Research has shown that I have about 15 seconds to capture your attention before you’ll lose interest and close this browser.
15 seconds. That’s all you have to engage with your audience.
So how can you engage your online audience in 15 seconds or less?
That’s the big challenge.
Because if you want to turn your visitor into a customer, it’s not just about creating interesting content, or having an interesting product or service – you need to really engage with your visitor.
So now that we know that we have about 15 seconds to capture someone’s attention, how do we make the most of it?
What is this page about?
You’ve managed to lead your visitor to your page. Whether it’s the page of your blog, your Instagram page, or the website of your company; you’ve now got your visitor’s attention. Or at least for fifteen seconds.
The clock’s ticking.
Whatever page your visitor is now visiting, it has to be instantly clear what it’s about. The page immediately has to answer one question above anything else: ‘what is this page about?’
Are you a social media expert? A yoga teacher in Miami? A travel blogger? Do you have your own line of clothing?
Your visitor has to, almost instantaneously, see what you’re offering and whom you’re offering it to.
So let’s say you are a blogger, what do you write about? What is your niche?
If you provide a service or product for a specific group, what is it? And who’s your product for?
Let your visitor quickly know what you’re about.
Why should people care?
Congratulations! You still got your visitor’s attention.
You visitor now understands what you’re about, but the real challenge you’re facing is to keep your visitor’s attention for just long enough to show your visitor why he or she should care.
If your visitor does not care about what you’re offering, you won’t be able to engage them.
So let’s say that you have your own clothing brand with clothing that you sell online and ship worldwide. You’re offering a product and your website clearly shows what you’re offering, but now the question is: how’s your clothing brand different than all those other clothing brands?
You have to be distinctive. You have to be remarkable.
In the words of marketing guru Seth Godin: “By definition, remarkable things get remarked upon.”
And that’s what you want; to engage with your customer in such a way that they’ll want to share your message.
In order to do this, you’ll have to show why your product is different and how your brand is unique.
What do you want people to do?
For you to engage with your online audience, they need to know what you’re about and why they should care.
That’s not that easy, but it’s not the most difficult part yet either. Your biggest challenge is to guide people towards action.
All of your engagement has to be leading up to something. What do you want people to do?
Do you want them to buy your product? Subscribe to your newsletter? Follow you on your social media profiles?
Make sure you have a call to action – something that you need your visitor to do.
Engage your audience with value
People are not going to look for engagement. And people are certainly not going to look how they can be of value to you.
You have to show them why you’re of value. Valuable enough to spend 15 seconds on. And maybe even longer.
Because if you can engage your audience in an authentic way and show why you’re of value to them, you can turn a 15 second online visit, into a lifelong customer.
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