Say you want to buy fishing equipment. Surfing through YouTube one day, you come across a video of an expert in the field using that equipment from a particular brand. The video is a detailed one, focusing on functionality. An expert explains how that equipment makes fishing fun and convenient for him. You might not buy the product right away, but you will find the content valuable, right? Well, that’s a type of attraction marketing.
But what, then, are testimonials? Aren’t they the same thing? It sounds more or less similar to our description of attraction marketing, doesn’t it? Well, there is a slight difference between the two.
In this article, you will find out everything there is to know about it starting from what is attraction marketing. From the definition to the benefits and some tips to boss your attraction marketing game, we have compiled it all here for you!
So, without further ado, let’s get started!
What Is Attraction Marketing?
Direct methods of marketing always sound salesy. The entire content asks the customer, in a variety of ways, to make the purchase. They may list the benefits and features, but a call-to-action will always pop up somewhere, be it a video, creative, or even a blog.
That’s where attraction marketing is a lot different. The thumb rule for this form of marketing is that it should not sound or look like just another sales pitch. The focus of attraction marketing is on providing helpful information.
The key is to provide value to potential customers, build trust and form a relationship, and then gradually introduce products or services as a natural next step.
Let’s go back to our previous fishing equipment example. In the video, the expert explains the variety of ways fishing equipment can be used. He details the features and describes how they make the product unique. At no point in the video does he say things like “go place your order now” or “that’s why you should also buy the product.”
The audience, though, is definitely attracted to the product now. Someone who was already looking for fishing equipment now has a testimonial, tutorial, and product description on the same, given by an expert.
Remember, attraction marketing is the most useful when aimed at those already interested in buying the product. Also, it is not necessarily done with a video. Hosting webinars, providing high-value content, and conducting webinars are some effective methods of this form of marketing.
Is It the Same Thing as Testimonials?
What’s a testimonial? More often than not, a person has used that product, telling the audience how they benefitted from it. With a testimonial, brands ask the audience to practically take another customer’s word for it.
On the other hand, good attraction marketing offers value to the audience above everything else. Not to say that testimonials are not an effective marketing tool. In fact, testimonials can also be termed as a type of attraction marketing.
When it comes to building trust with the audience, this form of marketing comes in very handy. And more than 80% of customers say they buy from a brand only when they are comfortable trusting it.
Now, let’s take a look at some other benefits of this form of marketing. Read on if you’re looking for effective ways to market your brand for long-term results.
How does Attraction Marketing Benefits a Brand?
Catchy taglines and entertaining commercials are not enough to interest today’s consumers. Today’s buyer is much more curious and aware and isn’t swayed by a jingle with a nice ring to it. What today’s consumer wants is the actual value, and that’s where attraction marketing comes in.
Here are some of its benefits:
1. Cost Efficient
Some forms of attraction marketing are way cheaper than many other marketing methods prevalent today. For instance, maintaining a flow of “how to” articles to help your buyers understand different ways they can use your product will cost much less than a full-blown tv campaign.
Similarly, user-generated content on social media is another example of low-cost marketing. In fact, 79% of people say user-generated content greatly affects their purchasing decision.
And again, these organic methods don’t even cost half as much as an influencer marketing campaign. In a nutshell, it is a form of marketing that allows you to build trust in your target market without going overboard with the budget.
2. Enhances Brand-Buyer Relationship
Today’s audience, especially on the internet, hates too much sales content. What they want from brands is genuine value instead. Publish a blog on why they should buy your fishing equipment; they’re unlikely to read beyond a hundred words.
But if you write one on how your fishing equipment has changed over the years to suit today’s consumer’s needs, they might be a little more interested in your brand.
With valuable content, the audience also realizes that, unlike most other brands, you really care about them. They get the message that your brand is not waving at them only for sales. It is an excellent method to strengthen brand-consumer relationships.
3. A Great Lead-Generation Technique
Some would say generating genuine leads isn’t possible without spending lots of dollars on targeted ad campaigns. But you will be surprised to see how creating helpful content and experiences for your audiences can supplement your lead-generation efforts.
One reason why that happens is that genuine content is shareable. Your audience members are likelier to share a fun and informative video on your product than a sales ad. And as more and more people share your content via various sources, more potential buyers interested in the product will make their way to your brand.
In a world where 53% of marketers spend half their budget on generating leads, attraction marketing can provide a low-cost alternative for the same.
4. Establishes Brand Identity
Here’s a stat, 77% of consumers say they are more likely to buy from brands with the same values. Attraction marketing is one way to ensure that your audience aligns your company with the values you stand for.
Offering webinars on a relevant topic is one way to do it. What it also does is portray your brand as a niche expert. In the long run, conducting similar online and offline events will help your audience get a clear idea of your brand.
Furthermore, webinars are also a fantastic way to generate quality leads. In fact, 89% of marketers say that conducting webinars beats every other channel for creating qualified leads for brands.
3 Tips for Effective Attraction Marketing; With a Bonus Tip
Now that you know what attraction marketing is and its benefits, it’s time to go a little more in-depth with three terrific tips to master your attraction marketing game. And there’s also a bonus tip we will talk about.
1. Know your audience
Mastering any type of marketing needs you to know your target audience well. The same goes for attraction marketing. You must know where that value is to provide genuine value to your audience.
So, before you set out to create an attraction marketing formula for your brand, do take the time out for in-depth research on your audience. Find out the questions they’re asking, solutions they’re looking for, on what platforms they’re to be found, and so on.
Monitoring the feedback from the audience is one way to do it. Conducting some surveys is another way of doing it. The point is to get as much information about your audience as possible to communicate with them effectively.
2. Choose the right channel
The platform should suit the content you put out. For instance, Twitter is not the type of platform that is suited to weaving an emotional story around your brand.
Similarly, Instagram is just the platform to choose if you want to put out visual content to tell your brand story. For instance, Instagram stories can be the perfect storytelling tool without publishing long-form content.
Now, there are several ways your brand can tell its story. But choosing the wrong channel can render your content obsolete, irrespective of how impressive it is.
3. Stay Factual
Framing a narrative story about your product or the solution it provides shouldn’t be at the expense of facts. Be it explaining the features of your product or listing statistics that back your brand, the info must be accurate.
Why? Because there’s nothing worse than being painted as a brand that misrepresents information or lies for its benefit. So, be it a tutorial video or an explainer blog, remember to double-check all the information.
Here’s another reason to do that. According to a Label Insights survey, a whopping 94% of people are willing to stay loyal to a brand they consider transparent. Better still, 75% of them are even willing to pay more for the products and services of brands they believe to be genuine.
The Bonus Tip
Now for the bonus tip, let’s talk about one thing you should shy away from when it comes to attraction marketing. We’re talking about the boring and repetitive generic content every other brand puts out.
Why? Well, there are two major reasons for that. First of all, putting out generic content will mean that your audience won’t be able to differentiate your brand. Your brand, however unique, will have no personality to which the audience can relate.
Secondly, generic content will never make your brand an authority in the industry. And if your competitors do get their attraction marketing right, they’re sure to leap ahead. Be innovative with your content and the overall campaign to stop that from happening.
A Different Plan For Different Platforms
As discussed earlier, a good attraction marketing plan needs you to choose the platforms carefully. Sometimes, it can be a little tricky to figure out what platforms will suit what type of content. Don’t worry; we’re here to help you out.
Great platform to put out how-to content, explainers, and other long-form material through infographics, carousels, high-quality video content, etc.
Best-suited for sharing links to your lengthy and informative blogs with your target audience.
A wide variety of emails can come under attraction marketing. Some of these include recommendations, video-based emails, emails encouraging interaction, etc. While we’re at it, did you know that people are 13% more likely to remember details from a video email than a text-based one?
Great platform to answer your audience’s questions, hold Q & A sessions, put out practical functionality-based videos of your product, and conduct sessions where you discuss problems relevant to your target audience.
Apart from being active on these platforms, remember to maintain a constant flow of informative and fun blogs to read for your audience to stay invested in what your brand stands for.
Traditional marketing methods do not work like they used to. Today, a brand is not just a business offering its services and products. It is so much more. It is values, emotions, and ideas that consumers relate to. That’s why attraction marketing has to be part of your overall marketing plan.
Furthermore, this form of marketing is relatively cost-efficient and is more likely to yield long-term results. It strengthens the brand-consumer relationship and gives your audience all the reasons to keep coming back to your brand. After all, it is a customer-facing method of marketing.
Basically, it is a win-win for both the buyer and the brand. So, is your brand falling into a category and losing out on its uniqueness? Is your innovative product not able to catch the buyer’s eye anymore? If that’s the case, maybe you need to hold a team meeting now in order to sketch a thorough attraction marketing plan!
And while you’re at it, remember to take a fresh look at your target audience and how they have changed over the years. That’s the key to creating a stellar marketing plan!
Christian has over ten years of experience in marketing agencies. Currently, he has been dedicating his time to a tech startup and also writing for major publications. He loves podcasts and reading to keep up with the latest trends in marketing.