HEY, YOU! YEAH, YOU! CAN YOU HEAR ME? HELLO?!
That is a written representation of how you come across when shouting into the internet void. We all understand the need to get your audience's attention.
However, unsurprisingly, the issue goes deeper than that. You may gain your audience's attention; but it might be for only a few seconds. What you need to be doing is engaging with your audience.
Don’t forget that to maintain someone's attention is to engross them. To engross them is to engage with them and to engage is to win.
Engaging with your audience will create you a wealth of riches (literally) but it isn’t as easy as it sounds. We as digital marketers need to remember that communication is a two-way street and the quickest way to drive your leads away is by making that a one-way street.
Also, don’t be afraid to give a little value before you get anything back. For instance, instead of just posting your article to inbound.org and hoping to get lots of traffic; why not join and engage with their community before asking them to engage with you.
Don’t forget that engaging in an already created community can be just as powerful as creating your own.
Not only that but don’t forget your main talent as a marketer; creativity. If you ask boring simple questions like “What's your favourite song?” you’ll get boring answers. Instead, ask what your favourite song says about your personality.
It’s also easy to become lazy in terms of engagement. Engagement can be responding automatically to tweets, or engagement can be responding to a tweet with a personalised, relevant and compelling piece of content that gives your audience value and creates a relationship.
Remember, all of your content should be designed to drive your consumer to a certain behaviour. Engagement, in the loosest sense of the word, should be that behaviour.
And since 60 percent of marketers create at least one piece of content per day, they should also serve as a daily litmus test -- with every new piece of content created, marketers should have a good understanding of how their ideal buyers would think, feel, and respond to it. All your content should be designed to drive certain behaviors in your audience. You won’t know how effective your potential content will be at this goal unless you take a hard look at your buyer personas for each piece.