Marketing in the Generation of the Time Poor
Time and attention is now the marketers primary currency.
What is the time poor generation?
The time poor generation is everyone who uses technology on a regular basis, or everyone. Because technology has had such an impact on our lives, being able to access the information we want and when we want it, having multiple sources to reference at the end of our fingers and having load times of the information becoming increasingly faster, we have adapted our lives to keep up with this constant speed.
Think about this:
When you open a webpage and it loads 0.1 second slower than it should have, how often do you then close that page because it was too slow?
I know I’m guilty of this, if I am looking for something and that site isn’t loading fast enough I move on straight away to a site that can keep up. It’s brutal, but it’s how people interact these days. But it doesn’t mean you can’t use it to your advantage and get a step up over your competitors, and it isn’t even that hard to do.
How to help the time poor
This is one of the main factors that contributes to web page abandonment. As the time for a page to load increases, the percentage of abandonment increases.
There are a few ways to combat this, some will give you a dramatic shift in the loading time and others slight changes. These changes however all contribute to the overall time and you should be doing everything to help push that loading time down.
Image sizes can decrease the loading time in a dramatic way if done correctly. This is of course quite a broad spectrum of a category but the main ways to reduce your image size is to save them at the correct size and in a suitable format. We go over this in more detail in our image sizing blog.
Getting a professional developer to build your website does not only give you a site that will work across multiple formats and work correctly, it will also make your site load faster. This is because one of the jobs of the developer is to create a website by using as little code as they can, and by doing this taking off milliseconds at a time. Once your website is up and running you can even go back through the code and start optimizing where you can.
I know milliseconds sounds like a pointless amount of time to worry about, but in the grand scheme of things that might be the difference between a prospect staying and a prospect leaving. Think of it this way: If you have 1000 visits per month and your developer has taken 0.1 seconds off the loading time, throughout the year you have collectively saved 20 minutes of time. Not bad eh?
All the information you present on your website needs to be to the point with precise wording and a consistent message. This will help prospects quickly grasp what it is your company does and if it is what they are looking for.
Once you have your prospect interested in your company you can then deploy content marketing to educate them further and secure your company as their first point of contact to help solve their particular problem.
This is more general than loading times, but it is essential and it can even contribute to loading times (remember the milliseconds).
On their time
This goes hand in hand with the content marketing mentioned earlier. You need to be able to have all the information a prospect could want at any time. People don’t always browse during working hours, so making them wait for you to reply to an email or a voicemail will lose you business. If you have content on your website that is available for consumption at any time, anywhere you will be able to increase your pipeline.
On their device
With a third of website traffic coming from mobile devices, you need to make sure any digital marketing you do is mobile friendly. If you’re not thinking mobile first then you are going to lose. You need to make sure your brands communication is consistent across all mediums.
If you are looking for help with your marketing then get in touch with us below.
COMPANY NAME: TwoGuys Creative