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How to Get the Maximum ROI from Infographics

Jan 28, 2021 60 min read

Content is King. And Visual Content is the future.

Imagery and visual assets hold a special place in marketing because they hold the key to attracting a larger audience and holding their attention. These statistics help explain the importance of visual content:

  • 90% of the information transmitted to your brain is visual
  • Image-based content receive 94% more views than those without
  • Infographics are recognized within just 13 milliseconds
  • 80% of businesses use visual assets in social media marketing

Visual Content includes different types of content, such as memes, online videos, photos and graphics, presentations, and infographics. Of these, infographics have taken off over the past decade with niche audiences that are always ready for a new infographic. Topics such as education, holiday and shopping, fitness, and weight-loss especially see a high demand for infographics.

B2B marketers love infographics! With over 65% of B2B marketers across the world using infographics in their campaigns to successfully build and convert audiences.

Marketers are no longer asking, “Should we do infographic marketing?” instead they are now asking “How can we get results?”

In this guide, we shall look at ways to maximize the effectiveness of an infographic, various metrics to measure it, and tips on staying ahead of the content curve.

Customized Infographic Designs

What Is Infographic Marketing

Infographics are in the top 4 media used in content strategy after videos, blogs, and eBooks. They dominate social media too! They offer great competition to video when it comes to effectively engaging social audiences.

But this depends highly on the infographic marketing strategy used. Brands that follow a structured approach tend to fare better. Unfortunately, less than 40% of content marketers today have a defined and documented strategy towards it. Just to give you an understanding, this is what an organized Infographic Marketing Plan looks like:

  • Defined production cycles: Creating memorable infographics that pull in the crowds consistently relies on a streamlined production cycle. Efficient cycles will use pre-laid outlines, data-collection techniques as well as creative design layouts and templates to speed up the turnaround of infographics.
  • Understanding the audience: Researching the target audience is the most important aspect of any marketing strategy. Knowing where they are, the demographics and the channels they frequent is key to growing your infographic fan base. While optimizing the infographic is part of this process, using the right keywords and SEO can help boost its reach.
  • Creating platform-specific strategies: Knowing which social media platforms and websites your infographic will be shared on and staying on top of trends of each of them such as hashtags, pop culture, and user preferences will optimize the infographic marketing strategy.
  • Scheduling and automation: Timing is also important. An infographic can have a short or long life - by that, we mean how relevant the infographic is as time goes by. Some of them can be generic and used for a longer-term, whereas others are very time-sensitive. Automation can help in scheduling with tools that are specifically designed to manage your social media presence.
  • Defining goals and analyzing results: Any marketing plan is incomplete without clear objectives and goal setting in place. For an infographic marketing strategy, setting short-term goals can help you analyze results faster and course-correct to improve its performance.

Stunning Infographic Designs

Benefits

A sustainable infographic marketing strategy aligns content production with larger business goals. It can unlock new achievements in marketing performance as well. Benefits observed from infographic marketing include:

  • Raises Brand Awareness: Telling your brand story can be made more attractive and interesting to new customers. Content that is backed by infographic marketing, can more effectively drive audience awareness of your brand.
  • Linked to sales: Infographics can play an important role in the customer experience journey. They are used to nudge leads and encourage existing customers towards a buying decision.
  • More shareable: Infographics tend to be extremely shareable as they combine visually pleasing graphics with useful data. Shareability is one of the most important factors in content marketing. In fact, a positive share of your content can result in a 9.6% increase in purchases.
  • Develop inbound links: Link building is an established practice today. It raises your SERP (search engine results page) rankings and establishes brand authority online.
  • Establish you as an expert: Your brand’s reputation relies on thought leadership in the industry and infographics are a great way to showcase it. It’s a two-way street - your content is accepted more if your brand reputation is high, and vice versa. Win-win.

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How to measure the ROI of an infographic

For leaders, “What is the ROI?” is the ultimate question. To answer it confidently, you need metrics. Metrics tell the story of your infographic marketing campaign and how it is contributing to the brand’s internal and external communications goals. The main performance metrics you should be looking at while calculating the ROI of an infographic are:

  • Traffic: How many page views and impressions did the infographic get across owned and social properties? Also, look at the overall percentage of visitors to your website from search engines who found it after searching for the infographic. Publishing an infographic can increase the chances of getting views by 30x compared to a text-only article or blog post.
  • SEO Ranking: Check the page rank of your infographic on major search engines and perform a competitive analysis.
  • Social shares: The number of tweets, mentions, and shares across Facebook, Twitter, Pinterest, LinkedIn, etc. should be reported. Also, look at the social sharing buttons on your blog and website to add to the total.
  • Embeds: Often infographics are used by affiliate partners and other blogs. Looking at backlinks to your infographics page will give you a fair idea of the total embeds.
  • Comments/engagement: Track the number of comments, likes, favorites, and a brief on the sentiment analysis of the comments. An increase in average time on page can be a result of the infographic’s value as well.
  • Leads: If your infographic was used to close leads and increase sales, capture them by tracking their source back to the infographic.
  • Intangibles: Besides the above quantifiable metrics you may receive offline or email feedback from clients, employees, partners, and the industry about the infographic. Use these to offer a qualitative report on the value of the infographic to the organization’s brand reputation.

Now that you have your results, look at the cost of development of the infographic - design, publishing, and promotion. This tells you the impact of your infographics. It also gives you benchmarks that will guide you towards improving your infographic marketing strategy.

Comprehensive Infographic Designs

How to increase their ROI

The demand for infographics continues to rise. But the available impressions on social media and organic search engine traffic are falling. In such a scenario, it becomes even more important for marketers to optimize their infographic marketing and maximize the ROI. We have compiled a list of 10 best practices that will help you squeeze more out of your infographic. Take a look:

  • Create a landing page: Landing pages are a boon to conversions. Creating a unique landing page helps you with targeting the infographic to a narrower audience. It also helps you track and analyze data around different campaigns and paid sources leading to it. Landing page optimization lends tremendous benefits to infographic marketing - by making it mobile responsive, speeding it up, crafting catchy headlines, and relying on the psychology of color are some of the best practices in 2022. If you would like to learn more about it, head over to our blog where we dive into this topic further.
  • Make a blog post about it: A low-hanging fruit when it comes to infographic marketing, blog posts can increase the reach of your visual content in a jiffy. And they are not too time-consuming or difficult to create too. Ensure that the infographic is accompanied by descriptive text and optimized with tags and categories for the maximum impact. Borrow some of these ideas: write an opinion, link it to a recent news/ trend, write about the experience making the infographic, why it matters, the team that designed it, the people who will be affected by it, or link it to a larger report or whitepaper on the same subject. By offering supplementary content, you can use storytelling to enhance the infographic and make it more appealing.
  • Newsjacking & Hashtag Riding: Leveraging popular and trending news stories to increase a brand’s mileage is a fruitful marketing tactic. Done right, this ‘high jacking’ of a topic can do wonders for a brand’s reputation as a thought leader. Journalists and news junkies are always looking for data and infographics are a perfect choice because they are so appealing. Some of the best practices on hashtag riding and newsjacking are: anticipating opportunities, monitoring local and global news stories, following conversations and influencers, reacting fast with a quality infographic, ensuring that the data source is validated, and finally, tying it to your brand story to remain relevant.
  • Resharing: A lot of effort goes into making a salient infographic. But the average shelf life of a post on social media is between 18 minutes to 24 hours. It seems unfair, doesn’t it? Not to worry. An infographic can last much longer with a few minor tweaks while sharing it. You can give an old infographic new life by re-sharing it after a few days or months, even. For example, a corporate brand story or an infographic about cultures around the world. Such evergreen topics can be shared multiple times and in different time zones to reach different audiences around the world. Be careful about leaving enough gaps between the shares and pepper your social media with other content to avoid making it look like it’s a repetition or duplicate content.
  • Optimizing: This process should ideally begin before creating the infographic while selecting a title and integrating important keywords into it. Since the infographic is just an image file, you may wonder why this matters. It’s all about consistency! Later on, when hosting the infographic on your website or blog the title will need to be SEO-ready. The file name and the title should match for audiences and search engines to properly find it. Next write meta descriptions, alt text, and descriptive text for the infographic. Ensure that the page loads quickly and the infographic isn’t too heavy. Since half of the online users discover things on mobile, it makes sense to create an infographic that is legible on smaller screens. Finally, add a thumbnail with image restrictions on different social platforms in mind.
  • Send an Email campaign: Email marketing is still one of the top lead nurturing strategies. 85% of people receiving email campaigns share them ahead with their friends if they find it valuable and to begin a discussion around the subject. Infographics can take advantage of an organization’s existing mailing list to increase its reach. It could also help improve open rates for the campaign because as we know infographics are very attractive. If space is a constraint in the email template, a part of the infographic can be used with a clear call to action to visit the website or landing page for the full version. Some email templates have been created especially to make infographics more interactive so they can be clicked through right from the email itself. Explore these options to grow your audience.
  • Share it on social media: Social media and infographics are great playmates. Sparking a conversation amongst your followers and engaging with them can boost the ROI of an infographic. Ambitious brands can even plan on how to make an infographic go viral with a combination of the right timing, appealing design, trendy topics, and an established audience. Remember - the most important element to any social share is that it is easily digestible and of high quality. So an infographic that is both will get shared up to 3x more than any other type of content. Build your infographic keeping this in mind and let distribution do the rest.
  • Market it to an infographic target audience: Gathering insights about your target audience is crucial to planning a marketing strategy. Once you have identified the segments, you can pitch your infographic to them. But hold on!

    Did you know that there’s another audience that is obsessed with infographics of all kinds? There are dedicated infographic directories that cater to them. They may not be your potential customers, so one cannot expect leads or sales. However, what you can expect is an increase in impressions and shares.
  • Share it with affiliate partners/ bloggers: Affiliate marketing is a sales tactic that is used widely online to promote products in return for a commission. Since this program works on the basis of trust, a good infographic can be a great way to grow the relationship while gaining bonus points in views and engagement. Blogger outreach is a similar but organic approach to infographic marketing. Pitch your infographic to reputable bloggers who are looking for interesting visual content to spice up their blogs - it can be mutually beneficial!
  • Use it in presentations: Internal promotion of an infographic is often overlooked. Using infographics at team meetings and sharing them in slide decks can help grow your brand’s reputation internally. Uploading the redesigned presentation on SlideShare further increases its chances of being discovered.

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Value of Infographics

Infographics are continuing to evolve. We are now seeing interactive and animated infographics that make them more dynamic. In their new avatars, they are crowd pleasers and can be good lead generators. Their strength lies in the value they bring to the table - how they increase brand awareness and customer loyalty, how they help you rise above the competition, and their impact on your company’s online reputation as a whole. While these aspects are not easy to capture, they should be given their due while evaluating the impact of an infographic.

As design experts with experience in creating quality infographics for a wide variety of clients, we are available for consultation on your infographic needs. Reach out to us today.

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