In an earlier post, I shared the four high level linear steps that cross-functional teams should go through to produce successful infographics. We looked at the first three steps, i.e. Strategy, Content and Presentation in some detail. The efficacy of the fourth step – Distribution, determines the level of exposure and visibility your infographic receives amongst your users and prospects.
It is not easy to produce quality content, but disseminating that content to the right audience can be even tougher. In this context, I would like to clarify that the focus of this article is to help you promote your infographics to the relevant audience, with an emphasis on the word ‘relevant’. While it’s nice to see one’s creation go viral and be visible to a gigantic set of viewers, what counts ultimately is whether that viewership translates into tangible growth for your organization or not. This ties in with the analysis and decisions made at the strategic planning stage, and if implemented effectively, ensures that the effort you expend in creating the infographic doesn’t go wasted.
The channels listed below reference a wide field of options for promotion. Not every channel is appropriate for each marketing campaign. Your method of distribution will, of course, be determined by your audience’s demographics, budgetary considerations and internal expertise.
1. Printed collateral
Be it magazines, journals, brochures or signage; definitely consider giving visibility to your infographic in any print media that receives high visibility and consumption in your domain. You could also include it in your direct mails and post cards, if appropriate. Though marketing today is driven more and more by digital media, the reach of printed material should not be underestimated. For example, if you are organizing an event around your brand, sharing your infographics through large hanging posters may be a very effective way of getting the message across.
Referencing infographics in your presentation is a great idea since these lend an element of visual interest and improve the recall value of your content. This strategy is equally effective for webinars and virtual meetings. Digital presentations and slideshows tend to have a much longer shelf life, ensuring the longevity of your content. And just as with printed posters, you can create a buzz for your brand by displaying your infographic on a high-visibility digital screen at an onsite event.
3. Websites and blogs
Publishing the infographic with a brief introductory copy on your website and your blog can pay huge dividends. Besides embedding as stand alone items on individual web pages, consider creating a gallery or slideshow of all your infographics in one place. You could also embed smaller sections from an infographic in relevant articles and linking these back to the page with the complete infographic. Persuade partners and industry leaders to cite, review and publish your infographics on their web sites for additional visibility.
4. Social media and bookmarking sites
Facebook, Twitter, Visual.ly, Pinterest – all these social media sites are extremely popular with audiences eager to find visually appealing and topical infographics. Chances are your consumers and prospects already spend a majority of their time online, and you can leverage the unparalleled short term impact and long tail effect of social media to increase the visibility of your products and services through your infographics. Also share with the heavy influencers in your industry segments and enlist their support in promoting to their fans and followers on various social media sites.
5. Emails and newsletters
Marketers generally tend to underestimate the impact of newsletters and e-mail communications. If the content on which your infographic is based is valuable for the people in your industry, definitely consider building a promotional email campaign around it. Similarly, if you are sending out a personalized email to a prospect who can be better engaged with the help of the infographic, then embed a thumbnail of your infographic and link to the full version.
6. Press Releases
Creating a press release to present strategically important data alongside your infographic can be an effective way to broadcast your message. Research and submit to appropriate and reputable news distribution services that serve your community. Press releases with multimedia content generally tend to be viewed and shared in bigger numbers than plain text ones, and hence are a popular means of reaching a wider audience.
If the data you are presenting has enough depth of content, consider promoting it with a video built around the core message and use the infographic to highlight the key points. Since both images and videos are major drivers of search engine traffic, this is a smart approach to help you generate more traffic and engagement for your content.