For growth-conscious businesses that are looking to expand their lead generation efforts in 2022 and beyond, attraction-based marketing strategies have the potential to facilitate powerful results. But the specific methods you use will depend on your brand, business strategy, and target audience.
What is Attraction Marketing?
In business, there are 100 ways to skin a cat. (Which, in this case, means closing generating a customer and closing a sale.) Most business owners and marketing directors focus on proactive sales strategies where they go out and intentionally pitch the product to prospects with the intention of getting them to buy on the spot. Cold calling, PPC advertising, and intricate sales funnels all follow this same basic approach in one form or another.
But there are other ways to do it. And if you’re interested in building a brand over the long run – one that continues to grow and scale over time – you’d be wise to at least supplement this hard-nosed sales approach with attraction marketing.
Attraction marketing is basically a marketing strategy in which you naturally “attract” ideal customers who are already interested in what you have to sell (but who might not know your brand exists and/or need the flames of their desire stoked a bit).
“Instead of forcing yourself to cold-call, buy leads, or beg for attention, attraction marketing lets you reap the rewards of attracting customers to your brand,” marketer Darya Jandossova Troncoso writes. “In short, you would have to create great quality content that will attract (or pull) prospective leads into your brand. Hence, the ‘attraction’ part comes when you grab people’s attention on an unconscious level, so that they’re unaware they’ve been converted until they take action.”
With attraction marketing, you basically turn your brand into one big magnet that pulls people in. So while you might not be forcibly telling prospects “buy now,” you’re doing everything you can to create an enticing message that pulls them in and makes them see your brand and products as the solution to their most pressing needs.
“The basic principle of attraction marketing is to educate customers about the ‘goodness’ or desirability of a product before you even suggest that they buy it,” marketing expert and entrepreneur Jeff Bullas explains. “Think of someone handing out samples of barbecue chicken in a shopping mall. They are not explicitly suggesting you buy it, they are simply giving you something that will probably make you want to buy it without them having to say a word.”
In today’s day and age of quick results and overnight success stories, very few businesses and entrepreneurs are patient enough to put attraction marketing into action. However, it’s a highly effective option that produces solid long-term ROI for those willing to think creatively and wait for the results to follow.
Accelerating Your Lead Generation With These 4 Attraction Marketing Techniques
You don’t have to put 100 percent of your marketing “eggs” into the attraction marketing basket. You can still create sales funnels, run ads, and have your sales team place cold calls. But at the very least, you should be using attraction marketing as a supplemental strategy that strengthens your business for the future.
Not sure where to begin? Here are several attraction marketing techniques worth embracing this year.
- Build Your Email List
As any expert marketer will tell you, the money is in the list. In other words, the most valuable marketing/lead gen asset you have is your email list.
Why? Because you have 100 percent control over it.
Unlike a Facebook page, Google AdWords account, SEO strategy, or relationships with influencers – all of which can be manipulated or taken away from you at any moment – your email list is yours. You can use it as much as you’d like, when you’d like, and how you’d like. (Obviously, people can unsubscribe, but the point is that you’re in control.)
It can be a slow process on the front end, but one of the big keys to successful attraction marketing is to build up a targeted email list of ideal prospects who can then be slowly nurtured with the right content.
The tried and true methods of email list building are still highly effective. This typically involves driving traffic to some sort of opt-in page where you give away something of value (like an eBook, lead magnet, course, etc.) and then asking for their email address in exchange for the gated content. This method works because of the concept of reciprocity. If you’re willing to give something for free, most people are willing to give you their email address. Plus, if they’re interested in the lead magnet, then this tells you that they’re naturally going to be interested in the products and services you sell.
Gathering email addresses is just the start. As your list grows, you’ll want to nurture it with high-quality content that builds trust. Avoid doing a lot of direct selling. You can certainly allude to your products and show them how valuable and enticing they are, but keep the overt sales language to a minimum. The goal is to attract them and build desire. If you have the right prospect-product match, sales will naturally happen.
If you don’t feel like you have the time or skills needed to develop in-depth funnels that collect qualified leads for your business, it may be worth working with an outsourced marketing company to set up the back end of this part of your marketing strategy. This can result in more efficient and laser-targeted campaigns.
- Start a Facebook Group
Facebook might not be on the same level as platforms like Instagram and TikTok these days, but it’s still a valuable place for building a community. In fact, it’s probably the best community-building social media platform around (for the simple fact that their “groups” feature works really well).
When used properly, Facebook groups allow you to build communities around the interests, pain points, needs, and/or desires of specific groups of people. The key is to make the group about them – not you or your brand. In other words, the group name is not your brand’s name. Instead, it focuses on an interest or issue that your prospects have (and that your products provide solutions for).
For example, if your company offers software that helps businesses automate administrative tasks, your Facebook group could be called something like “Small Business Owner Productivity Tips and Hacks.” The goal would be to create a group where the members basically run themselves by asking questions, offering tips, and interacting with one another. Then you, as the group’s manager, can subtly include organic marketing for your own products and solutions.
- Try Podcasting
Podcasting has skyrocketed in popularity over the past five years. And while it does take a fair bit of time and effort to produce a quality show, it’s one of the best attraction marketing techniques around.
With podcasting, you basically enter into someone’s life in their most intimate settings – i.e. when they’re cooking at home, lying in bed, driving to work by themselves, working out, etc. It gives you the ability to speak directly to them and build trust as an expert in your field. Plus, podcast episodes live forever. As your library of episodes builds up, so will your number of “magnets.”
Much like starting Facebook groups, a good podcast is one that focuses on the needs, interests, pain points, and/or desires of your target audience. This isn’t a podcast about your brand and how great you are. It’s simply a way of acknowledging your audience and supplying them with high-quality content, so that they eventually feel attracted to your brand and its products.
- Use LinkedIn for B2B Marketing
If you’re in a B2B field, Facebook, Instagram, TikTok, and all of the other traditional social media platforms probably aren’t going to give you a huge return on your investment. But there’s one often-overlooked platform that will: LinkedIn.
LinkedIn continues to fly under the radar. Many people on the outside looking in still assume it’s a place to upload your resume and look for a job. However, it’s a place where business owners and professionals spend a lot of time. Thus, it’s a great place to focus some of your attraction marketing energy.
One underutilized LinkedIn strategy is using LinkedIn Live, which is a brand new feature that acts much like Facebook Live. It allows you to stream live video content directly to your connections’ newsfeeds and share content in real-time. According to LinkedIn’s internal research, live videos on their platform get 7x as many reactions and 24x more comments than traditional content.
As of the time of writing this article, you still have to apply and be approved for LinkedIn Live. (You can do so by clicking here.) However, this feature will likely be made available to all users in the near future.
Take Your Lead Gen to the Next Level
If you’re looking to generate more business, customers, and revenue for your company, it starts with bringing in more qualified leads. And in today’s day and age of overt marketing and noisy advertisements, attraction marketing builds trust and helps facilitate healthy relationships with prospective customers. It’s a sustainable method for building a business and gives you the sort of longevity that most “pay-to-play” companies simply can’t match.
Use this article as a source of inspiration. You don’t need to implement every single tip, hack, or tactic. Instead, develop an attraction marketing strategy and then plug in one or two tactics at a time. Watch, study, and then iterate.
Eventually, you’ll stumble into a mix of marketing methods that work for your brand and resonate with your ideal prospects.