How an infographic helped a company break its lead gen records

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Infographics drive results beyond clicks when companies promote them properly - Here's how one company earned its biggest lead gen day ever.

Industry: Fundraising technology
Content: Enhanced graphic
Highlights: Infographic helps company generate hundreds of leads

Are you short-selling your infographics or do you get them online and promote them to maximize the return on your investment? Companies see more success when they have a distribution plan for their custom graphics, ensuring the assets reach target audiences and drive more business.

Here’s how one of our clients promoted its infographic to generate hundreds of leads and celebrate its biggest lead gen day yet:

Make the graphic available online

The company built a landing page to host the graphic, making it easily accessible to people who landed on the site. It included a preview of the visual with a download form. Once visitors enter their contact data, they’re shown the full enhanced infographic.

By promoting its infographic, the company generated hundreds of leads and celebrate its biggest lead gen day yet

In addition to the custom landing page, the company promoted the infographic and its blog content with images and links pointing back to the high-value asset. This funnels people who are clearly interested in related content toward the visual resource, where they can find more information and compelling stats.

Use social to get more eyes on graphic content

With a solid hosting strategy, it’s easy to assume the infographic will drive leads all on its own. But as this example shows, graphic content isn’t something you can drop onto a website – it’s something you have to promote and distribute to the right audience to get record-breaking results.Mobile cause example

This client used social media to give the infographic greater reach. It created social posts around the graphic,  including compelling captions inspired by the narrative of the piece, small images pulled from the whole graphic and a link back to the landing page. Combined, these elements act as a teaser for the resource – and they successfully drove people back to the site to download the gated asset, as evidenced by the company’s lead generation results shortly after publishing the graphic.

The ultimate goal for the graphic content might have been reached with those bottom-funnel results alone, but the campaign also supported other top marketing goals, like traffic and engagement. Content analytics data shows the graphic was keeping people on the page and compelling them to download the full infographic and/or click deeper into the site.  

Create something worth viewing in the first place

The infographic distribution strategy certainly helped the client break its lead generation records, but it was ultimately successful because the subject matter and information appealed to the target audience. By bringing a topic to life that mattered to customers with fun and interesting visuals, the company was able to share in-demand content that exceeded expectations and drove impressive ROI.

For more about what goes into a compelling graphic, and why it might NOT be what you think: 

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Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.
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