Evangelizing Infographics to Your Clients
In my previous post, I discussed how to evangelize infographics within your own company. This is a crucial first step towards selling infographics (IGs) to your clients. As an SEO agency, your clients are coming to you with many requests, but all want the same results: Higher SERPs and more traffic. You can pitch them the same things other firms pitch: Content, link building, code optimization, on-page optimization, etc. Or you can stand out from the crowd by pitching them an infographic.
By now you should have a couple of IGs under your belt, and a clear understanding of the process and the client experience. Now is the best time to start talking up IGs to your clients, as youll have enough know-how to understand the process and know whats needed to create an infographic. And, if you followed the guide in part one, you will have teamed up with a design firm that you can trust.
Packaging the Infographic
Its not too hard to package an infographic. When your client asks for more details, tell them that infographics are any number of the following:
- Designs focused on building brands and evangelizing products
- Images that can easily be placed on multiple blogs and websites across the web
- Content that, with every repost, equals 1 keyword focused inbound link to your clients website (the opportunity for links back can be as low as 15 quality links and as high as thousands depending on the topic of the infographic and design quality)
- Unique pieces of content to grow any website
- Tools to hype up a contest or promotion and send a surge of traffic to any website
- Opportunities to stay on top of trends and reach a growing audience of data hungry consumers
- A fun way to take even dry content and make it intriguing and worth sharing
Whats great about IGs is that they are, in fact, all of the above!
As you are explaining the success of infographics to your clients, you should have case studies to point to. You can either use your own case studies, based on your experience testing infographics and firms, or you can use examples provided by the design firm that you team up with. Regardless of which you choose, showing examples of success is always important when pitching any product to your clients.
Setting Client Expectations
If you followed step one of this process, then you have already been in the client seat for IGs before, so you have a good idea of what to expect and what to avoid. Of course, maybe you need to add IGs to your offering sooner rather than later and dont have time to spend testing the process. If this is you, its important to know how to set your client expectations.
Infographics are not the Holy Grail of link building. An infographic is a great piece of link bait, but it needs a good topic, great design, abundant research and proper promotion to give it the right foundation for success. Make this very clear to your client to ensure that they understand these necessities before you get started. For instance, if you come up with an amazing IG but the client decides to promote it on his own, make sure he knows that having a great infographic isnt enough: promotion is the only way to get an IG the attention it deserves. Similarly, if your client restricts your topics to a small few, many of which are dull, you have to let them know that the IG might not make it too far.
If your client has a company selling boxes, an infographic about how their box is better than the rest might be interesting to them, but wont be interesting to anyone else. As such, its important you manage clients expectations by helping them brainstorm topics that are related to their product and also intrigue a wide audience.
Of course, you will also need to determine an idea that can be backed up with relevant data, as good research is a crux when it comes to creating a successful infographic. Avoid pitching them: The Most Luxurious Box Forts of All Time. Unless you can find real data and information out there about box forts, you will end up getting them very excited about a fun topic that you wont be able to back up with information. At that point, not many other ideas will feel as exciting or interesting, so be sure to pitch the right ideas from the beginning:
- The History of Boxes
- The Many Uses of Boxes
- Boxes Around the World
- World Records About Boxes
- How to Make a Box Fort
All of these ideas have solid data to back them up and the potential for success (with proper promotion).
Now that youve come up with an idea, and youve provided your client with realistic expectations regarding their campaigns success, its time to take a step back and determine what to avoid when it comes to clients, projects, and infographics in general.
Check back here next week for my third and final installment of this series, which explains just that!
Amy Balliett is the co-Founder of Killer Infographics, a globally leading infographic design agency located in Seattle, Washington. Killer Infographics has produced thousands of viral infographics, motion graphics and interactive infographics for a global clientele including Microsoft, Starbucks, the BBC, Adobe, and more.