphones and tablets, it's essential to optimize your visuals for small screens. Ensure that your visuals are mobile-responsive and that text and graphics are clear and easy to read on smaller devices.
2. Consider Multiple Sizes and Formats: Different platforms and devices require different sizes and formats for visuals. Consider creating variations of the same visual, such as GIFs, visuals for stories, and standard visuals, to ensure that your content looks great across all platforms.
3. Be Mindful of Design Trends: While it's essential to stay true to your brand identity, keeping up with current design trends can help your visuals feel fresh and engaging. However, be careful not to follow trends blindly; always consider how they align with your brand and audience preferences.
4. Differentiate from Competitors: Your visuals should set you apart from competitors and highlight what makes your SaaS offering unique. Use visuals to showcase your product's key features, benefits, and value proposition in a way that resonates with your target audience.
5. Stay Consistent with Your Brand Identity: Consistency is key when it comes to branding. Ensure that your visuals align with your brand's colors, fonts, and overall aesthetic. This helps create a cohesive brand visual and makes your content more recognizable to your audience.
Following these practices can help you create visually compelling content that effectively communicates your brand message, engages your audience, and sets you apart from the competition in the competitive SaaS industry.
Metrics to Understand Visual Effectiveness
When creating visuals for your marketing campaigns, it's crucial to track key metrics to understand their effectiveness. Here are some metrics you should consider and what constitutes a good Click-Through Rate (CTR) for different platforms like LinkedIn, Facebook, and Instagram:
- Cost Per Click (CPC): CPC measures the cost you pay for each click on your ad. It's essential for understanding the efficiency of your advertising spend. A lower CPC indicates that you're getting more clicks for your budget.
- Click-Through Rate (CTR): CTR measures the percentage of people who click on your ad after seeing it. It's a good indicator of how engaging your visual content is. A higher CTR typically indicates that your visuals are resonating with your audience.
- Cost Per Mille (CPM): CPM measures the cost per thousand impressions. It helps you understand how much you're paying to reach a thousand people with your ad. A lower CPM indicates that you're getting more impressions for your budget.
Acceptable CTR for Different Platforms:
LinkedIn: A good CTR on LinkedIn can vary depending on the industry and the audience you're targeting. However, a CTR above 2% is generally considered good on LinkedIn.
Facebook: The average CTR for Facebook ads across all industries is around 0.90%. Above 1% is considered good for Facebook ads.
Instagram: Instagram tends to have higher engagement rates compared to other platforms. A CTR above 1% is considered good for Instagram ads.
To sum up, to Improve CTR for Your Visuals:
Use Compelling Visuals: High-quality, visually appealing visuals or videos can grab attention and encourage clicks.
Write Engaging Copy: Use clear and concise copy that compels users to take action.
A/B Testing: Experiment with different visuals, ad formats, and messaging to see what resonates best with your audience.
Targeted Audience: Ensure your visuals are tailored to your target audience to increase relevancy and engagement.
Optimize for Mobile: Since a significant portion of users access social media on mobile devices, ensure your visuals are optimized for mobile viewing.
Final Thoughts
Creating the perfect ad for B2B SaaS requires a blend of strategy, creativity, and understanding of your audience. The key to success lies in crafting visuals that resonate with decision-makers and professionals, who are looking for reliable, long-term solutions. Remember, it’s not just about showcasing your product; it’s about building trust and demonstrating value through clear, concise messaging and compelling visuals. By aligning your designs with the unique needs and preferences of your target audience, you can create ads that not only capture attention but also drive meaningful engagement and conversions. So, as you embark on your next ad campaign, keep these principles in mind and watch your conversion rates soar.
By the way, at WeScale we do it all - including the creation of visuals considering all metrics, market trends, and more. Let’s talk!
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