How to Market to Those with Short Attention Spans
They say that the attention span of the public, when it comes to grabbing their attention, is only eight seconds. The problem with short attention spans and content marketing is that usually, it takes more than eight seconds for the user to click through to the content and start reading. But, there are ways to fight back and conquer marketing to people with short attention spans – which is nearly everyone.
If you only have eight seconds, that means you have to greatly shorten whatever it is that you are doing to market to your audience, or you need to do something new every eight seconds to grab their attention again. That’s why some public speakers can speak for over an hour and keep the audience’s attention while others put everyone to sleep after the first eight seconds. Which type of marketer are you?
Boil It All Down
* What are your objectives? – What is the overarching thing that your business needs to accomplish? You can include an objective from each sector of your business.
* What are your goals? – Describe in concrete terms what the above means in terms of measurable results.
* What are your strategies? – Describe for each of the goals, in one or two points, what will be done to meet the objectives.
* How will you measure results? – Describe, using the goals, how you’ll measure those results. What tools will be used, and when will it be done?
Try to answer each question in only one or two sentences. The idea is to keep it short, succinct and to the point. If you can’t keep it to the point now, it will be hard for you to do so when you’re creating your marketing campaign.
Things to Remember
* You can focus on one objective at a time.
* You can focus on one goal at a time.
* You can choose one strategy at a time.
You can make a list of each and create a series of advertisements that all fit together to answer the first list of objectives and goals that you created, all in seven- or eight-second increments. But, start with just one. Get one completed, launched, and measured before moving on to the next. In this way, you can ensure that you are on the right track and gauge how you’re keeping the attention of your audience by the metrics you are choosing to measure, which are based on your clear and specific goals.
Once you have everything spelled out, it will be a lot easier to follow and succeed in marketing to people with short attention spans. You’re going to find that using this method will help market to all sorts of people, whether they have short attention spans or not. It’s probably better to assume that 99.9 percent of your audience has a short attention span and work from there.
Many business owners build a website and then kind of forget about it. The website is nothing more than a brochure that people view online after seeing the URL on a business card or in a commercial. It is unfortunate, because websites can work for you, bringing in business leads 24/7 if they are designed correctly.
If you didn’t know that, it’s likely you probably need a new website. If you’re still not sure whether or not you need a new website, consider the following.
* Your Website Is Dull - Go to your website and look at it as if you’re a member of your target audience. How do you feel when you see it? If you’re unimpressed and bored, your audience is too. A website should be designed with the audience in mind. If it’s not, the audience will not be impressed.
* Your Target Market Has Changed – Over years of doing business, sometimes the focus of the business changes to a new target audience - whether due to a better understanding of target markets or due to a real change in products and services. If your business has experienced this kind of change, it is important to consider a new website design.
* Your Website Content Lacks Proper Focus – While not requiring a total remake in design, if your content isn’t focused on your audience and written with them in mind, then you’ll need a complete overhaul of the content on your site.
* New Technology Is Available – Is your shopping cart, newsletter, blogging or content management system outdated? If it’s been a few years since you updated the technology you use then it is likely time to consider updating it.
* Your Search Engine Ranking Is Dropping – Old technology isn’t good at keeping up with new search engine technology. Plus, if your website looks outdated to visitors who do find it, they’ll just click away.
* Your Website Is Not Mobile – More people are using mobile technology to access websites than ever before. In fact, mobile technology is outselling personal computers. If your audience member clicks through to your site and cannot read it, they won’t be back.
* Your Site Is Not Interactive Enough – A new website with all the interactive bells and whistles and interactivity is expected today. The ability to make comments, share on social media, and engage with the audience is very important. If your website lacks that ability, it’s imperative that you update your website today.
* You Want to Ramp Up Your Design – You simply are ready for a refreshed website with a new outlook that better captures your audience’s attention in a way that makes it easy to deliver the message you want them to know.
Sometimes you just need a new website because you want one, but other times you need a new website design because yours is old-fashioned and no longer serves your audience.
There is more to designing a website than putting up something pretty. Your website needs to speak to your audience in a way that describes your business to them in the words they would use. It should reflect boldly your unique selling proposition (USP).
What Is Your USP?
This is something you and only you can do for your customer. For instance, perhaps you "...deliver widgets on time, every time, no exceptions." A USP describes what you do in a unique way, describes whatever action you will do for your customer, with a guarantee, in a short, simple way that your audience understands. Essentially it says what makes you so special and why your customer should agree with that and buy from you.
In order to ensure that your website reflects your USP, you will need to be sure to include the information necessary to get across your message.
What Your Website Should Do
* List the benefits your products or services provide - Your audience wants to know what’s in it for them and how your business helps them. List your customers’ problems and how your products solve them.
* Explain why you are the best person to provide the product or service – Everyone likes to say they are the best. And, of course you are the best to provide the product or service for your particular audience, and you can prove it. Offer proof that you’re the best. Tell them and show them why.
* Show samples of your products and/or services when possible – Letting your audience see what your finished products or services look like is a great way to help them make the choice to buy and see how you’re different.
* Have a clear and understandable way to do business with you – It’s important that your audience knows exactly what you do and how to do business with you. Don’t hide your order button or contact button. Make it super clear from the moment they visit your website.
* Answer what sets your business apart from the competition? – Don’t mention your competition’s name, but do show how you’re different through your examples, words and actions.
* Reduce confusion about your USP to your audience – Speak to your audience via your website in a way that shows your audience that you know who they are and what they stand for. After all, even your USP is about them, not you. It’s about how you can serve them.
* Deliver the USP within the first four seconds – On your website, this information needs to be “above the fold” and very clearly up front. It should also be understandable and readable on mobile technology to ensure that your audience can understand your USP easily.
Your USP needs to be kept in mind for every aspect of your website, every blog post you write, and how you deliver the work or product to your audience.
It’s important to pay attention to the numbers in your email marketing. But there are some things that are more important than others. Your email marketing will work better each time you fix any problems discovered via the types of data listed below.
Not only should you know your open rate, but you should also know some specifics about your open rate. For example, what time and date get more opens? What topics get more opens? This information can help guide you going forward if you pay attention to it.
Do people respond to your email? What do they say? You should definitely use an email where your list members can simply hit reply. This is going to leave you open to getting your audience’s opinion on the spot, and you’re more likely to hear from them this way.
How many people open the email, then click through to your offers or calls to action? This is important because if you have a high open rate compared to a low click-through rate, or a high click-through rate and low conversions, you can analyze this information to figure out why.
How many conversions do you get on average for all your offers? How many conversions did you get on a specific offer? What is the difference between the emails that convert compared to those that don’t? All this information can help you improve.
This is very important to pay attention to because if you have a high bounce rate, your email autoresponder solution may punish you by ending your account. This is a good way to ensure you have good list hygiene.
Most people don’t realize they can look at complaints and reports on their analytics for their autoresponder to find out if they’ve been reported. Plus, you can look in your email too. If you’re getting a high number of complaints about anything, it’s important to pay attention. It’s hard to look at complaints but it can help you improve. You can’t please everyone all the time, but you can improve to get close.
Before you send an email, your autoresponder will alert you to your spam percentage. It uses words, subject lines, and the information in the email to determine your spam rating. Try to keep this very low so that spam filters don’t get triggered and send your message to spam.
Email marketing still works and works great. But, you do have to stick to the basic rules of engagement. Send information with subject lines that aren’t tricky, don’t spam your audience, and make good offers that solve problems, and you’ll get better results every single time. Use the analytics so that you can improve.
It’s a lot easier than you may think to increase engagement with your audience using what you already have. Just a few tweaks to your existing site and content can make a huge difference in the amount of engagement you receive.
This is probably the number one thing you can do if you’re going to give your audience links to your site. If it doesn’t load fast, they’re going to click away. Fix the loading of your site to make it fast.
If your website isn’t mobile friendly, you’re going to have a hard time getting engagement that goes past comments on your social networks. The reason is that people aren’t going to click through, switch technology, and finish.
Don’t confuse your visitors. Create landing pages for each social platform that you engage with people on. That way they won’t have distractions with ads, sidebars, and other information. Plus, your top navigation should be super-clear and simple anyway.
One way to get more out of engagement is to ensure that you increase internal linking. Internal linking is a method of linking to like content based on what your audience is reading right now.
From the moment anyone visits your website, social media platforms, landing pages, or sees a project from you, they should know why and how you’re different from your competitors. Show them, tell them, and then prove it.
Whether on social media, website or email, your CTAs should be clear and understandable. You also don’t want to give them a lot of choices on how to go through your website so that it gets confusing.
The more offers you make, the more engagement you’ll get. The more you communicate with your audience, the more engagement you’ll end up with. Ask for the engagement, and make sure they know why too.
The more entry points you have into your site, the better. Landing pages are focused on one solution and one thing that helps your audience. You should have a landing page for every single freebie, lead magnet, product, and even your newsletter so that it’s focused on that one thing.
Include long-form, short-form, video, images, and all different types of content on your blog and in your social networks. The more types of content that you include, the more segments of your audience you can engage with.
When you are on social media, it’s important that you don’t just preach to your audience. You want to include them. You want all your interactions to be a conversation with them.
Every single page of your site, every added tab, and every bit of information you add to your social networks, should have a reason or a purpose in mind. Do you want to drive traffic, do you want to build your list, or do you want to get a reaction? What is your purpose?
Let people get to know you. When people know who you are, they want to know more. They want to follow you, engage with you, share with you and be involved with a real exchange of ideas.
If you want people to engage with and share your content, make it easy to do so. Add the share buttons, ask them to share, and then they will.
Interact with reviewers, respond to comments, share their content and truly be part of your community with your audience. Don’t just toss something up to sell and then ignore everyone.
As always, nothing is ever done without the metrics. Set measurable goals, then use the analytics to ensure that you are reaching your goals in the way that you think you are.
Improving engagement will go far in not just cultivating engagement but also in ensuring you build your list bigger and ultimate make more sales. That’s the entire point, right? But it must start with engagement so that people get to know you, like you, and trust you. To ensure this goes well, be yourself and be trustworthy. Reach out to your audience and ask for the engagement.
Using tools to measure audience engagement is an important way to ensure that you are reaching your engagement goals. After all, if you can’t measure your engagement, you can’t know if you’re succeeding in your goals.
Create a lead generation method for each of your platforms that you’re engaging on. Create a special freebie landing page for each platform and target them with a specific offer that will offer enough value to get them to sign up. When they sign up, that’s a good way to figure out if your engagement efforts are succeeding.
Using content marketing is a great way to measure engagement. If you share valuable content with your audience where they are (social media, email, your blog) and they make comments, share, and respond to it, then you’re getting engagement.
A really effective way to find out if you’re getting enough engagement is to create an app. If you have a lot of people download the app, you’ll collect more info from them too, such as phone numbers.
Email your audience during events to find out if they’ll respond. Send surveys, remind them of the time frame for events, and send special coupon codes that they can use during the event. Use of codes indicates engagement.
Use everything Google Analytics has to offer, including all the forms of analytics. Most of your platforms allow integration for Google Analytics and you can test all sorts of engagement goals using it.
This works great during any event or launch. Set up a hashtag for it and ask your audience to use it. Promise a prize drawing for every time they use it, then use Google Alerts to collect the use of the hashtags to count them and analyze engagement.
Once you have someone’s cell phone number and permission to send notifications to them, you can engage with them via cell phone. This works great for events, launches, and other types of interactions.
You can use email and push notifications to send surveys to them to get information about them. Find out what they like about the product, service, launch, contest, or whatever is going on.
Use the social media analytics to find out how your engagement is going too. If you can measure it, you can find out how you’re doing using the native analytics for each platform.
Look at why people leave your social media groups, pages, email list, webinars and so forth. Dropout rates are important because it could mean you’re attracting the wrong audience, or it could mean your audience isn’t interested in what you think you they are.
another way to study engagement is to use QR codes at live events or via the mail. If enough people use the QR code, then that shows that engagement is working. If you don’t get the reaction you hoped, then you may need to tweak some features of your offerings.