Let me ask you a question; “Are you attractive or interruptive?” And no I don’t mean you per se; I mean your blog, your website and your overall online presence in general. Are you attractive to your potential leads and customers? Or are you using interruptive marketing?
Interruptive marketing is far too common these days and the bottom line is that it’s ugly. What you want is attractive marketing. If you don’t know about attractive marketing, then it’s time to take a crash course since it’s one of the key components to having a successful marketing campaign today.
Alright so let’s get into attractive marketing versus interruptive marketing. The basic concept of interruptive marketing is that you grab a potential client’s attention away from something and bring it to your message, products or service. Some great and by this I mean horrible example of interruptive marketing are pop-up ads, spam emails and commercials on television that are 120 decibels louder than the program you’re watching. And if those annoy you, well, as a customer you should be annoyed. It’s horrible getting on to a site and seeing some pop-up that you have to ‘X’ out or cancel some kind of download or say ‘No’ to a subscription. Yet as marketers, many of us find these tactics completely okay.
But let me ask you, if you’re annoyed by them, then wouldn’t other people be, as well? Well, the news flash here, they are! And that’s probably not going to be good for your business in the long term, and knowing your customers and leads. Right? So why stick with interruptive marketing? What you should be practicing is the opposite.
Attractive marketing simply works alongside the content that your potential leads or existing customers are looking at. Instead of jerking or grabbing the attention away, it uses attention methods to get them interested in your company, product or services organically. It includes a whole host of techniques such as SEO, content marketing, or just about anything that could be labelled as inbound marketing or a lead generator.
So why use attractive marketing?
Well, of course the number 1 reason to use attractive marketing is that it simply works better. You’ve already figured out that telemarketing doesn’t work as well as inbound marketing. By that I just mean, if people were to call you instead of you calling other people right? So why would you still use other forms of interruptive marketing such as pop-ups.
Attractive marketing uses a slower process; it builds up a stronger relationship over time. One that will lower customer attrition and improve customer relation so it can take a little longer but it works a whole lot better. And this allows you more control over your price point since brand loyalty is a direct effect of long-term relationships even if you need to raise your cost after a while, your customers would be more likely to stick with you when they are brought on board through this method o marketing.
Moving forward, many people are already using forms of attraction marketing without even knowing it. But what if you want to make your marketing efforts even more attractive? Well the good news here is that all it really takes is a strong adherence to white hat SEO tactics to stay attractive in your clients’ eyes. Essentially you want to build your website and landing pages around your customers, focusing on giving them the best experience possible when they get there.
You don’t want to design or develop your website around your search engines. Instead, make them customer-centric. This alone will develop strong, attractive marketing techniques without you even having to try. Just keep your content fresh, informative and answer lots of questions. In fact, it may even make your FAQ pages obsolete or at least redundant when you’ve answered all your questions your clients might have in the content, and then you’re well on your way to attraction marketing.