So you made a stellar infographic. Now What?
Too many times I have received a terrible pitch from someone looking to get their infographic featured on our company blog.
I often take a look at the infographic, despite the horrific pitch.
At times, it’s very well designed with some decent copy, but in no way is it a fit for our audience at Venngage.
But if it’s obvious that someone has completely neglected to do their research, I find it difficult to address their request.
In an effort to help spread good content, I have put together this brief guide to help you improve the art of promoting your infographic.
Find and pitch influencers who talk about the subject of your infographic
What’s the most important part about infographic promotion?
You need to make sure you’re sharing your infographic with people who truly care about the subject.
This doesn’t mean doing a keyword search on Moz for the word infographic and sending out a mass email to every single person who has ever mentioned the term.
Instead, it means researching influential people who write about the subject of your infographic, and contacting them.
So. Just because I publish a variety of infographics on my platform, doesn’t guarantee that I will publish an infographic about Parmesan cheese (see below).
Typically nutritional facts about cheese is not a subject that interests our audience at Venngage. We are an infographic maker, not an infographic curator.
I mean, the pitch itself wasn’t that bad, but it’s obvious they did very little research to ensure their infographic was suitable for our readers.
Let me give you an example:
If the infographic you’re planning is titled, Can two people fall in love over text message?, chances are you aren’t going to pitch someone like Brian Dean of Backlinko who speaks exclusively about SEO practices.
Rather, you might try pitching publications who have written about Tinder romance or relationship tips. The subject is more up their alley, and increases the likeliness that the infographic will get picked up.
For the article above, some common searches might include “online dating”, “online romance”, “tinder” and “relationship advice”. Once you collect the contact information, don’t email everyone on the list, though.
If you aren’t using a specific CRM or tool to manage your contacts, refine the list to make sure there are no duplicate names or email addresses.
It’s embarrassing to send what seems like a really personalized pitch to the same person twice.
Finally, do your initial outreach before you even start putting together your infographic.
The reason for this is to gauge the level of interest in the subject of your infographic, and gain some clear insight as to what specific points you should be covering.
Ask people simply if they would be interested in seeing the infographic once it is published – don’t ask them if they will share it for you or repost it. Start by establishing the relationship and asking for input on specific data they would like to see presented in the infographic.
- Find people who are talking about the subject of your infographic. Don’t just perform a keyword scrape for the term infographic.
- Make sure that you are researching the influencer you are contacting, and refine your lists to ensure there are no duplicate names or email addresses. Do this before you even create your infographic.
Make sure that your infographic is accompanied by a good article
Many people will post an infographic accompanied by a brief 300 to 400 word description.
Although this can be effective, it’s even better to position your infographic in a well-researched article.
When you begin to reach out to influencers, not only will you have a piece of solid visual content, but you will also be providing your audience with a more in-depth analysis of the information presented in your infographic.
An infographic shouldn’t be a replacement of content, but rather an enhancement.
After reaching out to 46 different content marketing and SEO experts about their tried and true strategies for producing effective and engaging content, many of them expressed the need to create long-form and textually rich content.
It’s been shown that blog posts that fall between 2000 to 3000 words tend to perform nearly 80% better than anything below 2000 words.
Chart by Buzzsumo. Analysis of a sample of content on the Venngage blog.
That’s not to say you should avoid using images all-together.
On the contrary, the combination of long-form blog posts with images is a recipe for high-converting content.
Reaching out to influencers requires a bit more focus and strategy than sending your content out to your own blog subscribers.
First of all, influencers have a lot of experience and insight. They won’t be impressed by lack-luster content that is void of research.
Secondly, they get contacted multiple times a day by every average Joe out there who has a new infographic to show off or guest post they want to pitch.
Set yourself apart from these normies by killing two birds with one stone!
Your hard work will pay off and you will stand out as exceptional.
Additionally, most people tend to post a description or write-up along with an infographic they choose to repost.
If there isn’t enough information to reference that strengthens the infographic’s credibility, there is less of a chance that it will get picked up.
In other words, show your process for accumulating the information presented in your data visualization rather than just presenting the findings.
- Include your infographic with a well-research and long-form article on your blog. You will stand out as hardworking and the information will be more credible.
Plan different channels to promote your infographic on
Once you have done your initial set of outreach and designed your infographic, you can start thinking about what channels to promote your infographic on.
It probably goes without saying that social media will be your fundamental focus in terms of promoting your new content.
But as nice as it is to see the social shares on your content skyrocket, social mentions are just a vanity metric.
Although it’s a great way to spread the word about your infographic, social media should not be your sole focus in terms of promotion.
Nonetheless, schedule some tweets, Facebook and LinkedIn shares for your infographic. Of course, don’t forget to pin it to Pinterest.
Forums and online communities
In addition to planning out your social media strategy, posting your infographic to forums and online communities is a great way to boost traffic.
This way, you increase your chances of getting valuable links back to your infographic.
Guest blogging is a great way to re-publish your infographic and generate backlinks to your original post.
As long as the text is original and hasn’t been published word for word elsewhere, you’re in luck.
Many publications like Social Media Today, Tech.co and Business2Community are more than happy to accept infographics with a 300 to 400 word description.
Reaching out to more influencers
Finally you can recontact the influencers you originally reached out to who showed interested in your initial infographic.
This is where you can ask them to share the final piece with their followers, and if willing, to repost it on their own sites.
Every time you conduct outreach, keep track of everyone who has ever shown interest from your initial request.
Eventually you will have a long list of contacts to whom you can reach out to again in the future.
This list should grow, and so should the share count and number of backlinks on every infographic you create.
- Plan the channels that you outreach to.
- Don’t put all your marbles in social media promotion, since for the most part social media shares are a vanity metric.
- Focus on building backlinks with guest blogging and outreaching to influencers.
Simply creating an infographic is not enough for a successful visual content strategy.
You need to promote your infographics if you want to see a boost in traffic and backlinks.
Promotion does not just mean scheduling a couple of tweets and sharing it with your existing subscribers. It also means outreaching to influencers who are not only interested in the content of your infographic, but who also have a following of trusted readers and users who could benefit from your product and content.
If the process seems a bit daunting, just take it step-by-step and grow your list of trusted influencers on a gradual basis.
Eventually you will find yourself creating strong relationships with them and their users.
The truth is, it’s very difficult (if not impossible) for an infographic to go viral on it’s own accord. You need to put in the effort if you want to see the results.