Infographics offer a fantastic option for visualizing information or repurposing content. They also offer excellent opportunities to increase a brand's reach and likelihood of landing ever-so-valuable backlinks.
But like all forms of content marketing, simply creating an infographic won't get you very far...you've got to aggressively promote it.
This article will walk you through 5 successful strategies you can deploy when promoting your next infographic to maximize your chances of it being shared by others and earning some backlinks. These strategies are used by many of the marketing industry's top experts, including our team here at Firesnap.
Let's get to it!
Strategies for Promoting Your Infographic
Before you start promoting your infographic, you'll want to make sure you have everything you need.
Here are some things to double check...
- Infographic File Types - Ensure you've got the right infographic image files. In most cases, a PNG, JPEG or PDF image file will suffice. You will also need thumbnail images for use in social sharing and any other images optimized for other uses, like blog or email banners, etc. Make sure the image is properly sized for full-width use on your blog first, then use that image size when generating the embed code.
- Infographic Embed Code - You'll also want to make sure you have the infographic's embed code. This allows you to embed it on the website, but also will be displayed to visitors so that they, too, can embed it on theirs. If you're not sure how to create the embed code, you can use this handy embed code generator.
Pinterest "Save" Button + Blog Post
Create a Pinterest "Save" Button
Pinterest is one of the most popular places infographics get shared, so making it easy for people to pin it on their boards is critical. In mid-2016, Pinterest replaced the "pin it" button with a more global "save" button.
Use this tool to create a Save Button. Specify the URL where the image lives, the image URL, and select the design specs of the pin. Then, copy the generated embed code for website use when embedding the infographic.
Create an Infographic Blog Post
On your path to generating great blog ideas, infographic blogs deliver some of the best. Create a 1-4 paragraph blog article that utilizes the same or similar title as the infographic. You'll want to embed the infographic and Pinterest "Save" button within this blog article (preferably where users can see at least some of it above the fold) and ensure the HTML embed code is also visible for copying by users.
This blog will act as the primary URL you'll use when promoting on the other channels below. Don't forget to make sure social sharing buttons are available on the blog page. Also, if possible, you should try to ensure a portion of the infographic is visible above the fold. In our experience, this can increase scroll rates and engagement significantly!
Social Media Promotion
Sharing the infographic on social media is one of the easiest and cheapest ways to get some exposure. Here's a breakdown of best practices by social platform.
Schedule several messages to post on Facebook using the infographic's blog URL and be sure to select the thumbnail image to make the posts more attractive. It's also a good idea to reference the stats, quotes, etc individually within each subsequent post. Business Insider does this with much success and it's an easy way to vary the posts using existing content.
Same as Facebook, only posts should be more frequent. You'll also want to create "Tweet This" links (also known as "Tweetables") for easing sharing. Use ClickToTweet to generate these links. Also, using HubSpot, a shortened link is often auto-created. If not using HubSpot, you can use a service like Bitly or even Snip.ly, if you wanna get fancy with some overlay CTAs.
Use a similar strategy as Facebook, only sans hashtags. They don't work on LinkedIn and end up looking silly.
Also us a similar strategy as Facebook and throw those hashtags back in for a little extra reach.
This is one of the best (if not the best) mediums to share infographics. Pin the JPEG version of the infographic on your most related board or create a board if need be. You can also use the "Pin It" button you added to the blog infographic earlier.
Instagram now supports landscape and portrait images (if sized correctly) in addition to video. If you have the choice in how you'll be posting, video reigns supreme and will produce much more engagement if done correctly.
- To go the image promotion route, it's best to crop the infographic into its most relevant data segments or charts and post those truncated images independently. Treat them as their own dedicated posts. In most cases, it might make sense to keep them in the same order as the infographic itself.
- To the the video route (preferred), you can use those same cropped data segments or even the graphic slides (if those were used) to craft a short video. Using a movie editor like iMovie for iPhone or Camtasia for desktops, just drop the segments in sequential order, select transition styles and presto! Bonus points for adding music and branded elements like logo water marks or overlays. Pro Tip: Keep the video super short for maximum viewership. Preferably under 10 seconds.
There are a couple ways to promote infographics on SlideShare. While you can upload various file types to SlideShare, this is not recommended (see SlideShare's supported formats). Always save in PDF to ensure things look good on mobile too.
- SlideShare supports the uploading of infographics to their platform but this should only be done in PDF format. If you made sure to create or obtain a PDF file of the infographic, post it!
- The second option is similar to the Instagram image style promotion. You can use the infographic's individual charts or cropped data segments and format them in a Power Point presentation. Then save as PDF prior to uploading.
Blogger & Influencer Outreach
Influencer and blogger outreach can be extremely powerful and has become more than a just a trend in content marketing this year.
There are bloggers and influencers out there who would be interested in sharing an infographic that may help them or their audience learn something new. The trick is finding potential sharers...more specifically ones related to your infographic's specific topic.
Here are a couple quick ways to find bloggers and influencers online...
BuzzSumo offers a powerful platform that taps into Twitter in order to help marketers target the most viral content, influential people, companies, etc. One of the features is the "Influencers" tab which allows you to search bloggers, influencers, companies, journalists...even "regular people." Use the "infographics" keyword first, then target the keyword(s) most related to the infographic's topic next.
Once these people have been identified, you can see what links they've shared and even communicate with them directly via Twitter. Very useful.
Classic Google Search
Few things are more useful than a good 'ole fashioned search on Google. You can target infographic bloggers and relevant influencers by searching the topic keyword(s) plus infographic in the search bar. Then search images and start clicking through the images to find the websites and URLs of those that published it. If they seem like a good fit, you can reach out to them via their contact info or page listed on their website.
Google Search by Graphic File
If you find an infographic that seems highly relevant and/or complimentary to yours, you can search by graphic file rather than a more general keyword search. Just save the relevant infographic to your computer. Then click the little camera icon in the top Google search bar. From here you can upload the infographic image you saved or paste in the URL.
Either route will deliver search results that are much more targeted.
You can find tons of online directories for pretty much any type of content or topic, including infographics, but you must be careful in which ones you choose to submit to. While some directories can positively impact your exposure and backlink profile, others can damage them (many directories are created by SEOs or aggregation software using black hat techniques to quickly generate links at high volumes...no bueno).
There have been some valuable directory lists published, like this list of 100 infographic directories by Infographics Online from 2012 or this more recent 2017 infographic directory list by Infographic Database.
BEFORE you submit to infographic directories...
- For every directory or website you submit your infographic to, you'll need to craft a different title and synopsis for your infographic in order to avoid duplicate content issues.
- Since infographic directories are often in flux, you may want to do a Google search of directories updated within the past year (using search tools dropdown) to make sure you aren't submitting to a defunct directory.
- Paid directories don't necessarily make them more valuable! If you do decide to pay, just make sure the money spent is worth the return in SEO.
Popular FREE Submission Sites
- Visual.ly (This is my first choice for submissions as it has high traffic and SEO value.)
- Reddit Infographics
- Mashable Infographics
While your subscriber list likely already received email notifications from your blog post, there are other contact list segments you'll want to send targeted emails to.
This can include any Leads, Marketing Qualified Leads, Sales Qualified Leads, or Evangelists that include personas who may be interested in this particular infographic's subject matter.
For example, an infographic with the title "How to Promote an Infographic" would be most valuable to marketing or social media professionals in your contact database.
When sending out the email promotion, you'll be linking back to the infographic blog article you published earlier. Be sure to include a compelling and optimized image that's hyperlinked to the article, in addition to social sharing capabilities within the email as well.
Yep, Promoting Infographics Takes Work
As you can see, promoting an infographic takes quite a bit of work...but it's worth it in the end.
If you managed to produce one that is not only visually appealing but contains original and useful insight for your intended audience, you'll see more engagement and sharing from influencers, more valuable backlinks and ultimately more traffic back to your website for you to convert into leads.
Do you have other ways you promote infographics that work great for you?