B2B audiences tend to be more driven, opinionated, and skeptical than their B2C counterparts – making them harder to reach because they’re more in tune with their own interests. That’s why B2B audiences are more selective with their time and attention, making B2B attention scarcity one of the biggest challenges for marketers. But it doesn’t have to be. With the right strategy, you can find a way to connect with your audience even in the most demanding of markets.
What is Attention Scarcity?
Attention scarcity refers to the fact that consumers are more selective with their attention than ever before. There’s simply too much noise and too many options for people to pay attention to everything.
This concept was first derived from attention economy literature, which describes how the internet has changed the way people acquire information and conduct business.
The attention economy is all about maximizing the value of your audience’s attention and getting them to spend more time on your offering than your competitors. It’s about identifying the most important things for your audience to pay attention to and then making sure they see them.
You see, when you’re in a crowded place, it’s hard to pay attention to just one thing. So, if you’re trying to grab someone’s attention, you must be clear and loud enough so that they notice you. But once they’ve seen you, you have to hold their attention. This means that you must be innovative and dynamic enough to keep them coming back for more. Otherwise, they’ll move on to something else.
That’s where scarcity marketing comes into play.
Defining Scarcity Marketing
Scarcity marketing is the art of creating a sense of urgency and exclusivity to capture more attention from your audience. It’s a strategy that makes people feel like they’re missing out on something special. It’s about creating a sense of urgency and exclusivity. When you tell your audience that they only have a limited time to take advantage of an offer, they’re more likely to take action.
This is a marketing method that is utilized frequently in the B2C landscape. However, B2B attention scarcity marketing is used more often than you may think.
Examples of Scarcity Marketing
Scarcity Marketing is a powerful tool when done correctly. It’s designed to pull your audience in, get them excited, and tempt them to take action. When done poorly, it can be off-putting, so it’s essential to get it right.
Here are a few examples of scarcity marketing in action:
One frequently used example of scarcity marketing is the invite-only offer. This is where you make your audience feel special by inviting them to be a part of an exclusive experience.
This approach is an excellent way to generate excitement amongst your audience and generate a sense of urgency. It’s also a great way to build a sense of community. When your audience feels like they’re a part of something special, they’re more likely to share their experience and recommend your brand to their peers.
An excellent example of invite-only exclusivity was Clubhouse’s invite-only campaign when they first launched their networking app.
Source: Business 2 Community
Not only was the app only available for those with iPhones, but you couldn’t simply sign up and gain access to the platform. Instead, you had to be invited by someone else who had already been asked. This created a sense of exclusivity and urgency, which led to a massive spike in demand for the app.
Another excellent example of scarcity marketing, especially when it comes to B2B attention scarcity, is virtual queues and limited access.
This is where you create a queue or waiting list to build a sense of urgency and exclusivity. When you tell your audience that you only have a limited number of spots available for a free consultation, for example, they’re more likely to take action. They want to be one of the first to take advantage of the limited-time offer.
This builds a sense of urgency, which causes your audience to feel like they’re missing out on an opportunity unless they take action right away.
A virtual queue also helps generate excitement amongst your audience because they can see just how in-demand your offer is.
This makes them feel like they’re getting a rare, exclusive opportunity to connect with you. It also gives them a sense of community, which increases the likelihood of sharing their experience and recommending your brand to their friends.
How Can B2B Attention Scarcity Improve Your ABX Strategy?
Scarcity marketing is a powerful tool when done correctly. It’s designed to pull your audience in, get them excited, and tempt them to take action. However, it can be off-putting when done poorly, so it’s essential to get it right.
With more brands focusing their attention on creating an account-based experience for their clients, is it possible to use B2B attention scarcity as a way to improve your ABX strategy?
It’s certainly possible.
The key to success is to know how to use B2B attention scarcity to your advantage.
An ABX strategy focuses on creating a seamless experience for your clients where they feel like they’re getting the most value for their money. When you use B2B attention scarcity as a tool to build excitement amongst your audience and generate a sense of urgency, you need to follow that up with real value.
For example, if you’re using a virtual queue to generate a sense of urgency for an exclusive offer, you need to follow up with relevant, educational content rather than spamming your audience with sales pitches. This shows your audience that you value their time and builds a sense of trust, which increases their likelihood of coming back for more.
Create a Unique ABX for Your Audience with Hushly
When it comes to creating a sense of urgency and building a sense of community, there’s no better tool than Hushly. This tool is specifically designed to help you make an ABX strategy that meets your unique needs. You can use Hushly to create a sense of urgency and build a community of like-minded individuals, or you can create an unforgettable experience for your audience and build a relationship with them on a deeper level. It’s entirely up to you.
If you’re ready to put ABX to work for your brand, then request your demo today!