Guest Post: Infographics: Best Practices to Drive Visual Marketing and Engagement

Digital marketing encompasses numerous effective strategies and their supporting tactics, ranging from search engine optimisation to search engine marketing, and from social media management all the way to simple, responsive, and effective web design. Now, obviously, content marketing is way up there at the top of the list, and might even be the most powerful weapon in your marketing arsenal. Especially if you start to shift your focus from written content over to visual content creation.

Why should you do that, we imagine you asking? Simply put, visual content is becoming increasingly popular around the world, as digital audiences crave content that is easily digestible, memorable, engaging, and visually striking. Of course, infographics are smack in the middle of this trend and are becoming wildly popular with global and local audiences of all age and genders. So today, we’ll be taking a look at some of the best practices that will allow you to create infographics that drive brand recognition, visibility, and trust.

Tailor the approach to the audience
First things first, every amazing infographic is built on hours of research, and plenty of trial and error. One of the most common mistakes marketers and business leaders make when creating this type of visual content is that they focus too much on the message they’re trying to convey instead of one of the key selling points of the infographic – its visual appeal and relevance. If you choose a standard, cookie-cutter theme for your infographic, then you’re marketing to no one in particular, and chances are that you won’t achieve the desired results.

If, on the other hand, you tailor the visuals and weave your brand identity into the design, and then complement everything with facts and storytelling according to the needs of your audience, well, then you have yourself an infographic that converts. To achieve this, you have to research your audience, create customer avatars, and tailor the topic, content, and visual identity of every infographic to that specific group.

Optimise for mobile platforms
Before we get into the creative aspects of infographic design, let’s get another crucial thing out of the way first. There is no denying that your entire website needs to be optimised for handheld devices and all screen sizes in order to rank higher in the SERPs, and appeal to the modern digital audience that predominantly consumes content on the go. The smartphone is the PC of today, and if you’re not optimising for mobile, you’re invariably wasting SEO and marketing potential in general.

This means that your focus should be to make your infographic responsive and aesthetically-pleasing on all mobile devices. Think of it as any other type of content you would optimise for mobile, and be sure to use bigger fonts and images, emphasise the most important data, break it up to make it shareable, and be sure to leverage responsive design to make it fit perfectly on every screen size.

Combine visuals with relevant data
When it comes down to the biggest selling point of your infographic, it’s imperative that you create that fine balance between captivating visuals and relevant data. If all your customers are looking for is actionable information, they should have no problem reading through your two-thousand-word-long articles.

But they’re not doing that. Instead, people nowadays are looking for actionable information packaged into bite-size pieces and wrapped up in a beautiful visual design to keep them interested. This is exactly what experienced designers such as Infostarters build the strategies for their infographics on. Whether you are working with a professional design team or making your infographics yourself, it’s imperative that you balance the visuals with the most relevant data to improve engagement.

Design with SEO in mind
Every part of your digital presence should be optimised to help you climb the SERP ladder, and your infographics should serve the same purpose. Given the fact that the search engines can’t “see” what’s on the images (which is what an infographic is, essentially), it’s important that you make them as SEO-friendly as possible. Be sure to include relevant keywords into the alt-text and the meta description, the supporting text on the page, and of course, emphasise performance and responsiveness.

Ensure brand consistency
Lastly, always make sure that your brand identity is consistent across all of your infographics. You might adapt the tone of voice and the visuals to a certain audience, but that doesn’t mean that you should leave your brand identity out of the infographic altogether. People want to see consistency across all communication, sales, and marketing channels, and that means that you should weave your brand’s visuals and personality into every infographic you make. This will make your company more memorable, and boost your visual marketing strategy as a whole.

Wrapping up
Infographics are quickly rising to prominence as the most engaging type of visual content on the web, and it’s easy to see why. They’re eye-catching, they’re short and sweet, they tell the story, and they provide a quick solution, which is what the modern customer needs.

Lauren is a regular Bizzmark Blog author that has many articles published with the main focus on clients who want their brands to grow in the fast-changing and demanding market. Her personal favourites are successes of small businesses, startups, and entrepreneurs. She goes through life with one strong moto - Kindness, always.



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