Optimizing Content for Better First Impressions
5 min read
It is a psychological fact that human beings are prone to making split-second decisions based on little more than personal observation. We are wired to scrutinize and categorize information quickly and efficiently in order to improve our chances of surviving the natural world. Generally caused by the rational need to identify “competence” and “trustworthiness” within social circles, this practice has been firmly rooted in our behavior since the beginning. Everything we choose has the power to influence public opinion. From the clothes we wear, to the font on our emails, and even the colors we choose to represent our business and our brand in the real world, our choices have the capacity to make or break us within seconds.
As digital marketing continues to prove more and more paramount with every season, it is our responsibility to ensure that your business has every chance of succeeding. And when we cut to the core of the matter, the answer becomes quite simple. The key to success is through immediate, consistent, and meaningful connection.
Table of Contents
1. Take a Step Back
A wise, Greek philosopher once said “patience is bitter, but its fruit is sweet.” While many would agree that “waiting” might be the worst part of any marketing campaign, the fact of the matter is that this is the best possible time to focus on the work that goes into running your business in the first place. If you are perfectly satisfied with your company productivity. Well, no need to read the rest of this then. However, if you are not yet reaching your goals and wondering why new customers have trouble saying “yes” to what you have to offer… there may be something subconsciously “off” about the impression you may be leaving your customers with.
If you’re not sure where to begin: Pause. It’s that simple. Pause and take a step back to look at your brand with critical eyes. Forget about what you want your customers to see, and just look.
What do you see?
As you’re scrolling through your favorite brands for inspiration, ask yourself the following questions:
- How did you find them?
- What caught your attention first?
- How did that make you feel?
- What made you go back the first time?
- Why did you come back?
Once you’ve done this, go back to your website. What caught your attention first?
It can be easy to spiral down the proverbial rabbit hole of personal judgement when we’ve compared our content to those of our idols. Especially with the countless hours you’ve already poured into your business. Is it enough? Are you doing enough to make those investments worthwhile? As long as you make the time to regularly critique and update your posted work, the answer to both of those questions is YES.
So, where do we go from here?
2. Cut Out the Clutter
First impressions can last forever. If you see something that displeases you after indulging in our little experiment… then it’s high time we did something about that! And while there are many seasoned business owners out there who understand the importance of creating and posting accessible content, there are just as many out there who don’t. No matter what your background happens to be, the fact is that we need to start somewhere.
When it’s time to cut out the clutter, be sure to look at your content with critical eyes. What no longer fits? A successful content manager must prioritize quality over quantity, rather than wasting time of excessive posts. If you want to improve your chances of attracting future customers, start with deleting all insufficient, inconsistent, and low-quality content.
As you continue to work with your marketing team, you will want to ensure that your online presences each have the best possible chance of connecting with your customers. It can feel almost impossible to break through the clutter some days. We get that. Social media management is a never-ending process. The demand for constant quality content production is precisely why so many businesses tend to hire personal assistants to manage such tasks on their behalf. Despite the fact that profits might not be what they once were before the pandemic, your business continues to stand strong.
This isn’t just luck. This is proof that you’re on the right path.
3. Prioritizing Authenticity
As though creating honest and authentic content weren’t already important enough, combine that with the discipline needed to stay focused and we’ve got one deadly cocktail in the works. Once you’ve finished culling through the clutter and applying relevant updates to your brand, you will be ready for the most important of steps. The goal is to make meaningful connections with our customers. We want to make them pause. We want to make them think. Which is why it’s more important to focus on making “fans” of your work before ever focusing on pushing a single sale.
Connection is key. With so many people eager to reclaim their social lives after well over a year in lockdown, it can be easy to forget that social media can often feel so annoyingly impersonal. With that in mind, it is more important than ever to operate with Awareness and Authenticity. All the content that you create from now on should invoke a clear and meaningful connection, while simultaneously painting a clear picture of what your company has to offer.
Take a Breath and Focus
Digital Marketing is far more effective when we focus on building brand allegiance. We want to trust the people we do business with. When you make adjustments to you ad campaigns, remember what caught their attention. No matter what kind of promotional content you choose to invest in, it’s important to remain mindful of how we choose to connect with others as we tread carefully into the new-normal.
Marketing is about creating immediate and meaningful connections in a way that accurately reflects the work you have to offer. Each time you choose to interact with your customers, take a moment to remember your own humanity. When you reply, actually listen to what your customers have to say when they reach out to you. Use their names. Use their pronouns. Take a breath, cut out the clutter, focus on what you need to do, and be honest.
We’re all human beings here. Living and working to create a better future for ourselves and our communities. When you make an effort to keep your brand looking consistent, you’re showing your customers that you care. You deserve every chance to let them know who you are.