Are you attracting enough visitors to your website?
Do you have an "attraction plan"? Online Marketing Success: Attraction Content Tips in the Digital Marketing Funnel is all about what you need to do at the TOP of your funnel.
You NEED to be attracting more of the right top of visitors. I talk about how to do this...
In this episode of the halftime Mike podcast I dive into the "Attraction" area of the digital marketing funnel. What it is, what you need to do, and how it works!
Here's a window into the total digital marketing funnel outline and note "Attract" at the top of the funnel which is our focus today.
An attraction piece of content is typically a blog post or resource article on your website. It is not a product listing. An attraction article is not a "selly-sell" over-hyped push-to-buy type of material but rather something that is useful to the reader and by which you can be found and discovered by those searching for answer to that type of situation/problem/scenario.
Attraction content is resource-rich. It adds value and is for building reader trust, as well as for building interaction. It is also focused on attracting the right people. Those "right people" are your target buyer demographic. The "would-be excellent client" type you want more of.
Attraction content is also a style of social media posting. It includes posts in social media that are informative, inspirational, and educational. These posts connect with the audience on a more social and community level, rather than on a product/service specific level. It doesn’t always have to be a product or a service but a “how to” ...think quality, valuable information that is resource rich.
My big three ideas are that to be an "Attraction" piece of content it must do one of these three things:
Attraction has to be inspirational, something people feel good about. It can be in the form of video, image and links leading to a content.
Because we are looking for ways to reach new people, not just any people, but the right kind of people. If you want to continue to grow sales, you need to reach more and more of the same type of buyer that is your best client.
Attraction is your means of simply doing that...attracting.
If 5% of people are ready to buy what you have right away. How many do you need to be reaching weekly to achieve your sales goals?
That's right, the majority of people you attract will not be seeking to buy right way. However, since we know that it takes 7 points of contact before people have enough information to Know, Like, and Trust us enough to buy from us, it's key to get this multi-touch approach started.
The major issue today is that we do so much push of our products for people to buy, being all "salesy" that we turn people off. We actually see many businesses skipping "Attraction" all together. They want to drive right to the sale and it doesn't work!
It's like that rude dude on the blind date that pushes for a home run. Grow up and mature!
Old-school marketing was all "push". From billboards to magazine ads and more, but today, being social is at the forefront. People need to like you before they will want to do business with your company and buy your product!
Video works! Images are needed. Too much text without enough imagery or ability to skim can kill your content!
Starbucks’ Global month of Service post – social in style, multiple image, showed people having fun, inspirational. It mobilize 275 volunteers to get 8,000 community service project done and it attracted likes and responses - 1100 shares, 46k reaction.
Marriott Marquis Hotel San Diego – post “We <3 Craft Beer” tells people what they can do in San Diego and where to go to when looking for event. They are being a RESOURCE!
Pacemaker Buildings is a Post-Frame Builder. They recognize people decide slowly to build a building and they research quite a bit. So, Pacemaker is seeking to use an "Attraction Content" strategy to reach their ideal customer.
Example one is a post about keys for a Equestrian training building. Why? They have had success with clients needing equestrian facilities. So, someone seeking to build a equestrian building is likely doing research and they can find this article and discover/be attracted to Pacemaker Buildings! Post Frame Building Equestrian Facilities
Another example from Pacemaker is a blog post (they call it their Resource Center! [Brilliant!]) about exterior design options in Post-Frame buildings. Why? Because those thinking about building are thinking about this topic!
Answer questions. Be a resource. Add value! Exterior Design Options Attraction post
Attraction along with engagement (another episode) needs to be about 50% of your content mix on a weekly basis! It will be about 50% of your website content. It's helps you be found, trusted, and it helps you be top-of-mind.
So what’s your key takeaway from this?
What do you need to do in the next 24 hours based on listening?
Resources outlined in this episode:
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I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn't. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.
That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!