Industrial Marketing Plans Should Include Infographics


Generate and convert quality sales leads; Create compelling infographics.

Infographics are the perfect way for manufacturers to spice up their industrial marketing campaigns. They can supplement existing content pieces such as white papers and blog posts.

For those of you who are asking “What the heck is an infographic?” Techopedia offers a great explanation.

“An information graphic (infographic) is a visual representation of a data set or instructive material. An infographic takes a large amount of information in text or numerical form and then condenses it into a combination of images and text, allowing viewers to quickly grasp the essential insights the data contains.

Infographics are not a product of the Web, but the Internet has helped popularize their use as a content medium.”

You can find some great examples herehere and here.

Brad Shorr of B2B Insights provides a compelling case for including infographics in your B2B marketing strategy.

“The idea of using visual content in B2B marketing is nothing new. Pie charts, graphs, flow charts and the like have been around since the invention of the pencil, and B2B firms routinely use sites like YouTube and SlideShare to distribute video and slide presentations. Infographics, however, are handy for several reasons:

  • First, infographics are hot, so they tend to draw a lot of views when they are shared on Pinterest and other social media sites.
  • Second, they allow the viewer to take in the whole concept in one image. This can be very helpful when trying to convey a complex system, concept, workflow, product, etc.
  • Third, infographics can be repurposed, added to sales collateral or integrated into webinar presentations.
  • Fourth, by displaying the infographic on a customized landing page, the image can function as a highly effective lead generation tool.”

However, Brad does caution marketers not to jump into infographics unprepared. Those of you who have read my blog before know I’m a big proponent of planning.

Creating an infographic is no different – you need a strategy ahead of time.

Producing a single infographic usually isn’t worth the effort, plus, it takes more than one attempt to evaluate how well infographics work for your business. Instead of dabbling, commit to one infographic per month or quarter; whatever your team can comfortably support.

You’re likely to experience a rapid learning curve on infographic development. Your fifth or sixth effort will be smoother than the first few — and probably achieve much better results.

Plan ahead, get creative and then reuse and repurpose. Integrating infographics into your industrial marketing efforts will pay dividends. B2B buyers love them for their simplicity and ability to quickly relay pertinent information.

Photo credit: net_efekt via photopin cc

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