Small business owners and entrepreneurs are always looking for new ways to make money in their business. You’ve read the marketing books, listen to p
Small business owners and entrepreneurs are always looking for new ways to make money in their business. You’ve read the marketing books, listen to podcasts, and sought mentorship. That’s great, you can learn so much from others. Some of the strategies you may come across may not be good advice and could be driving your customers away. Don’t worry, we’re going to help you get started making money in your business with attraction marketing and not sleazy sales tricks.
What is Attraction Marketing?
If you’ve ever been to a supermarket or used the internet, chances are you would have encountered attraction marketing.
Attraction marketing really means selling your product or service without explicitly trying to sell your product or service.
According to Hubspot, “[Attraction marketing means] providing valuable information about the item before convincing customers to buy.”
Let’s look at an example.
If free samples at the supermarket catch your eye then you’re watching attraction marketing at work. The company offers you something of value, a tasty snack, and introduces you to their brand. If you liked it, you may go seeking that product to buy or recommend it to a friend.
Another great example is showing people what your product or service does on YouTube. If you have a cookbook, you can post a video of yourself putting together a tasty recipe from it.
How to Use Attraction Marketing
Once you’ve mastered attraction marketing, you’ll start seeing sales in your business. In order to get there, we have some advice.
There are many ways to use attraction marketing. When you’re about to plan your attraction marketing campaign make sure you consider your:
Here’s what we mean.
1. Make Sure You Know Your Audience
Repeat after us, “My target market is not everybody”.
Even if your product and service can help a wide range of people. You need to focus on your target audience.
Your target audience should be specific. So your target audience can’t just be women. A better example of a target audience is women with children who own small businesses.
Narrowing down who you’re targeting helps you to speak to them and solve their problems.
In addition to that, if you’re clear on who you’re targeting you will even know where they hang out. You don’t have to be on all social media channels to be successful, just the one or two where you know your audience is hanging out.
You can find that out by looking up the stats for the various platforms.
How to Determine Your Target Audience
Determining your target audience takes a bit of research. Consider the following questions when determining your target audience for your product or service. Inc did a great job with coming up with questions you can ask when determining your target audience.
- What is their demographic? (Think age, gender, location, ethnicity, occupation, etc)
- What kind of personality does your target audience have? Think about their hobbies, goals, and values.
- Who is my competition targeting? Are there people they’re neglecting that I can target?
- Who will my product or service help?
- Who is already interested in my product or services.
Inc even suggested looking at forums and articles written about your target audience to have a better idea of who they are.
We suggest coming up with a buyer persona. A buyer persona is a fictional representation of one member of your target audience.
Example of a Buyer Persona
Let’s say you’re selling skin care products that moisturize dry skin. These products are made specifically for sensitive skin. Your buyer persona could be Brianna, a 20-year-old college student who loves to hang out with friends.
She’s black and loves dressing up. Brianna lacks self-confidence because of the dryness of her skin. Products that she has used in the past irritated her sensitive skin and she is searching for something that will finally fix her problem. Brianna doesn’t have a lot of disposable income. She wishes she was more confident.
When you create content for your product, you create it with Brianna in mind. Speak to her with your content.
How Knowing Your Target Audience Will Lead to Sales
When you know who exactly you’re marketing to, you’re able to serve them better. Whoever your target audience is will feel like you understand their pain points and can help them with a solution. Therefore, they will be more likely to buy your products and services.
2. Work on Your Branding
Even though you may want to focus on your products or services, your audience wants to know you. People don’t buy from companies, they buy from brands that understand them.
As a small business, having your face as a part of your brand may be an advantage. People will be able to see themselves in you.
According to Hubspot, sharing your story is an important part of your attraction marketing campaign. Of course, you don’t have to tell them every single thing about yourself. You get to decide what you want to share and what you don’t want to share.
Hubspot also says “…do you know how your brand fits into a customer’s life? You can use that as an angle and frame your story from there.”
Even though you want to make sales immediately and achieve your goals ASAP, take some time to work on your branding.
When it comes to speaking about your products, Hubspot says, “Instead of communicating that your product “really works,” share how using the product empowers you as a marketer, or as a consumer.”
Finally, when you address your audience, remember to speak to them as if they’re people and not dollar signs.
How Working on Branding Helps You Make Money
As we said, people want to spend their money with a person or a brand they can relate to. If you have a personable brand, you’ll get loyal followers, referrals and the money will definitely follow.
3. Create Valuable Content
Valuable content is not simply posting pictures of your products or talking about your service all day. As a matter of fact, attraction marketing is very much about giving your audience content without always trying to sell to them.
Inbound marketing is actually an example of attraction marketing. Inbound marketing refers to creating valuable content and experiences to attract customers.
You can create blog posts, podcasts, videos, quizzes and so many other types of content.
The main purpose of creating the content is to provide value to your target audience. The content is not about you, it’s about them.
However, in creating this content, you can include information about your products but make sure it’s all relevant.
Don’t forget to share your content on your social media platforms.
If one of your main platforms is Facebook and you need help mastering the platform and growing your community, check out our Facebook Mastery Training Series. You’ll also learn how to convert your followers or members into paying customers.
Example of Valuable Content in Attraction Marketing
Let’s say that your product is an app that helps with productivity. You could have a podcast that helps busy moms with businesses be productive. This will be most effective if you’re also a busy mom with a business by the way.
You could release a YouTube video showing a day in your life. This vlog would include a snapshot of your day and maybe what you eat. However, this vlog would also contain the ways you use your productivity app to be more productive.
As Hubspot puts it, “[A]ttraction marketing tends to take the angle of “This is why I need this.””
How Valuable Content Will Make You Money
Valuable content attracts people to your business. If you look like an expert, they will trust you. People will remember your brand and be more likely to buy from you when they’re ready.
Putting valuable content in front of your target audience will generate leads that you can nurture into sales.
It’s worth taking some time to work out an attraction marketing strategy. Remember to focus on your audience, which will inform how you market your brand and create your content. Attraction marketing is a great way to really connect and help your audience without looking inauthentic.
If you’re ready to use attraction marketing to leverage social media and groups to attract your ideal client, check out our Attraction Marketing Masterclass. Business owners already spend so much time creating content and engaging on social media, it’s time to do it right and reap the rewards.
Last updated: January 26, 2022 at 11:02pm EST
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