Turn on your phone/pc/tablet: open emails, start reading one; twitter notification appears – click it; interesting sounding article - click it - read half; re marketing ad for something I nearly bought on amazon - click but don’t buy; a Facebook messenger notification pops up – nothing important: Whatsapp, Instagram, more emails, more articles, an advert, more tweets, some clickbait - do some work…….. arrrggghhh!
Welcome to the AttentionWeb, a place where peoples time is at least 80% as valuable as their money, where brands are becoming publishers and publishers are becoming brands; where being the master of your niche is vital, where success metrics are changing every day and new companies appear and disappear in a heartbeat because they can’t grab a slice of peoples attention.
Online has become a place where there are so many things competing for our attention that we struggle to engage meaningfully with anything for any period of time. Companies, friends and random strangers are scrambling around, desperately hoping to grab a tiny amount of our time and it’s getting tougher and tougher to cut through the noise.
So how do we, as marketers, stand a chance of grabbing that vital portion of someone’s attention?
If you are tearing your hair out and looking heavenward, you can at least take solace in the fact that the B2B space is a slightly easier place to be. Whatever your product of service in the B2B world, you aren’t trying to be all things to all people like a lot of consumer brands, and a vast percentage of people are not and will never be your customers, because they don’t have the problems you can solve.
Embracing this fact can really set you free, free to define your audience, to interact with them and get to know what they want and then to make damn sure you give them precisely that. Value their time as much as they do and don’t waste it with clickbait headlines that lead to meaningless articles. Help with their problems, answer their questions and provide solutions. Make your communications so valuable to them that they look forward to hearing from you. Throw the old metrics in the bin and start measuring things that matter to you as an organisation. Who cares if 299 people click on a link you share if none of them become customers.
It’s a tough time to be a marketer, but it’s also a time when we have more tools at our disposal than ever and if we use them well, provide our audience with what they crave and value their attention – we’ll probably be ok!