Infographic Marketing: A Powerful Brand-Building Tool
Half a dozen years ago, infographics were the new wonder tool of online marketing, creating effective visibility for both new and established brands. Then, everyone was using them and the web was flooded with ineffective graphics that added to online clutter rather than reducing it.
But, they're back! Research shows that well-crafted infographics are clicked on 30 times more than text articles while content with them grows traffic 12% faster than content without them. Let us help your sales soar with tips and tricks for creating infographics.
The power of the infographic
Why use infographics?
Simply, because they present information in a clear visual way. Visually-appealing and bite-sized, they cut through the bombardment of information we encounter on a daily basis. The mix of text and visuals makes it easier for our brains to digest, relate to and retain the main marketing message.
The informative world of infographics
They're a shortcut to displaying a wealth of information quickly and precisely. Their format can be:
- Statistical: putting a focus on data with graphs, charts and, of course, statistics.
- Informational: giving an overview of a topic or concept. Clearly defined sections with numbers or arrows keep the reader's eye flowing in the right direction.
- Timeline: giving a timeline of events, for example, when writing about a historical topic or the development of a brand. A horizontal or vertical line holds the information together while text boxes and photos explain key points.
- Explaining a process: from how to make a cuppa to working the new dishwasher in a few easy-to-follow steps.
- Geographic or demographic: maps, charts and text help explain concepts such as population growth or climate change.
- Comparison: help customers pick your product over a comparable one. Unbiased comparisons of product specs or humorous pictures nudge the buyer in your direction.
- Hierarchical: such as pyramid-shaped hierarchies of company management or physiological and psychological needs (e.g. Maslow's Pyramid).
- Lists: numbered or bullet-pointed lists help information flow.
- Animated: intensely watchable when good, short animations can replace any of the above!
Making them work for you
1. Research and focus
As with any marketing, research is vital. Sources have to be credible and facts have to be checked. Use online resources carefully, commission market research and credit any quotes you use. Once you have your facts, focus on what's important.
2. Creating a narrative
Entice a prospective customer with a good story and you're halfway to making a sale. Good graphics work by creating this narrative. Forget fancy vocabulary, mix simple words with eye-catching visuals and lead the viewer fluidly from point to point until you've got them where you want them to be. As with any story, the title (your headline) should create an immediate impact.
3. Designing effective infographics
You need to strike a balance between aesthetics and function. Design elements to consider include:
- Clarity: lose the clutter by leaving plenty of negative or white space, especially around the edges, and keep a balance between visuals and text.
- Sizing: typically, graphics are 800 to 1,000 pixels in width and longer in length. To upscale, expand vertically rather than horizontally, particularly important for mobile platforms.
- Colour: colour impacts on perception and there is a whole science dedicated to its use. At a basic level, use muted colours for serious topics and bold colours for fun and humour.
- Fonts: consistency is key. Stick to three fonts at most.
Promoting your infographics
No matter how engaging your infographic is, it's no good without an audience. Promotion is key. Quick tips to promoting it are:
- SEO optimisation for high Google rankings
- Getting it featured in infographic directories
- Contacting blog owners covering similar topics
- Featuring it on your own blog
- Sharing it with your email and social media contacts
- Adding a Call to Action button if you want the infographic to attract viewers to your website
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