Visual content is a rising trend in marketing – one that shows no sign of slowing down and should continue as a 2017 content marketing trend. The focus of digital marketers on visual content is clear from the thousands of photographs, videos and graphics posted across the Internet and the prominence of visual platforms like Instagram and Pinterest for marketing. Infographics are a major part in this trend, making valuable information more attention-getting, accessible and memorable.
B2B marketers have definitely taken notice of their value, as infographics saw the biggest increase in use as a B2B marketing tactic from 2014 to 2015, going up from 51 percent to 62 percent. Interactive infographics boost the engagement even more, with illustrations and graphics that change based on input and allow viewers to explore content on an even more direct level. With interactive content beating passive content 70 percent to 36 percent in generating conversions, these engaging infographics are exactly the kind of content that will hook your leads as a B2B marketer.
Though the value of an interactive content may be clear, determining the best way to use these visual tools for your business can be challenging. Examples of B2B organizations successfully using infographics for marketing demonstrate several tactics that you can adapt for your business: Mapping out a process, visualizing a problem, explaining a concept and identifying a trend. These tactics result in interactive infographics that drive more traffic, better engage your audience, and ultimate increase your revenue.
1. Map a Process – Optum
A health services company providing solutions for healthcare providers, employers, government and beyond, Optum designed a unique interactive infographic to map the journey from “providing care to managing health.” A subway system-inspired map infographic provides navigation through the steps of optimizing performance, preparing for value-based care and investing in risk management. Clicking on each step or scrolling through the webpage gives the viewer detailed information on each part in the form of a sub-step infographic, relevant statistics and links to further resources, as well as how each step relates to Optum’s services.
Through this infographic, Optum provides specific tactics and steps to achieve a goal that many of its target clients may have but were unsure how to accomplish. Your business can use a similar strategy by designing an interactive infographic that details a process your customers and prospects need to know. Including precise details and linking to additional information will make your organization the go-to resource – as well as a stronger contender for a conversion.
2. Visualize a Problem – iLevel Solutions
To demonstrate the potential damaging results of simple spreadsheet errors, investment portfolio software solution iLevel turned a detailed brief into a far more engaging infographic. As private capital firms, the B2B company’s targets, scroll down the page, they are able to see the dramatic impact spreadsheet mistakes like cut-and-paste errors and missing minus signs have already had for similar organizations. Further content lets users guess the number of spreadsheets affected by specific types of errors before revealing the answer; charts show the top risks in spreadsheet data storage leading to tips on how to prevent errors (including iLevel’s software solution).
iLevel’s infographic accomplishes a goal that should be the focus of all marketing efforts: it creates awareness of a need and then provides the solution. This interactive resource increased web traffic and brought the company five new opportunities worth $80,000. Your B2B content marketing can benefit from a similar infographic because you can show your customers and potential leads the detrimental results of failing to deal with a problem your business can solve. By providing actionable advice beyond your product and service, you can show your readers that you want to help them, not just sell to them.
3. Explain a Concept – Google
Search giant Google is naturally the expert in how their search engines work, but it’s a complicated and often confusing system for businesses who want to increase their search engine ranking. Google’s “How Search Works” infographic explains searches from indexing the Internet to the links that appear on the search results page. Along the way, this interactive asset represents search functions visually and provides additional information with a single click.
For complex concepts in your industry, an interactive infographic can be the best way to give your customers and leads a better understanding. A colorful, engaging design that they can explore can easily clarify complicated ideas – which in turn gives them the tools they need to take further action. Those actions can include learning more from your company, a trusted resource, as well as making a purchase based on their new understanding.
4. Identify a Trend – Salesforce
Sometimes content marketing is not just about creating demand for your product or services, but about establishing your B2B organization as an authority in your industry overall. One way to do this is by providing information on trends that could help your ideal customers grow and improve their business. Salesforce’s interactive infographic on use of wearable technology at work uses this exact tactic. Bold colors and interactive elements show how businesses are already using wearables with both employees and customers, and how this trend improves productivity and success.
By offering a full report tied to the infographic, the organization creates an opportunity to generate leads based on businesses interested in using technology to grow – which means they may also be interested in Salesforce’s CRM solutions. Your B2B organization can use a similar tactic by thoroughly researching trends in your industry and generating an interactive infographic based on your findings – paired with a CTA and opt-in offering.