Simon Sinek says the best business brains think, act and communicate – the same way.
Today I immerse you in some of the global top-tier marketers’ thinking and strategies.
How the best are winning at advanced demand generation growth today for their clients – some of the world’s biggest brands.
“We are in the middle of the greatest land grab opportunity humans have ever seen.”- Gary Vaynerchuk.
Today if you want to start or scale any business, your ideal buyer’s Attention is the most valuable asset you need to own. With no attention, your business is dead. – Gary V.
Digital Attention is the primary gateway to clients, buyers and consumers’ wallets.
Long-term readers will recognise I write regularly about the value and power of gaining your ideal buyers’ Attention for digital businesses to succeed.
Today let’s go deeper.
1) What is Platform Arbitrage, and how can I use it?
The fundamental principle is investing time, money, and resources in underpriced buyer attention opportunities that will give disproportionate Attention capture and higher ROI – gaining more revenue than other channel alternatives for less cost.
Some big-picture concepts to digest first,
- Digital Attention is an asset as valuable as gold in today’s digital economy.
- Digital Attention can be scaled, duplicated, monetised via the sale of products and services, or sold to the highest bidder for its CPM value.
- Time and Attention: No matter how much money, power, or connections you have, time, once used, cannot be replaced.
- Competitor Attention Dynamics: When people pay more attention to your business, they have less time to give to your competitors. Getting more attention for your business starves your competitors of future revenue.
The business formula: More Attention = More Revenue
The business strategy: Find where Attention is significantly underpriced compared to what it’ll cost to acquire it elsewhere or in the future.
The business opportunity is to acquire precious assets – Attention – far below their actual market value at any time – delivering campaigns with a higher ROI.
Platform gold: when organic reach is vast, engagement is high, and the cost is low.
Today’s most influential and highest-income thought leaders started on new platforms when the platforms were significantly underpriced.
- Tony Robbins (infomercials),
- Brian Rose (YouTube interviews),
- Joe Rogan (podcasting),
- Tim Ferriss (long-form blogging),
- Gary V (repurposing)
It’s like the stock market – buy lots of Attention when it’s cheap – dont buy when it’s too costly.
What matters is the volume of (ideal buyer) Attention and the cost (CPM) to acquire it from the platforms provided at that moment in time.
Ask yourself: How Can I Acquire Ten Times the Attention for Half the Price?
Each platform, print, radio, TV, Google, YouTube, or Facebook, quickly cycles from undervalued to overvalued on any given day or time.
Market intelligence – understand how under or over-priced each platform is to find the best buying opportunities.
I trade Attention on an everyday basis. — Gary Vaynerchuk – VaynerMedia
Look over the horizon – what share market stocks will be valuable if I buy today? It’s the same analogy for attention acquisition. Where will your ideal buyers’ Attention be in one month, six months or 18 months? Which platforms – what times – what mix of channels?
Focus 80% of your resources on exploiting the most underpriced platform at any point while constantly testing the other platforms with the other 20% to see if the other platform(s) could be the next big thing.
When the gap between the value of your buyers’ Attention and the price charged by advertising platforms is most significant, it’s time to buy.
Look for opportunities: when platforms launch new features, their attention cost may be – reduced pricing —creating substantial arbitrage opportunities.
2) Content Velocity Leverage
A few organic social media posts will not capture attention and deliver an ROI. Those who believe twenty posts a month is excellent value has it wrong – the facts do not support their assertions.
The distribution wall: social media platforms apply various brakes on gaining more attention from organic social media. Each channel has different rules – the only way to succeed at capturing more attention is content velocity. More posts per day, hour, or week are required to get over that platform’s distribution wall.
For some businesses, the content velocity required to jump the distribution wall and get attention may be hundreds of daily posts (depending on the platform).
How do you achieve content velocity and a positive ROI?
a) Optimise all content for maximum Attention
- The true differentiator of success: are the ability to produce and distribute valuable content at scale and on-brand messages across multiple social media platforms (up to 15 touch points) at high velocity every hour and day.
- Multipurpose and repurpose your current content with context for each channel – refrain from just reposting it: deliver it fresh and without being labour-intensive to achieve it.
- Omnichannel Content: systemise taking a long-form piece of content and getting twenty to forty micro contents. At Accelerate, we achieve this every day. We consistently produce 80–100 pieces of content daily and capture enormous amounts of Attention and engagement for clients and our brand – the financial advantage for a client is it creates a vast time-to-attention ROI in their favour.
Today’s problems and solutions
Global content supply outstrips each hour the eyeballs available to read each piece. Only valuable content gets read and viewed. Your aim should always be to create value for your ideal buyers.
Every day, standing out and differentiation from your competitors to capture Attention will become exponentially more complex and expensive – it is never going to be this cheaper – start now.
The winning strategy is improving and building your business’s brand using affordable, underpriced attention today.
How is your business approaching its demand generation? Does it have strategic or operational gaps holding it back from improved ROI?
Regards
David
