T. Rowe Price wants to ensure clients and prospects that investing with the firm can result in being “on the right side of change.” It makes the argument concisely with less than 300 words, thanks to an infographic that identifies various types of technologies that are disrupting industries.
The Capital Group, which manages the American Funds, also embraces infographics. Among the various topics that it addresses with infographics is the growing demand for air travel. The content has even fewer words than the T. Rowe Price infographic.
The use of Infographics is growing quickly in finance and other industries. Americans are overwhelmed with content from digital and traditional media, so brands are increasingly turning to infographics to capture eyeballs and quickly convey data. As the name infographic implies, the approach to content is highly visual, relying on charts, tables and other images to express messages. Each day, infographic creation increases by 1%, reports Business2Community.
At the same time, marketing executives have been sold on the merits of infographics with 65% of senior marketers saying they think visual content is a core strategy for conveying their brands’ stories. Many digital marketers, meanwhile, make impressive claims regarding the effectiveness of infographics.
For example, technology provider HubSpot maintains that brands that use infographics grow their web traffic 12% faster than other brands. Business2Community, furthermore, maintains that people are 17% more likely to be persuaded by visual images.
Other marketers add that the human brain processes images 62,000 times faster than text, which is illustrated by the concept that it’s much easier to draw a circle than describe it.
The most effective infographics tend to use a minimal number of colors and weave a theme from image to image, according to HubSpot. Not surprisingly, infographics must download quickly to be effective.
According to Apollo Matrix, 40% of consumers will abandon a website that takes more than three seconds to load. In addition, a one second delay in an image can reduce conversions by 7%. Google, furthermore, prioritizes websites by responsiveness.
Digital marketers can avoid those types of blunders by limiting how many images are simultaneously loaded, which means that brands may have to prioritize web content and minimize pop ups and overlays.
Brands must also develop strategies for promoting infographics, just like any other type of content. That can involve building email campaigns, launching public relations efforts, and engaging in social media initiatives to promote new infographics.
Brands can also promote their infographics with free directories such as Mashable Infographics, Fast Company Infographic of the Day, Reddit Infographics, Marketing Infographics, and Daily Infographics, according to the InfoGraphic Design Team.
For financial firms, the use of infographics can also lure readers to more in-depth content. More specifically, for T. Rowe Price, the Capital Group, and other financial firms, infographics are used along with longer market commentaries or economic outlooks.
With the flashy, high-tech nature of infographics, it’s easy to dismiss the technology as being difficult to implement, but various vendors provide free resources and freelancers can be hired for the projects. HubSpot, for example, offers 15 free templates that can be used with PowerPoint while SuperTasker claims it can provide an initial draft of an infographic in less than 24 hours and for only $199.
Many aspects of investing and financial planning can be complex and many Americans live a hectic lifestyle. With that in mind, advisors should consider how they can use infographics to better communicate with clients and prospects.