What Is Attraction Marketing? (With Strategies and Tips)

By Indeed Editorial Team

Published May 5, 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.

One of the most powerful tools that a business can use to increase brand recognition is to draw potential customers by providing valuable information. This marketing technique seeks to establish trust with customers by telling stories about how products have helped customers. You can use it to educate potential customers about the benefits that your company has to offer. In this article, we define attraction marketing, discuss its importance, share examples and provide strategies and tips to create your own marketing campaign.

What is attraction marketing?

Attraction marketing is an inbound marketing strategy that aims to educate consumers, create personal connections and increase familiarity with products and services without directly encouraging customers to purchase the product. The process works by providing value and awareness without an overt sales pitch. It can be more successful than traditional marketing because it doesn't seem like an ad or commercial. By including insightful information in your marketing campaign, customers can see and assess your brand and business more authentically.

It can help increase brand awareness and recognition by enhancing trust in your business. It allows you to promote your product as the most attractive option among competitors. It usually focuses on the brand story and specific features or utilities of a product rather than promoting a wide range of different products.

Related: What Is Recruitment Marketing (Definition and Benefits)

Why is attraction marketing important?

The goal of such marketing campaigns is to pique the interest of potential customers, engage them with quality content, and provide avenues for them to purchase the product. For instance, it can be easier to engage customers with real testimonials and use-cases than when you promote your products with traditional marketing. That's because human beings are natural storytellers who become curious about others who tell powerful stories about themselves. When you engage with a customer through inbound marketing techniques, you can influence them indirectly, one in which your focus is to teach and build trust rather than to sell.

A great way you can do this form of marketing is by creating content and courses which instruct customers on the best ways to use your products and services. Customers appreciate when businesses are helpful and offer solutions to their problems without having to look them up and research on their own. Since you're the expert on the products you offer, your customers may appreciate your insights. By giving your customers a better understanding of how to use your products, you can engage customers who are aware of your brand.

Related: Marketing vs. Sales (With Definitions and Differences)

Attraction marketing examples

The increasing use of social media and video platforms has made marketing take new forms. Here are some examples of it:

Social media influencer marketing

Influencers promote brands by explaining the benefits of the products and services to their followers. Instead of directly asking their followers to buy the products they're promoting, they usually talk about how the product has improved their lives and show practical results. This may also be a form of an affiliate marketing program, whereby influencers receive a small portion of the sales received from a product they are promoting.

Related: How to Become a Social Media Consultant (With Skills)

Educational material

If you'd like to encourage trust in your brand, you may want to create useful material that customers can learn from. Some examples include e-books, instructional videos, and long-form blogs. These materials can help build trust in your brand because they can provide instructional information that can help customers. You can also share regular newsletters, tips, best practices, and other helpful information about specific products, services, or industries.

Online courses

By hosting educational courses, you can create awareness about your company with your target audience. For example, some marketing agencies may share short video courses, tool kits, or other valuable templates with their audiences. They do this without trying to sell anything, as this helps build trust with customers because they feel like they're gaining something of value during these courses. Some organizations also sponsor educational courses on leading platforms to reach new audiences.

Events and workshops

Organizing industry networking events, field marketing events, webinars, conferences and training workshops can help attract relevant customers. For example, a company that manufactures fruit juices may provide free public classes and workshops on how to stay fit. Similarly, a company that sells gardening tools and products can set up a workshop on how to start gardening and care for different types of plants. These are usually day-long events and help engage existing customers alongside acquiring new ones.

Related: 11 Types of Networking Events to Attend for Professional Growth

How to implement attraction marketing strategies

Creating valuable content is one of the most effective ways to engage customers. If you're interested in this type of marketing, here are some steps you can take:

1. Share your story

Sharing the mission and vision of your brand is an integral part of attracting customers to you and your business. Whether you're creating an online course or sharing an e-book with your customers, try your best to include your own story to build trust with customers. People usually respond well to stories about individuals who are passionate about the inventions and creations that they've made. When you share your story, you can emotionally connect with potential customers better.

2. Know your customer expectations and challenges

When creating content for your customers, you can conduct some research to better understand customer requirements and trends. One way to do this is to look into competitors' strategies. What social media platforms do they use? What mediums do they prefer to use, blog posts, videos, or courses? Consider consulting with content creators and influencers who're popular in your market.

Also, consider looking up frequently asked questions associated with your products on search engines. Once you know the popular questions that customers are searching for, you can create customized content for them.

3. Create trust

It's essential to have an authentic approach to creating content in marketing campaigns. This can involve balancing sharing personal stories and anecdotes with providing informative content for your audience. To make informative content, knowing all the details, specifications, and uses of the products that you offer is critical. By building authority and delivering high-quality content to your audience, you can build a trustworthy relationship with your audience.

4. Provide the value of the product

This marketing approach provides you with a platform to share the benefits of your product. Customer testimonials and your personal testimony will provide content on the value of your product. As you create informative and engaging content, be sure to focus on real examples from customers and clients. Sharing what your customers like about your products or what they find the most appealing can help attract like-minded consumers.

Tips for attraction marketing

Here are some tips that can help you create an effective marketing campaign:

Be authentic

When implementing this type of marketing campaign, it is important to create authentic content without overselling or overstating the importance of your product. If you use real-world use cases, the vision, and the successes of your product, you are more likely to engage your customers. Creating the right first impression requires a strong, genuine, and clear brand identity and voice.

Balance promotional content with valuable information

Although the goal is to share the story of your product, be sure to share some specifications and details about your products. Create a balance between the value you are providing to your audience and promoting your product. Develop strong brand and editorial guidelines that highlight your name, logo, vision, mission and products at relevant places to ensure that your audience associates quality and authority with your brand.

Choose the most relevant platform for marketing

Different media platforms offer unique features and specialties that are suitable for specific marketing purposes. For example, some social media platforms limit the number of characters in posts. You may not want to post long stories on platforms that limit the number of characters because you will run out of space to share all the benefits of your products. Alternatively, a video may be the best place to showcase your products and share beneficial information about how to use them. Also, consider the demographics of your customers. If your customers are younger, find newer, more popular social media platforms.

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