Showing Up in the Attention Economy

In today's crowded digital world, consistency beats cleverness every time

In the attention economy, showing up isn't optional; it's essential. For small businesses, earning and keeping the attention of potential customers is one of the biggest challenges. You're not just competing with direct competitors. You're competing with viral videos, breaking news, and every other notification vying for someone's attention.

So how do you win in this environment? The answer starts with showing up consistently, delivering a clear message that matters to your target audience.

What is the Attention Economy?

The attention economy refers to the modern landscape where attention is a limited resource. With an overwhelming amount of content produced every second, people have limited mental bandwidth to engage with what's in front of them. For businesses, this means a constant battle to earn and maintain that attention.

This concept has been explored in depth by various experts. For instance, Emotiva discusses how user attention can be treated as currency, bringing profit to companies when leveraged effectively.

Why Consistency Matters More Than Cleverness

Many small businesses believe they need to be funny, trendy, or viral to get noticed. They chase likes and views by jumping on the latest trends. While a viral video might bring temporary attention, it doesn't guarantee that people will remember what your business actually does.

Have you seen the folks from ClickUp? They've been huge for a bit on TikTok and Instagram with their funny HR parody videos. Do you know what ClickUp actually does? Not many do. Certainly not many of the millions who have seen their videos have any idea what they actually do. They are a project management software company. Now, they are also doing over $300 million a year in sales so literally everything else they need to be doing is going right so they can afford to do whatever they want with their social media. You can't afford that.

Say you're an accounting firm and you create a dance video that goes viral. It might get a million views, but if those viewers aren't potential customers and the video doesn't convey the firm's services, the effort doesn't translate into business growth. It might feel good to tell your friends and family how many views your video got, but your payroll company won't take those views as a deposit to pay your company payroll.

Instead of trying to go viral, you focus on showing up regularly with content that speaks directly to your ideal customer. Discuss their problems, explain how you solve them, and demonstrate your expertise. Building trust by being helpful is more effective than trying to entertain.

In the Attention Economy, Repetition Builds Recognition

Random appearances won't suffice. If you're only posting sporadically, your business won't stay top of mind. In a world where everyone is fighting for attention, visibility depends on repetition.

The more your audience sees you and hears a consistent message, the more likely they are to remember you. When they remember you, they're more likely to choose your services when the need arises.

You're Competing with More Than Just Your Industry

It's crucial to understand that you're not only competing with other businesses in your industry. You're also up against social media platforms, streaming services, news outlets, and countless other distractions.

If your brand doesn't show up often enough or fails to offer a clear reason to care, you'll be forgotten. And when you're forgotten, you're out of the running.

Final Thought: Consistency Builds Trust

In the attention economy, consistency is a superpower. You don't need to be everywhere or follow every trend. But you do need to be consistent.

Show up regularly, speak to your ideal customer, and deliver a clear message. Over time, this approach builds recognition, trust, and ultimately, conversions.

We are all in a battle every day for the attention of our potential customers. Those who show up regularly stand a better chance at winning. If you aren't showing up, you don't stand a chance at all.