The internet and social media have forever changed the way brands communicate with the public.
This movement made it possible for the big players in the market to occupy the same stage as the small companies.
This democratization of information opened a range of opportunities to create humanized, assertive and focused communication, resulting in a two-way conversation.
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 called Attraction Marketing or Inbound Marketing .
What is attraction marketing?
Attraction Marketing , or Inbound Marketing, is a method of marketing a product or service by offering valuable information to ideal customers in the early stages of a buying process.
This strategy is very efficient to generate new leads and retain customers .
To understand how this strategy works, think about the purchase journey of consumers.
Nowadays, the first thing you do when you are interested in buying something is to Google it.
Often, consumers are still not sure what exactly they want to buy, so they end up doing research like “ best TV sets in 2022 ” or “ which mobile operator has the greatest reach in Brazil ”.
Through this form of research, consumers learn more about the problem they want to solve and the best product or service to solve it.
Once consumers have an understanding of the problem they want to solve, the time has come to consider purchasing options, compare makes and models, and analyze the pros and cons to understand in detail the products and services that are available in the market.
This is the time when the consumer filters the options and chooses the one that best fits their needs, finally closing the purchase of a product or service.
This path, with a few variations, is pretty much the same for every consumer in the Internet world.
This process is recognized by marketing masters as the consumer journey .
When companies and marketing agencies began to notice this trend, they went in search of strategies, techniques and methodologies to influence consumers in this buying process.
This set of tools that aims to reach, engage and induce the consumer in their decision is what we call Attraction Marketing .
What is the methodology of attraction marketing?
This marketing strategy follows a methodology with well-defined steps:
Attraction
The more people that are attracted to this step, the better the results.
This is the stage that corresponds to the top of the sales conversion funnel .
Providing relevant content that informs and educates the public is the focus at this first moment.
Through shared content, it becomes much easier to attract the right audience.
In addition, it is through him that the target audience will discover a problem or identify with some pain.
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 its field, it becomes much easier to offer a solution that solves a specific customer problem.
Conversion
This stage corresponds to the process of taking the lead from the top to the middle of the funnel by building a relationship with the potential customer.
Identifying the pains of the ideal client is a decisive step when it comes to producing and offering assertive content that really makes a difference in the life of this potential client.
It is important to pay attention to capturing contacts at this stage to create a segmented list of leads.
Email address or phone number may be enough to get you started on that pickup list.
One way to obtain this information is to offer denser and more complete content, such as an e-book.
Closure
At this stage, the lead already recognizes the problem or pain, has already researched and learned about it and then goes looking for a product/service to solve this issue.
It is at this stage that the lead will compare the solutions and choose the one that best meets their needs.
The goal in this step is to prove to the ideal customer that your solution is the one that perfectly solves the problem or pain.
How to do this?
Showing successful cases, comparative infographics and offering product or service tests.
Enchantment
Closing the purchase is not the last step in the consumer journey.
Once the customer has chosen and purchased your product/service, it is the ideal time to build loyalty.
The purpose of this phase is to gain the buyer's trust and get them to promote and defend your brand, and come back to buy again.
The first steps to delight this customer are small actions after the purchase is made.
You can, for example, send a satisfaction survey or give tips on how to start using the product/service and get the best out of it.
If a lead moved from the top of the funnel, made it to the middle and didn't go down to the bottom of the funnel making the purchase, it's because they still have objections that must be identified and resolved.
So, he can go back to the middle of the funnel to continue working until he becomes a buyer.
What are the benefits of implementing the 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 on the market.
Enhances customer relationship
One of the main advantages of this strategy is to enhance the relationship with the customer .
As we said before, it is essential to map the main pains and problems of your ideal client.
Knowing these, it is possible to build a true relationship with the potential customer, in which the main reason that moves your business is to help you solve these issues.
By offering help, knowledge and valuable information to the ideal customer, the relationship between brand and consumer becomes more humanized and, therefore, stronger and more lasting.
Educate the lead
Educating the lead can be an extremely indispensable task if your product/service is very innovative.
That's because you need to make the potential customer aware of a need that may not yet be recognized.
Apple illustrates this situation well.
When they launched the iPhone, consumers still didn't know they might need this technology solution.
In this way, before offering a solution, you need to educate them that there is a problem that can be solved through your product/service.
Reduces costs
Applying Attraction Marketing strategies it is possible to reduce advertising and advertising costs.
That's because traditional advertising formats, as well as paid digital media, are increasingly expensive and inaccessible – especially for small businesses.
Once content is posted and achieves good results organically, it stays online for an unlimited time and at no additional cost.
If a video is posted on Youtube, for example, that content can continue to reach new leads long after it has been posted.
Metricable results
Another advantage of Attraction Marketing is that it allows you to track performance metrics in real time .
This means that you can modify, align, and adjust strategies at any time.
This results in a much more assertive and efficient marketing campaign.
Tools to apply Attraction Marketing
You can pay attention to some Attraction Marketing tools to start implementing this advertising strategy in your company.
Here we list the main ones:
Blog
Attracting potential customers through blog posts can be a very efficient way to start building a relationship with your target audience.
Offering relevant, interesting and different content from what is found on the Internet has the ability to attract readers and, consequently, future customers.
It is important to pay attention to details: the text needs to have an appropriate language, an easy reading and images that enrich the content.
Our tip is to dedicate yourself to applying SEO techniques to blog posts to help Google rankings, making the customer find your brand more easily.
Social networks
Being on social media is practically mandatory these days!
Paying attention to trends, being present in the same networks where your ideal customer is and creating a relationship of trust that goes beyond sales are important points to consider.
Another tip to get closer to your ideal customer on social media is to enlist the help of influencers.
Not always looking for a profile with millions of followers is the best choice.
This will largely depend on your product/service, your target audience profile, and your ideal customer demographics.
If your brand doesn't have a big budget for this type of action, the best approach is to take into account 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 cell phones and we can use this to our advantage to build a dialogue with our customers.
Service through social networks can make sales and after-sales processes faster, more efficient and cheaper.
Call-To-Action
Call-To-Action , or CTA, is a way to take advantage of opportunities to engage with leads and drive them to a specific action with a purpose behind it.
To create an efficient Call-to-Action it is necessary to consider important points and not just create a button to click at the end of the email marketing.
The CTA needs to come after an introduction, a dialogue that is already happening or a scene that is already unfolding within the digital environment.
It is imperative that the CTA does not appear without prior context.
There are several ways to apply the CTA.
Some examples: calling the lead to comment on a post, reacting to a story, asking to send a DM on Instagram or Twitter, requesting an email address, offering some material to download, offering free trials and evaluations.
Bearing in mind that the most appropriate CTA will be the one that best matches your brand universe and the situation where you intend to apply it.
Chatbots and Forms
Chatbots or Forms are indispensable for capturing leads.
To build a list of relevant contacts, you need to collect data from people who are really interested in your product or service.
To collect this data, you need to create a form that contains the questions you are looking for answers to.
With a chatbot, you can insert these questions into a more natural conversational context, increasing the chances of engagement and filling in the information.
This information will later guide digital marketing strategies.
A tip is to start by establishing a specific objective for each form or chatbot.
This will help guide the questions to be asked.
E-mail marketing
Email marketing is critical to an effective digital marketing strategy.
To give you an idea of the weight that this form of communication has on business, by 2025 it is estimated that around 376.4 billion emails will be sent .
To create a well-crafted email marketing, it is worth paying attention to some important details.
We suggest that you pay attention to the sender's name and the subject of the email, as this is decisive when a person decides whether or not to open the email.
Reports
Developing detailed reports with a clear view of KPIs is paramount to the effectiveness of attraction marketing campaigns.
The information deciphered in the report will help create a solid foundation to align not only your brand communication, but will also bring indicators that will be useful in all areas of the company.
To analyze the performance of a specific campaign, it is necessary to navigate between micro and macro views, considering the effectiveness of the current digital marketing strategy as a whole.
5 Strategies for Successful Attraction Marketing
Now that you have a deeper understanding of what Attraction Marketing is, its benefits, and the main tools that make up this strategy, we are going to bring you some questions for you to consider when designing your Attraction Marketing strategy.
1. Choose channels
As we've talked about before, 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 is necessary to choose a channel that is suitable for each type of dialogue.
For example, if you need to tell a story, Twitter might not be the best platform as there is a character limit.
If you want to share visual content, maybe Instagram is the best place.
If you present content through long videos, you might want to create a YouTube channel.
Choosing the best channels will come from a detailed research of the universe of your ideal customer .
That's why Attraction Marketing is so efficient, because it allows the message to be highly segmented for each audience.
2. Invest in SEO
It is worth remembering that SEO is the acronym for Search Engine Optimization , that is, optimization for search engines.
Basically it is a group of strategies and tools used to make your website appear on the first pages of Google ranking.
Being on the first pages means you will get more visits to your site.
By having more visits, you will have more opportunities to build a contact list, start a relationship with those leads and, consequently, convert more customers.
For this reason, it is essential to have a website that is easy to navigate and that also offers attractions such as free content.
It is worth mentioning that the SEO work is not immediate.
This is a job that needs constancy to be able to bear fruit in the medium and long term.
Don't forget to always be on top of new trends and fast changes happening in the digital world.
3. Capriche in the newsletter
Newsletter is a basic form of email marketing that aims to inform, present news and latest happenings related to your brand.
The main objective of this type of communication is to maintain a closer relationship with the public, but to prevent people from feeling that this is just one more email among the millions they receive every day, it is important that the content provided is relevant and interesting.
One tip is to segment the broadcast list and use this channel to answer frequently asked questions, kill objections, inform about innovations and introduce new products or services.
4. Invest in rich materials
The Internet is full of quick and superficial content.
To stand out in this sea of information, it is interesting that your brand invests in materials that have a lot of value.
If you are wondering what these materials could be, here are some examples: e-books, infographics, long videos, webseries, templates, webinars, podcasts and tutorial videos, as well as a multitude of other types of content.
This type of content can inform, educate and induce the lead to move forward in the consumer journey.
5. Invest in exceptional email marketing
We've already talked about the importance of building a list of qualified contacts to increase your conversion rate.
Once the lead has consented to receive emails, you can trigger emails that contain some kind of unique content.
This contact through email ends up being much more intimate, since the person chose and opted to be on that transmission list.
So, cherish it!
Deliver unique content so that person feels special to receive content that they will not find in any other communication channel.
In addition to offering exclusive content, it is also worth creating a specific email marketing for each targeted audience.
Remember: the more unique and assertive your email marketing is, the greater the chances of you building a long-term relationship with your customers, building loyalty and turning them into fans of your brand.
Conclusion
We hope this article has brought several insights to your business!
Attraction Marketing, when used correctly, can be a very powerful tool to boost your business!
Remember that the present and the future are digital, so be sure to invest in digital strategies to build a strong brand with a lasting customer base.
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