Senior Account Manager
Posted on June 9, 2015
We’re calling it: the time of financial infographics is here. With a huge shift towards content marketing – and as such, a sudden increase in competition for your content – marketers are embracing visual communication like never before.
And while the need for great text will never be redundant, there’s a persuasive barrel of evidence that suggests well-designed, attractive pictorial content could, and should, become a valuable way for financial organisations to communicate.
Whether you’re just beginning to explore the potential of pictures to engage your audiences in new ways, or you’re yet to try, here are four reasons to put a big circle around ‘visual’ in your financial marketing plan.
1. We’re more likely to understand and remember
Audiences are busier than ever before. We increasingly have to prioritise the information we look at as we have less and less time to absorb it. For financial marketers, this is a big barrier when we’re trying to relay complex statistics or detailed research. Anything too demanding and we run the risk of our audiences just opting out or switching off.
Infographics work in sympathy with distracted, tired and overloaded brains by communicating in the way we find easiest. A whopping 90% of information transmitted to the brain is visual, and we process theses visuals 60,000X faster in the brain than text.
Done well, infographics can communicate everything that’s impressive, useful and powerful about your brand in one glance – something we demonstrate in the infographic we produced for J.P. Morgan recently. By providing infographics as a type of visual shorthand, you’re making sure information is more likely to go in, be understood and remembered.
2. We’re more likely to read and respond
If we can see in advance that content is going to take up less of our time and energy, we’re more likely to read it in the first place. We’re 30X more likely to read an infographic than a text article – a valuable set of odds to have on your side, especially if you’re a new or complex product or service.
Paying attention to something is the crucial first step to engagement. Research is showing that visual content is a core driver of increased user interaction and traffic with publishers who use infographics growing traffic by 12% more than those who don’t.
What’s more, when merged with branding design, infographics can begin to build brand recognition and synaptic links between your business and the information you’re presenting.
3. They’re multi-channel friendly
Investing in beautifully designed infographics offers good value for money, because once you have them, you can use them again and again. In fact, a striking infographic can be a great way of linking and integrating marketing campaigns across platforms. In your email bulletins, on your website, on posters and client literature – if you’ve got a great visual message, it’s worth using it widely.
This is especially true when it comes to your social channels as users are up to 40X more likely to share your visual content than they are text-based information. With Facebook rewarding visual content with higher visibility, Twitter attracting more retweets to tweets containing pictures, and the rise of popular visual-driven content social media sites like Pinterest, images are more likely to increase your visibility than almost anything else.
4. They make clients more likely to pick you
We all want our brand to be an industry-leader and seen as the right choice. Infographics complement our objectives to be seen as people worth paying attention to.
When our key messages are more likely to be read, understood, engaged with, and made more visible to our audiences through sharing, we’re a good way towards converting all that into KPI and sales growth. It goes further than short-term gain, however: if audiences begin to associate our infographics with our industry and services, we can start to build trust and a sense of expertise that will benefit us long into the future.
We believe that infographics could provide the competitive edge that financial organisations need. A good move when we’re competing in an industry where the very data and information we’re trying to sell runs the risk of being what switches people off.