Marketing Attention Grabbers: Succeed in SEO, Inbound and Email
Getting attention is the name of the game in digital marketing. With endless content competing for limited consumer focus, marketers need compelling hooks, headlines and calls-to-action to break through the noise.
The good news is that decades of marketing science and psychology research has revealed several key strategies to capture interest. When combined creatively, these principles can transform even the driest topics into magnets for clicks and conversions.
In this guide, we’ll cover actionable tactics to grab attention in three major digital channels: SEO, inbound marketing and email. Master these techniques, and your campaigns will pull more eyes than ever to your site and messaging.
Craft SEO Titles and Meta Descriptions That Stop Scanners
On Google and other search engines, the title tag and meta description provide the first impression for search results listings. Most searchers will quickly scan these snippets before deciding whether to click through.
To encourage clicks:
Use Emotional Hooks and Intriguing Questions in Titles
Emotion-evoking and mystery-building titles can dramatically lift click-through-rates (CTRs). For example:
- “The One Easy Trick for Ranking #1 on Google”
- “Is Your Website Losing 90% of Visitors? The Shocking Truth”
Asking questions also builds instant curiosity:
- “Still Struggling for Site Traffic? The Hidden SEO Fixes You Need”
- “Why Aren’t More Customers Calling You?”
Pull Scanners In With Ultra-Specific Descriptions
The meta description has space for about 160 characters. Use every last one to explain ultra-clearly how your content delivers on the title’s promise:
- “Our in-depth guide shares 12 proven SEO fixes to help struggling websites finally gain traction and start increasing search rankings, traffic and conversions”
Speak Directly to the Reader’s Key Questions
The best meta descriptions directly address the reader’s situation and top questions/concerns. This builds instant relevance and rapport:
- “If your law firm is invisible online and getting few phone calls, our insider’s guide shares easy solutions your competitors don’t want you to know. Get found online starting today.”
Craft Magnetic Headlines and Subheadings for Inbound Posts
Scannable headlines and subheadings are critical for inbound content like blogs, guides and articles. These elements serve as signposts for readers in a hurry, allowing them to quickly see if the content matches their needs.
To create high-impact headings:
Use Specific Numbers and Data
Number-driven headlines pique reader interest by quantifying value/takeaways upfront:
- “The Top 7 Most Effective SEO Tips for Law Firms”
- “How We Increased Conversions by 312% in Just 30 Days”
Speak to Reader Needs and Curiosities
Like SEO titles and descriptions, inbound headlines should directly address reader needs, questions and concerns:
- “Lawyers, Get Your Phones Ringing Again With These 10 Easy Local SEO Tactics”
- “Why Aren’t More Prospects Calling You Back? 12 Possible Reasons”
Share Intriguing Opinions and Personal Stories
Headings that promise unique perspectives and insider experiences also generate clicks:
- “As an SEO Expert, Here are My 3 Must-Have WordPress Plugins”
- “How I Built a 7-Figure Agency Only Doing SEO Part-Time”
Craft Irresistible Email Subject Lines
Email open rates often fall between 15-30%. To motivate more opens, carefully test and fine-tune subject lines. Here are top strategies for piquing reader interest:
Trigger Emotional Reactions
Email copywriters know certain emotions strongly impact open rates, especially curiosity, humor, fear, anger and exclusivity.
- Curiosity: “You Won’t Believe What Happened at Our Last Team Meeting…”
- Anger: “Why Website Visitors are Ignoring Your Call-to-Action Buttons”
Speak Directly to Reader Needs
As with SEO and inbound headlines, email subjects that directly address needs/concerns convert best:
- “Top 5 Easy Ways to Increase Law Firm Calls from Your Website”
Use Ultra-Specific Subjects
Vague subjects suggesting generic advice often underperform. Instead, get ultra-specific about the exact tips/fixes provided:
- INEFFECTIVE: Marketing Tips for Law Firms
- EFFECTIVE: “7 Quick Local SEO Wins to Get Your Phones Ringing This Week”
Grabbing attention online is a constant challenge, but perfecting your ability to stop scanners and converters can transform results.
Use the emotional and rhetorical hooks above to fine-tune titles, headlines and subject lines across search, site content and email campaigns. Track performance carefully, double down on what converts, and eliminate what doesn’t.
With practice, your digital content will soon command the customer attention essential to marketing success today.