Good business people are effective communicators. Since customers always align and patronize brands they like, you would most likely do well in business if you could easily communicate your message to your audience. Think of Nike, Apple, and Facebook — these are great companies with well-known slogans. And their slogans pretty much resonant with their target audience. The case is not entirely different when it comes to data — after getting data using reliable techniques, your next big step is to translate the raw into digestible information.
Data visualization helps you tell compelling stories from the plethora of data gathered over time. If you’re in the b2b industry, you’ll most likely benefit greatly from compelling visuals. It would help you translate raw data into compelling information. Even if you’re dealing with complex data, data visualization will help you to handle such workload — and pretty much translate the data to easy-to-understand information.
But why should you consider using visualization in your marketing? Well, here’s why you should.
Why you should use data visualization in your marketing
Humans are visual beings — the human mind can easily retain visual information. Since a chunk portion of all communication is done visually, a visual representation will pretty much serve you in the long run. If you use compelling visuals to showcase how your product increased your customers’ productivity, you will pretty much get a better response from your target audience.
Simply put, visuals can make you much more persuasive than the regular person across the street. You see, there is power in good visuals, and here are some reasons why you should use data visualization in your marketing.
- Audience engagement
Compelling visuals help you to showcase your message in a digestible format to your audience. It also helps your audience gain a better understanding of your key points.
- Explanation of complex concepts
Breaking down complex data into simple information is made possible with good visuals. For instance, some marketers prefer using infographics for breaking down complex data into digestible and easy-to-understand information.
- Helps to figure out errors
Spotting errors and identifying gaps are made easy with good visualization tools. You can also use good visuals to identify opportunities that can be easily missed.
- Helps to broadcast your message easily
Spreadsheets are good, but they are not as compelling as good visuals. With data visualization, you get to eliminate the dullness of using spreadsheets. Since the human mind is built to assimilate and retain more visuals, you are more likely to keep your audience interested in your facts and findings by using data visuals.
- Helps you to identify trends
Data visualization helps you to see changes and trends as they occur. By merely visualizing your data the right way, you would most likely identify trends and act on them as they develop.
- Data shows evidence
A large chunk of your audience desires neatly packaged insights to help them better understand the message. This way, they get to sieve through the noise and complex data and digest the valuable information for their business.
Your job is to help them do that — and you can accomplish that by using data visualization. One way that data visualization helps you do that is by showing evidence.
Good data visuals help you to create something your audience can trust, a source of truth. With great data visuals, you will enable your audience to break new grounds and pretty much lead to more innovative findings.
But there’s a catch to this — your data has to be presented in a purposeful way to the right people. And it has to show evidence. Some of the benefits of showing evidence are that it helps influence decision-making, improve performance, and possibly change behaviors.
Now you’ve got a good grasp of the benefits of using visualization in marketing. The next step is to figure out how to visualize your data.
Let’s say you’ve done your homework and have probably mined data. Here’s how you get to visualize your data.
How to visualize your data
Data visualization helps you identify and view data in a clear, cohesive way. This way, you get to make more informed decisions without losing sweat. You can create diagrams, charts (likert scale, Pareto analysis chart, data flow chart, bar chart, line chart), or graphs to get started. This way, you can easily identify patterns, trends, and vital findings. Here are easy tips to help you get started in your visualization journey.
- Use the right colors.
The right colors are a vital piece of the puzzle. Aside from the appealing aesthetics that colors add to the mix, colors help direct the eyes and keep their focus on the section you want them to be.
Highlighted colors pretty much help in pointing out the sequence of events and show you the high and low points of a graph.
- Use charts appropriately
If you desire to create stunning data visuals, there are some unwritten dos and don’ts you’ve got to follow. First, you’ve got to make sure your measurements are accurate — it helps eliminate inconsistent conclusions.
Also, if there is any missing data, you’ve got to point it out — be clear about it to avoid generating distorted views in your charts.
Always eliminate irrelevant clutter. Use simple, clear language to explain the why and how of your data story. Highlight relevant insights, and be clear of the point you’re driving home.
Furthermore, you’ve got to sort out your data. Sorting out your data helps for easy comparison. For instance, you can list your data alphabetically or numerically, depending on your most preferred choice. Moving on, you’ve got to choose between portrait or landscape orientation, especially when you’ve got long names.
Data visualization has been around for a long time. Back then, most data visuals were carried out using glass slides or film strips. Nowadays, you can get lots of visualization tools like charts and graphs. And gathering data is quite efficient. By using different data visualization tools, you gather data from your audience.
As a marketer, you get to pass your message across using compelling visuals efficiently. And if you’re still skeptical of how to create compelling data visuals, you can start by using the right colors and charts.
Now you know the benefits of using visualization in marketing, what product (or service) will you market using visuals?
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