Did you know that the cost of attracting user attention has increased by about 7-9 times in just the last two decades? Overall, the scope of our collective focus is shrinking. However, how has this affected the work of marketers? The main task of marketing professionals is to draw people’s attention to the brand. This requires content that acts like a magnet. When you’re too tight on time, creating this kind of content is overwhelming. Therefore, we decided to talk about attention marketing as an effective tool for attracting audience attention, and reveal several important aspects of this direction.
WHAT IS ATTENTION MARKETING
Attention marketing is a concept whereby marketing activities focus on attracting audience attention and increasing the engagement of potential consumers. Most often, he uses non-invasive tools such as social media. Attention marketing will allow you to focus on methods of attracting audiences with limited attention.
Coined by Steve Jelly, the term “attention marketing” was further popularized by Seth Godin as a method of describing a business model focused on grabbing the user’s attention using non-invasive content (rather than distracting attention by something else, such as pop-up ads). Using the attention marketing method, you can not only attract an audience but also engage users by convincing them to purchase your product or service when they have such an opportunity or need.
A few years ago, when this concept did not exist (at the dawn of the development of social networks), the marketing landscape was radically different from what it is today. Brands sold themselves with billboards, TV and radio commercials. It follows from this that they were not focused on specific consumers, but simply strove to expand their audience as much as possible.
Social media has allowed companies to find out which products are of interest to certain categories of consumers. As a result, they began to form individual proposals. Ultimately, attention marketing is important because every business person wants to grab the attention of customers and engage them.
We hope you now understand that your job is not to distract potential customers with commercials, but to get their attention. Let’s take a look at the most important aspects since you don’t have as much time as it might seem.
Several years ago, Microsoft representatives stated that the average attention span of a user, expressed in a time interval, is 8 seconds. New research shows that this attention span is gradually decreasing. Basically, you only have a couple of seconds to grab the user’s attention before they focus on something else.
So how do you grab the attention of potential customers? Let’s take a look at a few effective ideas.
KEY ATTENTION MARKETING TECHNIQUES
1. Use a specific platform
Displaying your content on the social media feed your customers use is a great way to grab their attention. For example, if your YouTube videos include your videos in the recommended YouTube video list, their content is relevant to the title and meets the expectations of users, they are more likely to continue watching. However, if they see a static image instead of a video when they click on the link, chances are you will lose those users. The same happens when brands repost Instagram content on Twitter instead of creating a separate post on Twitter: the likelihood that a user will click on such a link below then if they saw a separate post directly on Twitter.
It is important to understand that one segment of the audience uses desktop devices, and the other uses mobile devices. Design your website and content in a way that makes it easier to interact with your content.
2. Create the most simple and understandable messages
If the user can immediately figure out what your value proposition is, they will give you a lot more of their attention. Review your marketing assets and make sure your value proposition is simple and straightforward. Will your users be able to understand the value of what you have to offer in just a few seconds?
If your messages are clear to everyone, they will hold the attention of users for a longer time, motivate them to study your brand in more detail. Messages should be clear, concise, targeted to your target audience.
3. Use multimedia elements
A multi-channel (multimedia) marketing approach is a great way to grab the attention of potential users. Use different types of media, from images and videos to animations and memes. A variety of media elements across different platforms will help you figure out what your audience likes and what doesn’t.
Interactive media is an integral part of your marketing strategy. About 81% of marketers believe that interactive content is much more effective in grabbing audience attention than static content. Experiment with both the types of content you create and the choice of distribution channels.
People prefer stories, as evidenced by their love of television, reading books, and listening to podcasts. By capturing the attention of users with an interesting story, you will simplify the task of promoting your products and services. For starters, you can blog, text or video, or advertise on Facebook in a narrative form. Once you manage to grab the attention of potential customers, you can start engaging them in the processes you need.
5. Use emotional marketing techniques
The concept of emotional marketing is that all of your marketing assets must have an emotional dimension to grab the attention of your audience. If your content evokes certain emotions, they are sure to resonate with your audience. After all, your goal is to get potential customers to react to your content.
6. Implement co-marketing techniques
Co-marketing is a collaboration between brands with the aim of expanding user audiences. It consists of partnerships with other brands, sharing experiences and values. Likewise, you can collaborate with those whose opinion is authoritative for a large number of people. 51% of marketers believe they can grow their audience through influencer marketing.
By engaging people whose opinions are listened to by many, and partnering with other brands, you can reach their audience (which can be quite large and interested), drawing attention to your brand and the products you are promoting.
7. Improve your site
Your website is one of your most important marketing assets. It should have an attractive design and interface, taking into account user preferences. If your site’s home page grabs the attention of your visitors in a matter of seconds, then it is designed correctly.
Attention marketing isn’t just about creating viral content as it might seem at first glance. This is the process of creating content that will not only grab the attention of your potential customers but also hold it in the long run.