This is a follow-up to my previous post where I shared the merits of infographics as unique tools for attracting backlinks and providing audiences with variety in their content consumption. So now it’s time to leverage that cool, visual graphic and release it to the social web.
I’ve put together a list of some of the best ways to promote your infographic for FREE! Better yet, you can repurpose many of these tactics for other formats, making the promotional process essentially turn-key.
SEO Optimized Press Release
Optimized press releases are a great place to start. They can generate backlinks and improve keyword rankings, visibility and traffic for your website. Beyond that, the SEO release is an opportunity to tell the story behind the data featured in your infographic. Here you should identify the findings of your study and what impact or relevance that information has to your audience. Keep in mind that the goal is online media coverage, so make sure the cause & effect story angle comes through to deem your release newsworthy.
Social Media Release
Social media releases are the perfect complement to your press release efforts; especially since the social web is changing the way we engage with media. It isn’t about pushing news out to the masses anymore, the key is getting your story in front of influencers of your brand (journalists/bloggers) to ultimately reach your ideal audience. The format of SMR’s differ from traditional press releases in that they carry a more casual tone and contain multiple options for users to share and broadcast your story. Pitch Engine and Presskitn are two good options for free SMR distribution.
Send out an email blast to your customer or client database showcasing your infographic. Email marketing is not only cost-efficient, but also one of the easiest forms of communicating with your clients. Make sure to include social sharing buttons. As an alternative, if you have an e-newsletter in place, you could send out a special edition centered around the infographic.
Feature the infographic in a company blog post. If the infographic is already posted on your site, make sure the content on the blog post page is unique and not competing with the page where the infographic resides. Keep the post entertaining and informative and be sure to include social media buttons along with an embedding option.
Social Media Sharing
Share the graphic on social media channels like: Facebook, Twitter, Google+ and LinkedIn. In regards to Twitter, check out trending topics and include relevant hashtags.
In addition to the above platforms, you should not overlook Pinterist (a virtual pinboard that allows you to organize and share images you find useful or interesting online) and Tumblr (free blogging platform with a re-blog feature that makes it easy for others to share with their blog).
Post the infographic to popular bookmarking sites such as Digg, Delicious, Reddit and StumbleUpon. Ideally, you should have authority profiles built up on each site as you should be adding value to the community versus just promoting your own content. If this is not the case, consider using a free bookmarking site such as Onlywire to syndicate to many sites at once. Although I should warn that success rates with this method can fluctuate.
If paid advertising is in the budget, StumbleUpon has a good option as Jason Lancaster discusses in this post on Search Engine Journal. Once you’ve bookmarked, send the link to your social network asking for their votes, likes, stumbles, etc. This is a great way to get traction and get people commenting on your infographic.
Targeted Blogger/Media Outreach
Building relationships with journalists and bloggers and asking them to feature your infographic can be a great way to expand your reach. Along with your personalized correspondence, include a thumbnail of the infographic image along with a link to view the full-size file. You should also add a summary of the data featured in the infographic to be used as text to accompany the post.
I was recently able to secure placement for two client infographics on Forbes.com, simply by investing time researching the appropriate editor, tracking down contact information, familiarizing myself with their body of work and sending a very personalized and relevant request. I also followed up with a thank you note, helped to promote their write-up and continue to follow them on social networks to grow the relationship.
Here are a few helpful resources for making a connection:
- Great insight on how to get an influencer’s attention from Tamar Weinberg.
- Outreach tool: Export.ly can help you find more data about the users already following you on Twitter, and whether they follow you back (i.e. are in your sphere of influence).
- U.S. media – Muckrack offers an extensive list of journos.
Image Gallery Site or Directory
Create a user profile on the image sites listed below and make sure to place a link back to your site. You can post the full-size file or break up the infographic into smaller pieces for sharing.
- Infographic Journal
So, there are the keys to orchestrating your infographic promotion plan. And remember, your content may be great – but what makes it truly great is when others share it!
What promotional tactics have worked best for you?