In a statement by the renowned online marketer and author, David Meerman Scott, he highlighted the various strategies that companies employ to capture attention:
- You can purchase attention through advertising.
- You can seek attention by courting the media through PR efforts.
- You can individually approach people to gain their attention through sales tactics.
Alternatively, you can garner attention by crafting something intriguing and valuable, then sharing it freely online. This could be in the form of a YouTube video, a blog, a research report, photos, an ebook, or a Facebook page or social media posts, among other possibilities.
Meerman’s intent was not to disparage advertising, public relations, or sales, but rather to underscore the different ways in which individuals are compelled to invest their time and focus on your company. Understanding your audience’s motivations is key.
He also emphasized a crucial point that might be easily overlooked: “…you can earn attention by creating something interesting and valuable…”
While reading through this entire quote may inspire you to embark on the path of earning attention, it’s essential to recognize that earning attention demands an investment of time, careful consideration, effort, and a deep understanding of what captivates and provides value to your audience. It requires dedicated work.
So, where do you begin?
Start by posing fundamental questions to ensure you’re headed in the right direction:
- Who is my target audience?
- What are the concerns and interests of these individuals?
- What can I produce that they will genuinely find captivating and beneficial?
The answers to these questions should serve as the foundation for all your marketing endeavors, as this is the way to achieve and sustain the attention of your audience.
Are you interested in discovering more about how your company can earn the attention of potential customers? Reach out to us for further insights.