If you use social media in any capacity, you’ve probably encountered a post where an influencer or trusted resource is describing how they’re using a brand’s services or products; which means that you’ve been introduced to attraction marketing.
As fully defined by HubSpot, “Attraction marketing is a term for a method of marketing a product or service. It works by providing valuable information about the item before convincing customers to buy. It’s a powerful marketing strategy for both lead generation and brand loyalty.”
The idea behind this type of marketing is to focus on the problem-solving nature of products while leveraging a trusted voice — whether it’s a celebrity, employee, friend, or professional social media manager. Instead of the traditional marketing concept of “you need this,” attraction marketing takes a more personal stance to show “this is why you need this.”
An Early Example
This concept can be viewed through the success of celebrity chef and kitchenware influencer Rachael Ray. Ray originally worked as a chef and food buyer in a gourmet grocery store. Once she realized that her clientele didn’t like overly complicated recipes, as a way to generate leads and interest, she started conducting cooking classes for consumers. This, in turn, led to more sales. Ray’s efforts focused on attracting people through adding the value of convenience to their cooking instead of selling the actual food itself. Ultimately, she leveraged her attraction marketing techniques and kitchen skills into a brand that is worth upward of $80 million.
Why It Works
Entry into attraction marketing is simple. Social media platforms provide a great opportunity to incorporate attraction marketing into a strategy, because these outlets require the use of a trusted voice to deliver the campaign. Social media experts have mastered this technique by establishing their online brands and pivoting them into attraction marketing campaigns that can result in countless leads. As a business, you can take advantage of this unique marketing opportunity as well.
The “Know, Like, And Trust” Factor
In attraction marketing, the “know, like, and trust” factor becomes crucially important, as it is an essential aspect of how buyers will engage with your products. This factor describes the level to which consumers know your brand, like how it appears, and trust how it performs. When it comes down to marketing any product or service, people tend to buy from other people, not companies. In addition to training your team in social media best practices, providing value and offering free content through attraction marketing is one of the most effective social media strategies that any business can implement in today’s digital climate.
Influencer Partnerships
Influencer partnerships allow you, as a brand, to examine which social media platforms you should focus your marketing efforts on. Based on the demographics of your target audience, evaluate who on those platforms would best articulate the value of your product/services, and then build partnerships from there. This partnership component is also impactful with respect to the types of content that you can share when implementing attraction marketing, because it allows you to lean into your partners’ strengths while leveraging their voices. This can manifest into blog posts, eBooks, YouTube/Instagram video tutorials, or even podcasts; however, the goal should always to consistently show how your brand provides value through demonstration.
You’ve probably realized by now that Social Media is no longer an option. In fact, it is a vital and highly successful tool for building a business. Aliya Hammond Consulting is an online Digital Marketing, Training, and Consulting Company headquartered in the greater Philadelphia area. We specialize in Social Media Management and Marketing, Social Media Training, Blog Writing, and Graphic Design Services for small and large businesses, entrepreneurs, and non-profit organizations. If you are looking to improve or increase your online presence, you can rest assured you are in good hands with us. Contact Aliya Hammond Consulting today to find out how we can help your business grow!
