Introduction to attention marketing
The term “Attention Marketing” defines a strategy that is used to capture and engage the attention of a particular audience. Generally, this should be done using gentle or non-invasive methods and tools, including social media. When it comes to attention marketing, you will use tools and strategies to capture the limited attention of the target segment.
Attention marketing builds relationships with customers. It’s done by understanding what your audience wants and needs, then giving them what they’re looking for without any coercion or obligation to sign up for anything.
Attention marketing relies on a sense of urgency, which is an aspect that you can play with in order to better promote your services.
Before you start thinking about this, you need to consider where your audience likes to “hang out”.
One of the best ways to do this is to think about their psychographics. Interested in learning more about psychographics? Check out podcast episode 16.
Below is a list of 6 ways to grab the attention of your non-profit’s audience.
1. You have to maintain a platform-specific approach
One of the most effective ways to grab the attention of your audience is to allow your content natively on their social media feeds.
Think of it like this. You have a YouTube channel for your non-profit. Your uploaded video shows up on your audience’s YouTube home screen as a “recommended” video. They will click on that video, and eventually they will find that “recommended” video is what they really wanted to watch. To make it happen, you must have a great attention-grabbing title, and a relevant thumbnail.
While the above is just a single example, you can apply the same process to other social media platforms with some adjustments. Facebook and Twitter are other social media sites that work perfectly as attention marketing tools, especially with Meta’s Facebook Reels.
2. Make sure your messages are clear
If you can deliver the intended message clearly and powerfully, your audience will understand your value proposition. As a result, the attention of the audience will last longer. This is a great way to make your non-profit’s value proposition clear for the audience, which is a huge win, as it will lead to significant increases to your metrics over time.
Your audience will pay attention to your content longer, because they found value in what you’re providing. In turn, they’ll start exploring your organization.
So, ensure your messaging is clear, interesting, unique, concise, and target-specific.
3. Multichannel approach
Another effective way to grab the attention of your audience is to launch a multichannel approach.
With this approach, you will use several media (such as podcasts, video, graphics, etc.) on different channels and platforms. Such an approach will also allow you to identify the interests of the audience.
This means that you should create a unique and engaging piece of content for each type of platform.
For example, if your non-profit mainly uses Facebook to promote your services, then it would be wise to also have an Instagram account with the same goal in mind. In this way, one can maximize the use of different channels while still providing quality information about the product or service being promoted on any given channel (or across all platforms).
4. Tell a story
Think about yourself. Don’t you love stories? You do and your audience will also.
Your audience might comprise those who love reading books, listening to podcasts, watching TV, and so on.
You can make use of that opportunity and spread your message in the form of videos, social media ads, blogs, graphics, and even memes. But be sure to add a storytelling approach to your content.
It will allow you to engage your audience and hook them in to your content.
5. Emotional marketing matters
As a smart marketer, you can use the emotions of your audience to grab their attention.
To do this, identify how you can synchronize your non-profit’s mission with your audience’s emotions, and that will do wonders for you.
Emotional marketing is one of the newest and most powerful tools for an organization to use. The reason why emotional marketing is so effective because it appeals to both rational and irrational parts in a person’s brain, which makes it hard for people not be persuaded by these messages or images. Emotional marketing can take many forms, such as telling stories with happy conclusions that are relatable on social media platforms like Facebook or Instagram.
Such an approach will grab your audience’s attention easily, and they will respond to you with more potential.
6. Build a great website
Websites are a vital part of every non-profit and charity.
Whether you’re looking for information, trying to showcase your services online or just want to share photos and articles with donors, volunteers, and the community, your website is the first step in doing so.
For your website to accomplish your goals, it must be responsive, engaging, and come with an excellent user interface.
The homepage should be designed to grab the attention of the audience from the moment they land on it.
It’s important that your website be attractive as well as easy-to-navigate because this will help increase its visibility on search engine results pages (SERPs).
Attention is the act of focusing one’s awareness on something.
Attention marketing should not be limited to creating content that goes viral.
Rather, it should focus more on how marketers can successfully reach the target audience through various means for a prolonged period of time. A campaign with strong attention will always generate results, even if it does not go viral initially.
Ultimately, the goal of this attention marketing is to promote your services in order to increase awareness.