You’ve probably heard of attraction marketing in one way or another. If you haven’t heard of it, you’ve seen it in action. Think about the times when you saw an influencer describe a product they really like which made you interested in the said product – that’s pretty much what attraction marketing is about.
In other words, instead of trying to convince the audience that the product is something they need, you are just showing them how it is helpful to you. This form of marketing is called attraction marketing. With the help of attraction marketing, you can generate leads, improve brand loyalty, and more. Hence, here’s how to skyrocket your lead generation in eight steps with the help of attraction marketing.
#1 Understand What Attraction Marketing Is
First of all, you need to understand what attraction marketing strategy really is and how it works. By understanding all the ins and outs of this technique, you will be able to apply it more effectively to your own campaigns. Attraction marketing is one of those creative branding strategies that is also powerful for purposes other than branding such as lead generation.
With attraction marketing, you will more easily stand out from the crowd and appeal to different kinds of customers. This is why attraction marketing is different from other marketing strategies. Instead of relying on a sales pitch to sell something, it relies on attracting customers to the company and product.
You need to focus on the most attractive aspects of your products and present them in a good light to attract customers. One of the most commonly used forms of attraction marketing is inbound marketing which delivers a lot of high-quality educational content about products directly to potential customers.
By offering informative content about your products, you pique your audience’s interest and make them want to find out more about the said products and possibly even purchase them. You first grow brand recognition and then convert prospects into leads. The two most important things to keep in mind about attraction marketing is that you should be telling your story while also explaining how your product functions and why it matters.
Here are some attraction marketing tips and the best practices you can adopt to grab and hold people’s attention.
#2 Connect With Your Target Audience Emotionally
As you probably already guessed, attraction marketing requires you to connect with your target audience emotionally if you want to generate leads and attract customers. Obviously, by sharing your story, you will be building brand recognition and then brand loyalty which is precisely why you need to have that personal connection with your audience on an emotional level. In the long run, an approach like this translates into more returning customers and a solid client base that you can rely on.
So, how does one tell their story with attraction marketing? By using keywords and phrases that will build an emotional connection with potential customers. Instead of communicating that your product “really works,” share how using the product empowers you as a marketer, or as a consumer. This will help you attract leads at scale.
Your business is only as good as its ability to touch emotions. It is not just about what it offers that matters, but how you are able to offer it does too. Every business has a unique story behind the product or service they offer and people relate to this story in one way or another.
Whether you are the one promoting your products or you have influencers doing so, you need to include certain phrases and keywords that will help you connect with the audience, your buyer personas and truly communicate your message. Show your audience that the product is empowering and helping you lead an easier day-to-day life (or achieve whichever relevant purpose the product is meant to be used for). It’s the “how” that matters – how does the product make you happy?
#3 Name The Product and Why It’s Helpful
The other aspect of attraction marketing is the focus on the educational or informational side of the content you create. It’s not enough to just tell the story and explain how the product is helping you. You should also name the product itself and discuss why it’s helpful. In other words, you need to talk about its features and why these are the features that make it so great. However, you should avoid making it sound too salesy.
For example, you might be explaining how a rice cooker has made your life easier because it saves you a lot of time and cooks the rice just the right way for it to taste perfect. Once you have explained these things, you should also talk about the specific features that allow the rice cooker to make the rice the way it does it. You don’t need to go into much detail, but a few explanations about the rice cooker’s features and characteristics are necessary.
#4 Focus on Future Benefits and Lasting Value
One major thing that sets apart attraction marketing’s approach to informational product-related content is the focus on future benefits and lasting value. Rather than only trying to explain how the product is useful here and now, attractive marketing looks into the future and considers how the product will work then. After all, the product is now a part of your life, so you need to think about how and why you would want to keep it.
I know I’m boring my business partner with this one, but it’s something that really annoys me. It’s the way companies seem to want to communicate about themselves by listing their products’ features rather than how their customers will benefit from those products. It’s the digital equivalent of a used car dealer raving on about horsepower figures rather than telling you how much fuel it uses or what kind of mileage you can expect. Then there are some companies who don’t even do that – they just list off lists of features without really explaining what any of them mean or why anyone would care.
This problem is found everywhere online, on company websites, on social media profiles and on business listings. It seems to me that far too many small businesses fall into this trap, and not just those in the technology sector where it’s often referred to as “feature bloat”.
We feel like I’m forever running into companies with pages full of feature lists that don’t tell me how those features benefit me, or what their products will actually do for me. And when that happens I reach the point where I quickly lose interest and move on – usually leaving a site without buying anything and possibly never returning.
We think this is so important because we’re all very busy people – we spend most of our time actively ignoring interruption or distraction – so if you want someone’s attention online you need to spoon feed them the information that matters to them as quickly as possible, without wasting their time.
Consider the product’s expiration date if there is one. How long are products of such kind expected to be used? How long will you be using this particular product? Why wouldn’t you want to switch to something else? Keep in mind that some products are intended for single use, but you can still direct the discussion to the long-term perspective by emphasizing that you will be buying the said product repeatedly in the future.
#5 Determine Your Primary Marketing Channels
Because attractive marketing is such a broad technique, it can be used in combination with different types of content and on different marketing channels and platforms. Hence, choosing which of these channels you will be using is crucial for the success of your marketing campaign and gain maximum visibility. Think about your current audience, potential target audience, current marketing strategy, competitors, and so on.
For example, you might want to promote your new tool which you consider to be the best free plagiarism checker on the market, so your audience will primarily consist of students. Students are mostly people in their late teens and early twenties which means they will be avid social media users. Now, you need to decide which social media platforms you want to focus on and whether you want to work with influencers to promote your services and attract customers.
#6 Make Your Personality Shine Through Messages
An essential element of storytelling is making your personality shine through messages. One of the most important attraction marketing tactics is to interact with your audience, and through this interaction, to show who you are and to connect on an emotional level. To do this, try to adopt a mindset similar to your customers’ – don’t approach them as a marketer but rather as a person and a fellow consumer.
Think about how your brand fits into the person’s life and why they would need your products or services. You need to cater to their interests and understand their preferences. Is your product important for day-to-day interactions or is it usually used less frequently? Which pain points does your product address and which problems does it help to solve? Create a narrative around these details and present this narrative to your audience.
Building a brand identity is not about creating a logo or designing an alluring website. It’s much more than that. In fact, branding goes past the visible and includes the deeper things that connect with your prospects emotionally and intellectually. If you have been eagerly waiting to build a strong brand for your business then it is time to buckle up as we take you through some tips on how to create a powerful brand identity for your company:
1. Know what your strengths are
It is good if you know what services and products define your company but have you ever taken a pause to think about what makes you stand out from others? Have you worked on identifying company’s core competencies so far? How well do things like product quality, customer service and delivery schedules define your brand? If you haven’t, then it is high time to do so. You cannot build a strong brand identity without knowing what makes things tick for your company. So take some time out and list down all the great things about your company on a piece of paper. Once done, get to work on pinpointing the top 3 strengths of your organization that really make you stand out from others in the industry.
2. Position yourself where you belong
There are hundreds and thousands of brands in each sector that offer similar services and products like yours but there can be only one ‘YOU’. So how do you distinguish yourself from rest of the competition? How will people know that they need to deal with you when they have options to choose from? By positioning yourself where you truly belong.
And this means that you need to think about the problem your company solved or the difference it makes in customer’s lives, rather than just focusing on the product or service being offered by you. For instance, a real estate firm can position itself as a ‘one stop solution’ for home buyers and investors without talking much about its services and products.
3. Craft a mission statement
In order to have a clear vision of what your brand should stand for, it is important that you create a mission statement for your company. It will help you stay focused on core competencies as well as ensure that day-to-day activities of all employees are aligned with organizational goals and objectives.
4. Craft a vision statement
Once done with formulating a clear mission statement, it is time to create a vision for your brand. Your vision should be such that it encourages every single person associated with the company to give their best at all times and contribute towards building something that will last long.
5. Craft a value proposition for your brand
It is important that you invest time and energy in understanding your value proposition as it will help you remain competitive in the market.
6. Craft a brand personality
Once done with creating an identity for yourself, it’s time to shape your brand persona through crafted messaging. Your messaging needs to be crisp and clear as well as keep tone consistent across all platforms like website, press releases, social media updates etc.
7. Craft a voice for your brand
A brand’s messaging is incomplete without having a proper voice attached to it. Your tone of voice should be consistent across all platforms and help people have an idea about your organization’s personality, beliefs and ideals that are closest to your heart.
8. Create a social media policy
While it is entirely up to you and your organization about the social media channels that you want to use, it is important that you have a clear-cut social media policy in place so that everyone remains on the same page about their activities online.
9. Craft a content strategy
Content is king when it comes to digital marketing, which means it’s not just enough to share/publish updates about your brand on different platforms but how these updates are shared matters a lot too.
10. Create a listening and measuring strategy
A lot of brands make the mistake of working in isolation when crafting their social media plans and schedules, which isn’t good for business at all. This is where you need to involve people from different teams within your organization like marketing, PR and communications to understand what kind of messages should be shared online and how they can work best for customer acquisition, retention or strengthening brand loyalty.
11. Use influencers strategically
Social proof is one of the most persuasive marketing techniques out there since it establishes your brand as an industry leader. This is where you need to take help of influencers in the domain to promote what your brand stands for.
12. Track progress and take notes
There’s no point of creating an amazing social media plan if it isn’t put to use for any purposes whatsoever.
13. Create a channel mix that works best for your brand
It’s important to remember that people aren’t using social media platforms in same way as they used to a few years ago, so you need to keep an eye on how each channel is performing and what kind of audiences are visiting these sites the most often.
#7 Stay True to Reality and Be Honest About Your Products
As explained earlier, the aim of attraction marketing is both to tell a story and to explain the features of your products. While balancing the two, you need to ensure that your claims are true to reality and that you are honest with your audience about your products. Never lie or try to present something in a different way than it actually is. If you lie, that will be an easy path to spoiling your brand reputation and losing rather than gaining customers.
You need to be both truthful and factual – you can’t lie to your audience. Even if you are trying to present a particular narrative, you should still keep in mind the reality of what your products are like. You need to build trust and loyalty, and that is only possible if you show your audience that you are being as truthful as possible. Moreover, you should also know how to find plagiarism so that you can check that your content is truly original and doesn’t present someone else’s ideas as your own.
Transparency is essential in attraction marketing strategy both for keeping old customers and for acquiring new ones. With all the customer support you provide, allow your customers to ask challenging questions about your products and answer them truthfully. Attraction marketing helps you be more relatable, but you can easily lose that relatability if you start lying to your audience about your products.
#8 Think About Your Long-Term Strategy
Last but not least, you should definitely think about your long-term strategy both for your attraction marketing activities and beyond them. After all, lead generation helps you build your customer base, but retaining those customers and making them come back for more is a different matter. For better customer retention, you will need to combine attraction marketing with other marketing techniques.
SEO (Search Engine Optimization) is a long-term attraction marketing strategy that can do wonders when done properly. By picking low-hanging fruit keywords (Keywords with high volume search and low competition), you can attract hundreds if not thousands of qualified and targeted organic visitors a month. Even if SEO is considered as a long term-strategy, there are a few quick wins when it comes to search engine optimization by reverse-engineering what works for your competitors.
For instance, it’s a good idea to have your customers subscribe to your email newsletter which will allow you to deliver content directly to them. Attraction marketing strategies may help you grow your mailing list, but it depends on you how well these new leads are going to stick. This way, you will always have a channel of marketing and communication with them which will allow you to maintain your relationship with them in the long run. Just make sure that you lead them up to the subscription in a natural way through your attraction marketing.
Final Thoughts about Lead Generation through Attraction Marketing Strategy
To sum up, attraction marketing is unarguably a very powerful tool businesses can use for different purposes, especially for lead generation. Use the techniques in this article to help you get started with attraction marketing and begin using it in your own marketing activities.
Whether you have your own business or you handle the online business marketing techniques of someone else, a successful attraction marketing campaign can you help skyrocket your lead gen.
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