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Use infographics to capture a wider audience, Part II

Infographics are integral to any effective marketing strategy

Infographics are now integral to how we communicate online. In fact, infographics are so widely used that they have become an essential part a part of any digital media strategy.

As discussed in Part I of this series, standard static infographics have given way to interactive infographics (some call them webgraphics), and, most recently, motion infographics. Motion infographics have the advantage of unfolding information in a controlled manner for concise, impactful storytelling. Most important, they’re highly effective at promoting your business and educating your target audience about issues that are of vital interest to them.

Infographics have the power to shift allegiances

Having online visual content embedded with links directs viewers to your website, FB page, Twitter, and other platforms. This helps you establish contact with potential new customers, potentially converting them to your products/services. Because infographics can present so much product information at a single glance, they are much more persuasive than written content in building new customer allegiance. 

Guidelines for creating effective infographics:

  • Tailor infographics to your specific audience. Use A/B testing to determine the effectiveness of different visuals on your target audience. Some may actually prefer less visual content, though that is uncommon.
  • Focus on baseline data; add embellishments later for additional interest. Data is the foundation of any viable infographic. What makes yours, at core, distinctive and meaningful?
  • Don’t underestimate the amount of work required. The amount of research and design that go into a viral infographic is significant. Be prepared to make the necessary investment in time and money.
  • Ensure that your external sources are credible. Your reputation requires that you use relevant and trustworthy sources to develop the story- telling narrative you need to win over customers.
  • Maximize the use of visuals but keep them clean and easy to follow. When presenting statistics, use visuals instead of just writing out the number.
  • Give each infographic a story with a beginning, middle, and end.  Highlight what issue or challenge your infographic addresses and what, specifically, is actionable for your audience.
  • Use a simple, clean color palette with no more than three primary colors. Avoid white backgrounds.
  • Keep it clean and simple. People will find it easier to digest and retain information if you avoid cramming too much information or design elements in one infographic. Edit repeatedly until you get it right; keep written information to a minimum.
  • Don’t overuse infographics. Understand that, depending on the nature of the project, detailed research reports or even PowerPoint presentations may be preferable to developing an infographic.

Additional advantages:

  • It’s easy to calculate page views, clicks, and time people spend viewing your infographics.
  • You’ll increase interaction on your blog and enhance your brand recognition by sharing infographics.
  • Using infographics can help build your reputation as a thought leader in your niche industry.
  • Infographics can be used in print and other media such as brochures and flyers, as well.

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