Have you ever stumbled upon a post on Instagram from your favorite influencer explaining how the tools they curate have helped them stay consistent on social media?
Or, perhaps it's an SEO expert Brian Dean, with a blog on SEO tools — complete with tried and reviewed 179 free and paid tools — which persuades you to use his tools to apply SEO tactics like a pro.
No matter the situation, you can probably think of when you paid attention to a highly praised product by someone you admire. That person explained how the product is making their life much easier.
And you couldn't help wondering, why not make that product a part of your life too?
This is called attraction marketing.
Let's explore more on attraction marketing, how it is different from content marketing, and how to use it to spread the magic of your brand.
What is Attraction Marketing?
Attraction Marketing involves offering valuable information about the products or services before luring customers in to buy.
Attraction marketing does sound like content marketing, but there are some differences.
Content marketing is all about content. The content may or may not include a product or service of the company. On the other hand, attraction marketing focuses on creating content or implementing different strategies to attract prospects towards the website, product, or services. Eventually, it leads those visitors to sign up for the newsletter, follow social media, purchase something, etc.
Attraction marketing can involve content marketing as it does include content creation.
So are you ready to attract your targeted audience with this form of marketing?
Let's go through a formula you can refer to when planning your strategy.
Attraction Marketing Formula
As per Brian Finale, author at My Lead System PRO (MLSP) blog, a simple yet effective attraction marketing formula you can focus on daily for guaranteed results is:
- BUILD your targeted audience each day
- ENGAGE with your audience, and create valuable content referring to their difficulties
- Build and engage fill up the SELLING part of the formula
If you work on these three tasks each day, you will start profiting from Attraction Marketing!
In fact, whenever you feel lost in your marketing, simply jump back to the 'B-E-S' formula to start from scratch or continue growing your business.
The other prominent parts of attraction marketing include the strategies that help you take the 'B-E-S' foundation to the next level.
We have developed an 8-step system showing you exactly how to build your audience, enhance engagement, and generate leads.
8-Step Attraction Marketing System
Now, let's dive into some of the best practices attraction marketing practices you can put into action:
1. Pick Your Channel
For attraction marketing, you have to choose the right channel to spread your message. For instance, Twitter is not a good choice to tell a story. It limits you to certain characters.
For long-form content, blogging or podcasting are the best supporting platforms to go for. Social media platforms like Instagram and YouTube are great options to share graphics and videos.
Ryan Hanley started the Content Warfare Podcast to share content marketing and social media marketing strategies. The podcast stretches to 33 minutes per show. According to Ryan’s Google Analytics, the average reader of his blog posts sticks for 2.7 minutes. In contrast, the average podcast listener remains for 27 minutes.
While it sounds incredible, podcasting is not as simple to record audio as buying a domain name and installing WordPress themes.
After recording your first episode, you have to publish it on the web for listeners. Arrange and manage all the media files in one place. Distribute your podcast to directories. And much more. You can switch to a podcast hosting platform — a one-stop shop for your podcast — to take care of all your audio files and build an RSS feed for your podcasting channel.
2. Spread Knowledge
New and exciting products often require learning new knowledge and skills from the consumers’ side. So it’s essential to educate customers and upgrade their understanding of your product.
Start producing content on your website or social media channels where the customers have easy access.
- Mention the benefits of your product or services
- Write an article on how to use it to eliminate specific pain points
- Narrate how your products meet the consumers’ needs
- Share the facts
- Show the DIY hacks
- Reveal how faster or efficient things can go after using your product
- Highlight praiseworthy points
When customers start understanding your product, the benefits, capacities and limitations, their imagination takes the shape of what they can achieve with your product. This in-depth understanding of your product or service will build trust and awareness in your audience.
3. Leverage Influencers
Imagine a stranger at a party comes to you and brags about himself to convince you to be a friend. On the other hand, one of your friends introduces his/her friend. Which one do you choose to be your friend?
Of course, the one introduced by a mutual friend.
An influencer is the same mutual friend befriending your brand with your potential customers.
When you collaborate with an influencer, not only do they bring their followers, but also their audience’s network too.
- They generate content around your product or service
- They show how your product is a solution to the problem
- They recommend your brand to their loyal fan base
- They participate in conversations relevant to your brand
Due to the loyal followers, an influencer possesses the ability to drive traffic to your website, boost your social media exposure, and directly sell your product through recommendations or tell a story about their product experience.
Daniel Wellington, the Swedish watchmaker, exclusively focused on word-of-mouth marketing through influencers (top Instagrammers), who advertised the brand with their eye-catching images and branded hashtags.
From this influencer marketing campaign, the brand earned $220 million—an awe-inspiring amount considering it was a $15,000 startup.
Now, if you want to run an influencer marketing campaign, you need to find an industry-relevant influencer—someone who constantly posts content resonating with your brand. Manually sorting through the entire web to find your ideal influencer can take ages. Alternatively, you can leverage influencer platforms to find the influencers databases, connect with the suitable ones, track campaigns, and measure results.
4. Connect with Your Prospects
By this step, you become an expert in your respective domain. You recognize the ins and outs of the content you publish and address your prospects' pain points. So, why not repurpose it into a membership website for better engagement, increase loyalty, more sales or generate more revenue?
A membership site is a digital portal where your customers can access content on specific subjects surrounding your industry. Membership sites can be in any form, like premium blogs. But the most lucrative type of membership site these days is a video streaming subscription site.
Think Netflix but with your content.
You can address your members' problems and offer a custom solution by creating videos on them. Or you can also use your membership for entertainment purposes.
Chris Ducker is one of the worth-mentioning leaders here. He launched Youpreneur, his membership website, where he’d educate entrepreneurs on how to break the chains of stressful lifestyles and build a personal brand.
Based upon his experience, he began publishing content, creating courses, and launching a podcast to explore more on “Youpreneurship” – people who took the step to build personal brands successfully.
In five years, the brand grew enormously. Ducker started a big annual conference and enjoyed a whooping 7 million podcast downloads. At the same time, thousands of people were attending his Youpreneur academy.
5. Distribute Content / Become Omnipresent
With all the noise in the content world, even high-quality content risks ending up in the dark.
The only way to save your content and gain maximum exposure is to repurpose it and distribute it through various channels. For example, you can turn your blog into other content formats like podcasts, videos, infographics, etc. and share them on YouTube or Instagram. Posting your communities’ Q&A on social media is also a quick option to repurpose existing content.
Finding new ways to recycle your existing content has enormous benefits, such as reaching a new audience. As you know, some users prefer videos over articles. Some go for podcasts over ebooks. Reformatting your content makes your brand omnipresent.
If you are worried about managing a plethora of content with multiple channels on tow, you can use tools to keep it all organized.
For instance, the Facebook Business Manager allows you to maintain multiple Facebook Pages, Instagram accounts, product catalogues, and ad accounts in one place. You have the power to give complete or partial access to your staff according to their tasks.
6. Use the Power of Influence
Online conversations are growing every single minute.
How would you be heard?
How will you make your voice influential and beneficial?
How will you make your content liked, commented, and reshared?
Robert Cialdini, the author of “Influence” and “Pre-Suasion”, comes to the rescue.
In his book, Persuasion, he outlines six fundamental principles to influence people without them noticing they are being persuaded.
1. The Reciprocity Principle: we pay back what we receive
Offering something for free first triggers the feeling of indebtedness. It makes your prospects more likely to answer your requests.
2. The Commitment & Consistency Principle: we stick to whatever we’ve already selected
Use this principle to make your customers commit to something, like a statement or an identity. It’s a surefire way to earn their loyalty.
3. The Social Proof Principle: we trust more on popular things or things endorsed by people we trust.
Get your products or services endorsed by your past customers, influencers, or an expert in your industry.
4. The Liking Principle: we tend to say “yes” to the requests made by people we like.
Become a friend of your customer, not a brand. Show them how you relate to them, and understand them.
5. The Authority Principle: we follow experts who know what they’re doing.
Hire industry-relevant people with positions of power or experience to share your content. Or wrap your content with the phrases like “experts say”, “research shows”, or “scientifically proven”.
6. The Scarcity Principle: we are naturally drawn to unique and hard-to-achieve things.
Create a sense of urgency in your content or use other promotional languages.
Put these principles in action to increase your conversions.
7. Add Personalization
Personalization is about creating individualized experiences and interactions for customers. These can vary from creating dynamic website content to one-of-a-kind promotional offers to customized product recommendations, etc.
But you don't have to personalize each part of your content manually. Personalization software or tools enable you to tailor your website according to the customer's behaviors and attributes.
Depending on the size and type of your business, your personalization technology can include a single or a set of various tools.
For example, you can incorporate personalized email sending tools, outreach software, analytics platforms and more to ensure the campaigns you build deliver the right offer to the right person at the right time.
8. Start Referral Marketing
There’s nothing better than your existing customers praising your brand in front of their friends.
However, this situation doesn’t occur often enough.
Most customers forget to mention your brand in front of their friends, even if they had an extraordinary experience. Fortunately, you can simulate this behavior more often with referral marketing.
Referral marketing refers to recommendations and word-of-mouth strategies to grow your customer base using the networks of your existing customers.
For instance, Airbnb has a unique referral program. Refer your friends to the Airbnb platform, and both you and your friends will earn credits for your next trip. A win-win situation.
Airbnb was able to increase bookings by 25% through their referral marketing.
So, if you incentivize your customers or leverage influencers to spread the word, you can get their friends or followers to buy from your brand.
The best potential customers are those who come in search of you. Attraction marketing makes your customers understand your product and its value through reputable means. So, if you want your customers to knock on your door, give attraction marketing a try.