#97: How to Capture Online Attention - Without Using Ads

The Creative Marketing Zone Podcast - Tips to Capture Online Attention - Without Using Ads - Feat Zack Slingsby of Human Factor Media.png

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Alright everyone, welcome to another exciting episode of The Creative Marketing Zone Podcast! I am your host and chief creative officer, Eric Koch (rhymes with watch) and this is the weekly show on all things creative to help you get into creative marketing zone for your business.

Today, I am super pumped to bring on Zack Slingsby, Founder and Creative Director at Human Factor Media, a video production agency focused on creating highly engaging videos that capture online attention for brands.

Zack Slingsby, Founder and Creative Director at   Human Factor Media

Zack Slingsby, Founder and Creative Director at Human Factor Media

I actually got the awesome privilege to have lunch with Zack before the holiday break and we had a great time chatting it up personally. I also enjoyed hearing his perspective on the power of video and the waning death of ads - AKA interruption marketing.

As I have mentioned before on this show, back on episode 91, ads on social media can work, but there truly is an art and science behind this. Meaning there is a formula in which I broke down that clearly needs to be used in order to effectively get your message across through a series of good quality content that delivers value. Again the key word here is, “value.”

What we are now starting to see, at least on my timelines and Stories is an overabundance of ads that are doing a miserable job of trying to desperately get our attention and sell right off the bat. And this tends to puts a sour taste of distrusting anything or anyone who shows up as an ad on social media.

If you think about it – social media is a place to be social, right guys? And yes, the juggernauts like Facebook, LinkedIn, YouTube and Twitter need to make money by selling ads (or your information). But people don’t come on to social media to watch ads. They come to be entertained, educated, inspired, motivated, and engaged. Ads tend to disrupt this process.

The same thing is also happening outside of social media. People will do whatever it takes to avoid watching ads. They will use the bathroom, get snacks, go on social media, have pop up blockers installed, sign up for packages with no ads – e.g. Hulu premium version, fast forward with their DVR, etc.

As a brand or marketer knowing this, the question now becomes, “How in the heck do you capture the attention of your audience when people don’t want to see ads?”

Well, my friends, this is where Human Factor Media comes into play as you will hear Zack talk more about here soon on the power of video that reaches people organically and drives them to take action, without selling. Interesting stuff, right?

Now, if this is your first time tuning into the awesomeness of The Creative Marketing Zone Podcast then welcome! I am super thrilled you are here. Each week I release a new episode featuring an awesome marketing guru sharing his or her ninja hacks or tips to help you get in the creative marketing zone for your business.

I have been doing this show for over a year and a half now and it is such a pleasure of mine to be able to connect with awesome folks, like Zack, who come on and share their tips – for free! I get to learn with you along this journey and believe me, this journey will continue!

And if you are a repeat listening friend of the show, then welcome back! As always, I am super elated that you have chosen me to be in your ear each week wherever you are. As you know the show keeps getting better and better, and I could not have been able to do this without your support.

Speaking of support from everyone tuning in - if you can do me a HUGE favor if you haven’t already done so, please smash that subscribe button on your favorite podcast listening player to be alerted of new episodes each week. And if you are tuning into The Creative Marketing Zone Podcast on iTunes, then do me a solid and leave me a review!

As you know, reviews mean a ton as it helps me climb the charts as a top rated podcast in the marketing category of iTunes and it helps bring in more awesome listening friends like yourself who are eager to learn creative marketing strategies and tactics to grow their empires!

And if you leave me a review, then do me a huge favor and let me know on social media. I am mostly active on Instagram at TheCreativeMarketingZone, LinkedIn, Twitter, and Facebook. You can also email me directly at Eric@TheCreativeMarketingZone.com and I will be sure to give you a special shout out!

One last exciting announcement guys before we jump into the awesomeness of today’s show.

As you may or may not know, I work with a lot of coaches, consultants, marketers, and agency owners when it comes to helping them put together creative marketing campaigns that help drive more visibility and exposure, engagement with their target audience, leads, and sales for their business.

If you or someone you know is feeling overwhelmed or confused when it comes to marketing your business, are tired of throwing pasta noodles on the wall to see what sticks with your marketing, or you would just like to learn more about some cutting-edge stuff that will take your business to the next level then do yourself a huge favor.

If you are on your mobile phone tuning into this podcast or have your mobile phone nearby, then simply text the code word “strategy” to 31996 right now and I will send you the link to schedule your free creative marketing strategy call with me. I have just two spots remaining to hop on a call with me in February so definitely take advantage of this cool free offer.

On our call together we will get the opportunity to connect, learn more about your business, and I will provide recommended strategies and tactics to help you get to where you want to go – for free! I also provide a recommended blueprint or roadmap, which is basically a detailed step-by-step marketing plan, which we can talk more about if there is a need.

Again, simply text the code word “strategy” to 31996 to get the link to set up the free call with me. I look forward to connecting with you and learning more about your business!

Alright, guys, we have an awesome show to conduct, don’t we? So, without further ado, let’s welcome Zack to the show!

Tune in Below 👇

Also Available to Listen/Download in iTunes | Google Play Store | Stitcher Radio | Spotify | And More!

Key Takeaways

Man did I have a fun time with Zack! I learned a ton and got a lot of good clarity on the direction of what it takes to build a brand effectively in today’s attention economy. Here were some of my key takeaways from today’s show:

  • Learning more about Zack’s background and the story behind his brand, Human Factor Media. It’s the thing that makes something shareable.

  • Interruption marketing is driving people insane and ads are getting super annoying.

  • Zack mentioned an interesting stat on the show about how much money companies are going to lose in digital ads. Zack mentioned that by 2022 brands would lose more than $20 billion. However, after we did our interview together, Zack did share the link with me showing that this number is higher. A new study from Juniper Research has estimated that digital publishers stand to lose $27 billion by 2020 as online publishers struggle to find effective strategies to counter ad blocking. This should tell you something here about needing to differentiate your marketing efforts outside of just running ads.

  • Brands should be in the entertainment business – completely organic. Of course, at some point, there needs to be a pitch, but the series you put together needs to lead to the pitch - like a web series, or an NBC type show. All of the top guys are actually doing this, like Dollar Shave Club. And this is a great way for startups to differentiate from the tried and true commoditized methods we all grasp for. 

  • Examples Zack shared and their results.

How to Connect with Zack

Human Factor Mediawww.HumanFactorMediaGroup.com

Email - zachary@humanfactormediagroup.com    

Video Podcast – Why Aren’t You Famous – stay tuned for this

Alright, guys, that is all I have for you today. Thank you so much for tuning in. Be sure to join us again next week as we will continue on with some more awesome creative marketing ninja tips for your business. And again, if you or someone you know needs some creative marketing assistance to take your coaching, consulting or even your agency to the next level, then text the code word “strategy” to 31996 from your mobile phone to secure your spot for your free strategy call with me today.

I will continue the tradition of closing out by stating to go out and practice your ABC’s to success. Yes, always be closing, but also, always be creative and take action!

Talk next week.