Although there is a wide range of ways marketing teams may go about serving their employers or clients, the basic goal of any marketer is the same: to convince members of a given audience to become paying customers of a business or organization.
However, surveys indicate that consumers are becoming increasingly displeased with marketing tactics that are excessively “salesy.” They no longer wish to patronize businesses that are overtly trying to sell to them.
This is one of the reasons why smart marketers have begun experimenting with attraction marketing and inbound marketing in recent years. Basically, attraction marketing involves giving a customer a reason to buy a product or schedule a service without actually directly asking them to do so. Instead, attraction marketing makes a customer naturally want to buy a product by demonstrating its value.
This form of marketing has the potential to significantly boost your sales and lead generation. The following tips will help you apply it to your marketing campaigns in a manner that yields genuine results:
1. Offer Valuable Content
People will always look for good sources of information in whichever way is convenient to them, and that includes social media platforms, blogs, Kindle eBooks, newspapers… you name it, people are reading online. Offering your prospects value via your blog or website means they can save themselves hours or even days spent researching something pertinent to their needs.
They are much more likely to have an interest in what you’re offering if they feel like they’ve found something quality without having to filter out all sorts of irrelevant rubbish. Think about how you would feel if you came across a page full of ads that ‘try’ to sell you something, especially if it’s not what you’re looking for.
The attraction marketing strategy helps you drive people to your brand product or service by showing how it improved their (business) life. This happens by understanding your ideal customers’ problems, and providing free, valuable and/or premium content to help them.
One of the reasons attraction marketing works is because it helps a brand cultivate a positive reputation. Like other common tactics, such as adding a “doing business as” (DBA) to an existing business when offering a new product or establishing a new brand, it can help a brand stand out among the competition.
Brands can also optimize their reputations, thought leadership and further stand out to potential customers by offering them valuable content such as blog posts, surveys, polls, infographics, video content… Such content can take many forms. Some of them are fairly common and widely-used. For instance, many businesses across numerous industries now have blogs and podcasts to offer their audiences information they may find useful (or, at the very least, entertaining).
Content marketing is a marketing strategy that has proven again and again that it can bring results. That said, depending on the nature of the business, offering valuable content can involve creative approaches that give a company the opportunity to show off its products or services in a natural and unforced way. Consider the example of many popular cookware brands.
It’s not uncommon for these types of businesses to offer both in-person and filmed cooking tutorials in which the chefs teach students to prepare meals using their products without necessarily promoting them too heavily. This tactic shows consumers why they should be interested in the products, but it does not force those products on them. Remember, this is key in an age when consumers have become tired of traditional marketing strategies.
Think about the ways you can offer valuable content to your target audience while also showing them what your products can do. By generating and publishing this type of content on a regular basis, you’ll have a better chance of cultivating a strong and loyal customer base.
On top of it, this will help you leverage the power of search engines and if you create SEO-optimized (Search Engine Optimization) content, you will start getting relevant, qualified and targeted organic traffic. This will allow your business to attract customers and increase your revenue.
The benefits of offering your prospects content that they find interesting and helpful is that they are likely to spend more time on your website, which means an increased chance of them clicking on ads related to the product or service you offer.
At Growth Hackers, we’ve helped high-growth startups, small businesses and enterprise companies turn high-value content into predictable revenue streams by combining SEO, storytelling, and attraction marketing strategies that consistently generate qualified organic traffic.
You can also make yourself look like a reputable brand by providing valuable information (otherwise known as ‘content marketing’). Google now awards brands who provide high quality information across their entire webpage, not just in one little section with lots of adverts around the outside! Don’t let advertising take over your webpage if you want to be taken seriously online.
You should always remember that the main purpose of having a website or blog is to provide your prospects with helpful information. You can use this free advice as a means of enticing people towards your business, but only if you make it easy for them to find what they’re looking for. Provide high quality articles and images within the first few pages that a visitor sees: this is imperative in order to rank well against other companies who are all trying to do the same thing as you!
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2. Determine the Ideal Channel(s) Through Which You Can Market Your Brand
I’d say that the most common mistake of new businesses is that they begin their marketing campaign on a wrong channel. The biggest, most successful companies in the world don’t just choose which platforms to use but also how and when they want to be marketed there.
Choosing the wrong marketing channel is like fishing in an empty lake, and at Growth Hackers, we make sure your brand casts its line exactly where your ideal customers are already swimming. If you have a business you need to constantly think about where your next customers will get in touch with your brand or service and what gives them more opportunities for this kind of encounter.
As business owner, creating buyer personas and determining where your audience hang out is a very important point to keep in mind when developing attraction marketing campaign ideas. If your strategy is to show off your products to customers, you need to market said products via channels that give you the best chance of doing so.
For example, many cosmetics and fashion brands emphasize coordinating with influencers to market their products on Instagram. This is because Instagram is a highly visual platform that people visit with the expectation of finding images that appeal to them. They’re browsing Instagram in a visual-centric mindset, so to speak. Thus, they are more likely to respond to subtle ads that show off products that serve to enhance someone’s (or something’s) appearance.
On the other hand, some brands are better off focusing on telling stories about their values and missions. They can therefore implement effective attraction marketing campaigns by prioritizing channels that allow them to tell stories while still demonstrating how their products and services can benefit consumers. An example of this would be a health supplements brand leveraging YouTube and video ads in general to show how its products can improve the quality of life of customers.
Attraction marketing is essentially like any other form of marketing in this regard: it’s more likely to deliver the results you wish to achieve if you take the time to consider which marketing channels are best-suited to your specific goals and company.
While you can (and should) certainly study the ways other brands have successfully used attraction marketing for lead generation and similar purposes, when doing so, it’s still important to consider whether you should follow their examples so closely that you end up prioritizing channels that aren’t ideal for your needs.
3. Promote Testimonials
In the current competitive market, testimonials have become a powerful tool to differentiate businesses from one another. While companies use their products/services as an evidence to prove that they stand out in the crowd of millions. There are various ways you can show off the appeal of your products. Not all of them actually involve directly demonstrating how they may be used.
For example, according to surveys, consumers often trust user reviews over the promotional content of a company actually selling something. Thus, if you’ve collected positive reviews and testimonials from happy customers (whether directly or through third-party platforms, such as Yelp!), you should promote them heavily through ads and other such means.
When one of our B2B SaaS clients struggled to build trust in a crowded market, Growth Hackers showcased their customer testimonials strategically, and leads that were previously hesitant became confident buyers almost instantly. This is a simple but often powerful way to generate interest among new leads who might otherwise be skeptical that your products are as valuable and useful as you claim.
4. Play to Your Audience’s Needs
It’s always essential to remember that your job when marketing a product or service is to prove to your audience that what you’re offering can fulfill a genuine need members of your audience may have. Don’t forget this basic principle when planning attraction marketing campaigns.
When considering the various ways you can design ads that illustrate the strengths of your products, make sure that you’re thinking specifically about the ways that you can show to a new lead very clearly why they need your product in their life.
To return to a previous example, if you were filming a video ad showing off how various products your company offers can help out in the kitchen, you wouldn’t want to focus solely on showing how they can do so in the same way as similar products.
You would instead need to determine what about your products separates them from the competition in a manner that makes life easier for your potential customers. For instance, maybe your knives don’t need to be sharpened as often as others, or maybe your pots and pans are much easier to clean than others.
Only in rare instances will a company be selling items that can’t be substituted with alternative options from competing brands. It’s highly likely that what you’re promoting is not the only product of its type. When we helped a kitchenware brand, Growth Hackers focused on demonstrating the small but meaningful differences (like easier cleaning and longer-lasting sharpness) and sales climbed even among customers who already owned competing products.
Thus, to ensure an attraction marketing campaign that results in high rates of lead generation (and, hopefully, more sales), you should demonstrate your products so as to indicate to a lead why they should purchase them even if they already own items that serve similar purposes.
5. Use Email Marketing
The use of email marketing to communicate with existing customers and attract new ones is a tried, tested and trusted technique that still has huge potential for businesses in all sectors. Before implementing targeted email campaigns for one of our eCommerce clients, leads went cold after the first interaction; after Growth Hackers integrated attraction-focused emails, engagement stayed high and sales steadily increased.
You want to make the most of your marketing efforts and email marketing can help you do so many things such as building rapport with your audience, improve your lead-to-sale ration and more. To some degree, attraction marketing should involve cultivating a relationship with new leads. Even if an ad or campaign generates initial interest in a lead, you can’t necessarily expect them to immediately become a paying customer the moment they start engaging with your brand.
This is why it’s smart to augment attraction marketing campaigns with other types of marketing. For example, although it may be considered by some to be an “older” or slightly outdated form of digital marketing, research indicates that email marketing can still be highly effective. This is partially because it gives brands the opportunity to consistently manage lead engagement.
Consider how you can apply email marketing to an attraction marketing campaign. If a lead subscribes to your email list, you can regularly send them messages that, as is always the goal with attraction marketing, serve to illustrate why your products offer value to them. Email marketing will be a game changer in your sales funnel!
You must simply always remember to show off the virtues of your products naturally instead of promoting them in a manner that comes across as pushy or intrusive. Always be sure to couch your demonstrations of a product’s value within a form of content that is valuable in and of itself.
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6. Pay Attention to Negative Feedback
I am sure that you have heard the saying, “if you can’t handle negative feedback then don’t do anything different”, right? Well, this is actually true. Your customers are your biggest critics and they want to know if there’s something wrong with what you offer. If they won’t air their views on these issues, who will? That is why you need to start paying attention to negative customer reviews.
You can avoid getting into a flawed business strategy by learning from others’ mistakes as well as doing market research for better results. In simple words, it would be helpful in evaluating how your company or business fares against its competitors! By obtaining an insight about things that go wrong with your products or services being offered at present time, you may be able to fix it for the better.
Once you have a clear idea about what customers expect from you and why they are unhappy with your company, this would turn out as a very fruitful move. Negative feedback is one of the rare chances that can give you an insight into what people think of your brand or business, so don’t let it go by saying that all negative opinion need not be given heed to!
In fact, they’re worth paying attention to as these complaints contain the root cause of the problem as well as suggestions as how to solve them effectively. It will improve your chances of success if you listen carefully to what users say about issues prevailing in your business and act accordingly without wasting anymore time at all.
This is an element of attraction marketing that will likely involve coordinating with product development teams. Marketers themselves may not have the power or ability to make certain types of decisions regarding adjustments to existing products and services. When one of our Fintech clients ignored early complaints, Growth Hackers stepped in to analyze the feedback, guided product adjustments, and soon the improved offering became the top seller in its category.
That said, because attraction marketing emphasizes making a product or service, well, attractive to potential leads and customers, you need to monitor customer feedback to determine if there are improvements that can be made to a product. This point highlights the fact that it’s often critical for marketing teams to work with other teams through an organization when planning campaigns.
If marketers have been keeping tabs on customer reactions to products and have learned that customers believe certain improvements can and should be made, they can relay this information to product development specialists to ensure customer feedback is incorporated into future iterations of a product. This will in turn boost the effectiveness of an attraction marketing campaign.
It’s Time to Master Attraction Marketing!
In conclusion, it is important to focus on the needs of your audience, offer them valuable content that they want and need powerful, real testimonials from happy customers. Remember to take negative feedback into consideration and act on it to keep improving your services or products.
All that said, as with any form of marketing, the attraction marketing formula is both an art and a science. Whether you sell a product or a service, you will likely have to experiment with a range of strategies before determining how to best take advantage of this marketing trend. If you’re persistent, use attraction marketing and your marketing efforts will almost certainly pay off.
It’s not enough to have a good product: you need to market it well. In order to successfully attract new customers, your marketing should be tailored for the appropriate channel and speak directly to potential buyers about what they want from your brand.
The key to marketing your brand is understanding what makes people buy. In order to do so, you need a deep understanding of who your target audience is and how they want to be marketed too. Once you know that, it’s time for some action!
Growth Hackers is a growth hacking, inbound and outbound marketing agency helping startups, entrepreneurs, and business owners with branding, digital marketing, and growth hacking. Not only we’ll help you boost your email marketing ROI, but we’ll help you build your overall growth strategy. Contact Growth Hackers today if you want to work with attraction marketing experts who use growth hacking techniques and propel your company.
