The role of infographics in lead generation tends to be downplayed. While infographics are widely recognized by marketers as a major driver of engagement and traffic, you’ll be hard-pressed to find any statistics directly tying infographics with lead generation.
In fact, you’ve probably already gathered from every ultimate list of marketing statistics out there that infographics boast an impressive track record of tripling social media engagement and increasing site traffic by up to 12%. Yet notice the lack of numerical data linking infographics with lead generation.
Indeed, the role of infographics in generating leads is often underestimated. As a result, these long-form custom visual content are often only created primarily with the intention of boosting engagement on social media and driving traffic to the site – lead generation is merely an afterthought. A missed opportunity, if you really think about it.
96% of visitors who come to your website aren’t ready to buy yet. Indeed, leads are rarely the result of the initial visit. So, unless you offer a truly valuable piece of content, they are less likely to give you their contact information.
Needless to say, to successfully generate leads with content marketing, your content needs to (1) make a good first impression in a matter of seconds, (2) retain their attention long enough to (3) convince your visitor that the value of the content you’re offering is worth filling up a form for.
Having said that, consider these facts:
First impressions are 94% based on design
It takes an average of 50 milliseconds for a new visitor to form a first impression.
The brain processes images 60,000x faster than text
Visitors who’ve stayed for 30 seconds are more likely to keep clicking.
Visual content such as infographics receives 94% more clicks and 30x more reads.
Keep in mind that a positive first impression reduces bounce rate, and the increased duration of visits, in turn, increases your chances of converting that visitor into a lead.
Now, do you see how infographics tick all the boxes?
Not all Infographics are created equal
Of course, not any infographic can do the trick. With 65% increase in usage among B2B marketers, you want yours to stand out in this already cluttered online space.
The first hurdle your infographic has to overcome is ensuring that it grabs attention and compels the audience to engage with it. For maximum impact, it has to be responsive to trends and more importantly, to your customers’ needs and desires.
Here is a visual guide to help you produce an infographic that can run the whole nine yards and convert visitors into leads.
Maximize Infographics for Lead Generation
After all the resources you’ve dedicated into producing an infographic, you’ll want to make the most out of it.
Keep in mind that 60% of consumers are more likely to contact your business if they see that your visual content, such as infographics, are truly relevant and valuable resources for their needs. Of course, that is provided that they see your content. First, you have to reach them.
Reinforce your other lead generating channels and strategies by integrating your infographics where ever you can.
65% of B2B marketers report successfully generating leads from Linkedin, while 39% of marketers acquired leads from Facebook, and 30% from Twitter. That’s a lot of prospects if you play your cards right.
Don’t just tap into this potential. You know that infographics dwarf other content types in terms of social media shares and that they can increase traffic to your site by up to 12%. So, use them in your social media posts to amplify your reach and engagement by threefold and further increase your chances of generating more leads.
Additionally, make sure your infographic page has social sharing buttons so that the traffic you’ve driven to your blog can easily share your visual content to their own network.
Creating infographics to represent and promote a content offer is a proven way to generate leads. It can further coax your readers into giving up their contact details since colored visuals increase people’s desire to read content by 80%.
An infographic is a particularly effective medium to use in convincing your visitor that your content offer is worth filling up a form for. Companies that use custom visual content, like infographics, receive 7x higher conversion rate.
You can push the envelope further by aggressively sharing your infographics on your social media channels to promote your content offer.
Infographics can convey the message faster and more effectively. On top of that, visuals do a far better job at enticing people to click through. In fact, a survey by Vero reported 42% higher CTR and twice the conversion rate from emails with images.
So instead of sending plain long emails, why not present some of the information in an infographic? Create an infographic that mimics the typical long format and use it as the main body of your newsletter.
You can also use multiple images instead of inserting the whole infographic by cropping the sections you want and inserting them as the header, body, and footer.
Offline Marketing Collateral
When Demandbase integrated infographics into their marketing collaterals such as slideshow presentations and brochures, they generated 1,700 valuable leads and 125 participants to their webinars. The campaign also increased their views on Slide Share, and best of all, they generated at least one million dollars in new business.
Repurpose your infographics into slideshows, brochures, and pamphlets and you might just reap the same results.
When it comes to grabbing attention, leaving a positive first impression, and reducing bounce rate, infographics can truly do a fantastic job. Beyond creating infographics for your blog, incorporate it into your top lead generation campaigns.
Because infographics eat up a significant amount of time and resources to produce, milk it for all it’s worth. Integrating infographics into your social media and email campaigns, gated content, and even offline strategies can amplify your reach and increase your chances of converting that visitor into a lead.
After all, if you’re going to spend that much resources on a piece of content, why not go all the way?