Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Successful Social Media Marketing is All About Embracing Limitations

Successful Social Media Marketing is All About Embracing Limitations Blog Feature

August 14th, 2013 min read

 

Successful Social Media Marketing is All About Embracing LimitationsFun fact; a goldfish has a longer attention span than a freakin' human being.


Yup. According to a study published by the Associated Press, the average attention span in 2012 for us homo sapiens was 8 seconds. A goldfish? 9 seconds.


What does this mean, exactly? Well for starters, it means if you've made it this far into the article, congratulations! You're among the elite!


It also means that many of those social platforms you've resisted as being too silly or constrained are actually playing yourself out of the behaviors of consumers.


Whoops.


This new wave of social media has focused more on quick, calculated content sharing that engages its users rather than more lengthy information sharing like Facebook. In most cases, that's the appeal.


Vine, Snapchat and Instagram all utilize time constraints in order to increase interest and engagement. It's working.


Most importantly, that's what is appealing to consumers and also playing into their collective attention spans.


Still have your attention? Great. However, you may not be so lucky with your own audience.


Here's why you need to embrace the limitations many social networks are now putting forth.


Social Media Marketing: It's All About the Limitations


The Numbers


Aside from goldfish having a longer attention span than you or I, here are some other statistics from the study.


Attention Span Stats:



    • Percent of teens who forget major details of close friends or relatives - 25%

    • Percent of people who forget their own birthday from time to time - 7%

    • Average number of times per hour an office worker checks their email inbox - 30

    • Average length watched of a single internet video - 2.7 minutes


Internet Browsing Stats:



    • Percent of page views that last less than 4 seconds - 17%

    • Percent of page views that lasted more than 10 minutes - 4%

    • Percent of words read on web pages with 111 words or less - 49%

    • Percent of words read on an average (593 words) web page - 28%


As you can see, it's much more challenging these days to win the attention span of your consumers. So, why fight it? Why not harness the power of some social media tools that play right into their short attention spans?


Twitter


Really, Twitter is the pioneer when it comes to introducing limitations to our social media interactions. Say what you need to say...in only 140 characters. Surprisingly, many, many businesses have yet to utilize Twitter, either because they still think it's a silly platform that adds no value, or for fear of not being able to get their message across in such little time.


Either way, it's a huge missed opportunity. Twitter – especially among younger audiences – is becoming a more frequent stop for social engagement, as it allows for the consumption of information and media more quickly. It's because of this that Twitter has also become a source of news so many.


Again, why is Twitter gaining steam while Facebook seems to be losing it? Because Twitter's 140 character limit plays right into our short attention spans. We want information quickly. We make decisions quickly.


Stop degrading how short the attention span of your audience is, and instead, start embracing it.


Vine/Instagram


When it comes to information sharing, video reigns supreme.


This past winter, Vine turned social media on its head when it introduced 6 second stop motion video recording.


6 seconds? Considering the average attention span is 8 seconds, this is brilliant positioning on the part of Vine. I mean, there's still a whole 2 seconds to spare!


Considering Vine and Instagram are both subscription based, the potential value is off the charts. Think about how powerful it is for a high volume of your audience to willingly sign up to receive and consume video content that suits their needs and attention spans.


The trick is finding ways to spread your message, tell your story and convey value in only 6 seconds. But it can be done. It is being done.


Scary? Sure. However, it forces creativity, value and ultimately falls directly in line with the attention span of your audience.


Snapchat


Yet another subscription based platform, Snapchat differs in the fact that you can send personalized video messages that disappear after 3-10 seconds. This can be extremely effective at promoting limited time offers, or simply creating buzz or excitement behind a specific product, service or event coming up.


Snapchat also ensures a more personalized engagement, as it often feels as if you're the only one receiving the video message. You can even tailor specific messages to certain people in order to provide further context and as a result, increase engagement with your brand.


The Limits are the Sky


The worst thing you could do is turn your nose to newer social platforms and dismiss them as childish.


They're popular for a reason. They've appealed to wide audience for a reason.


Because they match the way we consume and buy products; quickly.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE