Shiny object syndrome. In 2017 there isn’t a person online who doesn’t have it. With the average person being exposed to anywhere between 5,000 and 10,000 ads per day, it doesn’t take much to lose our attention just as quickly as you might capture it.
So how in the world when it comes to marketing and social strategies do you keep someone’s attention long enough to create customers?
It’s part taking a new look at what you’re doing on social media and how visible you are.
Kick Up Your Social Response Time
Your personal Facebook and Twitter may be collecting dust, but if you want repeat business you’re going to have to ramp up how quickly you reply to customer complaints (and praise!) on social media. Our pals at Buffer, reported “that nearly 40% of all social media complainers who expect a response, expect that response to arrive within 60 minutes.” We’ll let Buffer break the bad news: the average response time to customer complaints is actually five hours.
In five hours, people have already mentally checked out. If you aren’t taking social seriously and want to stand out and keep your customer’s attention online, you must ramp up your customer care social game. Otherwise those customers will go somewhere else.
The 7-10 “Touch” Rule
Otherwise known as the “Rule of 7” your marketing strategy must include multiple touches, at least seven, as the name suggests. But that doesn’t necessarily mean ads and only ads.
You’ll want to explore retargeted Facebook ads, blogs, video and opt-in free read-magnets as viable, easy ways to become more visible (and relevant) to your target customer, before you even offer them something to buy. It’s no secret that in order to cut through the Internet noise your target audience has to keep seeing you. The customer touch cycle helps you get noticed, cut through the Internet noise and build a company-consumer relationship built on trust, so when they finally are ready to buy, they want to buy from you.
One of the reasons we rely on GIFs so much is not just because they’re an easy way to jam-pack a lot of information into one visual spot - but because we can do so in a way that’s eye-catching, attention-grabbing and dare we say, even funny? Appboy reports that 90% of viral ads use humor, so find your customer’s funny bone and tickle it. Note: that humor and shock-jock funny are two very different methods of humor and experts across the board suggest that if you want your content shared, better to steer clear of the shock value and go straight to the belly laugh.
Don’t Make Them Wait
...for your website to load. And same goes for mobile optimization. Don’t make your ideal customer scroll seven times over to the left just to check out the rest of your website copy. They won’t do it. In fact, 47% of consumers expect a web page to load in two seconds or less. What does that add up to in dollars and cents? As Kissmetrics puts it, “ If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.” Want to keep their attention? You’re going to need to be quick. Take more than two seconds? You’ve already lost them.
Don’t Overcomplicate The Message
Don’t get too wordy and create snappy, memorable taglines that convey in a few words the essence of your brand. Too many words can confuse your audience, just as too broad of a message can do the same. You know the old adage “market to everyone, market to none.” Instead opt to tell your story simply, using video or graphic to convey most of your ideas and keep the words and message simple. Simple stands out.
In an online space where most people’s attention span has been reduced to one less impressive than a goldfish (no, seriously), how are you planning to capture your target audience’s attention? Luckily, you have more than one shot, preferably at least 7-10 if you take our advice.