Get Your Message Across – Three Ways to Break Through Online Noise
We all know online space is getting noisier by the day. As more and more companies rush to engage in various forms of digital marketing it gets harder to break through with the message you want to deliver. Just look at the picture to the right. That is what many people’s mobile device looks like these days, a ton of options vying for their attention.
With that in mind, we wanted to create a short list of things to keep in mind as you engage in online marketing to ensure your message cuts through the noise and delivers results.
- You Have Three Seconds – The majority of people in 2019 are consuming online content via a mobile device. The way content is consumed in a mobile environment differs from the desktop or laptop experience. In most cases, people are scrolling through content as it appears on their screen.
What does that mean for you? It means you have roughly three seconds to grab someone’s attention before they’ve scrolled right on by what you put in front of them. You need to choose your picture / graphic carefully as well as an eye-catching title. You may even want to experiment around with different pictures and titles to see what gets results. The important thing to note is that you only have roughly three seconds to create a pause for them to want to learn more. Remember that when using an overcomplicated graphic or lengthy sentence. You have three seconds.
- Deliver Relevant Content – To get results with online marketing, the content needs to be custom tailored to the audience. This goes along with point #1. If the content (visual and text) speaks to the interest of the audience, you’ll get a higher response rate.
What does this look like on your end? Be thinking along the lines of creating more pieces of content with a particular audience in mind for each. You cannot deliver a “one size fits all” marketing message and hope to break through. Instead on that one piece that covers several bases, be thinking individual, unique pieces of content that speak to each segment of the audience you are trying to reach individually.
- Use The Proper Channel – Think of the various platforms of online marketing like channels on a TV. Certain audiences watch certain channels. Make sure the content you want to deliver is being shown on the proper channel. It does you no good to deliver an eye catching (point #1) and engaging (point #2) piece of content on the wrong channel.
How can you know what channel to utilize? You need to understand ALL of the main online platforms and who is paying attention to each in order to make good decisions on this front. Certain messages and content might play well in a Snapchat and TikTok environment. Others might only work well within the more professional confines of LinkedIn. The important thing is to make sure you are not wasting money to “play” your commercials on a channel that doesn’t fit the message.
Hopefully these tips will help you think differently about your online marketing strategy and enable you to get a better return on the investment you are making there. If you have any questions, leave them for me in the comments below and I would be happy to answer them.