Tag: marketing

Joseph Grano Blog

Social Media: Understanding Ecosystems and Amplifying Your Message

10 Tips For Optimizing and Growing Your Social Media Success  

Utilizing social media as a tool for personal branding and driving business growth is no longer optional for marketers and business professionals. With millions of users spending hours each day on social media, there’s an undeniable opportunity, but getting started or improving on existing results can be daunting. To help, we’ve put together 10 tips for optimizing and growing your social media success.

Keep reading for more information about social media trends, relevant platforms and expert advice on how to step up your social media game.

Keep Up with Social Media

Social media has always been part of the marketing conversation. But this past year has proven that it’s here to stay. Social usage has increased dramatically and new users continue to grow. Platforms like Facebook and Instagram became crucial in communication and social interaction since in-person meetings became nonexistent. Having a business presence on social media is essential in B2B and B2C opportunities and is key to spreading awareness and promoting your product or service.

Quick Facts:

  • American social media users spend an average of 2.7 hours per day on social media
  • 54% of B2B marketers say they’ve generated leads from social media
  • Only 26% of companies integrate social media into their strategies

Why Social Media Matters

Besides promoting your business, social media can help you meet several business goals, including:

  • Better connect with and serve your customers
  • Improve your search engine ranking (SEO)
  • Reduce advertising costs and increase your overall ROI  
  • Foster and deepen relationships with target audience members and your community

Identify Your Target Audience

Your target audience is a specific group of people who
are most likely to want or need your product.

Three reasons to define your target audience:

  1. Ensure you’re creating the right content for the right people.
  2. Better understand how to create content that connects the benefits of your brand to what reader needs.
  3. Increase conversions ‘low hanging fruit’ customers

Know Where You Fit – Social Platforms

Not all social media platforms are created equal. Knowing the idiosyncrasies and landscape of each individual platform will help you make the best decision on where to focus your efforts, the kind of content to post and the type of users on each.

  • Average monthly users: 2.7B
  • Largest age group: 25-34 (26.3%)
  • Medium focused almost every form of content, especially news and promotions
  • Robust features and uses, including text, images, video, shopping
  • Supports feed or stories
  • Average monthly users: 1B
  • Largest age group: 25-34 (33.1%)
  • Medium focused on imagery
  • Text, images, video, shopping
  • Supports feed or stories
  • Average monthly users: 400M+
  • Largest age group: 30-49
  • The average user earns $70k
  • Medium focused on saving product photos and inspirational content
  • Feed and Board display with imagery, texts, links
  • Exclusively business/B2B audience
  • Medium focuses on content and thought leadership
  • Images, text, call to actions all on feed display and stories
  • Average monthly users: 187M
  • Largest age group: 30-49 (44%)
  • Medium on instant communication, news and user interactions
  • Text, video, images on a feed, but story features now being added
  • Average monthly users: 100M
  • Largest age group 18-24
  • Short form video and minimal text

10 Tips to Amplify Your Social Media Impact

1. Optimize Your Profile

Can my potential customers find my profile and what do they see when they arrive?

Audit Your Profile – Ask Yourself
  • Is my brand consistent?
  • Does my bio accurately communicate my company’s value?
  • Am I using relevant hashtags in my bio?
  • Is there a call to action?
  • What should I link to? (Lnk.bio vs. company site vs. landing pages)

2. Don’t Oversell

Great salespeople don’t sell; they listen and solve their customer’s problems. Create compelling content, hone your value proposition and connect with your audience meaningfully.

A great value proposition should:

  • Communicate why someone should do business with you
  • Be short and easy to understand
  • Define what you do
  • Explain how your business eliminates a pain point for your potential customers

3. Find Your Voice

Your brand voice is the distinct personality your brand takes on in its communications.

People connect with people – If your brand were a real person, what would they sound like?

Tips for finding your brand voice:

  • Think of 10 adjectives to describe your brand – then pick your top 4
  • Consider your target audience and the vocabulary they use
  • Write like a person talks, not like a business robot

4. Be Consistent

For your audience to recognize and build a relationship with your brand, you must be consistent with your use of social media

Content consistency establishes your credibility, builds trust, and strengthens your reputation.

How to build consistency:

  1. Create a social media content calendar
  2. Maintain a post frequency you can handle
  3. Schedule your posts in advance

Why is consistency so important?

  • Your business will stay top of mind
  • It helps you to build authority in your niche
  • It is easier to maintain
  • Your audience will be more engaged
  • You will generate more leads
  • Social media algorithms favor you
  • You will cultivate loyal brand fans
  • Your audience will trust you

5. Plan Your Content With A Content Calendar

Find a system and content schedule that works for you.

  • Sometimes the biggest hurdle to social media success is knowing what to post
  • Consider the types of content you want to share

Example: share project photos every Monday, promotion every Wednesday, behind the scenes every Saturday, etc.

  • Create the calendar in advance, then carve out time to create/film
  • With the right plan in place, you can batch content a few times per month or one month ahead

6. Engage With Your Community

Without engagement, social media is just media. Social Media Engagement is all about building an online community and it can affect everything from brand awareness to customer loyalty.

Social media engagement metrics include:

  • Likes and Favorites
  • Comments, DMs, and Replies
  • Shares and Retweets
  • Saves and Clicks
  • Reviews, Mentions and Tags

Tips for your business to earn engagement:

  • Respond to all comments
  • Ask your followers questions via captions, stories, or polls
  • Reply to reviews, both positive and negative
  • Participate in industry conversations in Facebook Groups or on Twitter
  • Comment on posts from other accounts you follow or on posts from relevant hashtags

7. Leverage New Features – Stories & LIVE are your friend

Social media platforms often incentivize users to explore new features by giving them additional power to reach more people.

These new features are often underserved by marketers but have high user engagement.

Benefits of Stories and LIVE:
  • Fewer brands use these features, so there’s less competition
  • High audience reach and engagement
  • Social media users who watch a brands story are more likely to see those same brands’ feed posts
  • The algorithm favors individuals and brands who use their new features

8. Use Personalized Landing Pages In Your Social Strategy

Personalized landing pages are web pages on a company’s website about a specific service, product or offer – with a call to action designed to convert a customer to the next stage in the buying process

How can we use them on Social Media?

  • Sales team social profiles can be a significant driver of traffic to a company’s website. Direct that traffic to pages that educate and convert 
  • Landing pages are an excellent place for those engaging with your post to learn more about your company’s products – Share links alongside compelling content
  • Prospects will journey to a company’s website from bio links on sales team member profiles – Swap out bio links to a relevant landing page for decreased bounce and higher sales conversions

9. Use free tools to make better, more engaging content

A great social media post is eye-catching, relevant and visually appealing. For large brands, social media managers, sales teams and designers all work to create this content together. Unfortunately, this often isn’t an option for small to medium-sized businesses or those without the support of a marketing agency.

Free online tools can make your content shine and help create a consistent brand for bootstrapping social teams. Our top free tools:

Canva – This design platform makes designing beautiful social media images and other kinds of assets easy. With free and premium plans, there’s something for everyone (https://www.canva.com/)

Photopea – An online knock off of photoshop, this free website is excellent for individuals who need to adjust images quickly and inexpensively (https://www.photopea.com/)

Unsplash, Pexels, and others – These free imagery libraries have millions of free, copyright-free photos on nearly any subject (http://unsplash.com/)

Hashtag Generators – These can allow you to find highly-used, relevant hashtags in your area or industry 

Viralpep – This basic free tool allows users to schedule up to 20 social media posts for a variety of platforms, including Facebook, Linkedin, Instagram and more (https://www.viralpep.com/free)

10. Seek buy-in and resources from company leaders

No man or woman is an island. For sales teams to be effective, they need top-down support. Remember, only 26% of companies integrate social media into their strategies, which often leaves those responsible for social management underserved.

For individuals and teams looking to improve their company’s social presence and, as a result, sales, there needs to be a level of investment from company administrators or leaders.

Make a plan, identify needs and seek support:
  • A marketing agency partner
  • What content can leaders or marketing teams create for social media managers each month?
  • Blogs, videos, infographics, interviews, imagery, lead magnets
  • Social media management tools for measuring success and scheduling posts
  • Leaders encouraging all members of an organization to support social messaging

Final Thoughts

Social media is only a small component to an effective and robust marketing strategy. While it’s important to give social media the time and attention it needs to be effective, there’s many other things to consider. Additionally, content and tactics from other marketing arms of your business can be integrated into your social strategy. When you have a cohesive marketing plan and are promoting high-quality content, there’s unlimited potential for growth.

Want to learn more about Next-Mark’s marketing, branding and social media services? Contact us today!

Joseph Grano Blog

Strategic marketing through community relations

It’s no secret that the success of most companies is influenced heavily by its connection, communication and trust with its community. Whether a group is connected through physical location or through digital mediums, successful community relations can enact change, boost employee accountability and engagement, lead to positive publicity and even increase revenue. Here are a few tips for developing a successful relationship with your organization’s target audience:

Be genuine

Can you imagine Philip Morris sponsoring a walk to end lung cancer? Of course not. While most cases aren’t as clear as this example, you do need to find charities or organizations that align with your company’s core values. In an ideal world, your employees should be involved in any outreach efforts, so make sure they are able to genuinely recognize and speak naturally about the connection between the business and the cause.

Be consistent

Effective connections with your community are not developed in a day; this takes time. Thus, gain trust through continued effort year after year. In doing so, you’ll also establish a culture of giving within your organization, which can lead to increase employee engagement and retention.

Be transparent

Any decision or issue that impacts the community should be openly communicated. This may take the form of town halls seeking feedback on a decision, events where local members can mingle with company representatives, social media outreach, or any other ways your company can reach out to target audiences. Change is inevitable and crises happen, but you’re sure to garner a more understanding response if you’ve built good will with the community through effective, transparent dialogue.

Community relations is more than simply sponsoring a race or volunteering a leader for a board member position. It’s a sustained and strategic effort that will elevate the company and enact good within the communities it serves. Wondering where to start? Give us a call.

 

Joseph Grano Blog

Nail Your Next Media Interview

Let’s be honest – even the mostly highly trained communications professionals still get nervous before an interview or a media relations appearance. Positive, “earned” media is as good as gold in the marketing communications world, but a fumble, an off-color joke or an out-of-context statement can quickly shift the conversation to uncharted territory. So what happens when you’re contacted by a reporter armed with hard-hitting questions? Here’s how you can make the most of the media interview/public relations opportunity you’re given.

Don’t go off the cuff

If you get an unexpected call from a journalist, don’t feel pressured to answer their questions right away. Politely ask the topic of the story and the timeline, then schedule the interview for a later date. Even if you know the topic well, you need time to research the news outlet and prepare. The reporter should respect your request. And if they don’t, simply say that you don’t have time to discuss the topic at this time but would be happy to follow up with an email response when you’re able.

Stick to message

Before you head into your interview, make a list of several points you want to get across in the interview. These should be simple, direct and relevant to the topic the journalist is covering. Be aware of trying to sneak in comments that are irrelevant or seem too “promotional”. If it’s an interview for a print news outlet, the journalist simply won’t include the comments; if it’s a TV or radio interview you might appear self-serving or desperate.

The messaging should also be free of jargon. Practice elaborating on your notable points without using industry lingo. This way, journalists are more likely to quote you rather than interpret your comments themselves.

Finally, remember that reporters love human-interest stories readers can easily relate to or connect with. So whether you’re addressing a crisis situation or simply sharing the history of your company – always focus on people!

Prepare several “no response” answers

There may be certain questions you simply can’t answer. Depending on the situation, consult with your legal and policy experts, as well as your marketing communications team, about what you’re allowed to address and what you need to avoid. Don’t allow reporters to pressure you into giving up information, even if they say they won’t attribute it to you. Additionally, never say “no comment”! Unfortunately, those two seemingly harmless words often imply guilt and can lead the journalist to make assumptions or fill in the blanks. Instead, have a few other canned responses prepared.

Respect the reporter

Finally, the journalist contacting you is probably on a tight deadline. Respect his or her time by responding in a timely manner and sticking to the topic at hand. If it’s applicable and relevant, suggest that the journalist utilize other sources from your organization to round out the story, and don’t be afraid to give them background information on your company’s internal processes (just know that it’s probably all on the record!).  And don’t forget to finish the interview with a warm “thank you!”

Media relations is an important part of growing your brand’s presence. And it’s one part of our many services here at Next-Mark! If you have a story to tell, let us know – we can help find the right news outlet, set up media interviews and hone your talking points.

 

Joseph Grano Blog

14 Years and Counting

As we embark on our 15th year in business, it’s hard to believe the incredible journey we’ve been on – and how far it has taken us. I am incredibly grateful to our team members, our clients and the many others who supported Next-Mark as it has grown and evolved in this ever-evolving marketing environment.

It’s been an extraordinary experience, which literally has taken us around the world, from hosting clients from Sweden, to holding conference calls with clients in Dubai, to creating communications plans for Sarasota neighbors just a few miles down the road. From developing marketing strategies for international corporations to local sole proprietors, we have helped numerous companies create conversations about their brands and tell their stories. Their stories have become our own, and we are proud of the ongoing relationships we have with our clients and within our community.

While we’re excited to see what’s next, we know some things will remain steadfast, especially our core beliefs and values, which guide us to:

  • Provide extraordinary service
  • Collaborate with our clients
  • Focus on truly understanding our clients’ needs and business objectives
  • Be strategic in every aspect of our business
  • Engage fully and be evolve as the marketing landscape changes
  • Embrace the latest communications tools and technologies to fuel powerful marketing plans
  • Translate our passion for what we do into impactful marketing outreach

Although we definitely are proud of what we’ve accomplished, we know we didn’t do it alone. Again, we are sincerely thankful for all who helped us get to where we are and excited to continue those relationships while building new ones.

We’re looking forward to what awaits us in the years ahead. If you would like to engage with us, let us know. We are ready and eager to help.

Joseph Grano Blog

Super Bowl 53: The good, bad and forgettable

Many viewers of Super Bowl 53 had the same overall impression – meh. The game was low-scoring, the ads weren’t altogether revolutionary, and the halftime performance led to quite a few not-so-kind memes online. And, as happens every year in the advertising world, many wondered whether the $5 million per 30 second commercial price tag was really worth the air time. Some traditional heavy hitters (we’re looking at you Doritos) took the plunge, while others opted for a more digitally focused campaign that utilized social media to reach audiences. Here are a few commercials that stood out in our minds, for better or for worse.

Most Timely:

Coke’s theme of unity and celebrating our differences was classic and appropriate for today’s volatile social environment. Opting for illustrations distinct from its typical commercials, Coke stood out from the crowd by echoing the company’s core values. However, while it was a winner all around, other ads generated more buzz online.

Trendiest:

Had you aired the Zoë Kravitz ASMR for Michelob ULTRA commercial just a few years ago, viewers would have been left hopelessly confused. ASMR is a popular style of content on YouTube but, like most trends online, probably won’t be around for too long. Thus, this quirky ad probably won’t have the staying power of other commercials.

Most Forgettable:

Yawn. The Pringles’ commercial utilizing an Alexa-type device fell flat. The concept of mixing flavors is old news for the company and was a neutral, yet too safe a bet for the brand. The ad was easily overshadowed by other brands that opted for bolder choices.

Funniest:

Olay’s #KillerSkin ad featuring Sarah Michelle Gellar was a winner. Memorable, amusing and timely, this commercial has people in the industry talking. We love that the “story” can easily be translated to the online space and even extended to feature other situations as needed. It was also one of the few that included an easy-to-remember hashtag for quick sharing.

Most Star-Studded:

Pepsi went for star power with Steve Carell, Cardi B and Lil Jon in its “More than OK” ad. We shudder to think about the cost of the ad and, from our perspective, we’re not sure the price tag was worth the output. The commercial seemed a little too crowded and is the brand association with the word “OK” really beneficial? Another direction may have been a little more effective. Try again next year Pepsi.

Best Overall:

Bud Light once again didn’t fail to disappoint with its “Special Delivery” ad that soundly dissed its competitors’ use of high fructose corn syrup. It was humorous, well-branded and lit up the Twitter-verse. While the companies Bud Light called out attempted to respond online, their voices were drowned out by the loud praise for the commercial.

What did you think about this year’s lineup?

Joseph Grano Blog

Don’t Get Overlooked: Corporate Social Media

As we dive into 2019, one thing is for certain: Social media is here to stay. While channels will continue to evolve and change, digital mediums are now infused into our social fabric. Although the negative aspects of sharing online will forever be debated, individuals rely on social media for news, engagement, suggestions, insights, connection and just plain fun.

Roughly two-thirds of all adults use Facebook, and an even greater number are streaming video content on YouTube. Newer channels like Instagram, Snapchat and others are also growing in popularity. Many companies have embraced this societal frontier and utilize it to successfully reach target audiences. Brands are now more than simply a logo on a billboard; they can develop unique personalities and followings online to sell products, share messages and impact the world.

Is your organization still new to social media? Here are some best practices to follow:

Be authentic:

Paid promotions and reviews are permeating social media, causing many audiences to mistrust companies online. Make sure interactions are sincere and any purchased product placements are disclosed. Your organization’s core values need to be reflected online.

Find your unique brand voice:

Quirky, cool, or educational – whatever voice you choose for your online brand, make sure it’s consistent. Audiences should be able to identify your content as distinct to your organization. Be sure to refine your messaging to reflect this consistency.

Take an innovative approach:

Distinguish your company from its competition by taking a fresh approach to its online presence. Just because something worked for a similar organization, doesn’t mean that it will (or should) work for your brand.

Be consistent with aesthetics:

As simple as it may seem, one of the factors that distinguishes a successful company from one that gets less engagement is look-and-feel. Choose colors, types of content and imagery in advance to make sure it’s a cohesive, branded visual. The goal is to have audiences view your content on different channels and know it came from your company.

Find the right medium:

Not every social media channel will be the right fit for every organization. Find suitable mediums based on the content you’ll be sharing, your target demographic and the amount of time required for successful implementation on each platform.

The bottom line:

Companies who are resistant to a digital presence are losing out on valuable customer interaction. Employ a strategic, comprehensive approach to best utilize social media platforms and you’ll see your company’s presence surge!

Is social media the next step for your company? Give us a call – we would love to share our insights at 941.544.2765. For more information on our capabilities, view our Online LookBook.

Joseph Grano Blog, Homepage Post

Is Traditional Marketing Effective?

While digital strategy is a crucial part of most comprehensive communications campaigns, it’s important for marketing professionals to recognize that “traditional” mediums certainly can still be effective. Before we dive into why we think you shouldn’t ignore traditional media, let’s review the distinction between the two:

Traditional Communication Channels – Think magazines, newspapers, phone calls, brochures & other print collateral, guerrilla marketing, billboards, as well as good ol’ fashioned broadcast media.

Digital Communication Channels – This category encompasses any online activity including social media & other apps, websites, display advertising, e-newsletters, affiliate marketing and many more! Online communication continues to evolve and expand as more digital mediums are created.

Now, let’s explore the top two reasons why traditional mediums can help you share your message and reach your audiences.

1. Add a personal touch

As more and more advertisers are paying for online placement, opinions and reviews, audiences have become masters at recognizing when content isn’t authentic. Companies that personally connect with their customers are getting noticed. For example, when the new president at the University of Florida was hired, he went above and beyond to show students that the university cares about their well being. He’s been known to buy students Starbucks drinks during finals week and photo bomb graduation photos. These interactions were often shared online, but the interaction with students displayed a sense of authenticity often lost to many organizations. In the New Year, try to reach out to your audiences through a traditional channel – write a letter wishing your clients the best in 2019 or pick up the phone and give them a quick call to say you’re grateful for their business.

2. Go with a trusted source

While channels like Instagram and YouTube certainly boast impressive reach, traditional media is still viewed as an essential source for fact-based information. A recent Pew Research Center survey showed that 47% of Americans still prefer watching the news rather than listening or reading it. Considering how many online articles rely on shock value headlines to garner clicks with little if any valuable content, it’s no wonder that many people still turn on their television! Thus, targeted TV interviews, advertisements and other broadcast media outreach can still be strategic, as least for the time being.

As always, keep in mind that every tactic should fit into a larger communications plan! A combination of both traditional and “new” media is generally the best route. If you need help figuring out the best way to reach your audiences, give us a call.

 

Alissa Moore Blog

Connecting Design to Business Strategy  

What do you think of when you hear the phrase “graphic design”? Perhaps your favorite band’s album cover or an elaborate Coca-Cola ad comes to mind? The field of design is a vast realm of concepting, creating and composing visual stories that catch the viewer’s attention. When executed flawlessly, design is thought-provoking and action-inducing – ensuring a seamless transition from aesthetic identity to message strategy. Thus, the value of strategic design cannot be understated.

How is design strategic?

To marketing professionals and graphic designers, there is a distinction between something that is simply aesthetically appealing and a piece that elevates the company’s objectives. However, design is often seen as merely an aesthetic routine – make something look pretty and it will generate interest. How many times can you remember the general appearance of an advertisement, but you can’t recall which product or service it was highlighting? Design needs to do more than just look good. It has to support the company’s offerings, messaging, goals and identity. While it’s often challenging, companies need to separate themselves from their personal preferences and focus solely on strategy and the people they’re trying to reach.

When a company emphasizes strategic design, merging creativity with business objectives, the results are astounding. A study by the Design Management Institute showed that companies who emphasize the importance of visual marketing outperformed the S&P by 211%. Transforming design into a strategic tool is essential to differentiate brands from their competitors and drive customer decision-making.

What is the process?

Incorporating business strategy into the design process can take more time, but the payoff is exponential.

  • Research: Analyzing competitors, trends, company history, touchpoints and markets is the crucial first step of any campaign. Of course, an in-depth understanding of business goals, messaging and objectives is also integral to success.
  • Create: I’ve always believed in starting with a design that’s entirely out of the box. Incorporating strategy into design doesn’t mean that it has to be boring. Go to the outer edges of your creativity – you might just stumble upon something breathtaking.
  • Simplify: A famous quote from Coco Chanel comes to mind: “Before you leave the house, look in the mirror and take one thing off.” The same concept applies to designing – peel back layers of design and strip away superfluous elements that will distract from the message. Simplicity is the secret to great visuals.
  • Test: Go beyond the standard internal approval process and test your design on potential customers to eliminate bias. Most of the time, you’ll need to reframe and test again.

When design is paramount to business strategy and intertwined in messaging, objectives and market approach, it becomes a powerful tool. Companies who learn to develop a culture that sees design as more than simply an aesthetic medium will reap powerful results.

Is it time for you to re-evaluate the use of design in your marketing strategy? Call us and let’s get started.

Joseph Grano Blog, Homepage Post

Augmented Reality and Marketing

What if your ideal consumer was able to interact with your product, marketing material and content – all in real time? Augmented reality is enhancing customer interaction in ways that have proven to be both effective and lucrative.

Let’s explore the fundamentals of AR and how it can be used to bolster digital marketing and communications.

AR vs. VR

While virtual reality diverts us from our world, augmented reality digitally enhances it. Users enter the realm of VR by wearing a video headset equipped with technology that creates a computer-generated simulation. While immersed in VR, you can explore space, float above the New York skyline, become a soldier on a battlefield and experience thousands of other scenarios — all from the comfort of your home. (Read our recent blog to learn how companies are engaging consumers with VR).

Augmented reality, on the other hand, integrates or “layers” digital enhancements on top of the user’s real world experiences. It is considered more accessible to the average consumer, as it can be accessed via smart phones, tablets and laptops.

Implementation and application

Not surprisingly, many companies realize the potential of this technology and have since incorporated it into their marketing strategies. Pepsi Max won awards for its creative implementation of augmented reality in its Unbelievable #LiveForNow campaign, which turned a tedious bus stop into a visual adventure. Space ships appeared in the London sky, creatures smashed through the sidewalk and a tiger plodded toward onlookers. While users may not have been fooled by the stunts, they were certainly impressed and entertained. The campaign has garnered national acclaim, generating nearly 8 million views on YouTube and thousands of social media comments, shares and engagements.

Ikea has also integrated augmented reality into their customer experience. The Ikea Place app enables furniture to virtually appear in a person’s own home, giving them a preview of how the piece would look in their space before purchasing it. This foray into augmented reality is a key example of how technology can be used to ease the purchasing process and drive sales. Ikea recognized an age-old problem with furniture buying and thus provided a truly innovative solution. 

Looking to the future

When executed effectively, augmented reality is a breath of fresh air for consumers inundated with print and digital advertisements. Rather than simply delivering a message, AR gives companies the opportunity to simplify processes, solve common problems and directly engage customers with their products. Customers also benefit from this exchange. Imagine virtually trying on clothes or testing a popular shade of lipstick, without having to step foot into a store. As the technology continues to develop and companies adapt to the expanded digital environment, expect the bridge between the digital world and the “real” world to magnify.

Looking for innovative marketing solutions? Give us a call and prepare for powerful results.

 

Ryan Hoevenaar Blog, Homepage Post

How to create compelling infographics

We live in an era dominated by powerful imagery and compelling visual content. From stunning virtual reality capabilities, to seamless animation and graphic design, we’re flooded every day with extraordinary optical creations. It’s no wonder that marketing professionals cater to such a high level of sensory appeal — 90 percent of information sent to our brains is visual and we process images 60,000 times faster than text. The power of data visualization is undisputed and is why infographics have soared in popularity over the past ten years. Infographics allow people to quickly digest information and remember it for longer than they would a normal block of text. If you want to enhance message effectiveness and boost audience engagement, keep reading to learn how to create compelling infographics.

Understand the data

Novice designers sometimes settle for simply understanding the “big picture” concept of the data, while failing to truly grasp the building blocks of information they’re highlighting. You need to have an in-depth knowledge of the narrative in order to design an effective infographic. If there is something in the content that you don’t understand, ask the client what it means. It’s far better to ask too many questions than to display the information incorrectly.

Research, research and research some more

Being in tune with the latest design trends is crucial to crafting a piece that feels timely and relevant. Pie charts and bar graphs simply won’t cut it anymore if you want your design to stand out. Now, even static infographics are taking a back seat to interactive, multimedia pieces that actively engage viewers. Infographic styles evolve rapidly and if you haven’t checked out the latest craze, your design could easily be perceived as out-of-date.

Know your boundaries

If you’re designing an infographic for a specific company or client, ask them if it needs to fall within their brand standards. While sticking to certain colors, fonts and graphics can feel limiting, remember that your infographic is just one piece of a matrix that makes up their entire marketing strategy. A consistent look-and-feel is paramount, especially with larger corporations. Use this opportunity to stretch your creative wings and play with other aspects like size, hierarchy and texture to make the piece unique.

Segment information

Breaking a large infographic up into smaller segments not only helps the reader to better understand the information, but it is also easier to design multiple smaller infographics rather than one big one. The size of the pieces will also depend on how the infographic will be used. Is it going to be printed or digital? Is it the first in a series of graphics?

Put numbers first

Infographics usually display at least a few numbers and percentages. Since these tend to be the focal points of the piece with the most impact, they should take precedence in hierarchy.

Don’t over-design

Cramming in superfluous design elements was a classic mistake many designers made when infographics initially gained popularity. Never forget that negative space is your ally. It gives the audience time to scan the graphic without drawing their attention to too many different elements at once and overwhelming them. A busy infographic can also detract from the message. Crisp, clean content is king in the infographic world — if the design is stunning but the audience doesn’t grasp the message, then your efforts have failed. Conveying the correct information takes precedence over “pretty design.”

 

Infographics are no longer a novelty; they’re a necessity. Master the art of creating these pieces (or hire a team who can!) to advance your objectives and have a lasting impact on your audiences.