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A 🐠 has a longer attention span than your potential applicants

Posted on Nov 13, 2017

WE SHOULD CHANGE THE NAME FROM “THE MINUTE” TO “EIGHT SECONDS”: Why? Because the average person has an attention span shorter than a goldfish – eight seconds. So, how does this short attention span effect content marketing? In many ways, but this article covers the four most important strategies you can take to ensure users read your content and feel connected afterwards.

Why you should care: If you can’t capture a potential applicant's attention in the first seven seconds, according to Tribute Media, then you have lost them. Go take a look at your site, is there compelling information that makes you want to read more in seven seconds? This would look like a conversion opportunity, a video, or a catchy title that pulls users in. If not, it might be time for a change.

TWO IS BETTER THAN ONE – THREE AIN’T BAD EITHER: Where are people getting their news? According to a new Pew Research report, 26% of Americans are turning to multiple social media platforms to get their news. Last year that percentage was at 18% and in 2013 it was at a measly 15%. The lower the number of users the platform has, the more likely that audience goes to other platforms to get their news.

Why you should care: You can craft a social message in a few seconds so why not go all out and do one for each platform when a new piece of content publishes? If you regularly post on Facebook or Twitter, you should expand and start doing Facebook AND Twitter – consider throwing LinkedIn and Instagram into the mix as well. When prospective students are considering your university they will absolutely go through ALL of your social accounts, so don’t just be active on one or two.

IT’S TIME FOR A CHATBOT, OR A DEDICATED EMPLOYEE: Facebook will now let users integrate Messenger straight into their website. This is a huge step for Facebook and for the chatbot industry as a whole because of Facebook’s worldwide presence and dominance in just about everything they choose to do. This integration will allow site visitors to message straight from a site and interact with someone – or a bot – in real time, rather than sending an email (which, spoiler, they just won’t do).

Why you should care: Simple.

  1. Your potential applicants want immediate answers
  2. Almost all of them already exist on Facebook
  3. Even if you can’t answer right away, a bot can

Don’t believe us? Check out this page, and if you still aren’t convinced give us a call at (703) 560-8414.  

Topics: Social Media, Content Marketing, Facebook

About The Minute

Bringing you a 60-second update on the latest trends in Higher Education Marketing each Monday morning. We stay on top of everything happening out there — the tweets, snaps, blogs, newsblasts, etc. — and bring you a summary of the stuff that is actually worth reading.

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The Guide to Content Nurturing Workflows

In this guide, you will find 9 examples of Content Nurturing Workflows that show you detailed processes that leverage prospective student behaviors that are directly related to the content they are consuming. This data-driven method improves engagement and generates positive applicant conversion results.

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