SOS is an international code signal of extreme distress used especially by ships at sea. But the SOS I want to talk about here is “Shiny Object Syndrome” in particular as it relates to our limited attention spans, constant interruptions, the need to chase down endless links online, monitor social media push notifications, and in general spending our days multi tasking in endless distraction. Let’s face it, it’s a nasty environment to try to stand out and get noticed in your marketing efforts. Collectively our target audiences are incessantly chasing shiny objects daily.
Are you spending your marketing efforts to land people to your website, only to entice them with a shiny object that chases them away? Framed more directly does your website contain countless links to videos hosted on YouTube, articles hosted on other media sites, or an endless parade of social media buttons that beg to be pressed? On one hand we want lots of back links to content, in particular content hosted on reputable sites, as links since it boosts our SEO. That article in the Huffington Post or New York Times immediately rockets you to the top of the respect list, but once there, do your readers return? And haven’t you been told that you need to get more followers, friends, subscribers and likes because it builds a following? But the very act of enticing folks to those pages, away from your site, also increases the likelihood that they will become further distracted while they’re chasing the next shiny object. We’ve all done it – linked to Facebook for an article, checked our newsfeed while there, and “poof” off we go looking at some other new piece video or quiz result. My fellow speaker friend Jane Atkinson calls these phenomena squirrels chasing nuts. Once they’re gone, they are not coming back to your content.
So how do you stand out, fuel search, build a following, while grabbing and holding the attention of an increasingly distracted audience? Frankly it’s a quandary.
The secret may lie in simplicity.
I got a glimpse of that earlier in September when Vancouver was hit by a massive windstorm, knocking out power to over 400,000 residents in the Lower Mainland. We personally were without power for 3 days. While it was an inconvenience for sure, many people I spoke to actually remarked that they enjoyed the serenity of being forcefully unplugged. Some played board games. Others made dinner on the BBQ and then sat around a family dinner table by candlelight and talked. We got out Scrabble and played for several hours. We made our own music with voice, piano and guitar. It was all so simple and there were no distractions.
What if your marketing could land in an environment of few distractions and one of peace? Here are a few ideas to achieve that.
1. Pick personal engagement media and be consistent: One of the reasons I stand by a regular newsletter is that it is one-to-one communication and personal. It’s permission based. Readers have granted me the key to their inbox and it’s an honor. I know I’ve got their undistracted attention for 5 minutes each week if I keep up my promise of providing value and arriving with predictable consistency. For my readership, the weekend, and Sunday morning in particular is a time of less distraction, one where they’re still thinking business, just in a less hectic state. Depending on your audience, I don’t think the date so much matters, but the consistency once chosen. (*If you’d like to view sample back issues of my newsletter or sign up yourself, click here to check it out)
2. Schedule social media posts to arrive at times when your audience is more apt to be receptive: Scheduling can be done within Facebook for business pages for example, but a more time efficient method is to use a dashboard service such as Hootsuite, where you can schedule posts for all your social media platforms for an entire week.
How you use scheduling will vary by audience. An entertainment company might use Thursday evening for people planning their weekends. A healthy food take out company might use the 3-4pm window weekdays, knowing that busy Moms and Dads will be on smart phones waiting to pick up or drop off kids and be looking for a solution to dinner. A client targeting downtown business people might consider having posts show up during morning commute, for those riding transit, or during lunch time – both times when folks tend to be focused on scrolling their smart phones.
3. Host content on your site as well as offering links for SEO: By all means post videos to your YouTube channel for search and organic discovery, but consider hosting the really important ones directly on your site as well. Then visitors can view the video and remain on your site undistracted. I’d suggest a similar approach for media coverage and article links. Hosting the content on your site ensures it can be read or viewed without leaving, but also providing a link to the media site where it appeared gives the authority angle while also boosting back link SEO.
4. Tame down or remove unnecessary social media distraction buttons: This one is a little contentious. You want visitors to be able to like and follow you on social media, but you don’t want it to be the first thing that causes them to immediately leap away from your site. A measured approach would be to make them easy to find, but not the equivalent of a neon banner when they first land.
5. Consider the use of non-digital to engage: Digital by its nature is distraction friendly – a dine and dash rather then a full course meal. We read differently on digital platforms – skim reading rather then taking more time. We expect links as we search for that next meal to graze. Non-digital media such as direct mail offer far less distraction. Tell me this – if you received a hand written post card in the mail tomorrow, would you not read it? A handwritten note by mail is a rarity these days. If you’re looking to be personal and not compete with other distractions, that’s about as simple as it gets. Kind of like having the power go out!
So beware how SOS (Shiny Object Syndrome) can foul up your marketing. Perhaps it’s time to consider the time, place, media and context of your message from your customer’s perspective, with the goal to hitting when there are fewer distractions.