How to create Infographic and 4 Promotion tips

In the last Module you learned how to create a Power Page using the Trusty
Infographic Content Framework.

Fortunately, like any Power Page, all of the link building and content
promotion strategies in the SEO That Works system work for infographics.

But here’s the deal:

Because of infographic’s unique format, they also open up four unique
strategies that only work for infographics.

And that’s exactly what I’m going to walk you through today, step-by-step:

4 proven infographic content promotion and link building strategies.

With that, let’s jump right into technique #1: “The Exclusive”.

Technique #1: “The Exclusive”

Imagine that you knew that your infographic would get a placement on an
authority site in your niche…

…before it was even published.

With “The Exclusive”, that’s exactly what happens.

Here’s how it works:

Instead of simply publishing your Trusty Infographic on your own site, you
offer it as “An Exclusive” to another authority site in your industry.

“An Exclusive” is a term from journalism and PR where a company will give
one news outlet first dibs on a story.

And the same approach works GREAT for infographics.

Example: Ranking Factors Infographic at Entrepreneur.com

When I turned my 200 ranking factors post into an infographic, I knew I had a
cool infographic on my hands..

So I reached out to Eric that contributes to Entrepreneur.com and offered him
an exclusive.

Because that’s a value-add for him, he said yes and I got a fantastic dofollow
link from Entrepreneur.com (DA92).

Now it’s time to show you how you can use “The Exclusive”, step-by-step.

 

Step #1: Get Your Infographic 100% Finished

Here’s the deal:

If you want someone that works at an authority site to agree to an exclusive,
you need to show them something cool.

Fortunately, if you followed the Trusty Infographic process in Module 2, then
you’re all set.
Before you start with “The Exclusive” make sure your infographic is finished.
A concept, draft or idea isn’t nearly as compelling as showing someone a
finished product.

Step #2: Find Your Partner

Next, it’s time to find someone that might want to publish your infographic as
an exclusive.

Fortunately, that’s simple:

Just look over your Linkreator list and see who:

Shared someone else’s infographic already
Writes about your infographic’s topic

For example, let’s say you had an infographic about traveling and
TravelInspiration.com was on your list of Linkreators.

To see if they’ve already shared an infographic from someone else on their
site, simply search for their site name + “infographic”:

And sure enough, they’ve shared several:

You can also just look to see if they write about the topic that your
infographic covers.

Example: Google’s Ranking Factor Infographic

I noticed that a lot of marketers who ran columns for big authority sites — like
Entrepreneur.com — tended to write about SEO.

Of that group of columnists, Eric seemed to be the most SEO-focused of the
group.

 
Because he tended to cover my infographic’s topic (SEO), I reached out to
him.

Step #3: Offer The Exclusive

Finally, you want to pitch your infographic to the person you just found.

I’ll have the full word-for-word script in the worksheet, but here’s the basic
gits:

Hi Name,
I just want to start off by saying that I’m huge fan of what you’re doing at SITE. Big
fan of SOMETHING THEY WRITE ABOUT.
Anyway, I know that you’re all about TOPIC.
And I wanted to reach out and let you know that I just finished designing an
infographic about TOPIC.
I’d love to offer you exclusive publishing rights for the infographic.
It should get you a ton of traffic and attention. All I ask in exchange is for a mention in
the post.
Want to see the infographic?

When they reply, send it over to them.

Because your infographic is based on a Linkreator-friendly topic — and they’re
a Linkreator, after all — and tells a compelling story, they’ll be pumped to have
exclusive publishing rights.

After you send them the infographic and they agree to publish it, you’re set.

That Linkreator will publish the infographic and you’ll get an awesome link
from them… and from other people that embed and talk about the
infographic:

Technique #2: Sources Bait
Here’s a mistake I see a lot of people make with their infographics.

To add credibility to their infographic they include a ton of sources.

So far so good.

The problem is:

 
They don’t leverage those sources for content promotion.

And I can tell you from experience that this seemingly minor error is a huge
mistake.

Because the people you include as a source are very, very likely to share your
infographic with their audience.

After all, being used as a source is a HUGE nod to the Linkreator’s expertise,
which increases Social Currency (Share Trigger).

In fact, as you’ll see in a minute, this works so well that you’ll want to
strategically include Linkreators as sources.

This technique is called Sources Bait. And that’s because you’re using oftenoverlooked sources section of your ingographic as link bait.

Example: Shrinking Dollar Infographic

I knew that there was a lot of data out there from major news sites and
government-published reports.

But I that these sites weren’t likely to embed or share my infographic…so I
included popular blogs instead.

One reference got my client thousands of visitors and a link from one of the
most authoritative sites in his industry (Zero Hedge).

Let’s break the process down, step-by-step.

Step #1: Find Linkreator Sources

Make sure to err towards Linkreators that are likely to share your infographic.
That means that most .gov sites and major news sites are out.

Example: The Shrinking Dollar Infographic

A good chunk of the data I found came from sites like The Bureau of Labor
Statistics.

I simply searched for other places that those stats were located. I added any
that seemed like they’d be likely to share the infographic to the sources list.

Step #2: Add Those Sources To Your Infographic

As long as your infographic still looks good, you can include up to 50
sources.

The more sources you include, the more outreach opportunities you create.

Example: On-Page SEO Infographic

Even though my infographic only had 12 points, it contained 20 sources.

And many of those 20 sources shared my infographic.

Step #3: Thank Your Sources For Their Help

Finally, it’s time to email your sources to let them know they’ve been used as
a source.

Remember: using them as a source for your infographic is a HUGE
compliment. there’s no need to ask for a share. The Linkreators you mention
will be more than happy to share it with their audience.

Here’s the script:

Hi Name,
First off, I just want to say that I’m a huge fan of SITE (I really liked your article about
TOPIC. Epic stuff!).
Anyway, I just published an infographic about TOPIC and wanted to let you know that
I used SITE as a source).
Here it is:
URL
Thanks!

And you’re set. Not only do you build relationships with your Linkreators, but
you get a ton of extra shares to boot.

All from a section of your infographic that most people consider an
afterthought.

Technique #3: The Follow The Leader Approach

Next, it’s time to spread the word about your infographic with The Follow The
Leader Approach.

This approach is super-duper simple:

You find people that placed another infographic in your topic on their site…

…and let them know about your new infographic.

But don’t let the simplicity fool you.

 

Remember:

The people you reach out to have not only showed interest in the topic…but
have already shown that they like to embed infographics on that topic on
their site.

In other words, your conversion rate with this strategy will be awesome.

(When you combine this approach with the next technique from this lesson,
your conversion rate will jump even higher up)

Let’s quickly break this process down, step-by-step:

Step #1: Find a Popular Infographic In Your Niche

You probably came across a bunch of these as you developed your
infographic.

If you haven’t, you can find popular infographics by searching for your
infographic’s topic in visual.ly:

Searching in Google:

Or on Pinterest:

Step #2: Google Reverse Image Search

Once you’ve found an infographic that’s performed well, it’s time to see who
has already embedded it on their site.

Fortunately, this is a breeze with Google Reverse Image search.

Just grab the URL of the infographic image:

And pop it into Google’s “Search By Image” feature:

That will reveal all of the places that infographic has been shared online.

When you find a site that looks like a good fit for your infographic, move onto
step #3.

Step #3: Reach Out

At this stage you have two options:

You can simply send them a quick heads up about your infographic
or
Use the Guestographics strategy I’m about to share with you.

 

Both can result in great placements for your infographic. But the first option
is significantly easier and less involved (it also doesn’t convert quite as well).

If you’d prefer to simply give them a heads up, here’s the script to use:

I was looking for some information on TOPIC today when I came across the
infographic you shared: TITLE.

I also really liked that infographic.

It’s funny: I actually just created an infographic about TOPIC. Let me know if
you want to check it out.

When they get back to you saying “sure”, send it over:

Cool. Here’s the infographic:
URL

I’d love to know what you think.

As you may have noticed, there’s no pitch in this script.

Why?

Because the person you’re reaching out to has already shown a propensity to
share similar infographics on their site.

Simply showing them your infographic within the framework of an
infographic they’ve already shared will plant a seed in their head that they
can share yours too.

But if you’re willing to put in a little extra work — and boost the likelihood the
people you reach out to will share your infographic — keep watching.

Because now I’m going to walk you through our final Trusty Infographic
Promotion Technique: Guestographics.

Technique #4: Guestographics

Here’s the deal:

When a Linkreator is considering placing your infographic on their site,
there’s a huge barrier that stands in their way:

The fact that they have to write a unique introduction to go along with the
infographic.

As you’ll find when you do outreach using The Follow The Leader Approach,
many people are more than happy to write the unique intro.

 

After all, that’s how I got a link from ZeroHedge with the Shrinking Dollar
infographic. I sent the infographic using The Follow The Leader Approach.
They wrote the intro.

But for every blogger that will happily write an intro to accompany your
infographic, there are two that are simply too busy.

And the beauty of Guestographics is the fact that you remove that barrier.

Example: On-Page SEO Infographic

I personally reached out to dozens of sites that had published content about
on-page SEO or shared SEO infographics (Follow The Leader Approach).

Instead of simply showing them to share my infographic, I offered them a
unique intro to go along with it.

Thanks largely to Guestographics, the post with my infographic
(backlinko.com/on-page-seo), ranks #3 for “on page SEO”.

Now I want to walk you through the simple, 5-step process.

Step #1: Find Targets

Your first step is to find people that might be interested in sharing your
infographic on their site.

The fastest and easiest way to find these opportunities is the Follow The
Leader Approach that I outlined earlier.

But if you’re looking to maximize your infographic placements you can also
simply search in Google using keywords that describe your infographic.

For example, let’s say your infographic was about low-carb recipes. You’d
search for keywords like “low carb dieting”, “low carb recipes” and “low carb
desserts”.

And that will show you sites that tend to cover that topic…and are therefore
might be interested in your infographic.

Go through the top 20-30 results for each of the keywords you searched for.
Add any that look like a good fit for your infographic to your list:

Step #2: Send Them Your Infographic

Once you’ve found a site that seems like a good fit, it’s time to show them
your infographic.

 
After a lot of testing with Guestographics, I’ve found that a 2-step email
outreach works best.

The first email simply gauges their interest in your infographic:

I was searching for articles on TOPIC to read over lunch today when I found your
post: POST TITLE.
Great stuff!
Anyway, I just published an infographic on TOPIC I think you’d enjoy.
Let me know if you want to check it out 😀

Here’s a real life example:

When they get back to you, send them your infographic…and a pitch for the
unique intro:

Great, NAME.
Here’s a link to the infographic: URL
Also, let me know if you want to share the infographic on your site. I’ll be happy to
write a “mini guest post” to go along with it.

And another example of this from a real campaign:

Again, the “mini guest post” greases the wheels of the sharing process for
the Linkreator. Now, instead of having to write some content to go along with
the infographic, you’re taking care of that for them.

Step #3: Write The Intro

Once someone shows interest in your infographic and “mini guest post”, it’s
time to write it up.

Your unique introduction/mini guest post need 3 things:

250-300 words of high quality writing
“Copy and paste” formatting
Single link to your infographic

Let’s break these 3 elements down:

First, you need to send them a rock-solid mini guest post.

Why?

 
In most cases the author will post the intro as if they wrote it. So it needs to
be really, really good. I don’t recommend outsourcing this step for $2.50 on
ODesk.

Example: On-Page SEO Infographic

This is an introduction from my on-page SEO Guestographic campaign. As
you can see, it looks like it’s written by the author of the site. But I wrote it.
And it’s super-super high quality content.

You want to do the same thing.

Although it needs to be great, it doesn’t have to be lengthy. 250-300 words is
plenty.

Next, you need to make sharing your infographic as easy as possible by
sending the person “copy and paste” formatting.

Remember: Even though your target agreed to share your infographic and
mini guest post, doesn’t mean they’ll pull the trigger.

The easier you make the process for them, the more likely you are to get a
placement.

That’s why you want to send them the introduction and infographic in HTML
(use a .txt file). That way, they can copy and paste it into WordPress.

Finally, you need a contextual link back to your site.

Although so-called “embed links” — where someone simply embeds your
infographic on their site — have an SEO benefit:

They’re not nearly as powerful as contextual backlinks.

That’s why you want to include a single contextual link back to the page your
infographic lives on your site.

Example: On-Page SEO Infographic

Instead of an embed link, I simply sent the target a unique introduction that
had a single contextual link back to my infographic.

This is not only better for SEO, but it also boosts the referral traffic you
receive.

Step #4: Send Your Intro
Once you have the intro ready to rock, it’s time to send it over.

 
Here’s the script I recommend:

Hi NAME,
I just put the finishing touches on your “mini guest post”. I’ve attached it here in HTML
so you can easily copy and paste it into WordPress.
Let me know what you think 😀

Step #5: Get Contextual Links

Once you send that out, the person will publish it and you’ll get a nice, juicy
contextual backlink to your Power Page:

Rinse and repeat.

OK, that’s all for Trusty Infographic Promotion and Link Building. I’ll see you
in the next lesson Broken link building method