Benchmark search conference 2016 stresses that attention is key

Keep it simple

My family and I went to buy a backpack for our travels, which should be a simple enough task. The problem was, there was too much choice. Choice of colours, styles, sizes, fabrics, holders and straps. I couldn’t make a decision and left the shop empty handed.

Companies have a habit of placing hundreds of items on one page and then wonder why customers do not scroll down – it is because there is too much choice. Options allow for freedom, but too much of it causes confusion. Choice needs to be relevant to the client.

Personal vs bulk

People tend to go for the cheapest option. An all-inclusive holiday package with an all you can eat buffet seems to be the most cost efficient decision. However, in reality, nobody is going to naturally drink and eat as much as is available on this holiday – it is much cheaper taking the time to do some proper research and paying only for what you need. Buying cheap and in bulk is satisfying, but it does not make an impression. Paying attention to peoples’ personal preferences and what they need is the method that successful marketing follows.

Just getting content out there is not the answer; it needs to be worth while and well developed.

Attention is a currency

My friend went to a Coldplay concert in Bucharest last week - something that he was really looking forward to. However, when I asked him how it went, he replied with a disappointed "it was okay"; the audience felt really let down by the fact that the band did not welcome Bucharest at the beginning of their set. In fact, it was such a let-down that it appeared in most of the newspapers the next day. This seems like quite a small issue to be concerned with, but people open up to trust and by ignoring that small detail, the band lost the faith of their fans.

People like things to be personal. Every detail counts, no matter how trivial you may initially believe it to be. You need to get personal in order to gain people’s trust.

Understand perspective

Ever since maps were first designed and taught in schools, the UK have displayed the map as placing the UK in the centre.

However, on an Australian version, Australia takes the same approach. Both maps are geographically correct, but they are displayed from their own perspectives. As a marketer, you have to understand different perspectives.

Put your client first

My wife is a fantastic decorator. Our living room is designed beautifully, all by her, and she is constantly updating her knowledge on the latest trends and styles by uploaded her Pinterest account. She is definitely the household expert on decorating, and everyone knows it. Last week, my Manchester United obsessed young son overheard my wife and daughter talking about redecorating and wanted to get involved, asking if he could redecorate his room, too. My wife was really excited and started suggesting decorations that would look great and a wallpaper that he would love, following with “which means we can finally get rid of those stupid football posters you have.” My son looked hurt and mumbled “but mummy, those posters are the best thing about my room.”

Being experienced is not the key to generating happy customers. You may be the expert, but your clients do not all come from the same background as you and may have a different vision. Use your knowledge, but put your client at the forefront.

Hootsuite took this approach and succeeded brilliantly by appealing to its users’ interests; aware that most of its users are Game of Thrones fans, it created an advert to make itself appear less interested in advertising, and more in entertaining. It built trust between itself and the client by finding common ground and making itself relatable.

Appeal to people’s needs

Facebook are brilliant at playing on the needs of those that always want to be up to date, involved in apps and appear current to their peers. Features such as 'These are your friends' are constantly updated and released by Facebook, aware that its users do not want to be ‘that one person’ that doesn’t share or be involved in the latest trend, or not see that thing that everyone is talking about.

Carlsberg also made a point of focusing on its clients’ interests. An advert released demonstrating its knowledge of its customer (the stereotypical male), engaged people by entertaining viewers and building trust by breaking down the barriers between them. If a person is undecided between buying a Carlsberg or another brand of beer, it is likely that they will reach for the Carlsberg because they feel a loyalty and trust towards the brand.

When creating content, ask yourself, is it creating trust? If the answer is no, then do not write it.

Bas Van Der Beld is a digital marketing strategist at State of Digital.