Attraction marketing is a relatively new marketing concept. You can use it to draw potential customers, who also happen to be interested in what you sell, to your brand. Combined with the ever-expanding power of the Internet, attraction marketing can be a phenomenally powerful asset.
Traditional marketing strategies such as running radio and television commercials tend to become less effective over time. As customers are bombarded by these non-stop advertisements, they become less sensitive to them.
In fact, while traditional marketing ploys may increase sales over the short term, they can contribute to a phenomenon known as “brand fatigue” over the long term. Brand fatigue refers to the tendency of customers to lose interest in a given brand after being exposed to it for an extended period of time.
Traditional marketing increases brand fatigue and decreases interest by bombarding customers with impersonal, outrageous, occasionally misleading, and often flat-out annoying advertisements. These one-size-fits-all messages must be—but seldom are—exemplary to stand out from the crowd and deliver stellar results. To achieve this, there is a better alternative.
Attraction marketing deviates from the beaten path in that its main goal is to demonstrate to potential clients a brand’s worth by providing a valuable product or service for free. In the Digital world, for instance in business to business, this can take the form of a company or individual giving away valuable insights in the form of a digital book.
To master attraction marketing, you must study your demographic. You must learn what they want, and then demonstrate that you have it. This doesn’t have to mean giving away your entire inventory. The idea is to give them something of value, while leaving something of even more value off the table.
Making this information freely available on a website, and then using sound SEO principles to rank highly in major search engines, means that you won’t have to bombard people with advertising that they likely won’t be receptive to anyway. Your customers will come to you, hungry for the information that you have to offer.
Attraction Marketing and Social Networking
Platforms like Facebook and Twitter are saturated with users who share links to sites with valuable information. When you foster goodwill between your brand and your prospective customers by offering a high-value report, blog, book, or newsletter, you stand a good chance of getting a mention from these users. This highlights the importance of coupling attraction marketing with a strong, active social networking presence. By creating a profile for your company on these sites, you will give fans and satisfied customers a place to direct potential leads to. Don’t forget to leave links to your social networking profiles in your free ebook, report, or newsletter. By doing so, you can create a self-perpetuating cycle in which new customers discover your brand and old customers promote it.
Common Attraction Marketing Mistakes
New attraction marketers often make the mistake of not spending enough time actively participating in communities surrounding their niche. You can overcome this tendency by joining forums that are related in some way to the product that you are selling. The stronger the relationship, the better.
Post insightful answers to questions while letting your forum signature promote your brand. Demonstrate to members of the community that you are a leader first and a business second. A forum signature containing a link to your site accompanied by a good answer can do more for your business over time than paid advertising.
Secondly, you must take care to properly identify what your market wants. If the solution that you offer them is not a valuable proposition, it won’t matter how much of it you are offering for free. A great place to start is at the forums that you have identified. Look for threads that are posed as questions, and watch out for questions that are posed again and again. These indicate potential shortages of supply in the market, that is, information that is desired but not available.
Successful attraction marketing hinges on creating relationships, demonstrating value, and delivering on promises. While you may have to put more work into it than you would for radio ads or Internet banner ads, the potential long-term benefits of an effective attraction marketing campaign can outweigh any short-term benefits seen with these traditional marketing methods.