Any experienced marketer will know there are several stages in a customer’s journey and their job is to create the right conditions, respond or take persuasive action at every one.
Here’s how it works: Lead generation results in awareness, awareness turns into interest – we nurture that interest – and then interest turns into consideration and eventually sales (with the help of some compelling sales techniques, of course). And so, the cycle goes on!
Infographics, at any stage in the marketing funnel, are an incredibly powerful medium in the quest to turn leads into real paying customers. This is because they can deliver timely messages to your target customers anywhere – whether through emails, social media, or your own website – while they get straight to the point and quench our human thirst for exciting visuals, entertainment and emotional stimulation. A study by Adobe showed two-thirds of people would rather read something beautifully designed than something simple and plain. And this shouldn’t come as any surprise; in prehistoric times, humans survived for years just reading the visuals around them. So, the challenge is on, here are some top tips (and good reasons!) for creating amazing infographics that can boost conversions and grow your business.
Social media is where it’s at
Everyone is on social media these days – not just young people. And that’s an opportunity to be seized! Targeted campaigns on social media give you the opportunity to tailor your content for different demographics according to your products or services. With so much scope for creativity around visuals, language and layout, infographics can be designed to appeal to specific age groups, interests, gender, personalities, or even values. This means you’ll be more successful in increasing your business’ visibility among leads who are most likely to convert to sales, or at least, share your content among peers. Remember, this isn’t about throwing as much mud at the wall and seeing how much will stick – not in 2018! And the results will speak for themselves. Statistics say infographics are liked and shared on social media three times more than any other content, while they can generate 12% more traffic to a landing page. Please don’t go… This isn’t as cryptic as it might sound. While social media is especially valuable for raising awareness and lead generation at the earliest stage of the marketing funnel, your website is the digital hub for your business. So, when potential leads move over to the consideration phase, your business’ website is the first place they’ll go to gather all the data, information, and check out a few testimonials before they cast the all-important judgement. So, you need to keep them there! Make your website experience as persuasive, enjoyable and as informative as possible with an infographic or two. Infographics can communicate all the facts, data, and complex issues a logical and easy to understand form. Better still, with statistics saying people remember 80% of what they see and process images 60,000 times faster than text, you’ll get the job done in lightning speed for those time-poor visitors. Believe it or not, you only have 7 seconds to grab attention on a website and people are only likely to stick around for 59 seconds – so make it worth it.
More is less…less is more…
The problem many marketers have is working out how to balance all their efforts, tools and techniques in this increasingly digital and tech savvy world. And that can sometimes result in a classic case of “overdoing it”. In other words, too much information is often crammed on digital platforms alongside distracting imagery, multiple webpages and lengthy videos. Infographics offer visitors a breath of fresh air by delivering the best of both worlds. While well-designed uncluttered infographics will make your website stand out as sophisticated and professional, they offer the type of simplicity and organisation that promises not to overload your visitors and see them running for the hills.
Where to next?
The great thing about a sleek, well-organised infographic is that they hook potential leads and take them on a logical journey, delivering just the right information and at the right time for their frame of mind. So, don’t leave them hanging with an abrupt ending – prompt them to take an action. An appropriate call-to-action really depends on where your leads at in the marketing funnel. For example, if you’re infographic is seeking to generate awareness, offering a telephone number might be coming on a little too strong. In this case, giving them a link to more information or the option to sign up for news updates and EDMs could be a good way to go. Similarly, if they’re a little further down the line at the consideration phase and your infographic has been designed to generate a sale – don’t waste that opportunity! By all means, prompt them to call, email, or even arrange a free consultation. But whatever you do, don’t expect them to work out what to do next. No one has time for that!
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