The last 3 years, infographics have grown as one of the most effective marketing tools available. They're easily sharable on social media, can offer tremendous SEO benefits, and can help your dealership offer content that people enjoy seeing.
Still, it's also the most underutilized tool by the automotive industry. A lot of it is our fault; vendors in the automotive space have seen infographics as too challenging and too expensive to bring to market. We've had a handful of forward-thinking dealers take advantage of it, but there hasn't been nearly the adoption that has occurred in other industries.
Even at the OEM level, Ford is the only company that has dipped their toes into infographics and found success.
First, let's look at what they do for dealerships:
- - They give content to visitors of both their websites and social media profiles an item will be shared. People share good content on Facebook and Twitter. They don't share new car specials pages. Some have asked what the benefit is. We've seen that when people share content on Facebook, a good percentage of it is localized. Friends, relatives, and coworkers that see a nice piece of content from a friend will visit the link and land on your site. If you're running remarketing campaigns or simply going for social media exposure, landing them on your site is an opportunity to generate a lead. Don't forget, every Facebook user has 8-9 Facebook friends who are in the market to buy a vehicle in the next 30 days.
- - Powerful inbound links are the most important aspect of search engine optimization. Having graphics that can be embedded on other sites is an opportunity to use this "link bait" to generate free links to your site.
- - Infographics that portray useful information such as proper SYNCing on a Ford or localized information such as a crime-rate map of the area positions the dealership website as a resource on top of being a place to look at cars. Whenever you can become a resource for people, they are more likely to want to do business with you.
Once you know what they do for you, let's take a look at the most successful infographic that we built in 2011. This particular one was generated for a non-automotive client but it will be easy to see why it was so successful. Here are the stats:
- - Posted on over 400 websites that linked back to the source, including high-value websites that included the New York Times, Mashable, TheNextWeb, and TheAtlantic.
- - Shared on Facebook over 17,000 times with Mashable having the highest share-rate of nearly 10,000.
- - Tweeted over 25,000 times with Mashable again leading the way with over 6,000 retweets.
- - Estimated 2.3 million views of the infographic.
- - Made the front page of Digg, Reddit, and went viral for 3 different sites on StumbleUpon.
Now, here's the infographic. If you have any questions about why it worked so well or how it translates in the automotive industry, please feel free to email me or ask in the comments.