How to Collect Influencers for Infographics
It’s go time. All the hard work of building your infographic is done, and it’s time to promote your infographic to the world. A lot rides on how the next phase goes. After all, no one wants to invest the resources, time, and money into building an infographic and then have it go nowhere.
So, how can you make sure that you’re putting your infographic in the best possible position to succeed? Bottom line: No one will know about your infographic if you don’t tell them about it.
Think about an old IBM commercial that goes something like this: Workers are sitting around in a conference room while the boss is asking questions to everyone in the room about a new website they built. He’s asking about how the technology is working, the design of the site, the messaging, the servers, and so on. Everyone in the room is very proudly answering every question to the boss’s satisfaction.
The boss then asks how many customers have come to the website. Every face goes blank, and someone meekly says, “Zero”. It was something no one even thought about. They spent all of this time building this amazing website, but none of their efforts went toward getting people to actually come to the website.
Infographics — and Internet content in general — are not like the Field of Dreams, where if you build it, users and traffic will come. At least when you’re beginning, you need to market your work.
Here are some great strategies for reaching the right readers at the times they’re most likely to pay attention. It’s also imperative to figure out how to use technology to help you target your work and make it look great as it travels through cyberspace.
The first step in any promotion is the preparation phase. In the case of promoting an infographic, this is all about collecting influencers — those people who already have a media presence and can help you share your content and get noticed.
One of the original influencers is Guy Kawasaki. He formerly held the title of “evangelist” at Apple, building brand loyalty and constant buzz for Apple’s products. He’s now with Google and is clearly a major influencer, with 1.4 million (and counting) Twitter followers.
If you can get him to tweet out your infographic, you have 1.4 million potential viewers for your work. Any or all of them could potentially retweet the infographic to their respective networks, jumpstarting the viral process.
An influencer like Guy Kawasaki or a blogger at Mashable would be interested in your content because these influencers are in a constant quest for fresh content. Today’s media brokers thrive on aggregating content — pulling together interesting stories, quotes, GIFs, photos — and yes, infographics — from a wide variety of sources. Your hope is that your piece of content falls in line with something they might be interested in sharing.
So how do you know what key influencers may be interested in sharing? Check out what they’ve shared before. Say you admire a certain blogger at The Huffington Post. It’s very easy to see his content by simply going to the website, searching for his name, and clicking it. In doing so, you can see all the articles he has written and content he has shared.
Look for certain topics he tends to be interested in. If your work overlaps, you may want to consider this person as a potential influencer. The same concept applies for Twitter influencers. Just look at the links they’ve shared. Hint: This exercise will be more time consuming because a major Twitter user is going to post a lot more content than a web blogger.