The Growth Generators Framework – Attention, Intention, Retention
What’s growing your business?
We help businesses, and the people running those business, find their own custom Growth Generators – increasing revenue and making sure that the employees and contractors, along with your customers, are growth generators because you simply do good business.
Remember the first time you visited a place where every sight, sound, and action seemed so special?
Your audience wants to see, smell, hear, and feel your story – that’s why the attention span scans in 9 seconds or less, because the mind is not engaged until it feels, sees something new, and begins imagining….
Because when you visit a new place, you notice everything. After a few days, even this fades away.
When you visit your audience on social media, and plan your content marketing, it should be like that first visit to a new place.
Content marketing isn’t just creating content, it’s answering questions and creating growth generation, and adapting to changes driven by your audience.
Here’s what you should listen and look for:
1. Discover Their Social Media Schedule and Make it Yours
Your customer’s actions/behaviors – what time of day, week, and yearly events frame their digital activity? Go way beyond just automating everything, blend automation with active listening (like social keyword prompts from Warble.co, and many other solutions for Twitter).
Simply Responsive Marketing: when someones asks a question on Twitter, Facebook, or wherever your customer goes daily, answer, and invite to follow up.
Don’t expect it all in one day, look to see if there’s sufficient demand first. You’re building a foundation to grow, not an instant boost in sales. Target 3-6 months to build your reputation and growth generation systems.
Big Fish in a Small Pond and Influencers:
Define the best time, and the best people to contact (influencers) ongoing to spread the word. Don’t just look at big numbers of followers, look for repeat activity to a defined niche audience.
2. Social Growth Generators: which social platform(s) dominate their attention?
The most obvious, and overlooked advantage is knowing the social platforms. Optimize for one or two, not every one, and cutting/pasting your same message doesn’t work.
Break routine, in your headlines and your writing, to keep your audience engaged. If you keep sending out the same stuff using the same language, their brains turn off.
Remember you don’t own the social platform, they do; that subtle control allows you leverage, but if you pitch to it, they turn you off.
3. Personal Growth Generators: what stories do they follow?
You will know them, by what they follow, and that means stories.
On Facebook, the stories tend to be more positive by algorithm; what makes them smile?
What creates the rare spurts of activity? Go to BuzzSumo to see what’s being shared and where.
Instead of looking at the new mobile, social layer of activity as some problem/solution pool of prospects, seek instead to qualify them through traditional growth generation practices – ask qualifying questions, share How To and Problem/Solution free content (video, audio, and written).
Predictive Content Marketing = Growth Generator
It takes 2-20 steps (or more) before “they” buy, and “they” are a specifically small 2-20% of everyone you reach. And for the many who will never buy, encourage them to share.