A couple of years ago people were prophesizing the demise of the ‘overused’ infographic but in 2017 it’s clear that we still love them and they represent a very effective way of gaining exposure, contacts, website links and social media engagement.
So what makes infographics so good at achieving all the outcomes we want from our digital and content marketing efforts?
It’s widely accepted that 65% of the population are visual learners, recent research also shows us that written or spoken information is lost more easily than visual information. In fact, in one study users retained only 10-20 of written or spoken content but nearly 65% of visual content.
Marcel Just – Director of the Center for Cognitive Brain Imaging at Carneigie Mellon University sums this up nicely:
“Processing print isn’t something the human brain was built for. The printed word is a human artifact. It’s very convenient and it’s worked very well for us for 5,000 years, but it’s an invention of human beings. By contrast, Mother Nature has built into our brain our ability to see the visual world and interpret it. Even the spoken language is much more a given biologically than reading written language.”
So according to the experts, we’re hard-wired to process and respond to visual stimulus. It’s no wonder that infographics are loved, shared and talked about!
Infographics represent a very efficient way of presenting ideas and data that evokes emotion. Images like photographs and graphics are persuasive tools that we’ve been using for a long time to get our point across in media and presentations. In fact, research by the University of Minnesota found that presentations including visual elements were 43% more persuasive than unaided presentations.
Data from our extensive social media use is also telling of the ongoing success of visual media, twice as many people, on average share posts on Facebook that have at least one image in the post.
How we took full advantage of visual media in our recent infographic
The great thing about infographics, is that they allow you to convey lots of information sometimes on a variety of topics, while being easy to digest. Digital marketing has so many aspects and picking out the biggest priorities for small to medium-sized businesses was not easy. But putting all this information together in our recent Digital Marketing Priorities for 2017 infographic allowed us to break it down in a way that was visually appealing, memorable and engaging.
We placed the most important priorities at the top, and because it’s far and away the most important, we even added a button to the top priority. So, if there’s one thing you invest in for your digital marketing in 2017 make sure it’s your mobile experience and any mobile technical issues.
We were also able to tie the whole piece together with our brand colours and by using repeating elements throughout. A theme helps with this, often we talk about launching a digital marketing campaign and lots of services are in ‘the cloud’ so this seemed to be a great theme for us and let us bring everything together with a bright sky background complete with clouds!
How to Extend Your Infographic reach in 2017
Once you’ve put all that work into creating your amazing infographic, you’ll want to make sure as many people see it as possible. So ask your contacts to share, create a list of relevant blogs and niche websites who might be interested in what you’ve got to share and get in touch.
Most people will include a link back to the infographic hosted on your website but it’s best to include your logo or web address at the end of your graphic like we have, as some will not link to you.
Creating content in the form of an infographic allowed us to provide our audience with an insight into some of the great tools that we use to enhance our digital marketing efforts. By mentioning helpful tools and companies you add value to your graphic. This can also help you with your outreach efforts; you’ll need to invest significant time and effort reaching out to relevant companies, infographic directories and most importantly, influencers in your industry, to get the infographic shared and republished. We contacted all the companies we mentioned in the infographic and several shared our content providing valuable links back to our website and pointing people to our social media.
On your own site, make sure you’ve included relevant social tags (open graph tags) so that your post looks great on Facebook and alike; research shows that articles that implement the Facebook preview image meta tag receive more than three times as many Facebook shares and likes.
But don’t stop there! There are some great ways that you can repurpose and share your infographic. Social channels are going to give limited exposure to your visuals as they crop and scale everything to fit in with their app or website. You can get a lot more traction by breaking your infographic up into sections and sharing each one. This worked great for us, we shared a snippet a day and were able to tag each of those marketing tools in the posts; promote them and they may promote you. Either way, it’s great to get in touch with these kinds of companies and it could be helpful in the future. Since we started posting these snippets we’ve gained around twice as many impressions on twitter as usual! That a lot more people we’re reaching!
Social media isn’t the only place to repurpose your content. With a little extra work, you can create a LinkedIn SlideShare or video with your infographic. In a recent study, digital marketing giants, Moz showed that articles containing videos receive nearly 300% more inbound links, and videos/images drive the highest engagement on Facebook. With a segmented infographic it’s relatively simple to create these extra types of content from all that visual collateral.
So, infographics are STILL a great way to provide amazing content and reach a larger audience. While there’s a lot to think about when launching this year’s digital marketing campaigns, we hope you’ll all be able to find a place for an informative and useful infographic, and the resources to promote it effectively to gain greater visibility for your brand. Remember there are great tools out there to help you, so you don’t have to be a graphic designer to make great visual content!
Take a peek at the full Digital Marketing Priorities for 2017 infographic to find out the top priorities for your business this year.