Attraction marketing or inbound marketing has been applied in large companies for years and has obtained great results. This strategy aims, through the phases of inbound marketing, to attract customers to the brand without having to go looking for them. In other words, it is the customer who feels interested in the brand without having to be convinced.
Our priority is not to sell directly, but to carry out communication work so that the consumer trusts our reputation and experience. This communication is done through blogs, podcasts, videos, e-books, e-newsletters, surveys, SEO, social media marketing and other forms of content distribution.
Attraction marketing strategy
Inbound marketing seeks to achieve this effect with facts rather than words. In other words, you don’t advertise to a potential consumer how great your product is, you directly show it to them.
This whole process of content strategy in which a person goes from being a simple visitor to a customer of our brand, is thanks to the so-called attraction marketing, which is based on three pillars: social media, content and SEO.
This strategy takes a long process and a lot of work, but the business result is optimal. Here are the steps to follow.
1.- Attracting users to our brand
This is the first phase of inbound marketing and is of vital importance. We must think about what kind of information attracts the attention of the target audience and what are the most appropriate formats to disseminate it.
We seek to attract people with good content and get them to approach your brand in a natural way.
Google is the main search engine, so it is necessary to take care of the SEO strategy and the study of the main keywords. Tools such as SEM, Google Ads, Facebook Ads, social networks or content blogs are often used to reinforce your campaign.
2.- Converting and getting them to take action
This is the second phase of inbound marketing and its main objective is to transform those visitors and content readers into potential customers or leads.
At this point we want the customer to take an action: start following us on networks, subscribe to our newsletter, fill out a form… These types of conversions are usually obtained using forms, landing pages, web or networks. All of them can be supported by a ‘call to action’ to encourage the user to perform the action.
As we said, in this case we give him the idea through the ‘call to action’ to make the conversion. But he is the one who has approached us with a previous interest. Therefore, he will not feel forced and the action will be fully voluntary.
3.- Close the purchase of the product or service.
They become customers. They have been attracted by our product or service, and without invasive advertising, they have converted. For this, in our marketing strategy we have optimised and worked on the two previous points. And when it comes to conversion and closing the purchase, we have previously optimised all our channels so as not to make any mistakes, to avoid referring to 404 pages… Errors that could “scare the customer away”.
4.- Loyalty strategy
Customer loyalty is the last phase of inbound marketing, but no less important. We must not forget that marketing does not consist of closing a sale or a transaction and forgetting about the customer. There is a lot of work that has been done beforehand, and we can’t let it go to waste.
For companies, the task of attracting customers is much more costly than that of keeping them, so we must take advantage of this approach and not lose them.
To build loyalty, we must offer them something more for having trusted us. Something exclusive to make them feel special. In this sense, generate offers, events, exclusive products, a much more personalised service for them.
Keys to successful inbound marketing
At no point in the phases of inbound marketing are we being intrusive to the user and that is a point in our favour. Marketing strategies that are too invasive sometimes end up causing the customer to reject the company. The keys to its success are very simple to explain:
Attraction marketing is not intrusive. Users are interested and, therefore, willing to receive the news and content that the company publishes. There are no privacy or spam problems, because, just as you subscribe, you can unsubscribe at any time. They have given us permission, they have sought us out because we offer them a certain service that is of interest to them and, for this reason, they will be more receptive to our communications.
Also, during the inbound marketing phases, segmentation of our audience is key. People who click through to a website have personally considered themselves as a potential consumer before doing so and are therefore more likely to buy. In addition, we can study the profile of our different targets and adapt the content in a personalised and closer way.
The phases of inbound marketing are designed to get the most out of social media. These networks are of vital importance to raise awareness of brands and support the website or blog, and conversely, that social media are supported by these contents.
The importance of social networks is due to the fact that, when a person shows interest in certain content, their friends will pay attention and even do the same. It has become the new word of mouth in the age of technology. Making our content viral is the best attraction marketing.