In this day and age, digital platforms are swamped with content from a plethora of different sources.
These sources are competing for the attention of their users, so it’s no secret that you need to be able to stand out from the crowd, especially if you’re a small business that is aiming to increase its online audience.
Whenever you create and release any promotional material, be it on your website or social media, you should always be conscious of how it’s going to quickly capture the attention of an audience.
Generally, when people are scrolling through their social media platforms or browsing online, there is only a three second window where a person will focus on content they come across.
Therefore, if you can grab someone’s attention and answer specific questions in that time, there will be a far greater chance of the viewer purchasing your product or service, or at least becoming part of your regular and ideal audience.
Addressing what it is that you do
One of the questions that you need to answer for viewers of your content in that three second window is: what does this business do?
You only have a few seconds, so it needs to be clear.
Make sure it is obvious what your product or service is.
Are you an accountant? Great!
A short and snappy line containing that will be perfect. The key here is to make sure you’re not sacrificing clarity for creativity.
Whilst being creative is a great way to capture the attention of an audience, if they don’t know what the ad they are looking at is for, they’re not going to take any action past noticing the post.
Providing value for your audience
The next question you will need to answer to your audience in the three second time frame is: how will this help me?
After a person is sure of the product or service being offered, the next thing they’ll want to address subconsciously is how it will benefit and provide value for them.
People want to be sure that the thing they are purchasing is in their best interests, and if you can appeal to the problems they need solved, your business will be much more desirable to them.
Maybe you have a waffle store that makes tasty, healthy waffles for people who love a treat but are conscious of their food choice.
All you need to do include “tasty yet healthy waffles” into your written promotion and allow the keywords to work for themselves.
Call to action
So your audience knows what your business is and how it’s going to be valuable to them…next they just have to act on it!
If you provide a simple and easy call to action in your post, people who view it will be know how to have access to your product or service instantly.
People love convenience, so if the can decipher how to gain access to what you are offering with the click of a button, they’ll be more inclined to spend money on it. This could be anything from directions to your business to a link to your website; keep it simple!
An easy call to action is a great way to retain customers and create a follower base as well, because if a person is hooked once, they’ll come back for more.
If you want to learn more about this, or would like some examples, I’ve posted an IGTV video about this topic. Check it out at @funmindfulmarketing
* These articles are transcribed and edited by Melissa Warland *