The average human attention span is eight seconds long, which is shorter than that of a goldfish. This has proved itself to be a major challenge for marketing professionals everywhere.
You have an eight-second window to attract and deliver value to readers before they become disinterested. And since we aren’t marketing to goldfish, we have to adjust our strategies in order to hook our audience.
Whether you sell healthcare solutions, technology products, manufacturing services, or anything in between, it is critical to make people want to read what you have to say (and keep coming back for more!).
Determine the motivation behind why someone needs what you sell. If you can understand that, then you can create content that is valuable to them.
This is easier said than done. In this blog, we discuss ways to excite your audience and keep them around for the long haul.
Getting Their Attention
The internet is saturated with blogs, articles, and videos—especially in competitive B2B markets. So, how do you get readers to choose your company over others? Here are some of our top tips for grabbing your readers’ attention:
- Be Concise: Fast information is key. Users will leave your page if it is convoluted or does not answer their questions right away, so keep it short and sweet.
- Stay Relevant: Know your audience. Determine what content is valuable to them, evolve with their interests, and lead the market in ideas.
- Create Visual Interest: A clean, engaging website is eye-catching. You can further add on-brand, supporting imagery, videos, and gifs to break up long-form content pieces.
- Be Unique: Stay true to your brand personality. What makes your company stand out from the rest? Lean into that niche, because only you can.
Keeping Their Attention
Now, for the tough part. You hooked your audience. How do you retain their interest?
Add Value to Their Experience
Getting attention will not matter unless the user lands on content that is valuable to them. This could be in the form of a perfectly-crafted blog post, FAQ, or demo video, for starters.
Evolve your content over time to continuously address the concerns and curiosities of your ever-changing audience.
Your company will be recognized for its expertise and considered a thought leader, so people will return to your resources to grow their knowledge and continue doing business with you.
With millions of good ideas on the internet, it can be tough to stay top-of-mind. Commit to enhancing your social media presence with new and improved strategies for success.
This is a quick way for your audience to digest snippets of information and get familiar with your company. Plus, any opportunity to promote content and the solutions you offer is a good opportunity.
Craft and Tell Your Brand Story
Another way to stay at the forefront of your target audience’s mind is staying consistent with branding.
People know the Nike swoosh and Coca-Cola’s script anywhere. To stay top-of-mind, you will want to establish a strong and consistent brand story so your audience begins to recognize and trust you.
Establish A One-to-One Relationship
Thanks to technology, there are more ways to engage in conversation online than ever before. Through chatbots, emails, and social media, one-to-one customer service ensures the satisfaction of individual purchases and creates a foundation for long-term relationships with everyone who engages with your brand.
You need to market and sell stuff but the best way to do this is through a solid focus on your prospects’ needs first. That is the best way to meet marketing and revenue goals. Being empathetic shows your audience you care about them.
Whether your company is a start-up looking to gain traction or a company that has dominated the market for generations, getting and keeping attention is an objective that can never be overlooked. Determine the value you bring to the table that no other company brings, and then produce clear, concise, and creative content for the people who benefit the most from what you offer.
Need help attracting and retaining your audience’s attention? We can help! Get in touch with us today to discover marketing strategies for building relationships with long-term value.