Have you noticed that attention spans of humans aren’t what they used to be?
It’s no secret that attention spans are shorter today. In fact, a goldfish has a longer attention span than we do! Human attention spans have dropped from 12-seconds in 2002 to 8-seconds in 2013. A goldfish has an attention space of 9-seconds!
With an 8-second attention span, how can you expect your marketing messages to connect with your audience?
TV commercial. Not interested.
Click the remote.
Radio commercial. Not relevant.
Push the button.
Newspaper. Not engaging.
Do people still read newspaper ads?!!
People are barraged with informational and advertising messages today. The most recent figures suggest that we are exposed to between 2,000 and 5,000 messages every day. Learning how to dodge these messages has become a survival technique!
As a marketer, your messages have to be interesting, engaging and relevant to break through the clutter. With that volume of activity, people simply don’t have the mental bandwidth to tolerate and accept your messages. They want to absorb them in their own way and in their own time. That means making the most of their 8-second attention span and that’s the reason why inbound marketing is here to stay.
What is inbound marketing?
Inbound marketing is the philosophy that consumers buy differently today than they did 10 years ago. Media choices have changed and people have changed with them. Newspaper, radio and television advertising don’t work as well as they used to because media resources have moved online and people followed. Today, most people live in a dual-screen world. 8-seconds here followed by 8-seconds over there.
Inbound marketing is the situation where people are looking for you instead of being blasted by your advertising methods. Today’s successful marketers have earned the privilege of sending targeted marketing messages to a fan base who is looking for them online. They aren’t wasting dollars on advertising impressions. They use online marketing tools like blogs to establish a subject matter expertise and build a reputation and social media posts to broadcast those blogs. They utilize conversion pages, events, sales, promotions, ethical bribes or free offers, and people-to-people conversations as opportunities to collect an interested consumer’s email address. They then use email to follow-up and deliver on their implied promise to educate the customer about who you are and what you offer in a non-threatening manner which urges them along the path to purchase.
Solving the inbound marketing puzzle requires diligence, persistence, and the ability to attract and hold the customer’s attention with content that resonates with their need for fulfillment. Instead of buying static and unfocused ads, outdated email lists, or facing the hostile rejection that comes with cold calling, today’s successful inbound marketer focuses on creating dynamic content that pulls motivated and qualified customers to their website where they can make an informed purchase in their own time and in their own way.
Your customers are looking for you online. Are they finding YOU or your competition?
With 80% of every dollar being spent today beginning with an online search, developing an effective inbound marketing strategy for your business only makes sense. And you don’t need to stress about how you are going to do it. Finding the right inbound marketing agency is as close as your fingertips. Contact us today for a complimentary assessment of your online presence and a personal demonstration of how an inbound marketing strategy can improve your business effectiveness and increase your net results.
Do it now?.before your attention span wanes.
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