Be clear
Our shortened attention span is perhaps best reflected in the rise of short-form video content. The trend that started on TikTok has since moved on to both Instagram and YouTube. This has highlighted the importance of clear and concise messaging. Keep it short, and simple, and communicate clearly. An ad needs to be able to catch our attention in 2 seconds.
What action do we want our target group to take? An unclear call-to-action often leads to confusion. Do you want your target group to download a white paper? Use read more as the call-to-action. Clear direction helps us navigate through the noise. Align the messaging with the action you want your target group to take and have a landing page that reflects that.
Be consistent
We remember things we recognize more easily. As we live in a sea of information, being consistent in our digital marketing efforts is more relevant than ever. Regular posts on social media combined with paid media initiatives are therefore needed to reinforce your brand and help you stay top-of-mind of your target audience.
Consistency also relates to tone. Adapt it to the channel you are using. The increased popularity and growing demographic of TikTok makes it an intriguing channel for every marketeer. The content we share on TikTok should differ from that on LinkedIn and vice versa. We need to be aware of the mind frame our target audience is in while using different channels.
Consistent messaging will help you build trust and credibility. However, building relationship takes time.
