Top Tips for Making Great Marketing Infographics
One of the brightest stars in the field of digital marketing is the infographic. Infographics are interesting, shareable and great for SEO, making them a worthy addition to any content marketing strategy. Below is a list of Biteable‘s best tips and ideas on how to plan and make marketing infographics ideal for social media, email or increasing traffic to your website.
Let the data tell the story. Rather than telling people what you want them to think, let the statistics do all the work. If you’ve got good information and arrange it in the right way, this should be easy. The battle is won or lost with the quality and relevance of your data, so if you can’t find reliable sources, forget about it. There are a million places to find statistics on the web, it’s just a matter of finding them, and sometimes you’ll find that someone has already done the work for you.
Offer something of genuine value. Do the research to find out what matters most to your target audience. Talk to them, look at frequently asked questions and use old-fashioned deductive reasoning to discover their deepest fears or desires. Make your infographic address those fears or desires and hopefully offer solutions. Explain something complex in a simple way or answer those FAQs without asking for something in return. By doing this you will position yourself as an expert in the field.
Come up with a good, searchable name. To be more visible in Google searches, It’s important that you name your video something that contains the most obvious search terms people will use to find it. For example, if you’re a plumber and you’re offering some free advice about unclogging drains, don’t call your video “Plumbing Video #3”. Call it “How to Unclog a Drain by [Your City] Plumbing”
Tell a story. Present your data in a way that tells a story rather than just haphazardly throwing it all together so it looks like a bunch of unrelated statistics. For example, if you’re trying to make a point about the gap between the rich and the poor, start by explaining how big the gap was 50 years ago and then compare it with how big the gap is today.
Don’t make it a sales pitch. Avoid the temptation to make it an advertisement for your business, product or organization. People instantly switch off when they realise it’s an aggressive sales pitch, so only put your business name and website at the end so people will associate your business with the topic they’re interested in. People will find you if they know your name.
Make it specific, not general. The more general your topic, the harder it will be to get your voice heard, so work hard to narrow the focus and find a topic people are interested in but there’s not much competition for.
Make it emotive. The most successful infographics elicit some kind of strong emotional response, usually either concern or laughter. If your topic isn’t urgent then make it funny, or people won’t care.
Choose appropriate colours. Color is important for two reasons, one, because color can help define mood (blue = serious or sad, orange = warm or fresh) and two, because if your colors are unattractive your design will look cheap and badly designed, undermining your credibility.
Narrative or not? Many infographic videos will rely on text and pictures only, but another option is to have a voiceover. Be careful with this, though, as a voice reading the text that’s already on screen will be information overload, so consider using a very limited amount of text on screen when the voiceover is explaining a statistic (i.e. If the voiceover is saying “43% of airline pilots admit to having fallen asleep during a flight”, you might want to just have the onscreen text say “43%” with an animation of a plane falling out of the sky.)
Think about design – what’s the best way to present your data? There are a lot of different formats within the field of infographic design (we’ve got an article about it here), choose the one that best suits the point you’re trying to make. Also think about pacing and storytelling – you might want to build up to something shocking at the end, or come out with the important thing first and spend the rest of your time filling in the detail.
Get it out there. Post your infographic on social media and send it out to your mailing list if you have one. You might also want to consider putting it on your website and trying to get backlinks to it (the more websites that link back to your site, the more Google loves you) by asking influential bloggers to post it on their blog, or by submitting it to websites specifically devoted to infographics, (here’s a couple).