How to Compete For The One Thing That is Finite: Attention

If you’re in business I’m sure you’ve noticed the clutter, the noise, and the disruption. We have more  media, movies, TV channels, apps, radio stations, and podcasts. More news sites, blogs, and, of course, Facebook, Twitter, Pintrest and LinkedIn, not to mention even newer social media tools.

What this means is that competition has never been greater. There are more people, products and services competing for the one thing that is finite: other people’s attention. Competing in business today means you must earn the attention of the consumer. For some of you who are traditional, this type of marketing you aren’t use to. You’re use to paying for attention, through TV ads, radio ads, magazine ads, newspaper ads etc. not earning it.

Here are four strategies that will help you compete for the one thing that is finite:

  1. Develop a stage (platform). This is a digital property you own and control. It is where your loyal listeners, fans, and readers come together. It can be as simple as a podcast, newsletter, forum, blog or as complex as a self-hosted community. No matter what it is, it’s where you direct all internet traffic. Why? Because this is the place where you can best sell your ideas, services or products. You control the microphone and determine who has backstage access.
  2. Comment on other blogs. Yes, you can actually capture the attention of people and direct that traffic with a smart commenting strategy. That strategy is this: only leave compelling, remarkable and valuable comments. The secret is that blog comments ultimately lead to relationships. That many of the people who comment on blogs are also either listeners, readers, bloggers, customers, or a meaningful connection. They simply have more motivation to take the time to comment.
  3. Join interest groups. Think about it. The attention of the person you want to meet or need to meet may be in an interest group. The goal should always be to learn, share, and engage in conversations that lead to a in person interaction. Engagement with other people is key because that builds brand awareness, brand visibility, and top-of-mind positioning.
  4. Have two-way conversations. I think we all know you must go where the people are because that’s where the money is.  In days gone by, people gathered in the marketplace at the center of the city. Today, they gather online in places like Twitter, YouTube, Facebook, LinkedIn, and Google+. Which platform is best? The one you’ll have the most two-way conversations. Create engagement

Question: How do you compete for other people’s attention?