Prof. Ron Stefanski is an online entrepreneur and college professor who helps people create and market their own online businesses. Learn more about Ron by visiting OneHourProfessor.com.
Have you implemented attraction marketing as part of your overall marketing strategy? If not, what's stopping you from doing so? Share your thoughts in the comments below!
Attraction marketing is a strategy that is focused on drawing customers to your brand. It involves setting your brand apart and making it a more attractive option to potential customers than all your other competitors.
There are many different techniques businesses can use to successfully benefit from attraction marketing, some of which we look at below.
1. Learn Everything About Your Target Audience
Your first step in implementing attraction marketing as part of your overall marketing strategy is to get to know your audience - your IDEAL audience.
Attraction marketing isn't about trying to convince people of the value you provide, it's more about attracting clients and customers who already want to buy your product or service.
So your first step is to clearly define the wants and needs, struggles, and desires of your target market so you can then position yourself as the business or brand that is best suited to serve them.
Ask yourself the following questions about your audience:
- What are their wants?
- What are their needs?
- What do they struggle with in their lives?
- What desires are they trying to achieve?
- What are their goals?
- What are their fears and doubts?
- What's holding them back from achieving their dreams?
By answering these and other similar questions, it makes it easier for you to find ways to address the issues and provide solutions as the foundation of your attraction marketing campaign.
With the right information at your disposal, you will no longer have to convince, chase, or beg. You won't have to cold-call, buy leads, or get rejected because your target customers will be eager to get their hands on what you have to offer.
Granted, it’s likely that some level of outbound prospecting will be required, but attraction marketing can increase your likelihood of success.
This takes all the hard work out of generating leads and sales - and it all starts with taking the time to really get to know your audience.
2. Share Your Brand Story
Your next step is to brand yourself - not your company. Remember, people follow people, and if you present your corporate site rather than a human face, your attraction marketing efforts may not yield the results you want.
One of the best ways to connect with your audience is by sharing your brand story. This helps you build a connection with your audience, and over time, your brand story helps to elicit trust.
Brand storytelling is considered by many expert marketers as the future of marketing, and deservedly so.
In today's fast-paced, digitally-driven and overly-automated society, humanity is quickly growing as the new premium, and research has shown that our brains respond powerfully to descriptive stories.
This is why you should use storytelling techniques to help you share with your audience who you are, why you do what you do, and why they should trust you, or even care about your message.
But how do you develop a unique story for your business or brand?
The answer is, by understanding what a brand story is and what it isn't.
A brand story is something that encapsulates the heart and soul of your business. It's the complete picture of who you are, what you do, and what makes your brand unique.
A brand story is not a tagline. It's not your logo or your color palette. It's not just your personal story, your "About" page, or a sales pitch.
When you know what a brand story is, it becomes easier to create narratives that will position your brand as unique, and forge a strong, long-lasting emotional connection with your customers.
3. Give First and Foremost
An attraction marketing campaign is about giving knowledge and relevant content first. It’s about establishing an emotional connection and trust before you ask for something from your audience.
Many of the biggest influencers in all different industries are well known for providing tons of value on their blogs, YouTube channels, social media, podcasts, and other marketing channels.
A good example of someone who does this well is John Morrow from Smart Blogger who offers cutting-edge advice about blogging.
He has tons of free content on his website and social media, and he has become one of the most popular bloggers on the planet because he makes publishing high-quality content his top priority.
Not only are all his posts on popular topics that his audience finds interesting, but he also goes above and beyond to provide better value than anything else available on the internet.
For instance, on his blog, you will find 10,000-word how-to posts on starting a blog, 801+ power words for more conversions, in-depth guides on how to earn six figures as a copywriter, and much more - all of which are free.
When you give your audience this amount of value, this is one of the best things you can do for your attraction marketing campaign because it makes it more likely that they will want to reciprocate by purchasing your products and services. In fact, I’d argue that this is one of the best ways to make money blogging.
4. Establish Yourself as a Thought Leader
If you can establish yourself as an authority in your industry, it will help set your brand above the competition.
Not only that, but thought leadership can also be done in a way that attracts the audience to you in an impactful way.
Rachael Ray is a great example of someone who shot to success by establishing herself as a thought leader.
Today, she is a massive brand in the culinary world, but it wasn't until she established herself as a thought leader in her industry that she started to experience phenomenal success in her marketing efforts.
You can do the same in your business by positioning yourself in such a way that customers and clients turn to you as the go-to brand to provide them with all the information and solutions they need.
Here are a few ways you can use thought leadership as part of your marketing strategy:
- Create content that is helpful, informative, and opinionated
- Always be authentic and add something new to the conversation
- Be a personable and relatable person that people like to learn from
- Approach thought leadership in a holistic way, not hierarchically
- Teach the masses with tons of free, high-quality content
- Find new opportunities using various media outlets to spread the word about yourself
5. Build an Emotional Connection
When marketing yourself online, don't forget about the power of developing an emotional connection with your audience.
Remember, people are naturally attracted to, and connect easily with others who they feel share the same values.
When your audience sees your story and information, they resonate with it and form strong emotional connections. And since most buying decisions are greatly influenced by emotion, this is an important step to take toward turning your prospects into paying customers.
In order to create a strong emotional connection, there are certain elements that must exist in the engagement and content between your brand and your audience, such as:
- Being authentic
- Being personable
- Being humble
- Being transparent
- Letting your personality shine through
Sharing your brand story is one of the best ways to help you bring all these elements together in the most effective way.
Don't be afraid to be vulnerable and show your audience your struggles and triumphs. Just remember, in attraction marketing, you should always share information as a way to inspire and uplift others, as in the example below from Lauren Tickner, a well-known speaker, and online coach:
She is the founder of a popular business podcast, Impact School, and helps entrepreneurs build online coaching businesses so they can have freedom and fulfillment in their lives.
She has a simple yet effective attraction marketing model that works in four stages:
- Use her empowering podcast and social media platforms to attract continual leads.
- Start conversations, engage with, and create relationships with those leads.
- Offer coaching and online training services to generate income.
- Provide real-time support that solves clients’ problems as a way to boost client retention.
6. Educating Your Audience is Key
Educating your audience is key to success in your attraction marketing campaign. Generating and distributing content is crucial, and the content needs to add immense value to the lives of your audience.
There are tons of ways you can do this, such as infusing statistics into your brand story. For instance, an online coach might tell a story of how they became successful and then back it up with tons of statistics, or a network marketer might share a story of how and why their product changed or improved their lives, and so on.
Another way to educate your audience is by offering your first solution in the form of high-quality content.
For instance, you might create content that explains the features of your products and how customers can optimize their use of the product. This means creating lots of high-quality content, such as
- How-to guides
- Video tutorials
- Online courses
- List posts
- Case studies
- User-generated content
Once you draw people in with your engaging brand story and then offer them free, high-quality content they cannot refuse, you open up a lot of opportunities to reach, connect with, and engage potential customers in the most efficient way.
Just make sure your content is always relatable and inspiring.
And make sure you detail how the product has future value. A great example of a brand that does this well is The Virtual Savvy:
The founder of the brand, Abby Ashley, offers tons of free information in her posts and uses Click-to-messenger ads to create a super personalized and engaging experience from the very beginning.
Also, and something that many folks don’t talk about, if you don’t want to take all of the time to create high-quality content yourself, you can find courses that you’ve enjoyed and try getting private label rights to offer them to your audience.
7. Build a Quality Website with Good SEO
The brand story sets up the foundation, but once the customers come to the site, they should find a website that is well put together.
That is, it should have clean navigation, a good sales funnel that is optimized for conversions, and so on. Most importantly, the website content should be well-optimized to drive traffic to your business.
For this type of strategy to work, you need to focus on creating and publishing high-quality content that is relevant and helpful to your audience, instead of trying to push a hard sell.
You also need to make sure your website offers a great user experience. A well-crafted UX design will ensure happier end users which ultimately leads to more conversions for you, meanwhile, a quickly loading website will keep your audience to stay with you.
Neil Patel is an example of a brand that uses search engine optimization as a major part of its attraction marketing campaigns.
He has built a successful brand that provides valuable content to his audience across a wide variety of marketing channels, most notably his blog, NeilPatel.com.
He uses SEO to drive a constant supply of leads to his website and has even created free SEO tools to share with the world.
Neil is a legend in his industry, and it's all thanks to the reputation that he has built around his brand teaching the same SEO techniques that he used to propel his own business to success.
8. Use the Right Channels to Amplify
To make your attraction marketing more effective, you need to choose your main channels to amplify your marketing efforts.
Whether it's Instagram, Facebook, Twitter, or even LinkedIn, it's important to know where your target market hangs out online so you can create a strong presence on those channels to help amplify your brand message, engage, and connect emotionally with your audience.
Some of the most successful attraction marketers choose a single channel where they can put the bulk of their focus.
The wildly popular business coach and podcaster, Jenna Kutcher, is a great example of how finding the right channel can work well for you.
Her target audience is made up of female millennials who are eager to start a business, and so she leveraged Instagram to connect with them and share engaging content.
This is a particularly effective platform for her because it invites plenty of engagement from her audience in the form of comments, likes, and tags.
She now helps other entrepreneurs find the best channels for their businesses so they can have a bigger impact on their audience.
Now you know exactly what attraction marketing is, how it works, and how to use it.
Use the information in this article to help you build a successful attraction marketing campaign so you can generate a consistent flow of leads and boost your business's bottom line.
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