A large part of the IT marketing challenge is brainstorming the perfect headlines for online content. Web surfers typically click headlines that grab their attention. Unfortunately, the average person is exposed to dozens or even hundreds of article headlines every single day, partially because countless articles are shared on social media. It is time to think of your headline as the all-important first impression. If you start out on the wrong foot, you won’t have the opportunity to establish a loyal audience and subsequent customer base.
Brief Headlines Work Best
Headlines should be short for several reasons. For one, attention spans are remarkably short in our on-demand era. If your headline is lengthy, people really will stop paying attention to it. If your target audience tunes out of your headline, there is no chance they will read the text beneath it. Furthermore, short headlines are sensible as they are that much easier to share. A lengthy headline will prove difficult or even impossible for your audience to share. Ideally, the headline will be short enough so the entirety of the title, accompanying link and the name of your blog/website can be shared.
Tailor Headlines to Your Target Audience
Your IT marketing campaign must be developed with the target audience in mind. If your headlines do not speak to those you are attempting to convert into paying customers, you will have wasted time, energy and money. Invest the time and effort necessary to pinpoint your target audience’s needs and goals prior to drafting headlines as well as web content as a whole. Craft headlines with these users’ needs and desires in mind and they will be that much more likely to click and truly engage with your online content.
Resist the Temptation to Bait People into Clicks
The best headlines provide clues as to what information is to follow. If your headlines are nothing but false promises, people will catch on and eventually stop clicking your online content altogether. You can provide assistance, solutions, and advice without being overly-bombastic or flat-out lying in your headlines. Refrain from using bombastic words like “secret”, “trick” and “magic”.
Provide a Brief Description of the Ensuing Content
A title in and of itself might not be enough to sway an onlooker to engage with the article. Add tags to the headlines to inspire clicks and in-depth reads as opposed to superficial scanning. Even the addition of a photo, infographic or video will make your content that much more attractive and entice subsequent clicks. Otherwise, you will rely on the strength of the headline alone to grab your audience’s attention. This bare-bones strategy might work part of the time, yet you are better served with titles including descriptive tags, infographics, pictures or other form of visual support to optimise engagement.
Practice Makes Perfect
When in doubt, write down several different headlines before committing to one. Jot down multiple headlines with your IT marketing aims in mind and run them by your team. Let the responses marinate in your mind for at least a few minutes and you will find it is that much easier to select the right one for optimal impact.