“… Infographics were the tactic that had the greatest increase in usage –from 51% last year to 62% this year,” says the Content Marketing Institute in their annual study B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends (North America).
The love affair between content marketers and infographics is still hot, and it doesn’t look to cool anytime soon. I understand the appeal of visual graphics, as they have a knack of keeping eyeballs glued to content.
Like any other type of content marketing, the reasons for creating infographics are varied. But can they be used for lead generation? I admit that they’ve never topped my list of lead development methods for clients. However, after seeing my share of this content format over the last few years, I realized there’s no reason you can’t develop infographics for lead generation. After all, B2B marketers could use the help, as 83% of them list customer acquisition as a vital objective.
Rethink your infographic to optimize for lead generation
A typical infographic reveals a lot about a particular topic, but it says little about the infographic creator. Sure, prospects may view, share, and like it, but few readers take any further steps to connect with the company that published it.
By keeping lead generation as your focus and applying some direct-response copywriting techniques to your infographic text, you can boost the chances of moving your prospect to the next step.
Here are five things to consider when optimizing an infographic for lead generation:
1) Topic related to your product or services – As far as customer acquisition is concerned, choose a topic that connects with your company’s product or services. Your reader still expects information of value so don’t try to sneak through a thinly disguised sales pitch.
Review your current marketing material. Could you develop an infographic from content that already exists? One good potential source is a white paper. You no doubt had to conduct considerable research into the white paper topic. With all that information, you may have a subject meaty enough for an infographic.
2) Create a compelling infographic title – Your prospect may see your title before the infographic itself, as the title could appear in a blog post, press release, or social media channel. While there’s no room here for an in-depth lesson on writing headlines, my best quick tip is to aim for specific and descriptive text that capture’s your prospect’s attention.
Recently, I came across an infographic titled: The Corporate Marketing and Sales Spend Landscape. The title gets to the point, but it’s bland. Under the title was this subheadline: What Percent of Revenue Do Publicly Traded Companies Spend on Marketing & Sales? The subhead grabs attention more than the title because it’s specific and framed as a question, which sparks curiosity.
3) Experiment with format – The main drawback of a “just the facts “infographic is it lacks a voice of influence — the text seems anonymous. Innovative marketers find ways to overcome this weakness. For example, marketing consultant and author Bob Bly develops Tipographics. Instead of publishing an assortment of facts, the tipographic includes actionable tips that you often find in articles and blog posts, which have a stronger narrative voice. So go ahead. Shake things up a bit and expand beyond the standard template for visual graphics.
4) Have a call-to-action – A well-constructed CTA is a hallmark of direct response marketing. Many companies that publish infographics drop generic boilerplate text near the bottom of the design with phrases like “brought to you by.” Or worse, they just slap on their corporate logo. You want to deliver a strong incentive for readers to visit your website. Could you tie the infographic topic to a complementary content asset such as a white paper, blog post, or podcast that adds more value to the information contained in the graphic?
5) Direct prospects to a specific URL – After the call-to-action text, include the exact URL where the reader can obtain additional information. For example, suppose your firm offers SEO as one of its services, and you create an infographic related to this topic. Include the URL for your SEO services page. Don’t just post your homepage URL and expect your reader to search your site for the information she wants.
Creating a good infographic for lead generation doesn’t take an enormous amount of effort, just a bit of forethought. By using a few tested methods from direct-response marketing, you can also tweak your current infographics to entice potential customers to engage with your company.
Image courtesy of chatchai_stocker at FreeDigitalPhotos.net