Traditionally, advertising has been based on a “push” type methodology, in which the potential customer is impact without them having any control over it. Consider, for example, television commercials, billboards or, in the case of online advertising, banners and interstitials that appear when browsing different pages.
On the other hand, attraction marketing turns this pattern around to be based on a “pull” methodology , that is, what we are looking for is that the potential client voluntarily consumes the brand’s content. Instead of “going hunting”, we set a hook and wait for the user to “bite”.
Phases of attraction marketing
This customer attraction process follows a series of predetermin steps or phases, which we can classify as follows:
- Content creation . The “bait” that we put on the hook to attract the client. The contents must always be focused on offering value to the type of user we seek to convert. Normally, within the content strategy, different formats will be includ, such as articles, ebooks or video tutorials.
- Optimization . In this phase we focus on the online positioning of the contents through SEO techniques . The objective is that the user can easily find us when they detect that they have a need relat to the brand. To achieve this, we must pay close attention to the selection of keywords.
- Diffusion . The third phase is based on working on an active presence on social networks and other brand channels, to get in touch with potential customers and send them our content.
- Conversion and measurement . Finally, we will Iran Email List seek to convert all the traffic that we have generat in the previous phases so that it becomes a client of the brand or meets some other objective that we have set for ourselves. At this stage it is essential that we have set quantifiable goals in advance and that they are linked to the business objectives of the company.
attraction marketing methods
Inbound marketing uses a variety of methods and techniques to connect with audiences and draw them into your brand. These are the main four.
- Content Marketing . In attraction marketing, content is one of the main foundations of the relationship with the customer, since it is the technique used to arouse their interest in the brand. As we have seen, the fundamental thing is that this content adds value to the typical customers of the brand. Within the variety of possible formats and distribution strategies. The brand blog continues to be one of the most useful resources, as it allows a variety of formats to be combin within a structure that is familiar to users.
- seo . With very few exceptions, users rarely get past the first page of Google when searching for information on their topics of interest. For this reason. Positioning techniques are essential to be able to occupy the first places and be there when users look for us. Within SEO we will deal with aspects related to optimizing our own website (SEO on page) and getting links from other sites (SEO off page).
- Marketing in social networks . Social media marketing is based on being on the same sites as users. Interacting with them on a more horizontal level. The networks help us to disseminate TR Numbers content and create a community around the brand. Which in the end translates into more audiences for our attraction initiatives.
- Diffusion . Within this method, different techniques would enter to get our message to more users. From the strategies based on the most traditional public relations, such as sending press releases, to email newsletters or even paid search engine ads.
