By Ronald Dod
In the time it took you to read the title of this article, parse what it might be about and decide that you wanted to click on it, many more viewers checked out and went on to the next one. It’s nothing personal – that’s just how most 21st-century digital consumers process information. The attention span of the average ad viewer is growing ever shorter, and ads that require sustained engagement are less likely to click with many audiences.
So how can you capture this shrinking resource with your digital marketing tactics? To pique a viewer’s interest (or at least nurture a seed of it in their brain), you’ll need to incorporate some best practices for keeping it short, punchy and useful. These six strategies will help guide your digital marketing toward the right balance of brevity and information.
1. Clarity is king
When in doubt, use simple and concise prose. Your guiding principle should be to create something that’s useful or interesting to the viewer and doesn’t make them work too hard for it. Tell them in a sentence or less why they should care about your ad.
One way to create clarity is to give the viewer a simple and concrete concept to latch on to. Some examples of good “anchor points” include:
- A problem with a competitors’ product that your product solves.
- A new model or feature that’s just been added.
- A strong, single-sentence customer testimonial.
- A short phrase that uses active, exciting language.
- A pleasant or exciting image that creates an aspirational desire.
It takes practice to develop your digital advertising strategies in a way that’s assertive about demanding the customer’s attention, so it’s key to use A/B tests and focus groups to continually refine your approach. And when in doubt, consider the limitations and advantages of the medium in which you’re working.
2. Know the best practices of the platform you’re using
Each digital advertising platform has its own set of rules—not just the formal ones, but the implied ones. Know the terrain of the digital landscape and make sure that you can articulate your message in different ways depending on the platform.
With Twitter, LinkedIn, Facebook and other social media platform advertising, you’ll need to be especially aware of this. Something that works as a tweet often doesn’t make a good LinkedIn post, and vice versa. If your social media posts aren’t getting enough engagement, consider that they might need to be tailored to the platform better and review some best practices and stay on top of recent updates when writing for different social media.
These best practices include making sure your formatting is correct, avoiding duplicate content and sharing high-quality, legally owned images that users will enjoy seeing on their feed. Familiarizing yourself with each platform’s unique standards, such as their character limits and post formatting is also important. Typically, less text is best and will allow for a …read more
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