Creating a compelling infographic (or any piece of content) is not rocket science. Sure, it takes research, data, insights, elbow grease, and determination, but as marketers, we know nothing comes easy.
If you’re planning on producing an infographic in today’s digital age, you must be prepared to fight an uphill battle of getting your content noticed. With an insanely large number of graphics being produced yearly, the competition to get yours noticed is fiercer than ever. Simply creating a compelling piece of content such as an infographic and posting it to your site is nowhere near enough effort. Because of this, you’ll want to implement these tips to make your next infographic a success.
#1: Be original
There is nothing worse than regurgitated content people have seen time and time again. Of course, there is the aspect of taking an idea someone has already done and making it your own. That’s just called inspiration. But there’s that fine line between copying and being original; tread lightly. If there’s ever any doubt, ask yourself:
- Is my idea going to appeal to others?
- What sets my content apart from others covering similar topics?
- How can I take what someone else has done and put my own spin on it?
- Will people care about what I have to say with this infographic?
#2: Identify your audience
It’s good to know who you want to be speaking to well before you even enter the design phase of your infographic. Pro tip: Don’t try to appeal to everyone. When you try to appeal to everyone, you appeal to no one. You have to be selective and purposeful when selecting your target audience. Ask yourself some of the following questions:
- What is the problem of your target audience and what are you trying to solve? It might take extra legwork on your part (social listening, monitoring discussions in blog comments, etc.) but it’s 100% vital to know what makes your audience tick.
- Based on what you now know about your target audience, how do you plan on solving their problem? Say your audience is flustered about how to make the perfect martini. Be the source that gives them the real deal. Craft a graphic around The Science of the Perfect Martini and establish yourself as an authority on the subject.
- What are you going to do with new traffic? This will come into play when we talk about landing page optimization, social sharing, and more below.
#3: Locate the right influencers
Who is going to care about your infographic? Is anyone? Content Marketing Institute has a decent breakdown of identifying influencers, but essentially, search for and follow the experts in your niche. Reach out in an organic, non-salesy way to establish trust. We recommend using BuzzSumo or some other online tool to help you with this.
Having an influencer spark conversation around your piece of content helps due to the fact that they have better access to engaged fans and an expanded and interested audience. That influencer tells two friends. Then they tell their friends. And so on. And so on. And so on. Make influencer identification and outreach a focal point of your promotion strategy.
#4: Do NOT ignore social media
Social media, for the most part, is a free play. People love a brand. They follow them because they are loyal. They are thirsting for content and updates from said brand. Yet, time and time again, brands are using social as nothing more than a direct response outlet. This is a mistake but can easily be fixed.
Get on Pinterest. Pinterest is based on imagery. Post your graphic and hope it’s visually appealing enough to catch some eyes. Also, make sure you know your SEO. Pinterest might not hugely affect Google rankings, but as its own search engine, it is a beast all in itself. Make sure you describe your graphic with a few choice keywords while keeping your copy authentic.
You have a Facebook. Use your Facebook. If you want to promote your graphic, peep this handy little cheat sheet for image dimensions. And remember: Given the fact that Facebook is essentially a pay-to-play these days, you’ll need to put money behind these posts. It’s pretty easy, though, to create a Facebook ad with specific targeting options. Getting as specific as possible with targeting ensures your infographic will be seen by as many relevant people as possible.
Instagram. If, by now, you’re still on that, “Is Instagram really gonna take?” mentality, you need to adjust how you think about the platform. If you need any convincing about the magnitude and reach of the platform, those stats are readily available. Like this one in particular: In March 2017, over 120 million Instagrammers visited a website, got directions, called, emailed, or direct messaged to learn about a business based on an Instagram ad. Those are people that could potentially see your graphic and want to connect with you. Be sure to use appropriate and popular hashtags on Instagram. It’s a simple way for people to discover you and your graphic.
Twitter. Twitter is a game of chance, unless you know how to use it. It’s an arena where 86% of the 317 million monthly active users are going to seek out news. If you’ve got news, share it where people are looking for it. Also, hashtags. Use them. Same as the Instagram note above. Make it easy for people to find your #martini #recipe.
Social share buttons. No matter the platform your site is hosted on, there is a way to add social share buttons to accompany graphics of the informational kind. Having social share buttons can help with the intrinsic need we feel as humans to share content we like for a number of reasons.
- To give our peers entertaining content that serves a purpose/has value.
- It’s a reflection of who we are as a person, and we want to look cool, informed, and up-to-date. Who doesn’t?
- Sometimes people share content such as infographics because it allows them to stay in touch with someone they might have grown distant from. Example: “Hey Patrick (Patrick is a friend I haven’t talked to in about two years…) I saw this infographic titled, ‘The Science of the Perfect Martini.’ Knowing you’re a mixologist, I thought you might like it! Hope you’re well.”
#5: Get a press release in order
If we’ve learned anything from the media, politicians, award show winners, and anyone else in the public eye, anything and everything can be a story. Sites like PRNewswire and Marketwired are readily available and can get your graphic in front of an audience you never thought possible.
Plus, in the grand scheme of things, and for the coverage you could potentially get, it’s a relatively inexpensive investment.
#6: Landing page optimization and embedding
With increased traffic coming to your site, there are a number of different elements you’ll want to make sure are readily available for your users. These include:
Mobile friendliness. Given the fact that 91% of mobile users say that access to content is very important, it’s safe to say that if the content experience you are providing isn’t mobile friendly, you’re missing out on a boatload of potential engagement.
Great supporting copy. In addition to the infographic itself, consider a strong supporting blog. This article can provide more context for the graphic as well as offer more detail as to its contents. Plus, the graphic alone, unless it comes with 400K backlinks off the bat (it doesn’t and never will), will need some SEO-rich copy so organic searchers can stumble upon it.
Load time. Test and test again. If something takes even a millisecond too long to load, you’re missing out on people sticking around. “Nearly half of web users expect a site to load in 2 seconds or less.” (Source: Kissmetrics)
Strong CTA. If viewing the infographic is the main goal, awesome. Chances are the user will view it and, probably, bounce. While that’s not necessarily a bad thing, wouldn’t it be nicer if they stuck around for awhile? There are tons of examples of how to write powerful CTAs out there, but best practice is to personalize yours for you determined audience. If they’re there for your martini infographic, maybe say something like, “Still thirsty? Try this…” and link to similar content on your site.
Embed option. And of course, one of the most important elements of your landing page has to be the ever-popular embed code. This is the little code snippet that lives below your infographic that other bloggers and publishers can snag, add to their site’s code, complete with attribution to the original author (you), and publish themselves. There are resources out there to create your own embed code.
In addition to the above, you have a distinct opportunity on your landing page to capture email addresses and add them to your database. Consider a “Want more content like this delivered with a twist of lime to your inbox? Sign up today!” box below the graphic as well. And speaking of email…
Mine that email database. You have a built-in audience that has signed up to hear what you have to say. Whether it’s special offers, discount codes, product updates, just general correspondence, or maybe just some engaging content (ahem, an infographic), utilize this database to get your message in front an interested audience.
Spend some money. Believe in your content enough to back it with some paid spend. Aside from sponsored posts across social outlets, try native advertising. Fun fact: People trust native-style advertising so much more than traditional advertising that native-style display is expected to grow by more than 200% by 2019.
Finally, the low-hanging fruit: infographic directories. Infographic directories and submission sites serve a number of purposes:
- It’s an easy win to get your infographic placed on a site that’s not yours. There are plenty of free and paid options all with their own benefits, crowds and reach. Do some research and pick the right one(s) for you.
- It’s a quick backlink to your site. Visual.ly, for instance, has a DA (domain authority) of 86. That’s impressive and can benefit the SEO value of your site.
- Some directories serve as visual inspiration for other designers and content marketers.
Look, it’s tough as heck to get your content noticed in this vast sea of digital noise and tundras upon tundras of websites vying for that number one spot. But take our advice on the above methods, and you’re well on your way to getting you infographic noticed online. The more it’s noticed, the more potential it has to be picked up. The more it’s picked up by influencers and target audience, the better links you’ll get
The more it’s noticed, the more potential it has to be picked up. The more it’s picked up by influencers and target audience, the better links you’ll get pointing to your site. The more high-quality links you acquire, the more SEO value your site has, as Google and other engines will now think you know what you’re talking about and are a viable resource that deserves to be ranked better. (Take a breath.)
So what are you waiting for? Get your infographic noticed now. Or contact us, and we’ll do it for you like we’ve done oh so many times before.