There’s a growing demand for more visual content both on websites and in other kinds of marketing. Visual images are processed by the brain much faster than written text. That means that infographics are a hugely effective means of conveying information to customers.
In this post, we’ll be looking at the role that infographics can play in your marketing strategy, and 5 top tips for effective infographic use.
Why Infographics Matter
Infographics make presenting complex data easy. Facts and figures that would take a lot of explaining in text can be presented visually in ways that are far easier to understand. More and more businesses are turning to infographics to help with marketing and other types of data communication.
As well as communicating facts and figures, infographics can also be used to illustrate the benefits or features of a product or service. Visual representations stick in consumers’ minds more than blocks of text.
Statistics show that 40% of people respond more to the kind of visual information conveyed in infographics than they do to text. It’s not surprising therefore, that infographics are becoming an indispensable part of creative marketing. If you want to engage your audience and convince them to buy from you, infographics are the way to go.
Every day, people are bombarded by information. Advertisements, social media posts, blogs, news articles…the list is endless. If you want them to remember your product or service, or other details about your business, infographics can make you stand out.
Only 20% of what people read is retained – but they remember 80% of things that they see. What’s more, because infographics are easier to process, they’re 30x more likely to be read than a regular text article.
8 Key Benefits of Using Infographics
1) Research into the use of infographics suggests that businesses who take advantage of infographics increase their traffic 12% faster than businesses who don’t.
2) Infographics make it easy to outline features in a way that users can process much faster.
3) Because infographics are bold, bright and visually appealing, they’re more likely to be shared on social media. They can, therefore, lead to a greater amount of referral traffic. 84% of people share infographics on social media because it’s such a great way of displaying data.
4) Infographics can help to reinforce your branding. This can be done through the colours, shapes and pictures that are used across all of your infographics.
5) Using infographics can increase the likelihood of ads being clicked on by up to 95%.
6) Infographics can help to increase your Google Page Rank because of the way that they are shared.
7) By creating infographics that are shareable and valuable, you can gain backlinks when other people post your infographics.
8) Infographics can increase customer engagement by up to 65%.
When Should You Use Infographics?
There are various times when using infographics can be particularly effective for your marketing strategy. Use infographics when:
1) You have facts and statistics that you need to communicate without boring your audience to death.
2) You want your content to go viral. Infographics are shared more than any other kind of marketing content.
3) You want others to use your content on their site. When you create valuable infographic content, other businesses may want to use it. You can allow them to do this on the condition that there’s a link back to your site. This creates backlinks to boost SEO.
4) You want more people to know about your brand. Infographics are memorable and will stick in people’s minds.
5) You want to increase traffic to your website. The popularity of infographics means that they’re an excellent means of driving more traffic to your website.
6) You want to demonstrate your expertise. Visual representations can be much more powerful than words – show, don’t tell.
7) You need to convey a message you want people to remember. Infographics make much more of an impact on people.
5 Tips for Creating Effective Infographics
Now that we’ve established that infographics should be playing a big part in your creative marketing strategy, let’s look at some of the best ways to create truly effective infographics.
1) Know Your Target Audience
While you can create an infographic on virtually any topic, when you’re using them for marketing purposes, you need to target carefully. An infographic is only valuable to your visitors if it conveys information that they care about or want to know. You can ensure that you create this kind of infographic by targeting your content to your audience’s needs. It can be tempting to create more generic content that’s more likely to go viral, but this could be counterproductive in the short term.
Your audience want to feel that they’re important to you. Generic infographics don’t give that impression. The most effective infographics in marketing are those that focus on a specific audience and which give them the information that they need the most. Knowing your audience’s needs and wants is vital to creating effective infographics.
2) Focus on A Single Topic
Infographics are a great way of conveying complicated information in an easy to process visual format. However, although they’re easier to process, it’s important to keep a narrow focus on your topic. This enables you to create a streamlined infographic that gets the right message across. Bad infographics resemble a kind of brain dump of information, whereas effective infographics stick to a single topic that’s relevant to the audience.
3) Get the Balance Right
Some infographics that you see online seem to be heavy on the ‘info’ and light on ‘graphic’. Using too much text on an infographic defeats the purpose of creating a means of easily conveying information. You need to ensure that you get the balance right in your infographics, so that the visual elements are striking and memorable rather than being overwhelmed by text. The most effective infographics combine graphic and textual elements in appealing and engaging ways.
4) Attention-Grabbing Headlines
It’s surprising how many infographics let themselves down with poor headlines. You need to see your infographic’s headline as operating on the same principle as blog headlines. Make it clear what your infographic is about, but do so in a way that shouts out to the reader and captures their attention. Length is important when it comes to a great headline – generally a maximum of 70 characters is best. Infographics that don’t have a short, punchy headline are far less likely to be viewed.
5) Get Your Facts Right
A lot of infographics use data and statistics and represent them visually. That’s because it’s much easier to process this kind of data in a visual format. However, effective infographics need to have accurate data. It’s important when you’re compiling your infographics that you check your facts and figures. Giving your readers the wrong information isn’t going to help your business.
It’s also important that you check the reliability of your sources, too. Your credibility will be harmed if you use sources that aren’t reliable or are in some way dubious. Use credible sources and you’ll be seen as credible, too.
Infographics have grown in popularity and effectiveness in marketing in recent years. They offer a great way of sharing complex information in an easy to understand form. You need to consider infographics for your business marketing strategy!
If you’re worried about not being able to create visually appealing infographics, or don’t know where to start, then you can still take advantage of the benefits of infographics. Here at Web Design Review, we don’t just create our own infographics – we also offer an infographic design service for others. We can create all kinds of infographics that you can use in your marketing strategy.
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