Marketing To A Distracted Audience
What is the most costly business expense increase in the last 25 years? If you answered, getting the attention of your audience, then you are correct. Today, we are connected to our online devices with an explosion of information coming at us in all directions and in unprecedented ways. As marketers, we are faced with an enormous challenge to reach and engage this distracted consumer. So what is the cost of attracting audience attention these days? Whether you’re vying for attention online or through more traditional advertising channels, there are two main approaches to capturing the attention of audiences. You can pay for it. Or you can earn it. Paying for it.With so many options available today, such as print, radio, television, outdoor, and the Internet, how do you select the best mix for your business? Traditional advertising channels come with high costs, high competition and, for the most part, attract unresponsive audiences. Since consumers control where they put and keep their attention, paid advertising must be carefully considered. Many marketers, especially those with smaller marketing budgets, are turning toward online advertising to help gain greater ROI. The chart below from StrongView/Selligent illustrates that global business leaders expect to decrease print, TV and radio advertising budgets. Although traditional advertising has its place, the trend for advertisers is moving toward online advertising. Earning it.While there are cost considerations in social media advertising as well (i.e. cost-per-click, display ads, paid social, in-app ads, etc.), savvy marketers can earn audience attention without breaking the bank. With online advertising, it is easier than ever before for marketers to laser-target their audience. The number one challenge online marketers face is creating meaningful content and placing that content in the right place. It all comes down to CONTENT.So where and how do you find your audience in this vast world? That actually is a trick question, because with great content strategy, they will find you. Content will bring visitors to your site. Most of your audience is online everyday searching for specific things—the best way to find a new home, a hotel that offers the best concierge service, how to make a cheesecake, or when their favorite band is coming to town. By providing your audience with the exact information they're looking for, at the exact time they need it, you are meeting their needs and thus, getting their attention. Today, marketers must embrace social media and digital content with full arms. The new marketing landscape offers an incredible return on investment, however, it also requires a new set of tools to manage (i.e. teams, strategies, and meaningful content). When you’re looking for a strategic partner that understands how to reach your audience, and how to leverage the new marketing tools available to maximize results, selecting the right becomes crucial. Check out what we can do for your brand.
5 Steps To Measuring Your Social Media ROI
A fundamental problem with social media marketing is that there is no common denominator to measure ROI. Demonstrating ROI is the number one challenge for marketers, according to research firm TrustRadius. Advertising Age summarizes five critical steps to effectively measure social media ROI. Read the full article published by Advertising Age here: http://adage.com/article/digitalnext/steps-measuring-social-media-roi/303730/ To discuss your specific online marketing goals and how to reach them, contact us.
Tips To Creating A Killer Presentation
By now, we all know the basics of a good presentation. Don’t read the slides. Don’t read from a script. Don’t overload slides with too much copy or information. However, if you’re presenting to get agreement from key decision makers that are important to your business, these basics aren’t nearly enough. The value of the message is diminished if it is delivered poorly. Presentations give us the power to engage our audiences and win more deals. Tell a storyTake your audience on a journey. Use storytelling to engage. Hook them from the start and get their attention. Humans are wired to listen to stories. Take the time to craft the story. Give it a beginning, middle and an end—and leave them with a conclusion. Clarify and simplifyThe shorter the better. Most presenters try and cover too much ground. Think about the last time you had to sit through a long lecture or a friend narrating her endless slides of vacation photos. Most people aren’t going to be as actively interested in your story as you are, so brevity is important. Stop rambling. Stick to the point and keep your listeners engaged. Be excitedIt may seem obvious, but make an effort to actually be excited about what you’re sharing. Be animated and enthusiastic. It goes a long way. If you don’t appear interested in your story, why should anyone else? Make it visually interestingTake time to design the presentation. Make it visually interesting and give your audience a great experience. It’s not just a ‘talk’ but it’s also an experience. Don’t have all the key points bulleted and listed on each slide, learn to design a good story instead. When you bring design thinking into the presentation, you introduce a powerful tool. Good design is a competitive advantage. Aaron Weyenberg, a master of slide decks and TED Talk’s in-house expert, discusses how to create slide decks that captivate, keep audiences interested and engaged. Check out Weyenberg’s 10 tips for making an effective slide deck at http://blog.ted.com/10-tips-for-better-slide-decks/ Keep these tips in mind and give it a try. You'll have your audience's full and undivided attention. If you need further help, contact us.
Homebuilders Can Learn A Thing Or Two From Zillow
Earlier this year, Zillow launched a streamlined real estate experience on mobile in an attempt to attract homebuyers looking for a new home. The mobile capability gave homebuyers the opportunity to take a video walk through the property prior to viewing the home in person. The videos run approximately two minutes long with no audio, giving homebuyers the opportunity to compare different homes and narrow their home search for a personal visit. The videos give buyers a 360-degree view and a more accurate sense of each property, and ultimately, giving buyers the power to decide if a home is worth their time. According to the NAR Home Buyer and Seller Generational Trends Report 2015, more than half of Gen Y and Gen X buyers used a mobile device during their home search. Among those who did, 31% of Gen Y and 26% of Gen X found the home they ultimately bought, using a mobile device. Mobile should be a priority for homebuilders. Mobile has become a crucial part in the home search process as the majority of homebuyers today use their device to do most of the new home research. Buyers want access to content wherever they are. Homebuilders must be there when these moments occur. Being there on mobile can drive home big results and build a competitive edge for your brand. If you need help with your mobile optimization, contact us.