When you think of infographics, you probably think of them primarily as visual elements. But when you get right down to it, the real value of an infographic stems from the factual data and emotional insight it conveys. Yes, the visual presentation is essential to grabbing attention and communicating your thoughts, but at the heart of any effective infographic is a strategically sound marketing objective. With that in mind, here are a few tips for generating infographics that carry their weight in terms of advancing your marketing strategy.
Clarify the Complex
Communications that rely on the written word can be overwhelming, especially when you’re discussing a complicated issue or covering multiple topics. The ideal use of an infographic is when you need to discuss a highly complex issue but want to simplify it for your audience.
For simple concepts, a traditional chart, table or icon is usually sufficient. But to bring a higher level of complexity to the discussion, selectively combining text and images in an infographic can say a lot and say it quickly. For instance, the infographic to the right takes on the challenge of introducing viewers to a new, multi-dimensional ETF product. It not only explains the product but why it can be used by an investor, and it does so in one visual.
By distilling a subject down to its key elements, you’ll facilitate your efforts to teach or inform your target audience about a process, feature/benefit or event that is essential to an understanding of the value you bring to the marketplace.
Build Your Own Credibility
The impact of your infographic will be largely dependent on the quality of the information you present. To insure that you’ve developed a message worth sharing, take steps to make it as believable and authoritative as possible.
To help put your best foot forward, here are three ways to solidify the credibility of the information you’re disseminating:
- Do original research. For maximum impact, do the research necessary to support your assertions and supplement other sources. Instead of settling for a factoid that’s “close enough,” find exactly what you’re looking for.
- Conduct audience surveys and online polls. Get your facts straight from the horse’s mouth. Asking “real people” for input can generate information that is both timely and highly relevant to your target audience.
- Use credible third-party sources. When possible, cite statistics from government agencies or well-known research entities, which may be seen as less biased than a corporate spokesperson or website.
Even better, combine these three elements in your creation of a single, unified infographic to increase the likelihood that you’ll be seen as a thorough and trustworthy source of useful information.
Don’t Just Tell a Story—Take a Stand
It’s easy to think of an infographic as nothing more than a statement of fact. But there’s an opportunity to give your infographics greater impact. When you tell your story, consider featuring a sensitive aspect of it or highlighting a controversial opinion on your subject.
This is the perfect way to inject some emotion into what could otherwise be a statement of cold, sterile statistics or a random expression of facts and figures. And in this era of “going viral” via social media, this approach could create an instant hit on social channels.
In any case, it’s always a good idea to consider the emotional insights that drive the opinions and buying behaviors of your target audience. Give your infographic some “heart” and it’ll affect your customers more deeply and more persuasively.
To get started, contact Steve Schmieder today at 312-327-5120 or firstname.lastname@example.org.