Attention. We like it most of the time. Standing in front of a cheering crowd, spending time with a significant other, having someone comment on something you created, all those things feel nice and usually make us happy. The times we don’t like attention are the times when we feel like we’ve done something stupid. Tripping over nothing and falling on our faces. Tweeting at 2 a.m. after a few too many drinks and saying something you would never say at noon when you were alert and sober.
When you run a business, attention is key, if people don’t know who you are and what you have to offer, they won’t be inspired to pay you money, which means your business may not be in business for long. The question is, how do you gain that attention, in a positive way, and how do you keep people’s eyes on your feeds once they know you exist? We have some thoughts.
First, as always, you need to know who it is you want attention from, and where those people are online. Essentially, you need to find your audience, both in terms of the actual people you hope to make connections with, and the places on the Internet those sorts of people go. Keep in mind that no business has a customer base of everyone, even though some might seem like they do. Narrowing your focus and really understanding your customer base will help you be in the right place at the right time talking to the right people.
Second, once you know to who and where you’ll be talking, you need to figure out what you’ll be talking about. Create a content plan, which doesn’t have to be detailed, but does have to contain the highlights of the message you want to get across. Sometimes this plan will be as simple as a bunch of bullet points, other times it can go for pages and have detailed strategy notes. The main thing is that you have some sort of list of topics to cover.
Third, let customers behind the curtain so they can get to know a little bit about you. Numerous studies show that people are more likely to buy from business they trust. Giving your potential customers glimpses into the daily life of the business, and sharing funny or sweet things that happen allows them to get a better picture of who you, and by extension your business, are.
Finally, and most important, create good content. If your feed is a litany of “buy my stuff, buy my stuff”, people will get bored and turn their attention elsewhere. Part of developing a content plan is figuring out what your ideal customers will want to hear and see from the businesses where they spend money. Make sure your content is interesting, both visually and in what it says. Share content that helps your potential customers understand your products and how they can use them to make their lives better. Offer meaningful and useful information, not just memes or sales messages.
The main thing to remember is this: if you consistently, day in and day out, even when it seems like no one is listening, create content that is worthy of attention, you will be noticed. The only way to gain the kind of attention you want and to hold that attention is be there day after day, providing useful and interesting information and insight.