Marketers – we’re here for you. We completely get how frustrating our industry can be, and don’t worry, you’re not alone in your frustration. It may comfort you to know that many of the pain points you’re currently experiencing are industry-wide.
But we’re here to help you overcome them with our 3-part ‘Pain Series’ (sounds brutal doesn’t it?!)
For some companies this really is a brutal time with reduced enquiries, sales and engagement too. We’ve had so many businesses contact us recently saying that people just don’t seem to be listening to their marketing messages.
So, this leads us onto our first pain point… we’re literally marketing to goldfish…!
People now have the attention span of less than 8 seconds, which is actually worse than a goldfish… Why? Because in today’s world, there’s just too much noise. And no we don’t mean actual noise, we mean ‘distraction’.
Have you ever been reading a work email or article on your mobile to be distracted by the hilarious cat video your friend tagged you in on Facebook? Yep, us too, but don’t tell the boss…
Also according to a study by the School of Human Sciences & Technology, consumers can be exposed to up to 10,000 brand messages per day.
Yes… you read that right – 10,000!
Whilst we may think our own marketing is super-interesting, when it’s being diluted in a pool of 10,000 messages, the likelihood is that it’s being skimmed or even ignored.
So, what can we do to stand out and capture interest?
Well, you can stop thinking about yourself for a start! And we mean this in the nicest way possible. Stop framing your marketing campaigns around your goals and KPIs.
Yes, they are important still, but you need to focus on your customer:
- Who are they and what makes them tick?
- What do they need and what can you deliver to make their life better/easier?
Go out and speak to them and ask them what they want to see from you. You could even personalise your content so it’s like you are speaking to them directly about a topic they’re interested in.
Next, in the words of The Gladiator, ‘Are you not entertained?!’ Humans are fickle and will keep focus indefinitely if they are being entertained, so…
Think of different ways to deliver your content and be creative.
If your messaging is engaging, fun and a little bit different, you’ll stand out from the crowd and capture your audience’s imaginations. Put yourself in the consumers shoes – what was the last piece of marketing that made you stop in your tracks and why? If you see a technique you like and it’s relevant to your business, try it!
Finally, don’t give up!
Yes it can be disheartening when you don’t get as many views, opens or likes as you’d like, but think of the process as dating your customers. You wouldn’t propose marriage on a first date would you? And the same principle applies to the buyer journey.
Woo them, wow them and win them over with your savvy campaigns.
Convince them that they WANT and NEED what you’re offering. Try different methods to see what works best for your audience as you may not know them as well as you think you do…
We’re REALLY impressed if you made it through this article without your mind wandering, so as a little reward, here’s a little something to help you to identify your buyer personas.
P.S. We know this post is long and requires a lot more than 8 seconds attention, but it’s an important and relevant topic right now!
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