Infographics are powerful visual communication tools. They have the ability to communicate information in an engaging way while holding the viewer’s attention and persuading them to act.
Bringing up infographics in a conversation likely leads to associations with creating brand awareness, increasing user engagement, and driving website traffic. What you may be surprised to hear is that infographics are also extremely effective in generating leads. In fact, conversion rates for brands that use visual content are seven times higher than those that don’t.
In this article, I’m going to explain how you can use infographics to generate qualified leads for your business.
1. Address a Pain Point
Picture this: a potential customer arrives on your website, browses around, and leaves without engaging with your content.
That’s a lost opportunity right there. To make them stay and convert them into a lead, you need to offer something meaningful.
Create an infographic that your target audience can derive value from. The infographic should address a pain point and imparts useful information while positioning your brand as the expert in the niche.
Here are some ways to find customer pain points:
- Conduct email surveys and original research.
- Speak to your sales and customer service teams.
- Do keyword research to find commonly asked questions in your niche.
- Browse relevant forums and online communities.
- Monitor social media comments and reviews.
You can also create an infographic to supplement another content offer, such as an eBook or whitepaper. Take this infographic Zendesk created to drive traffic to their eBook and generate leads as an example.
2. Craft a Compelling Title
There is a deluge of content online. The first step to making your infographic stand out is coming up with a compelling title that grabs your audience’s attention.
As Brian Dean suggests, the key is to keep the title “insanely specific.” Your readers need to know what they’ll derive from the infographic. Use the infographic title to demonstrate its usefulness.
Here are some tactics you can use to craft clickable titles:
- Keep it short and accurate.
- Include numbers and data.
- Use words that appeal to emotions.
- Consider negative superlatives. (eg. mistakes, stop, warnings, etc.)
Take a look at this infographic by Net Credit. The title is specific and tells the reader what they can expect.
3. Keep the Design Simple
Check out this infographic:
Its cluttered design fails to captivate readers, which won’t do much to impress (and convert) them.
Moral of the story: your infographic design plays a huge role in capturing attention and keeping readers engaged.
A well-designed infographic is one that is aesthetically pleasing and functional in its communication. What’s important is using visual content and keeping the design simple.
Here are some infographic design best practices to keep in mind:
- Create an outline and plan the flow of information.
- Pick the right infographic layout for your data.
- Use a grid design or wireframe to organize all the design elements.
- Include data visualizations to present data effectively. (eg. charts, tables, maps, etc.)
- Select 2-3 simple and legible fonts to create a hierarchy of information.
- Use icons, illustrations, and photos to complement the information.
- Choose a color scheme in line with your brand colors and infographic theme.
- Ensure there is enough negative or white space between the design elements.
Take a look at this well-designed infographic by Drift. They’ve used icons and charts to communicate the data effectively while keeping the text minimal. It’s skimmable and easy to digest.
Showcase the Infographic in a Blog Post
You’ve designed the infographic. Now the question is, how do you display and drive traffic to it?
One of the best ways to showcase your infographic and attract views is by writing a blog post around it. The idea is to create supporting content and expand upon the infographic.
Apart from offering additional value, this also gives you the opportunity to write SEO-optimized content that can help your blog post rank and attract traffic while driving views to the infographic.
Use the blog post to give background information and elaborate on all the subheadings you’ve covered in the infographic.
Here’s an example of a blog post Venngage created to showcase their infographic on graphic design trends. The post begins with a short introduction, displays the infographic, and does a deep dive into each of the trends.
Optimize the Infographic for On-Page SEO
The first step is to conduct keyword research. You can use free tools such as Google Keyword Planner to identify the target keyword(s). Make sure you narrow down on keywords with high search volume and low competition.
Once you’ve finalized the keyword, include it in the following places:
- Blog post headline
- Blog post URL
- Infographic file name
- Infographic alt text
- Header tags (e.g., H1, H2, etc.)
- Include it organically across the blog post content
Keeping these on-page SEO best practices in mind will help your blog post (and infographic) rank better and attract quality traffic leading to a potential increase in leads.
Include a Strong Call-to-Action
You’ve managed to drive traffic to your blog post and have people view the infographic, but is that enough? Not quite.
You need to be able to convert those visitors into leads. So, don’t forget to place a powerful call-to-action in the blog post.
Make sure you use clear and specific action words for the call-to-action button that persuade people to click and maximize website conversions.
While you can place the call-to-action at the end of the blog post and infographic, you should also consider placing it in-text and align it with the content where it’s likely to make the most impact.
Here’s an example of an infographic blog post by HubSpot. Notice how they’ve seamlessly inserted their offer (6 Free Blog Post Templates) in the middle and end of the blog post.
Create Mini-Infographics for Social Media
We can all agree that creating infographics takes slightly more work than writing a blog post. After all the effort you put in, it’s equally important to promote your infographic across channels and boost visibility.
Speaking of content promotional channels, the first one that comes to mind is social media.
Promoting your infographic through organic and paid channels on social media will help you reach a wider audience, attract more traffic to your website, and amplify your lead generation efforts.
However, considering the length of most infographics, you can’t share them as is on social media because you’ll probably be left with cropped-out versions.
Take a look at this infographic posted on LinkedIn. You have to open the image in a new tab and zoom in to read it.
The solution lies in creating social media infographics. All you have to do is break the long infographic into multiple bite-sized infographics, making them better suited for the size requirements of the different social media platforms.
This makes it easier to read the infographic. Make sure you add a link to the blog post or main infographic in the caption. This will help drive traffic to your website.
Here’s an example of a social media infographic posted by John Hopkins Medicine. They created a series of mini-infographics from a larger infographic and posted it as a carousel post on Instagram.
Repurpose the Infographic for SlideShare
As a B2B marketer, SlideShare is a content distribution platform you can’t afford to miss.
With over 70% of traffic coming from targeted search, this platform poses the potential to amplify reach and attract qualified leads.
The good news is that on SlideShare, infographics are four times more viral than presentations. This gives you all the more reason to repurpose your infographic into a SlideShare deck.
Condense the information on the infographic and break it down into smaller slides. Make sure every slide is focused on one key takeaway and is complemented with visuals in the form of illustrations, icons, charts, graphs, photos, etc.
That’s not all; you can also place a lead form in the middle or at the end of the SlideShare deck and encourage people to convert without leaving the platform.
Partner With Other Brands
You don’t always have to create infographics on your own. You can also partner with other brands that speak to a similar target audience and co-create the infographic.
This is a cost-effective tactic, helping you tap into your partner’s audience and expand your reach. For instance, here’s a snippet of an infographic Spark Post created in partnership with Survey Monkey.
The Takeaway: Boost Lead Generation with Infographics
The next time you’re developing a lead generation campaign, instead of falling back on long-form content offers such as eBooks, guides, and whitepapers, give infographics a try.
These nine effective tactics will help you create a compelling infographic that will not only educate your audience but will also amplify your lead generation efforts.
Adela Belin is a content marketer and blogger at Writers Per Hour. She is passionate about sharing stories with the hope to make a difference in people’s lives and contribute to their personal and professional growth. Find her on Twitter and LinkedIn.
What Not to do in Email Marketing
Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.
With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.
Talk About Yourself
Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.
Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.
Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.
One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.
It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.
Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.
Email Without a Purpose
While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.
Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.
Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.
Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.
Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.
Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.
It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.
Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.
Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.
Use Poor Subject Lines
Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.
As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.
A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.
However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.
However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.
Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.
The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.
That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.
You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.
A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.
Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.
You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.
Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.
By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.
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