From the moment we wake up (and probably before we get out of bed), we’ve already responded to a few emails, checked our Facebook notifications and Googled the weather for the day. We live in a digital age which bombards us with online noise more than ever before. The average person receives 121 emails and over 5,000 brand exposures each day. On top of the information overload, humans have developed a shorter attention span than goldfish. Yes, that’s right. If you haven’t heard already, a study by Microsoft Corp concluded that the average attention span has fallen to 8 seconds. (The average goldfish at 9 seconds). With a noisy marketing environment and only 8 seconds to tell your story, how can you ensure your message is heard?
Simplify your Messages
Being heard in a noisy environment is one thing, but being understood is even more important. Your audience is drowning in everybody else’s “we do everything” clutter, and they’re faced with a laundry list of features and benefits from your competitors. Trying to make everything meaningful usually results in nothing standing out. With so much information to consume, often nothing gets absorbed at all. Be clear, concise, and avoid any reason for misinterpretation. Short messages are harder to create than long ones for a reason. Use fewer words (and images) to get your point across and ensure that each word (or image) has been selected for a clear purpose. Getting your online message out isn’t only about what you say, but how you say it.
It’s all in the Presentation
Marketing research shows that 79 percent of people scan online content rather than reading word by word. How can you make sure that your message doesn’t get skimmed over? Let’s face it: everyone is busy which means nobody has time to read everything in its entirety. Create visually appealing, scan-friendly content following these tips:
- Call attention to details with bold typeface
- Use bullet points to separate key facts
- Use photos to support and break up text
Presenting your online message neatly also includes the non-visual elements such as framing it with a story, a strong title, and an interesting hook to get your audience to want to read the information you are providing.
Are you integrating excellent photos, infographics and video into your marketing content? Data shows that the brain processes visual information 60 times faster than plain text. Press releases that contain multimedia get 77 percent more responses compared to text-only versions. Blog posts with videos are linked 3x more than text-only blog posts. A report released by CISCO shows that 80% of all consumer Internet traffic in 2019 will be from consumer video traffic. Simply put, multimedia is vital in making sure that you are heard – Need we provide further stats?
Make it Memorable
With so many online messages to absorb, how can you ensure that your marketing message is not only heard but also remembered? Some of the best campaigns that have received viral attention are the ones that are memorable. Do you remember this viral video? It’s received over 67 million views on YouTube and earned 4 million media impressions and counting.
- Does your message evoke emotion?
- Does it tell your story?
- Does it entertain, inform, or educate?
- Is it creative? Does it grab attention?
- Does it create conversation and connection?
- Is it “shareable”? (Would you hit the “share” button)?
Often, noise occurs when your message is too similar to your competitors. Differentiate yourself from your competitors so that your audience does not feel they are receiving the same messages from multiple sources. Even if you are similar to another product or service, there is something about the way you do things that make your company unique. Your job is to convey that uniqueness in your messaging.Ensuring your marketing message is heard correctly can be a difficult task. After all, failing to do this will make you a guilty contributor to the noise in an already loud environment, right? At Blue Dress Inc we are here to help you choose the right channel to engage with your target audience and develop a clear strategy that ensures your message is delivered, understood and actioned upon.To Your Best Online!
Ingrid Griffin, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®
Cutting through the Noise: Ensuring your Online Messages are Heard