The attention span of a goldfish is 9 seconds which is remarkable since it’s actually longer than the attention span of a website visitor which according to 2013 statistics is just 8 seconds. This in theory means that you have more chance of interacting with goldfish who visit your website than you do website visitors of the human kind.
The problem with short attention spans and content marketing is that it usually takes more than eight seconds for a user to click through to the content and start reading. But, I’m a content marketing expert and there are obviously ways to beat the system and engage these people with short attention spans, which is almost everyone online.
This means that you have to greatly shorten whatever it is that you are doing, to marketing successfully to your audience, or you need to do something new or engaging every eight seconds to grab your audience’s attention again. This is why some people are great at public speaking and can speak for over an hour and keep an audience’s attention while others can put an audience to sleep in five minutes.
Speaking of public speaking, if you watch your audience as you give a speech you can actually see people lose their attention and if you can talk like me, you can adapt your speech to recapture your audience’s attention, the beauty of this is that you can often tailor a speech to an audience based on the feedback you get while giving the speech. You cannot obviously do this with content marketing, but you can learn from your audience and employ what you learn within your content creation.
Marketing Tips For Those with a Short Attention Span
What are your objectives?
What is the overarching thing that your business needs to accomplish? You can include an objective from each sector of your business.
What are your goals?
Describe in concrete terms what the above means in terms of measurable results.
What are your strategies?
Describe for each of the goals, in one or two points, what will be done to meet the objectives.
How will you measure results?
Describe, using the goals, how you’ll measure those results. What tools will be used, and when will it be done?
Try to answer each question in only one or two sentences. The idea is to keep it short, succinct and to the point. If you can’t keep it to the point now, it will be hard for you to do so when you’re creating your marketing campaigns.
Things to Remember
- You can focus on one objective at a time.
- You can focus on one goal at a time.
- You can choose one strategy at a time.
You should make a list of each and create a series of advertisements that all fit together to answer the first list of objectives and goals that you’ve created, all in seven or eight second increments. But, start with just one. Get one completed, launched, and measured before moving on to the next. In this way you can ensure that you are on the right track and gauge how you’re keeping the attention of your audience by the metrics you are choosing to measure, which are based on your clear and specific goals.
Once you have everything spelled out, it will be a lot easier to follow and succeed in marketing to people with short attention spans. You’re going to find that using this method will help market to all sorts of people, whether they have short attention spans or not. It’s probably better to assume that 99 percent of your audience has a short attention span and work from there. For that other one percent, put them with the goldfish and market to them.