Infographics help viewers visualize data and then gain meaning in a fast and fun manner. No wonder that infographics are showing strong results in terms of interest and sharing.
But how do you create effective infographics that are more than just “cool pics” and truly further your marketing objectives?
The first step is to engage a solid designer who has appealing infographics in his or her portfolio.
You should then provide this designer with the following decisions and information:
- Branding: Provide all the elements of your company identity: your brand colors, font style etc. Since infographics are often standalone items and likely to be passed around, make sure all critical contact information is included. Include copyright and the URL link for the online page of the full size version.
- Production: How will it be used? Web only? As a printed brochure? As part of an annual report?
- What are your goals? Do you want to establish yourself as a thought leader? Debunk a common myth? Illustrate the impact of your work? Bring to prospects' attention the value of using professional services? Educate? Move the conversation about a public policy issue? Clearly state the marketing goals of this project.
- Target audience: If you are communicating to engineers or scientists, you want to include data detail and assumptions. If you are communicating to consumers, gee whiz stats or simple percentages are more effective. Do you want an image that is playful, serious, simple, multi-layered? Provide as much background as possible on your target audience.
- What is your main point or question you wish to answer? Determine high SEO terms and incorporate these into your title. And keep it simple. If your infographic spins out of control in length, break it into multiple infographics that reference each other.
- What is your story? Write a simple story line (without numbers at first) that guides the reader from start to end.
- What data supports the story? Once you know the story, grab the numbers/studies that support each point. Feel free to use outside research as long as you cite the source.
- End Result: After viewing your infographic, what do you want the viewer to think, feel and do? What is the fact you want them to remember and cite? What is the emotion you want them to feel? What is the call to action? Sign a petition, visit your website, take a survey?
- Distribution: After creating your infographic, post it on visual.ly, Facebook, and Pinterest. Improve your SEO by including the title and alt text in the HTML code for the image. Add share buttons to major social media platforms.