When you think about businesses marketing to an audience, the words engagement and relevance always come to mind. However, you would rarely think of captivation. That’s because captivation typically refers to something that catches your attention and doesn’t let go.
Captivation is a way to understand your audience deeply. It involves the compound effect of relevance, interest, and engagement.
Knowing Your Audience Inside Out (Relevance)
You don’t just need to know your audience's gender, class, age, or race. You need to know how they behave as well. This metric indicates what your audience will like, what they will choose, and how they are willing to spend their money. It includes mapping out their beliefs, likes, dislikes, inhibitions, and passions. Everything from what they use to commute to work to what they order for lunch is essential. What your audience listens to while they work out is just as important as what they choose to drink at parties. Which app they use to talk to their friends is just as important as which phone they use. All these small choices make an amalgam of what a human being is. To appeal to your audience, you need to understand your audience to the core. It’s the only way you’ll be relevant in their eyes.
Giving Them a Reason to Look Further (Interest)
When you understand your audience, you need to give them a reason to look at you. There are millions of brands and businesses out there. Our attention spans are diminishing, and gigabytes worth of information is coming at us every minute. To captivate someone, you need to appeal to them in a way they would prefer, to really interest them. This could be a story that they like, or a statistic that convinces them to give you a try. Some people prefer a long-winded pitch, while others would like you to get to the point. The way you present yourself to a customer is critical. Otherwise, you may lose their attention after a few seconds.
Involve Them in the Process (Engagement)
After you’ve captured the interest of potential customers, you need to engage them. That means you need to give them a way to participate in your world. Whether that’s an app, a discount, a contest, or a social media poll, it is up to you. All you need to know is that engaging someone in your business, even in the tiniest way, means success. However, you need to do it in a way that they prefer. All the knowledge you’ve gained from relevance and interest will help you tremendously here. With all that said and done, it seems like a pretty simple process. However,
the thought that goes into it is anything but simple.
At Orbital Socket, we’ve engaged millions of people for hundreds of businesses around the world. Let us show the world what you have to offer. Let Orbital Socket captivate your audience for you.