WALLINGFORD — The average person’s attention span is now eight seconds, down from 12 seconds 10 years ago, but much less than a goldfish at 9 seconds, said Shannon Kinney, a small business marketing expert.
On Wednesday, Kinney shared tips on increasing customer engagement through web strategies, social media, and a digital presence with a group of business professionals at the Hilton Garden Inn.
“No matter how you’re advertising, you got to work a whole lot harder to get people to look up,” Kinney said. “There is a lot of content and more created every minute. It’s more than people can consume in a lifetime. You have to get inside people’s heads to build that loyalty.”
About 95 percent of millenials are purchasing online, so businesses need to interact on social platforms. Social media management is among the fastest-growing business segments.
Kinney shared advice on increasing engagement through website design, functionality and search engine optimization. Customers must also be able to navigate a website on a mobile device.
“This is the hub of your business,” Kinney said. “Customers are distracted and have short attention spans. They want to have a good experience on your website.”
Other topics included communication strategies, blogging and digital tools.
The event was hosted by Homebase Digital, a division of RJ Media Group, which offers digital marketing strategies to small businesses. Attendees were offered a digital audit of advertising and social media strategies.
Kinney, the founder of Dream Local Digital, was named Maine Biz Woman to Watch and Local Digital Innovator of the Year by the Local Media Association. She has 25 years of experience working with thousands of small- and medium-sized businesses on online marketing strategies.