4 Ways Your Company Can Get Attention
Renowned online marketer and author David Meerman Scott once made this statement about the various ways companies pursue attention.
You can buy attention (advertising)
You can beg for attention from the media (PR)
You can bug people one at a time to get attention (sales)
Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page [etc.].
Meerman wasn’t putting down advertising, public relations, or sales. Instead, he was making a distinction between the different ways individuals are motivated to focus their time and attention on your company. Knowing your audience’s motivation is key.
He also made an important statement that is easy to miss. “… you can earn attention by creating something interesting and valuable …”
You can read through the entire quote and quickly decide that you want to begin earning attention. It certainly sounds like the way to go. But as most companies discover, earning attention requires time, thought, energy, and an understanding of what is interesting and valuable to your audience. It takes work.
So how do you get started?
Begin by asking basic questions to ensure you’re pointed in the right direction.
Who do I want to reach?
What do those people care about?
What can I create that they will find interesting and valuable?
Finding the answers to those questions should influence all of the marketing that you do because that’s how great marketing gets (and keeps) an audience’s attention.
Want to learn more about how your company can earn the attention of prospective customers? Contact us.