The Value of Visual Social Marketing Infographics

By Krista Neher

Infographics are popular with marketers because of not only their appeal as visual social media content but also their ability to provide a lot of different types of value to an online marketing strategy. Most infographics generate value in more than one of the ways described in the following sections.

Creating an infographic is a time-consuming and potentially expensive task — undertaking it shouldn’t be taken lightly. Because of the investment of resources, time, and money in creating an infographic, you should have a clear idea of what you want the infographic to achieve. Different types of infographics may be more appropriate, depending on your marketing objectives.

How visual social marketing infographics drive traffic

One major reason for a business to create an infographic is to drive traffic to its website. Typically, whenever a business creates an infographic, it’s shared in a blog post or on another page on the site.

Because infographics files are large, they’re often difficult to view on social networks, so most users click on them to view the original large file infographic on the website instead. That’s how infographics drive traffic.

The more interesting and unique the topic of your infographic is, the more likely it is to drive traffic.

My company’s infographics have been quite effective at driving traffic to its website, even drawing hundreds of visitors a month. You can see the content from www.bootcampdigital.com that was pinned on Pinterest. As you can see, infographics from the company’s site are frequently pinned on Pinterest.

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An infographic created with the objective of driving traffic should be based on a concept that’s highly sharable via social media. The infographic should be thought-provoking, interesting, or entertaining in a way that makes people want to share it.

How visual social marketing infographics generate links

A link (or hyperlink, originally) is a word or picture on a web page that you click to visit another page or website. Infographics are popular partly because of their ability to generate links back to websites.

Infographics generate links because bloggers and new sites often discuss and share infographics. Whenever they discuss an infographic, they usually include a link back to the organization that created it.

Links are powerful tools for search engine optimization (SEO), a process for moving your website nearer to the top of search engine results. Links from other websites help with your SEO because they indicate to search engines that your website is important.

My company’s infographics are often covered by social media bloggers. An average infographic generates five to ten links back to the website, which helps with our SEO efforts.

If you’re creating infographics to generate links, the infographic should contain newsworthy content for bloggers or media in your industry to talk about. Additionally, if links are your goal, plan to spend time promoting your blog posts and building relationships with bloggers.

How visual social marketing infographics affect exposure

Infographics can translate into exposure for your organization. Exposure is a measure of the number of people who are seeing your organization, business, or product and talking about you. By packaging your story in a more user-friendly way, infographics can generate exposure for your company.

As your infographic is shared around the web (and your brand is attached to the infographic), you’re driving awareness of your business or organization.

If the goal of your infographic is general exposure, create one based on proprietary data or a unique aspect of your business. Be sure that the infographic includes branding, such as your logo, but don’t overwhelm it with your brand and products — or else it will look more like an advertisement.

Adding your logo, a brief description, and your website’s URL at the bottom of the infographic ensures that its exposure translates into exposure for you and your business.