Attraction marketing is the set of communication and sales strategies designed to attract your target audience to your website by offering interesting, relevant and appropriate content to their needs through non-invasive tactics.
This concept was first introduced in the book "Attraction Marketing 2.0: How to achieve your online goals with the minimum budget" by Óscar del Santo and Daniel Álvarez, which details the 4 stages that make up attraction marketing strategies.
Attraction marketing is a change with respect to traditional marketing, also known as outbound marketing, where the latter focuses on attracting the attention of users in a direct way, for example, through advertisements, while the former seeks to make the user find your brand through the content you offer.
The 4 stages of attraction marketing
As we have mentioned, attraction marketing is made up of 4 stages that will get you incontact with those potential customers to take them to your website.
- Content marketing is based on the creation of quality content to attract and attract the attention of your ideal client. This content is distributed through different channels and digital media where your audience is. Any content is valid, the most advisable is the combination of several, not only using text and images, but also graphics, videos or podcasts among others.
Before creating content, you must be clear about your buyer personas, because everything you are going to publish is designed for them.
This phase basically consists of generating value for your users, who through your publications will have a positive perception of your brand, you will generate interactions and recommendations, because what you are looking for is to convert these users into customers.
- Social media marketing: All the activities, techniques and measures that you use in your social networks to generate conversation, attract and interact with your audience, get leads, etc.
This serves to improve the relationship with your customers and improve the brand image. As in content marketing, all your publications on social networks must provide value, be relevant and of quality. You do not need to be on all existing social networks, if you know your ideal customer well you will know in which one to be present. Remember that each social network has a different way of communicating, adapt to each of them.
- SEO: Search engine optimisation is the process of improving the visibility of your website in the organicresults of the different search engines, i.e. when a user makes a search, for example on Google, the first results you get are the result of this search engine optimisation work.
SEO consists of a series of techniques to get your website to be in the first results and have a better visibility. Positioning yourself to be on the first page of the search engine is essential to get visits, few users click on the second page.
If you don't know very well what SEO is and you want to know more about it, you can visit this link to solve your doubts and curiosities.
- Dissemination: In the rest of the stages you have seen the importance of content and being present in the social networks where your users are, but now it is time to promote them. Publications on Instagram, Facebook, LinkedIn, etc, are free, but require a lot of time from your team. Therefore, here comes what we know as public relations. This department will be responsible for sending press releases, newsletters, contacting brand ambassadors and influencers for campaigns, sending products, etc. Another more traditional option is to promote yourself by organising events, where well-known people from your sector attend in exchange for promotion.
All this is based on a good database, where you have a large list of contacts to whom you can send your most relevant information and who will get to know your product or service as soon as possible.
Attraction Marketing vs Inbound Marketing
Although many think that they may be the same thing, the reality is that they are not, although they have points in common. Attraction marketing falls short today, it leaves out an important part that the Inbound Marketing strategy does have, and that is the automation process .
But that is not the only difference between the two, the first focuses on capturing users and attracting them to your website, while inbound marketing goes one step further, it seeks not only to attract users but also to convert them into leads (records) in order to maintain contact in the future.
In conclusion, we could say that attraction marketing is a part or phase within Inbound Marketing. We hope you enjoyed this reading!