How to attract your audience through engaging infographics
Creating interesting infographics can drive tons of traffic to your website or blog. But many site owners feel too intimidated to ever try one.
Maybe they don’t have the design prowess. Perhaps, they think, the content is too dense to boil down into tidbits and bullet points.
We get it. They take a little work. But in the following article, you’re going to see they’re not as hard as you think. Let’s have a look.
What Is an Infographic?
Infographics might seem new and tech-y. But what would you say if we told you they’ve been around for thousands of years?
Going back to ancient Egyptians, civilisations were using infographics to tell their stories in easy-to-follow visuals. Those stories resonated, often without the need of a single word.
It’s no wonder marketers are still using them liberally. Infographic statistics, use-wise, were on the rise as recently as 2017.
But what needs to be in place to have a quality infographic? On the surface, great content, visuals, design, and accuracy.
We will dig deeper into those momentarily. But next, let’s look at the benefits of having them.
6 Infographic Benefits
Infographics have become surefire ways of dramatically boosting traffic. That’s likely due to the following benefits.
1. Speedy Delivery of Content
Your audience doesn’t need to wade through thousands of words to get the high points. Of course, all those words should have value. But without grabbing their attention, they’ll never take the next step of digging into the nuts and the bolts of the content.
An infographic provides at-a-glance clarity with visuals that reinforce key points. It often can be consumed in seconds as opposed to the several minutes needed for an informative blog post.
With all the competition online, you need to be very efficient with the time you are fortunate enough to get. Infographics help you do exactly that.
2. Easy Shareability
Long-form content has proven effective in study after study. Websites that do it well tend to rank higher on search engines, and their audiences are far more engaged.
It stands to reason. If you have long-form content and your audience is interested in it, they’re going to be on your site longer. They also tend to have the passion you want, and that passion turns into brand evangelism.
That said, long-form doesn’t share as well to social media. For starters, written content tends to be truncated, where you only see a very small portion of the piece. Visual cues are usually limited to a single featured image.
Social networks tend to display infographics in full. That makes them a lot easier for a consumer to share confidently with their friends and followers.
Social networks are not the only way to share an infographic. You can expand your reach beyond that if the information resonates with influencers.
Influencers tend to do conferences, engage in public speaking and have the ready need for PowerPoint presentations. Presentations rely on visuals to keep from becoming snooze-fests.
A solid infographic gives these individuals just what they need. And it further focuses your brand’s reach beyond what you’re getting from social media.
4. Fun to Create
Many people love design-work, even if it’s not their strong suit. Thankfully, technology has made it more accessible to do something passable whether you’re working from a phone or mobile device.
It can even be a lot of fun playing with different placements, fonts, colors, and effects. Just try not to be too much of a perfectionist. Otherwise, you’ll end up falling down a rabbit-hole of second guesses and frustration.
5. Simple to Outsource
Good news for those of you who don’t trust your design skills. It’s super-simple to hire out the work.
What used to be a geographical thing is now in your control as you tap into expertise across the globe via the Internet. Careful, though.
You often get what you pay for in this space. Don’t hire anyone without being able to review work samples first.
6. Appeal to Visual Learners
Little known facts about visual learners: about two-thirds of the population (65 percent) are primarily visual learners. And we all are to some degree. Creating a great infographic appeals to most of the population because it capitalizes on that statistic.
Building Your Audience with Infographics
Now that we know what an infographic is and how it benefits, let’s turn our attention to the branding aspects. There are nine things you can do to boost and expand your brand’s reach.
1. Determine the Theme
Infographics come in a variety of shapes, sizes, and flavors. There are funny infographics for those who love a good laugh. Serious infographics for when the focus is on heavier info (like opioid overdose stats, for example).
Fun infographics (funny’s cousin) might not elicit laughs, but they’ll approach the info in unique ways and maintain a lighthearted approach. Whatever you choose to convey, pick the right theme.
You do that by making it content-appropriate. It helps to understand the temperament of your audience as well.
2. Pull Together Branding Components
Your infographic is an extension of your brand. That means it should have the marketing collateral of your brand, too.
Whoever sees your infographic needs to know it’s coming from you. Make it clear without overshadowing the content. Content always comes first!
3. Focus on Content
There are three simple-but-not-easy steps to an infographic’s content. They are:
- Research: read books and articles, study statistics, watch videos, interview experts.
- Structure: make notes, arrange into categories, make sure each informational piece flows logically into another.
- Create: get the wording right, apply it to your template, leave room for the images and other visuals that will complement the content.
Once you’ve said what you’re going to say, it’s time to get the look right. To do that:
4. Build Your Visuals Around the Content
Never leave anything necessary out of your infographic for the sake of a visual. After all, “info” is a key part of the word. It comes first!
For that reason, build your visuals around your content. Make sure you have at least one interesting image for each grouping of info.
Multiple images are fine. Just don’t let them veer your infographic away from its core purpose.
5. Do Not Ask for Input Too Soon
Get a clear sense of where you’re going with it. Exhaust your ideas. It’s okay to seek feedback, but make sure your vision is clear before you do it.
In other words, know what you’re trying to communicate. Otherwise, you risk greater confusion in the content creation phase. And that can hold up every other facet.
6. But Do Seek Multiple Opinions
You can use social media for this, but be careful. If an unfinished product gets out too quickly, you’re stuck with it. A wise course of action would be to workshop it with a closed group of trusted followers before the larger rollout.
7. Push It Out to Your Followers
At a certain point, you’ll have to let it go into the Wild. This especially is true if you want it to boost your brand because branding requires time and impressions.
Make sure all your tweaks, subtractions, additions and visuals are present error-free, and with the proper visuals. Set your deadline. Hit publish and/or send off to the printer.
8. Monitor Its Performance
Read what people are saying on your social networks as well as any of the share-sites that pick it up along the way. Look beyond traffic count to traffic sources.
Google Analytics is a great tool for this. So are the publisher insights on Facebook and other social media platforms.
Be careful with social media, though. Learn to discern actual constructive criticism from trolling.
Take the former to heart. The latter can and should be ignored. Never engage with a troll.
9. Seriously Consider Outsourcing
Outsourcing is one of the best ways to make infographics work to your advantage. That’s because it gives you an outside view from the very beginning.
You get a sense of how the outside view your brand before you’ve poured all your energy into the research and content creation sides. You also place the visuals in the hands of a skilled designer who knows going in how to make the principles of design work for your content.
This frees you up to focus on your customers. It also ensures you’re not taking employees away from their expertise to focus on something that isn’t a core job function.
Interesting Infographics Make Your Content Unforgettable
Interesting infographics are what you’re shooting for. That doesn’t require the greatest images in the world or an overly clever design scheme. It does require you to know your subject matter and your audience.
If you need help developing an infographic that will move your brand forward, don’t make it so hard on yourself. Contact us today for a striking infographic your audience won’t forget.