What Is Attraction Marketing? (With Steps And Benefits)
By Indeed Editorial Team
Published 20 September 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
As a marketing professional, you may try several marketing plans and campaigns to promote a product or service. One method is to share why a company's product or service is the right one for customers without encouraging a sale. Learning how to implement this method correctly may help you generate more leads for a company and increase sales. In this article, we discuss what attraction marketing is, list five steps to implement it into your marketing plans, review some benefits you may experience because of it, and share a few examples.
What Is Attraction Marketing?
Attraction marketing is an inbound commerce strategy attracting leads by educating them, creating personal connections and increasing product or service familiarity. Often, the goal is to attract consumers to the product or service by showing how it has improved your life. Commonly used online, this marketing plan focuses on a brand's story rather than on specific products or services. Many forms of attraction advertising, such as product blogs and articles, are less expensive than paid advertisement campaigns. You can use testimonials and user-generated content on social media to showcase the product's benefits in a trustworthy way.
For example, during a live demonstration of the latest vacuum at a retail store, you may share how the vacuum has benefited your life by making it the easiest task on your to-do list. In the demonstration, you are providing the consumers with the knowledge of the product and what it can do for them, but you are not encouraging a sale. This marketing method relies on attracting customers to the company by providing information, a sample or a how-to guide.
How To Implement Attraction Marketing Strategies
If you are interested in using this marketing strategy to advertise a product or service, here are some steps to take:
1. Share a story
Consider focusing on selling a brand rather than its product or service by sharing a story to create an emotional connection with consumers. Provide insight into who the brand is, what it represents and why it created the product or service. Focus on a personal experience with the product or service and explain how it has influenced your life or that of a customer. This helps the consumers visualise how it might do the same for them and allows them to recall the brand's product or service easier when they are researching solutions to their needs or wants.
2. Curate content for the target audience
It is important to find the brand's target audience to help curate your marketing plan effectively. Whether your audience is software developers, construction professionals or travel enthusiasts, consider engaging with the audience on relevant platforms to create interest and enthusiasm for the brand's mission. Once you have identified your target audience, create content specific to them. These might include informative videos, blog posts, webinars or workshops, depending on the products, services or goals.
3. Generate trust among consumers
You can help build a trusting relationship with consumers by providing content that addresses them directly. Customers might be more likely to buy from a brand they believe is trustworthy. For example, if a brand's product is a pet camera, think about writing and publishing an article about the tools pet owners can use when leaving pets home alone. The content may provide value to the potential customers, further familiarising them with who the brand is, its mission and why they can trust it.
4. Use the brand's voice
This marketing technique can appeal to customers because it makes them feel a product or service is a solution to their challenges. Making sure the brand's voice is present and consistent throughout the marketing plan can help provide consumers with familiarity, consistency and reliability rather than having conflicting voices in different marketing channels. A brand's voice is vital to how customers relate to the brand. It includes language, grammar, rhythm and personality.
Listen to the brand's audience and gather insight into how customers communicate. Then, align it with the brand's personality and image. For example, you might add slang terms or emojis on social media if your customers use them.
5. Demonstrate the value of the product
Once you have built a community and established trust, show the value of the brand's product or service. Use your experience to advertise why the product might be beneficial for them but share the experiences as your own. Consumers may be more willing to seek that value in their own lives if they understand the value the product has in yours.
Generally, this type of marketing is subtle, yet effective. This allows you to experience several advantages when using this marketing campaign tool. Consider the following benefits of implementing this marketing strategy to help increase sales and convert potential leads to consumers for a company:
Experience lower costs
When you use this type of marketing plan, you may help a company experience lower costs for advertising. For example, you may find creating online materials, such as entertaining and educational articles and blog posts are less expensive compared to purchasing a print advertisement in a magazine or creating a television advertisement. If the brand has a younger demographic active on social media, you can use consumer-generated content to help establish trust.
Increase brand impact
You can help increase a brand's impact by aligning it with the target consumer's characteristics, values and traits. For example, if a bookstore wishes to increase its impact, it may hold several book club meetings or writing workshops each month to establish itself as a thought leader in the book industry. A thought leader is an individual or organisation that is considered an expert in its field with a significant influence among consumers.
Enhance company relationships
Using this marketing strategy can help you enhance a company's relationships with consumers as you are offering products or services relevant to them. You may also listen to their feedback and implement their suggestions for the brand. Additionally, you can establish a relationship with new customers and potential leads because the marketing plan allows them to feel like they have control of their purchase choices.
Examples Of This Type Of Marketing
Here is a list of examples of this type of marketing to help you learn more:
Influencer content: Influencers who promote brand content on their platforms rarely tell their audiences to buy products, but instead, they show how they use the products and talk about their experiences with them. Often, their followers trust their opinions, which means they might be more likely to purchase products from that brand in the future.
Useful content: Useful content, like blog posts and instructional videos, can encourage trust in a brand among consumers because it offers information to inform their purchase decisions. Companies that provide valuable information for free use this method of marketing to generate interest in the brands.
Classes and workshops: Some companies may provide classes and workshops for the public to generate awareness of their brand and the brand's expertise. For example, a plant nursery might hold a workshop to show how to care for fresh flowers and various plant types.
Product endorsements: Endorsements from celebrities or well-known institutions may attract buyers and generate interest in a brand's products or services because of the status of the endorsers. Large companies selling products like cars, beverages or software may affiliate themselves with sports teams, celebrities or universities to attract buyers.
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