We’ve now been through the ringer on the topic of boosting customer engagement. Last week’s infographic summarized our takeaways, and we’d like to wrap things up by going back to our cornerstones of value and clarity. You can talk about the most complicated analytics, but it really does come down to these two essentials, and every marketing effort you do should keep them in mind. The sooner you build them into your marketing philosophy, the sooner you’ll start seeing results.
Short Attention Spans
Despite many people’s insistence that they are multi-tasking pros (us included!), research has proven that humans just aren’t very good at doing more than one thing at a time. In our modern times, with an ever-increasing number of things vying for our attention, this is more true than ever.
Test this on yourself. When was the last time you surfed the web without having the TV/music on, and with only one browser tab open? When was the last time you walked down the street and weren’t also doing something else? The fact of modern life is that we are nearly constantly occupied by multiple things. This makes the job of marketing difficult, because it has to win people’s attention over and over again as they switch focus to other things, all to achieve a single sale conversion.
Show Me the Value!
Obviously, customers come for a great product. But from there, your main goal should be to streamline their user experience. Whether you’re designing your website, writing a message on social media, or getting people to sign up for an event, the goal is to show them the value, then make it as easy as possible to take action now, not after the commercial break, not after they answer that text, not after they feed the baby (ok, fine, maybe after the feed the baby).
Groundbreaking, we know. Remember, provide people with no-BS value and a quick way to get it, and you’re sure to see dramatic results in your marketing campaigns.