How infographics can work for your B2B marketing
What do you think is the most effective way to deliver content to your consumers? In this day and age the options seem endless. One of the methods that has surged in popularity in recent years is the use of infographics. We live in a very visual world, and infographics have become an ideal way to share your content. Infographics are effective due in part to their innate ability to take readers on a visual journey. They are not only an image, nor are they simply textually based – they are an amalgamation of statistics, imagery, facts and other elements to create a well-rounded display of the arguments or information you’re providing, all in a concise package.
Visual elements in general have become an important component to include in any marketing material. It adds new layers for your audience to engage with. They can also help ensure your message will remain engrained within your readers minds. Recent research from Venngage uncovered that from 2018 to 2019 there was a 10.5% increase in visual content usage in materials created by marketers – this is quite a jump to see in just one year.
Infographics are such a useful visual tool because they tell a story. By balancing the use of images or graphs with textual elements you can present information that may be difficult to understand in a way that the audience can connect with. 40% of marketers identified infographics as a form of visual content that helped them reach their goals in the last year. Here are four factors that help explain why they are such a useful tool:
The shareability factor
People are much more likely to share an infographic than they are to share some other marketing materials you may produce. Audience members can post it easily on their social media platforms, and, assuming the graphic is built out effectively, all those that see it will be able to understand the message. A helpful note: be sure to include your own logo and website link, so that regardless of where the infographic gets shared, all those who see it will know where it originated.
The versatility factor
Infographics can be expanded upon in numerous ways. They can surpass the digital world and become a print-out that you can share in your other marketing ventures. They can be used as a basis for a presentation, and they can even be used to up-cycle content you’ve created in the past. Not only are they effective when used within a long-form article for example, they are strong enough to be used on their own.
The skimability factor
Often, your audience will initially skim your content. Scanning a piece of content marketing is quite common, as audiences may not have enough time to read everything or maybe they’d just prefer to find “the meat” of the article. By including an infographic you can be sure that your audience will absorb the most important parts of the message, regardless of how quickly they peruse your content. A helpful note: include the infographics closer to the end of the article. If it’s included too close to the top readers may be dissuaded from scrolling further.
The trackability factor
By using analytics you can ascertain information about how effective your infographics are and how they’re being engaged with. This can be a useful tool moving forward so you know which are the most successful and what elements resonate most with your audience. With this insight, you can improve future infographics.
The quality of the infographics you produce can also be an indicator for your audience as to your knowledge and expertise on the subjects you are discussing, as well as your professionalism and quality as a business. By creating content that contains factual, trustworthy information and designing infographics that connect with your brand, you will increase the chances that consumers will form a connection with your company and seek you out in the future.