Use Data To Communicate Your Value

Data and Visual quote

The Power of Data

One thing many business owners overlook when it comes to marketing themselves online or offline is how to use DATA to entice prospects to become customers.

If you’re running a business, you already understand the data.  You believe the data.  But your prospects don’t.  That’s were visuals come into play.

You can use data to make the marketing case for your product or service, by getting your message across – quickly and memorably – through visuals.

Let’s face it.  People don’t like to be told they ‘should do something’.  That’s nagging.  You don’t want to be a nag.  You want to be a partner with your customers.

But what can really motivate them to stop and consider using your product or service are the positive results that they can see.

WHY Visuals?

Lots of research shows humans are hard-wired to capture and respond to visuals than through our other senses.  Here are few pieces of additional data:

  • 75% of what people know in work environments is gained through visuals
  • Most of us are visual learners

Visuals also pack an added punch when it comes to online marketing.

  • According to Hubspot research, companies that use infographics in their communications, grow traffic 12% more than those that don’t
  • Compelling visuals in Facebook attract 37% more engagement than text updates


Let’s say you own a gym.

You’re in the business of motivating people to take action to preserve or enhance their appearance and health.

You can try yelling from the mountain tops until you are blue in the face.  Or you can use hard cold data to convince them that they need to take action.

There is a ton of data in the health industry.  In fact, there lots of data in almost any industry.  There are probably a dozen studies you could find related to your industry with a simple Google Search.

For our gym example, you could graphically point out the positive effects of exercise on the body such as:

  • Controlling weight
  • Healthier heart
  • Reducing stress levels leading to a longer life
  • Increasing endorphins
  • Boosting energy levels
  • Better sleeping patters and more

Each of these topics and the benefits associated with better exercise can easily be communicated in a visual form.

You can do this type of visual marketing for any business – Spas, Yoga or Pilates Studios, Hair Salons, Wine stores, Vacation spots, pets, whatever business you are in.

You want data that spells out the benefits of using your product and service.

One age-old and dramatic approach is the good old ‘Before and After’ technique.  Show the Before with the body data – heart rate, strength levels, stamina and endurance and the possible health risks.  Contrast this with the After photo and data.  Ideally, you could get these visuals from your own customers – along with their signed permission to use their visuals in your marketing efforts.

Here’s an approach using an infographic for a stop smoking message.

Visuals - Stop Smoking

Would this infographic send a more powerful message than just presenting the data in words?

Would the combination of the data and picture help to motivate your potential customers to seriously consider exercise or at least giving it a whirl?

I think so and so do you.  Getting your prospects’ attention and consideration are the first steps in creating customers.

You can use these visuals in your blog posts, email newsletters, social media updates and posts, in direct mailings, in your offline or online advertising, in your social media covers.  Visuals can deliver your message in any format.

7 Tools to Turn Data into Visuals

Are stick-figures are a challenge for you?  They can be for me.

Visuals - Stick Figures

JAC’s Comedy Central – Photo album – Stick Figures

You don’t have the skill, time or the money to outsource?

Not a problem.  There are great and free resources online that will help you create your own infographics and other types of visuals.  Professional graphic designers use some of these tools, but the tools are easy to use for stick figure people like you and me.  Here is an up-to-date list of seven tools for you to check out and see which is best for you.


In addition to being free, this tool includes interactive presentations, animations, product demos and some animations in addition to infographics.

2.  Canva

This free tool truly opens the door to all sorts of creative images. Take your pick from social media, Kindle book covers, covers for your Facebook page or Google+ Page, presentations.  Best yet, customize the size making your visual as big or as small as you like.


This site has been around since 2012 and is strictly a tool for infographics, but it has a solid graphics and icon library to help you get started.  It is free.

4.  Piktochart

Piktochart offers users a free and a paid version.   It also provides a few free infographic templates. Each can be customized by changing the colors, fonts, icons, and charts. You can add or remove fields from the template.


Using an Excel style spreadsheet, you can easily customize and edit the data used in the infographic.  In addition to sharing your infographic online, you can also password protect your infographic if you are using confidential data.

6. Vennegage

Venngage is a great for creating and publishing infographics because it’s so simple and easy to use. You can choose from templates, themes, and hundreds of charts and icons as well as uploading your own images and backgrounds, or customize a theme to suit your brand. Animation is an option as well!

7. is a resume tool that allows you to visualize your skills and accomplishments.  While this free tool focuses on resumes and experiences, you could use it for a variety of data.

Now, go and grab the best pieces of industry data you can find and go to town crafting your own unique visual communications.

Start sending visual rich messages that makes an impact with your audience and clearly communicates your value..

Your Turn

How many data-rich visuals have you created to deliver your messages in the last 3, 6 or 12 months?

Are they communicating the value you offer through your products and services?

Could you create more?

What resources are you using?

Sheila Hibbard

Sheila Hibbard takes the fluff, hype and confusion out of marketing and social media. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media. Author of Marketing Online Made Simple - WHO.

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