In this article, we share a few case studies of how companies growth hack their traffic using this powerful tool, infographics and how you could apply the similar tactics for your organization.
Stats do not lie
For starters, check out an infographic published by B2B Marketing Infographics that illustrates some interesting statistics from MDG Advertising blog in using visual content in social media marketing.
The statistics provided are compelling enough to dictate that any social strategy your company is currently involved must involve visuals or otherwise you are likely to be losing out in the attracting the readers’ attention war.
- Publishers who use infographics as their marketing weapon can increase their traffic by 12%. Photos are liked twice as much as text updates on Facebook.
- 94% more total views on average are attracted by content containing compelling images than content without images.
- 67% of consumers consider clear, detailed images to be very important and carry even more weight than the product information, full description, and customer ratings.
- 60% of consumers are more likely to consider or contact a business whose images appear in local search results.
- 37% increase in engagement is experienced when Facebook posts include photographs.
- 14% increase in pageviews are seen when press releases contain a photograph (they climb to 48% when both photographs and videos are included).
Seeing such promising results, dubbed the “the rise of the visual web”, more and more companies are jumping into the infographics bandwagon to increase traffic to their websites and social media pages. Mint is one of the most popular example that have successfully utilized the power of infographics. In their blog, Mint published many funny yet educational infographics that touch on general topic of life. This has led to many blog owners and other reputable websites embedding Mint’s infographics into their website and subsequently boost the ranking of Mint.
Pet obsessed: The cost of cute
“This infographic is based on the aggregate data from over one million Mint.com users, a representative sampling of US consumers, along with data from wiki.answers.com.” (source: Mint.com)
Customer Magnetism, an internet marketing agency also have huge success by publishing infographics on their website. According to them, one of their particularly popular infographic titled “What is an infographic”, has already generated hundreds of favorable social media signals, over two thousand unsolicited inbound links (including sites like adobe.com) and has already generated over 20,000 unique visitors to their website page hosting that infographic alone.
Turning dry into fun
Another interesting case study is this cloud computing infographic published by Sungard. Cloud computing is a rather technical and some may considered a dry topic, for the less technically-inclined person. However, Sungard shows us how a timely, well-done infographic can change all that.
In the September of 2012, US Center for Disease Control and Prevention (CDC) adopted a novelty approach to educate the general public about the importance of disaster-preparedness. The organization launched “zombie apocalypse” campaign that teaches the US citizen on how to prepare for disasters – such as zombie attacks. The premise: When you are able to deal with zombie pandemic, you are able to deal with just anything.
Sungard saw potential in adopting the similar premise in cloud adoption. In an unmistakable stroke of brilliance, Sungard made an infographic about cloud adoption, based on the premise that moving your business to cloud is actually quite similar to surviving a zombie attack. The result? The zombie themed effort resulted in exceeding download rates by 300%, a 5.7% email open rate and 20+ leads. It also brought them the Best Theme award from the Killer Content Awards 2013, subsequently getting more recognition and traffic.
Nicholas Reese, the chief executor of Microband Media in New York have this to say about infographic:
“Infographics are outstanding for bringing life to content that would otherwise be dry, uninteresting or unshareable. Given their advantages, infographics have become an essential tool in our marketing strategy because they are a great avenue to get additional social media exposure — along with the SEO benefits of having additional links when our infographics are embedded.”
He subsequently quotes their most popular infographic, Tax Myths #2 as being instrumental in spreading awareness to common tax myths, all while bringing additional exposure to the TaxReceipts brand via links and traffic.
Promoting your content
Infographics also work as one of the content marketing ways to promote a product. Lattice Engine demonstrated this approach neatly, using an infographic to simplify and visualize Big Data. Partnering with CSO Insights, a research firm, they came up with a comprehensive report that details the challenges that impact sales teams across the globe. Using the infographic shown below, coupled with a mix of several other content marketing tactics, they have successfully promoted their report to the extent that it was downloaded 500 times and covered by 15 blogs as well as in other industry media sites.
Now, while infographics are good and can stand alone on their own, you could also mix and match it up with other content-marketing tactics to get maximum return. Demandbase provided a great insight using this approach. They created an education campaign to help B2B marketers make the right content technology investments to maximize the power of content. In the core of their campaign, they integrated infographics into their slide presentations as shown below. The results of the campaign included 1,700 leads, 125 webinar participants, 5,000 views on Slideshare and $1 million in new business.
So, after reading this post, are you convinced of the power of infographics yet? If you are not using them as part of your marketing strategy yet, you should hurry and start creating one, albeit a carefully crafted one, as a good infographic would take some time, research and effort to make. Rest assured however, that your infographic will definitely generate more than enough returns to compensate for your efforts. Happy Piktocharting!