The infographic has been out there getting a lot of exposure in many online channels and with good reason. You can’t deny its magnetic appeal, mainly for its attractive visuals and all the useful information it displays. But as much as it’s nice to look at, it delivers crucial functions as a marketing tool.
Most digital marketers would agree that the infographic is a major driver of engagement and traffic. While there’s a lot of evidence to support this, using an infographic for lead generation is widely considered as a less-than-stellar tactic. You’ll even have a hard time finding statistics that directly attest to the fact that you can generate leads with infographics.
To support this claim, infographics hold an impressive track record of being liked and shared on social media three times more than any other type of content. In addition to this, it can boost website traffic by up to 12%. However, there seems to be insufficient data that links infographics with lead generation.
There’s no doubt that these long-form custom visual content are created primarily for boosting engagement on social media and driving traffic to websites, with lead generation being relegated to a mere afterthought. If this is how you view them, you’re pretty much underestimating the power of infographics in generating leads.
Other than using infographics for SEO and audience engagement, you should maximize and optimize them for lead generation. After all, it’s been proven that using custom visual content can achieve a conversion rate that’s seven times higher without them.
Let’s go over the facts
Around 96% of folks who visit your website are not ready to buy just yet. Unless you’re offering valuable content, they may not be willing to give their contact information that turns them into leads. As such, your content needs to 1) be valuable to make a good first impression within a few seconds, 2) retain their attention long enough to keep them engaged, and 3) convince them that its value is worth filling out a form with their contact information.
Consider these essential facts:
50 milliseconds is the average time it takes for a new visitor to form a first impression.
It takes an average of 2.6 seconds to decide if a site is good or bad.
94% of first impressions are based on design.
83% of learning is visual.
The brain processes images 60,000 times faster than text.
Visual content get 94% more clicks and 30 times more reads.
It’s important to note that a positive first impression reduces bounce rate and increases the duration of visits. In effect, this will boost the likelihood of successfully converting your visitors into leads.
Optimizing infographics for lead generation
Don’t start churning out any kind of infographic just yet. With B2B marketers among those responsible for the 65% increase in its usage, you’ll want yours to stand out from all the noise so your efforts won’t be in vain.
Your first objective is to make sure your infographic can grab the attention you need while compelling your audience to engage with the content you’ve created. To get the best results, it must be up-to-date with the trends and at the same time responsive to your customer’s needs.
When you’ve used all your available resources to create the right infographic that delivers your message, you’ll want to make the most out of it after publishing. This means it has to reach your target audience to be effective. To do this, you’ll need to tap into your other lead generating channels and integrate your infographic in your marketing strategies. Here are some of the most effective ways to do it:
Social Media Sharing
Social media channels are a powerful force in getting leads. In fact, 65% of B2B marketers successfully generate them from LinkedIn while 39% of marketers get them from Facebook and 30% through Twitter. If you do it right, these channels are deep wells of opportunity.
However, there’s a right way in tapping into this potential. Since infographics dominate other content types in terms of social media shares and increase your traffic by up to 12%, use this to your advantage. Integrate them into your social media posts to amplify your reach threefold and boost your chances of generating more leads.
Pro tip: Make sure your infographic page has social sharing buttons so visitors on your blog who find your content highly engaging can easily share it to their own social network.
Content Offer Promotions
It has been proven that infographics used to promote content offers could generate leads. They can also be used to nudge your readers into offering their contact information since colored visuals intensify people’s desire to read content by as much as 80%.
This is the reason why the infographic is an effective medium to use in convincing your visitors that what you’ve published is worth filling out a form for. With a conversion rate that’s seven times higher, you’d be missing out on huge opportunities if you don’t start tapping into the potential of infographics.
You can go the extra mile by aggressively sharing your infographic content on your business’ social media channels for your content offer promotion.
Integrate Them into Your Email Marketing Efforts
According to a recent study, 78% marketers agree that email marketing is one of the most effective methods that you can include in your lead generation strategy. To augment this fact, 65% of people prefer to read emails with visual content, making an infographic perfect for the job.
With attractive visuals presented in a manner that’s easy to digest, infographics can deliver the message faster and more effectively than any other type of content. Moreover, visuals do a far better job in convincing people to click through.
A survey by Vero found a 42% higher clickthrough rate with twice the conversion rate from emails that contain images. So instead of sticking to plain, text-laden emails, it’s wiser to present your information through an infographic. You can create one that’s similar to the typical long format and use it as the main body of your newsletter.
Another good tip is to use multiple images instead of attaching the whole infographic by cropping them into sections. You can insert them as the header, the body, and the footer to make it look more attractive to look at in email format.
Turn Them into Offline Marketing Collaterals
When account-based marketing company Demandbase included infographics into their marketing collaterals, the move was able to generate 1,700 valuable leads and 125 attendees to their webinars. The company’s campaign also managed to boost its Slide Share views while earning at least a million dollars’ worth of new business.
Your infographic shouldn’t be published merely as such. Instead, it should also be repurposed into brochures, pamphlets, and slideshows to have a wider reach across different media channels.
Repurpose Content into an Infographic
You may have an eBook or white paper that only had a few downloads on your landing page. Instead of leaving them out there getting just a minuscule amount of attention, you should consider turning them into a visually appealing infographic.
When creating an infographic from one of your company’s reports, you don’t have to include every little detail. The best way to go about this is to highlight essential points and encourage the reader to know more about the report after downloading it from your website or landing page. In essence, your infographic will serve as a delicious appetizer to make them want to go for the main course.
One important little detail that you should always remember is to end your infographic with a clear and strong call to action that will lead to a form your visitors would want to fill out. CTAs are highly effective in leading your readers towards the right path: leaving their contact information that’s officially going to turn them into a valuable lead.
The Bottomline Is…
Grabbing your visitor’s attention and leaving a positive first impression while reducing the bounce rate is ideally what you aim for when you market your content, and an infographic is one of the best types of content for the job. But to be more effective in maximizing its benefits, you should also know how to think out of the box by incorporating it into your top lead generation campaigns.
Since an infographic can take a lot of time and effort to create, you should milk it for all it’s worth. Its integration into your social media and email campaigns, gated content, and even offline tactics will help you amplify your reach and increase the visibility of your brand. In turn, your chances of converting a visitor into a lead have a higher success rate.
As you can see, an infographic can open doors to new possibilities when marketing your content. And now that your perspective on infographics has changed, it’s easily one of the best ways to generate leads for its attractive visuals. The key lies in promoting it the right way, so you can reap all the benefits of this powerful visual content.
Original article appears at https://www.digitalinformationworld.com/2019/03/guide-using-infographics-for-lead-generation.html