So your business is doing great, right? You are posting record numbers, achieving goals that you could only dream of when you were a start-up. Here’s the issue: to the casual audience, or even the crowd showing a hint of interest in what your business has to offer, all of these numbers, stats and facts are viewed from a distance as a healthy-helping of “blah blah blah.” In order for your “shining” achievements or statistical information to truly be appreciated and quickly digested by the viewer, you will need to find yourself a better vehicle to capture the attention of any prospect. Preferably, a visual one. According to Hubspot, 40% of people respond better to visual information than text. Much of this impressive number can be directly contributed to the ever-increasing use of infographics.
We define infographics as colorful, functional maps of useful information. Functional because they allow for small, digestible bits of information that the reader is seeking but often doesn’t have time for. Maps because these well organized, visual menus walk you from A to Z very methodically. They serve more than just educational purposes, too; they show off your design capabilities, your branding savvy, your expertise and so much more.
Sure, pretty colors and interesting graphical elements could indeed get the viewer to stop and take notice. But keeping them inside of your brand will require some extensive research to best flex your company’s muscles. After all, beauty is only skin deep. Too often companies make the mistake of wanting a custom infographic, but not allowing enough time and more importantly budget to acquire the necessary research to make it a successful marketing tool. Hard numbers, hard facts, industry standards and best practices are all pieces of information that could really add unprecedented value to your brand when presented effectively. When you can accomplish all of the above while simplifying numbers and data that the average rushed and distracted brain otherwise would have a hard time processing, you have achieved “infographical bliss.”
Marketing & Results
Once your research has been conducted, the information should be handed off to your trusted marketing team. Creating a visual banquet from the hard data, your infographic will now tell the your story while highlighting and promoting your products and/or services in a nonthreatening fashion. Even better, infographics are accompanied by (quick!) measurable results and ROI. Sharing your infographic using social media, email marketing, backlinks and web traffic allows for the production of hard-numbers to aid in your overall marketing goals. The process is simplified by having a singular graphic, rather than a document with multiple visual elements.
Once the research has been conducted, the wealth of the information now obtained can be spread into other marketing avenues within your company. One option may be to create a press release with the newly acquired information. Many companies benefit from the posting of downloadable white papers that better position them as the experts within their given field. No matter how the expertise is “recycled,” it is wise to find additional uses for the time (and money) spent while conducting the necessary research to create a successful infographic.
Infographics are fun and exciting. With the appropriate research and design, they can be very powerful tools that can be used across various marketing platforms. Presentation is everything. Utilizing infographics is another way to demonstrate that you are the guru within your field. They are easily scanned by the human eye, stress brand awareness and can be a great appetizer that links back to your website for the “meat and potatoes” of what you can do for the prospective client.
If you haven’t already, try something new! The biggest challenge is carving out the time to create a worthwhile piece. We recommend you find a trusted design team to help if you don’t have the internal resources.