What is Attraction Marketing and How to Apply it in Your Business
The Internet and social media have forever changed the way brands communicate with the public.
This shift has allowed major market players to share the same stage as small businesses.
This democratization of information has opened a range of opportunities to create humanized, assertive, and targeted communication, resulting in two-way conversations.
This means that offering valuable content to help your ideal customer can be a way to stand out in the sea of information that is the Internet.
This strategy is what we call Attraction Marketing or Inbound Marketing.
What is Attraction Marketing?
Attraction Marketing, or Inbound Marketing, is a method of promoting a product or service by offering valuable information to ideal customers in the early stages of the buying process.
This strategy is highly effective in generating new leads and building customer loyalty.
To understand how this strategy works, think about the consumer’s buying journey.
Today, the first thing people do when they’re interested in buying something is search on Google.
Often, consumers are still unsure of exactly what they want to buy, so they end up searching for things like “best TVs of 2022” or “which mobile carrier has the widest coverage in Brazil.”
Through this kind of search, consumers learn more about the problem they want to solve and which product or service is best to address it.
Once consumers understand the problem they want to solve, it’s time to consider purchasing options, compare brands and models, and analyze the pros and cons to understand the products and services available in the market.
This is when the consumer narrows down the options and chooses the one that best meets their needs, finally making a purchase.
This path, with a few minor variations, is almost the same for every consumer in the digital world.
This process is recognized by marketing experts as the consumer’s journey.
When companies and marketing agencies began noticing this trend, they sought out strategies, techniques, and methods to influence consumers during the buying process.
This set of tools, aimed at reaching, engaging, and guiding the consumer in their decision-making process, is what we call Attraction Marketing.
What is the Methodology of Attraction Marketing?
This marketing strategy follows a methodology with well-defined stages:
Attraction
The more people are attracted at this stage, the better the results.
This corresponds to the top of the sales funnel.
Providing relevant content that informs and educates the audience is the focus at this stage.
Through shared content, it becomes much easier to attract the right audience.
Moreover, it’s through this content that the target audience will discover a problem or identify with a pain point.
Social media, blog posts, and videos help increase visibility and position your brand as an authority on the subject.
Once your company is seen as a reference in your field, it becomes much easier to offer a solution that solves a specific problem for the customer.
Conversion
This stage corresponds to the process of guiding the lead from the top to the middle of the funnel by building a relationship with the potential customer.
Identifying the ideal customer’s pain points is a decisive step in producing and offering assertive content that truly makes a difference in their life.
It’s important to focus on capturing contact information at this stage to create a segmented lead list.
An email address or phone number can be enough to start building this list.
One way to obtain this information is by offering more in-depth and complete content, such as an e-book.
Closing
At this stage, the lead already recognizes the problem or pain, has researched and learned about the topic, and is now looking for a product/service to solve the issue.
This is when the lead will compare solutions and choose the one that best meets their needs.
The goal at this stage is to prove to the ideal customer that your solution is the perfect fit for their problem or pain.
How can you do this?
By showcasing success stories, comparative infographics, and offering product or service trials.
Delight
The purchase is not the last step in the consumer journey.
Once the customer has chosen and acquired your product/service, it’s the perfect time to build loyalty.
The purpose of this phase is to earn the buyer’s trust, make them promote and defend your brand, and encourage repeat purchases.
The first steps to delight this customer are small actions after the purchase is made.
You could, for example, send a satisfaction survey or give tips on how to start using the product/service and make the most of it.
If a lead has moved from the top of the funnel, reached the middle, but didn’t make it to the bottom by purchasing, it means they still have objections that need to be identified and addressed.
Thus, they can return to the middle of the funnel to be nurtured until they become a buyer.
Read also: Sales Objections That Make Every Seller Nervous — And How to Overcome Them
What are the Benefits of Implementing an Attraction Marketing Strategy in your Company?
This set of Attraction Marketing tools helps your brand differentiate and stand out from competitors, focusing on marketing efforts that make your product or service the most attractive option in the market.
Strengthens Customer Relationships
One of the main advantages of this strategy is enhancing the relationship with the customer.
As we mentioned earlier, it’s essential to map the key pain points and problems of your ideal customer.
By knowing these, it’s possible to build a genuine relationship with potential customers, where the primary reason driving your business is helping them solve these issues.
By offering help, knowledge, and valuable information to your ideal customer, the relationship between the brand and the consumer becomes more humanized and, therefore, stronger and more lasting.
Educates the Lead
Educating the lead can be extremely essential if your product/service is highly innovative.
This is because you need to make the potential customer aware of a need they may not yet recognize.
Apple is a great example of this.
When they launched the iPhone, consumers didn’t yet know they needed this technological solution.
Therefore, before offering a solution, it’s important to educate them that there is a problem that your product/service can solve.
Reduces Costs
By applying Attraction Marketing strategies, it’s possible to reduce advertising and promotional costs.
This is because traditional advertising formats, as well as paid digital media, are becoming increasingly expensive and out of reach—especially for small businesses.
Once a piece of content is posted and achieves good organic results, it stays online indefinitely without additional costs.
If a video is posted on YouTube, for example, that content can continue attracting new leads long after it was posted.
Measurable Results
Another advantage of Attraction Marketing is that it allows real-time tracking of performance metrics.
This means you can modify, align, and adjust strategies at any time.
This results in a much more assertive and efficient marketing campaign.
Tools for Applying Attraction Marketing
You can focus on some Attraction Marketing tools to start implementing this strategy in your business.
Here are the main ones:
Blog
Attracting potential customers through blog articles can be an effective way to start building a relationship with your target audience.
Offering relevant, interesting, and unique content different from what’s already on the Internet can attract readers and, consequently, future customers.
Pay attention to details: the article needs to have an appropriate tone, easy-to-read content, and images that enrich the article.
Our tip is to dedicate yourself to applying SEO techniques in blog posts to help with Google rankings, making it easier for customers to find your brand.
Social Media
Being active on social media is practically a requirement nowadays!
Staying up to date with trends, being present on the same networks as your ideal customer, and building a trusting relationship beyond sales are important points to consider.
Another tip for connecting with your ideal customer on social media is to collaborate with influencers.
Not always seeking a profile with millions of followers is the best choice.
This will greatly depend on your product/service, your target audience’s profile, and the demographic information of your ideal customer.
If your brand doesn’t have a large budget for this type of action, the best approach is to consider micro-influencers who are known in the region where your company operates.
Social media is also a great tool for customer service.
People are always connected on their phones, and we can use this to our advantage to build a dialogue with our customers.
Customer service through social media can make sales and post-sales processes faster, more efficient, and cheaper.
Call-To-Action
A Call-To-Action, or CTA, is a way to take advantage of opportunities to engage with leads and guide them toward a specific action with an objective behind it.
To create an effective Call-to-Action, it’s important to consider key points, not just create a button to click at the end of an email marketing campaign.
The CTA needs to come after an introduction, an ongoing dialogue, or a scenario already unfolding in the digital environment.
It is essential that the CTA does not appear without prior context.
There are various ways to apply a CTA.
Some examples: asking the lead to comment on a post, react to a story, send a DM on Instagram or Twitter, provide an email address, offer downloadable materials, or offer free trials and evaluations.
Remember, the most appropriate CTA will be the one that best fits your brand’s universe and the situation where you intend to apply it.
Chatbots and Forms
Chatbots or forms are essential for lead generation.
To build a list of relevant contacts, it’s necessary to collect data from people who are genuinely interested in your product or service.
To collect this data, you need to create a form that contains the questions for which you are seeking answers.
With a chatbot, you can embed these questions in a more natural conversational context, increasing the chances of engagement and form completion.
These insights will later guide digital marketing strategies.
One tip is to start by establishing a specific objective for each form or chatbot.
This will help guide the questions to be asked.
Read also:
4 Reasons Why Forms Are Dead
How (and Why) to Use a Chatbot for Lead Generation?
Email Marketing
Email marketing is essential for an effective digital marketing strategy.
To give you an idea of how significant this communication method is for business, it is estimated that around 376.4 billion emails will be sent by 2025.
To create a well-crafted email marketing campaign, it’s worth paying attention to a few important details.
We suggest paying close attention to the sender’s name and the email subject, as this is decisive when a person decides whether to open the email or not.
Reports
Developing detailed reports with a clear view of KPIs is crucial for the efficiency of inbound marketing campaigns.
The insights from the report will help create a solid foundation not only for aligning your brand’s communication but also provide indicators that will be useful in all areas of the company.
To analyze the performance of a specific campaign, it’s necessary to shift between micro and macro views, considering the effectiveness of the current digital marketing strategy as a whole.
5 Strategies for Successful Inbound Marketing
Now that you have a deeper understanding of what Inbound Marketing is, its benefits, and the main tools that make up this strategy, let’s bring up some questions for you to consider when outlining your Inbound Marketing strategy.
1. Choose the Channels
As mentioned earlier, it’s important to choose the networks where your ideal customer is.
But for the message to be received in the best possible way, it’s necessary to select a channel that is suitable for each type of dialogue.
For example, if you need to tell a story, perhaps Twitter is not the best platform, given its character limit.
If you want to share visual content, maybe Instagram is the best place.
If you present content through long videos, it might be interesting to create a YouTube channel.
The best channels will come from a detailed study of your ideal customer’s universe.
That’s why Inbound Marketing is so efficient, because it allows the message to be highly segmented for each audience.
2. Invest in SEO
Remember, SEO stands for Search Engine Optimization.
It’s basically a group of strategies and tools used so your site appears on the first pages of Google’s ranking.
Being on the first pages means you’ll have more visitors to your site.
Having more visits gives you more opportunities to build a contact list, start a relationship with these leads, and consequently, convert more customers.
For this reason, it’s essential to have a site with easy navigation and that also offers attractive features like free content.
Keep in mind that SEO is not immediate.
It’s a process that requires consistency to see results in the medium to long term.
Don’t forget to always stay updated on the latest trends and fast changes in the digital world.
Learn more:
Site Optimization: Is It Better to Focus on SEO or Conversion?
3. Focus on the Newsletter
A newsletter is a basic form of email marketing that aims to inform, present news, and share the latest happenings related to your brand.
The main goal of this type of communication is to maintain a closer relationship with the audience, but to avoid people feeling like it’s just another email in the millions they receive every day, it’s important that the content is relevant and interesting.
One tip is to segment your mailing list and use this channel to answer frequently asked questions, overcome objections, provide updates, and introduce new products or services.
4. Invest in rich Materials
The internet is full of fast and superficial content.
To stand out in this sea of information, it’s worthwhile for your brand to invest in content that holds great value.
If you’re wondering what these materials might be, here are a few examples: e-books, infographics, long videos, web series, templates, webinars, podcasts, and tutorials, along with countless other types of content.
This type of content can inform, educate, and encourage leads to move forward in the buyer’s journey.
5. Invest in Exceptional Email Marketing
We’ve already discussed the importance of creating a qualified contact list to increase conversion rates.
Once a lead has agreed to receive emails, you can send them emails containing some form of exclusive content.
This email communication ends up being much more intimate since the person chose to be part of that mailing list.
So, value it!
Deliver unique content so this person feels special for receiving something they won’t find on any other communication channel.
In addition to offering exclusive content, it’s also worthwhile to create specific email marketing for each segmented audience.
Remember: the more unique and targeted the email marketing is, the greater your chances of building a long-term relationship with your customers, winning their loyalty, and turning them into brand advocates.
Conclusion
We hope this article has brought several insights for your business!
Inbound Marketing, when used correctly, can be a powerful tool to boost your business!
Remember that the present and future are digital, so don’t hesitate to invest in digital strategies to build a strong brand with a lasting customer base.
Talk to us if you have any questions about this methodology.
We’d be happy to help by responding to your comment!
