How Infographics Can Help You Understand Your Customer Base



We relate digital marketing to mediums such as social media, videos and Instagram by default. These are great channels when it comes to grabbing the audience’s attention. It is as simple as, if you want them to become familiar with something, you show them visuals. 


However, one visual type of marketing content is frequently overlooked. Content marketing agencies sometimes don’t focus on infographics since they are not as flashy or high-end as TV commercials or influencer videos. Yet, it is one of the most trusted forms of visual content for all the right reasons.


If you want to educate your customers and share valuable information with them concisely, then infographics should be your go-to.


You can describe services, datasets, actions, instructions or even a product in a visual format, which is easily understandable. Starting their popularity in the 19th century, infographics continue to be one of the most potent content marketing tools. 


Moreover, infographics are not just beneficial for your customers, but they also allow businesses to understand their customer base. 


But first, we need to learn what makes infographics so popular. 


Visuals are Effective

The masses enjoy visual content. Businesses highly rely on all forms of infographics to boost their marketing methods. As mentioned, visual content exceeds other conditions, such as written and podcasts.




According to research, marketing companies use only 65% of infographics. Compared to other mediums, such as videos 75% and social media posts 94%, it is very low. 


On the other hand, those who do incorporate it within content marketing may not use them effectively enough. 


So, to know how to create compelling content marketing infographics for your next campaign, you must first learn how you can understand your customer base with the help of infographics. 


Facing the Information Overload Problem

There are many reasons why users are drowning in repetitive information. 


We have increased the number of businesses and globalization. With such an increase also comes suppliers, stakeholders, and customers. 


Moreover, methods of communication have also gone above and beyond. We have


  • Email
  • Video calls
  • Fax
  • Phone
  • In-person
  • Voice mail
  • Texts
  • Social media
  • Other platforms 


Along with the impressive increase of data generators such as: 


  • Blog posts
  • Case studies 
  • E-books 
  • Multimedia 
  • News
  • Scholarly articles


And with more types and subtypes, the information world is ever-expanding. An overload can likely lead to confusion. Moreover, unregulated content is also available below par quality which can make people make terrible choices. 


With so many options available, customers are most likely to make the following mistakes, such as:


  • Shopping fatigue
  • Impulse shopping
  • Overshopping
  • Post-purchase remorse
  • Postponing important purchase
  • Overspending
  • Purchasing sub-standard products


Once a customer faces any of these issues, they lose trust in almost all brands within the same industry. So, any business making an effort to engage its customers fails.


This makes it hard for the marketing departments to analyze content and make the right decisions. 


And, in unfortunate circumstances, businesses may opt for the wrong marketing tools as they try to grab the attention of potential leads. 


Understanding Customer Through Analytics

Every customer’s actions offer insight into their behavior — from reading a webpage to clicking a link.




To track your customer’s behavior and how they interact with your infographics, you can use a behavior-tracking tool. Some of the most popular tools are Inspectlet and Google Analytics. You can use them to know how much time a customer spent viewing your infographic, as well as the bounce rate.


This helps you determine whether it was beneficial enough for them or not.


To understand your customer base, the data you collect will help you make better decisions for future marketing projects. 


You will become more conscious about what your customers like and dislike, how they engage, and what they do, and you will provide them with a better experience next time.


For example, if a customer bounces back immediately, you can make some adjustments to your infographic and make them more user-centric.


On the other hand, if a customer spends a long time viewing the infographic, it means that they like what they are seeing. It shows you that you are on the right track with being able to retain a customer’s attention. You can create more infographics around the same idea.


Infographics are Easy to Analyze

Now you know how you can determine whether an infographic is successful or not, we will tell you different ways to break down content marketing infographics.




You need to look for


  • Clicks 
  • Engagement 
  • Feedback 
  • Dwell time
  • Sales or conversions
  • Traffic via ads
  • Traffic source
  • Organic traffic
  • Pageviews
  • New users
  • Returning users
  • Touching existing leads 


You can further also check social media for engagement metrics as well. Take note of reshares, republications, mentions, likes, and audience engagement. 


This will help you conclude whether or not your marketing campaign was a success and if your audience resonates with your business narrative. 


Understand that not all content is meant to go viral. The keyword in infographics is info. And to create a successful visual, they should be comprehensive and genuinely informative.


For Future Reference

Customers make your business grow. So to understand their behavior and planning accordingly is essential. 


You need to pre-plan customer engagement and work toward the future.  Learning tomorrow’s behavior is as important as learning today’s. 


Wondering why you need to plan for the future now? 


Well, the answer is simple:


A plan can help experienced teams to work in the right frame of mind in case something goes wrong. If you are aware of your customer behavior for now and in the future, you may be able to deal with challenging and stressful situations. 


You can use predictive modeling software that analyzes present-day data and predicts future behavior. They use current patterns and create cyclical ones. 


Softwares such as Angoss and RapidMiner can extract customer analytics on your infographics and build realistic predictions. 


Analyzing historical behavioral information of infographics helps learn what content users have found most beneficial and which they avoided. Noting your most visited infographics can help you create a robust future strategy on the topics around them.


Aside from looking at your infographics, you can also check what your competitors are up to. By learning their customer’s behavior, you will be able to attract them to you, using similar tactics to work on your following infographic.


Companies that do market research are less likely to risk their business. Market research is like insurance, and it teaches you what to do and what not to do. 


Choice of Formats 

Infographics also come in different types. According to your data analysis, you may be able to choose the ones that fit your content marketing strategy the best.


Commonly used infographics are as follows:


  • Comparison 
  • How-To Instructions 
  • Visual Resume
  • Chronological Data
  • Interactive 
  • List


Knowing your audience, you need to choose the right infographic. For example, you use a list-based infographic when you want users to focus on important content. 


A comparative infographic will make the customer aware of the advantages and disadvantages, or similarities and differences, helping customers make a better choice.


An interactive visual would include different elements, such as charts, graphs, pop-ups, imagery and questions. You can also use these to target an audience of a certain age, such as the Gen-Z or the Millennials. 


How-to infographics are great for informing your customer about the usage of your product. What fun would it be if they buy your product but don’t know how to use it?


Creative thinkers also appreciate an interactive infographic.


You also need to pick an informant who compliments your marketing campaign the best. You must focus on essential concepts, explain a customer’s journey, and inform them about your company or something else. You can also use infographics to increase brand visibility. 


Key Takeaway

  • Infographics not only help customers visualize information in comprehensive ways but also help businesses understand their customers. 
  • A good quality infographic will have accurate, meaningful information packed with quality information. 
  • With infographics, you convey a memorable brand message with utmost ease.


However, with infographics that carry your brand message, you need to focus on making your visuals more captivating, emotional, memorable, and relevant to your users. 


Remember that people have developed short attention spans due to information overload. This happens not only with infographics but also with other forms of data such as books, websites, YouTube channels, and more, increasing the volume of all kinds of content.


Information overload can also cause anxiety. This is why infographics are a great tool used by marketers so that customers can feel relieved — as they get all the information they need in a compact visual. 


However, with this small attention span, users are also likely to quickly switch to the next piece, which is why you need to plan your strategies to grab your audiences the second they focus on your visual creation. Infographics help do just that.  


So make sure to include content that is filled with educative, interesting, has interesting imagery and is a one-of-a-kind visual experience. 


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