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What is Attraction Marketing?

The cover image of "What is attraction marketing" showing a human stick figure holding a magnet towards the title.
I am Nick, a B2B & SaaS marketer with a focus on SEO, content, and techstack marketing. 
I created the Marketing Experts Hub to simply explain marketing, cover business topics, and software for marketers with a pinch of opinion.
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Table of Contents

Attraction marketing is a modern marketing strategy that emphasizes building connections with potential customers by offering value and engaging content before promoting a product or service. 

It revolves around attracting prospects through compelling storytelling, personal branding, and showcasing the benefits of a product in a way that resonates emotionally.

A fresh but proven approach, it differs from traditional marketing by focusing on drawing customers in naturally, rather than relying on direct sales tactics. The goal is to create a loyal customer base through authenticity and trust, turning interest into lasting relationships.

Attraction Marketing: Sell by Drawing People to *You*!

Whether you’re a marketer or a business owner, you’re probably intimately familiar with the headache that choosing an effective marketing strategy can be.

And it’s not just you – it’s to be expected.

These days, marketing strategies are a dime a dozen. 

Some work, some don’t. 

Others work under specific occasions, or for a specific kind of product, target audience, or market. Nobody has the time and resources to try everything and see what sticks, so here’s an approach that’s both novel and has a proven track record:

Attraction marketing

Simply put, attraction marketing draws you in with engaging, relatable content focused on building honest-to-god connections and relationships. It’s all about understanding and catering to your needs and interests, making the product secondary to the relationship.

Similar in principle to inbound marketing, an attraction marketing strategy aims to nurture lead generation and conversions through high-quality content marketing efforts.

In a way, it’s both intuitive and unintuitive at the same time. It turns the typical digital marketing playbook on its head, focusing on authentic engagement rather than direct sales pitches. 

Above all else…

Attraction marketing is all about creating content that resonates on a personal level.

And it works, too!

The effectiveness of attraction marketing isn’t just theory; it’s proven in practice. Companies adopting this approach have seen significant growth in customer loyalty and brand advocacy. It’s a marketing strategy that not only attracts but also retains customers effectively. 

Over time, it turns your audience into engaged followers who are more likely to trust the brand, advocate for its products, and become repeat customers.

What’s more, using attraction marketing effectively can help you grow and distinguish a brand from others in the marketplace!

A post on LinkedIn by Christos Pipinikas attracting likes and comments to engage the audience. This is an example of attraction marketing by utilizing a personal brand.
Posting on LinkedIn is a good example of attraction marketing.

The Different Types of Attraction Marketing

In general, the philosophy of attraction marketing is to create value for the customers even before they become customers in the first place. There’s a few different types of content that can help do that:

Helpful content

One way to attract audiences and generate brand awareness is to provide them with valuable content for free, like

  • Infographics, 
  • blog posts, 
  • quizzes,
  • podcasts, and 
  • instructional videos.

Classes and workshops

Taking the helpful content idea to the next level, some brands provide their audience with full-blown classes, webinars, and workshops – again, for free.

Influencer content

Social media influencers often promote brand content on their platforms without explicitly telling their audiences to buy the products. Instead, they build trust by sharing valuable information, talking about their personal experiences with them and providing honest reviews.

This falls under the umbrella of the dark social funnel.

Product endorsements

Another way to generate buzz is through endorsement from public figures, celebrities, or well-known institutions. By affiliating themselves with a company or brand, they signal to their already existing huge followings that the brand or product in question is worthy of their attention and trust.

How Does Attraction Marketing Work?

The psychology behind attraction marketing is, in fact, surprisingly simple. It’s also well-known and well-documented:

  • 90% of consumers say transparency is essential when deciding which brand to buy from.
  • 86% of customers say authenticity is a key reason they buy from a brand.
  • 81% of consumers need to trust a brand to buy from them.
Pie charts demonstrating the effect of transparency, authenticity, and trust on consumer purchases.
Source: WebFX

Those three words are key for launching a successful attraction marketing campaign.

Transparency in brand communications fosters openness, making customers feel valued and respected.

Authenticity allows brands to form genuine connections with their audience, enhancing relatability and appeal.

Trust, of course, is paramount. Without it, even the most persuasive marketing efforts fall short.

Brands that successfully integrate these values into their marketing strategies are more likely to attract and retain customers, demonstrating the power and efficacy of the attraction marketing formula.

Modern audiences, see, are accustomed to being bombarded with ad content more or less around the clock. They quickly adapt to brands using all kinds of marketing methods to get them to convert and buy. That’s why attraction marketing techniques are often effective where conventional approaches fall short. Instead of being pitched to, audiences are simply shown the desirability and benefits of a product or service, with no strings attached.

Take a moment to create a mental image:

You’re watching a video on how to grow your own herbs at home. It’s branded content, yes, but nobody’s selling you anything. They’re just showcasing that using the branded herb growth kit, while not at all mandatory, will make the process easier and save you a ton of time and trips to local shops.

You need a bit of help with managing your personal finances. There’s an excellent webinar you can watch for free, explaining the concepts of budgeting, saving, and investing. In the end, there’s a section about this personal finance and budgeting app that can make it all simpler and easier for you – but again, it’s just a quality-of-life improvement rather than something you have to buy.

You’re scrolling on social media and you stumble upon this influencer whose cooking content you like to watch. They’re using a specific brand of knives in this video, sharing their positive experiences with them. Again, nobody’s selling you anything. But the next time you need a kitchen knife, you’ll definitely consider looking up the brand in question.

That’s how attraction marketing functions. It builds trust with transparency, authenticity, and valuable experiences and insights. There’s no need to aggressively push for a sale. Once those are established, they are enough to naturally lead to consumer interest and loyalty on their own.

Is Attraction Marketing a Legit Marketing Strategy?

Admittedly, when it comes to attraction marketing, there’s an elephant in the room that needs to be addressed.

In certain circles, the term “attraction marketing” has been (erroneously!) linked with MLMs, potential scam risks, and questionable marketing practices.

Let’s put all that to bed, once and for all:

Attraction marketing stands out as not only legitimate but also one of the more ethical strategies and approaches in the marketing sphere.

It respects the autonomy and intelligence of the consumer, allowing them to make informed decisions based on the helpful information provided. This is in stark contrast to more intrusive methods, which often rely on creating artificial urgency or exploiting consumer vulnerabilities.

Moreover, attraction marketing fosters long-term customer loyalty and satisfaction by prioritizing the needs and interests of the customer, aligning closely with ethical business practices that emphasize transparency, respect, and value.

The Unique Benefits of Attraction Marketing

The aim of attraction marketing is to make your audience familiar with your brand or product, attract them, and, when they are ready, convert them into paying customers.

This approach has a couple of unique benefits that most outbound strategies and sales techniques don’t:

Since it first aims to educate your audience, it tends to attract only the most qualified leads and have significantly higher conversion rates.

Simply put, the leads you attract already know your service or product is what they need, and they have already decided they want it.

Here’s a list of the overall benefits an attraction marketing plan can provide your business with:

  1. Inspires trust 
  2. Increases sales
  3. Creates authentic relationships
  4. Builds rapport with new audiences
  5. Grows a personal or business brand
  6. Improves lead generation and email signups
  7. Establishes brand awareness and loyalty
Benefits of attraction marketing infographic.

Breakout Successes: Real-world Examples of Attraction Marketing

As mentioned in the beginning, attraction marketing isn’t just a novel approach. It also has a proven track record of proving its merits even to the most sceptical marketers.

Here are a few case studies of brands that successfully invested in an attraction marketing campaign and (reaped huge benefits):

Order of Man

Created by army veteran Ryan Michler, Order of Man is “a community and resource for men to become better at all aspects of life, from self-mastery to family, from money to contribution, and everywhere in between.”

At first glance, the website is a true treasure trove of content. From blogs to podcasts to newsletters – and even a massive Facebook group of 76,000+ members – Order of Man has everything its audience needs to start working towards “building a battle plan for maximum health, wealth, relationships, and abundance.”

Once the audience has embraced the brand’s message and philosophy and is ready to take things to the next step, they can visit Order of Man’s ecommerce store. There they’ll find merchandise as well as items that can help them lead the kind of lifestyle the brand and its content promotes.

Here’s a look at one of the emails audience members get on the regular once they sign up for the newsletter:

While the brand’s philosophy and message certainly aren’t for everyone, nobody can deny that they know their audience well, they understand their pain points, needs, and wants, and provide them with an abundance of helpful content and resources.

All that, without shoving anything down anyone’s throat, so to speak.

This is the essence of attraction marketing: attracting the right kind of audience through the right kind of platform, offering them content of great value, and, in time, converting them into customers and advocates.

P.S.: Reusing content across media & social is a great way to start with attraction marketing.

Guild Wars 2

While the heyday of Massively Multiplayer Online Role Playing Games – also known as MMORPGs – is in the past, Guild Wars 2 is one of the few games in the genre that’s still going strong, 12 years after its initial launch.

Looking at the developer’s views, it’s not hard to understand why. ArenaNet prioritizes creating a rich, fantastic environment where the players can form real communities and share positive experiences.

More than just pretty words, these views are reflected into the gaming experience Guild Wars 2 creates for its players. The game shies away from a pay-to-win approach and underhanded practices like skinner boxes, and actually respects the players’ time like almost no other MMO does.

Beyond its respect for its players and the focus on community, storytelling, and shared experiences, however, the secret behind the success of Guild Wars 2 lies in the way it’s monetized.

Unlike other popular MMOs, Guild Wars 2 did not adopt a monthly subscription model, initially requiring only a single one-time purchase. Then, in 2015, ArenaNet decided to make the core game totally free to play for everyone. While this free-to-play version of the game has some limitations, such as limited character slots, it still can provide its players with hundreds of hours of rich gameplay experience with absolutely no strings attached.

Players who are satisfied with that core gaming experience are then offered the chance to buy additional story and gaming content in the form of massive expansion packs, as well as cosmetics and minor quality-of-life upgrades for their characters.

Guild Wars 2 has always been a niche game. Its player base cannot be compared with that of World of Warcraft, the most successful game in the genre ever. Still, it can boast an estimated 19,194,229 subscribers and 364,690 daily players in early 2024, 12 years after its initial launch (MMO-Population).

Still, its authentic approach, respect for its audience, and lack of predatory monetization have attracted a hardcore audience of customers and advocates, expanding its lifecycle far further than that of other games in the genre.

HubSpot

Of course, there can be no attraction marketing list of successful case studies without mentioning HubSpot, a brand whose successes with inbound marketing are its own testimonials.

Far more than just your run-of-the-mill customer relationship management (CRM) platform, Hubspot is a leading provider of inbound marketing software, as well as an educator, thought leader, and top voice in the world of marketing.

In fact, it received a number of accolades in G2’s 2023 annual Best Software Awards, including being named the #1 Global Software Company and recognition across three Hubs – Marketing, Sales and Service.

As expected, HubSpot’s approach to attraction marketing is second to none. Its knowledge base of thousands of high-quality blogs are offered for free, its SERP presence is massive, and most of its traffic is organic.

What’s more, HubSpot provides its audience with a wide array of free lead generation incentives in exchange for their contact details, adding even more value on top of its core content by matching it to the audience’s specific intent.

The philosophy behind their product aligns with the same principles. Their suite of management and automation tools is built from different “hubs” that can work independently, according to the customer’s needs. There’s also a collection of free tools, as well as different pricing options ranging from packages for individual entrepreneurs and small businesses to market-leading enterprises.

Through its masterful attraction marketing strategy, HubSpot has carved out a place for itself in the market. It has become both an indispensable source of education for its audience, as well as an irreplaceable growth tool for its customers.

How to Implement Attraction Marketing as a Business Strategy

So what do you have to do to implement attraction marketing as a strategy for your online business – and reap its unique benefits?

While it’s not rocket science, planning and executing an attraction marketing campaign does take a bit of research and consideration. Here are the most integral parts of the attraction marketing formula – the practices you’ll have to keep in mind when building your attraction marketing messages to attract new leads and new customers to your lead capture pages:

1. Make your brand feel personal

Trust is the name of the attraction marketing game – and people don’t trust faceless businesses. They trust other people. Adopting a friendly and approachable tone of voice goes a long way. Giving your brand a face is even better.

Whether that face is you, the business owner, or a brand ambassador, it’s important for the target audience to have an actual person to connect to, like, and trust. It’s what will differentiate your brand from its dozens, hundreds, or thousands of its competitors, and what will make a lasting impression.

Moreover, branding “you” instead of your product helps personalize the relationship with your customers. If they can put a face on your brand, they feel like they have an actual, flesh-and-blood person they can relate to, or even “hold accountable” in case they feel your brand has betrayed their trust.

2. Be very specific about your target audience

For all its upsides, attraction marketing is not a one-size-fits-all approach. To effectively attract the right kind of leads, you have to know who you’re talking to – even if that means you have to niche down to a very specific section of the audience.

To be able to build an emotional connection with your audience, you have to know who exactly you’re talking to:

  • What do they want?
  • What do they need?
  • What are their habits?
  • What are their pain points?
  • What do they like and dislike?
  • What is their platform of choice?
  • What kind of content do they prefer?
  • Who are the influencers or public figures they pay attention to? 

Make sure you do proper, in-depth research, then use the data you gather to synthesize your audience’s buyer persona and pin down who your ideal customer is.

3. Research, research, research

As mentioned above, you have to know who exactly you’re talking to, and there’s only one surefire way to do that: research. That research isn’t strictly limited to the buyer persona, either. You have to know exactly what your competition is doing, so that you can replicate their successes and learn from their mistakes.

Delivering the right kind of content requires research too. Make sure you are aware of your market’s and your niche’s trends and best practices, and look for gaps and opportunities you can cover to win over your audience.

Last but not least, keep an eye on other niches and industries, too. Analyzing what works in other fields, and then adopting and adapting it for your own is often the secret to innovation and securing competitive advantages.

4. Make it all about creating value with consistency

Implementing an effective attraction marketing strategy takes time. It’s all about playing the long game – and that’s why consistency is key.

By consistently creating value, you “train” your audience to treat your brand and content as the go-to source of information on your niche. More than that, you generate trustworthiness and establish authority on the subject.

That means that as your audience moves to the bottom of your sales funnel and on to the final stages of their buyer’s journey, they’re already vetted and prepared to convert to high-quality leads, customers, and supporters of your brand.

5. Get to know your audience well

Even if you have precisely identified who your audience is, building trust and authentic relations requires two-way communication.

To truly get to know your audience well (and get them to know you, too!) it is imperative to actively engage with them with every chance you get. Interact with them through social media, surveys, and feedback channels. Listen to their concerns, preferences, and feedback, and show that you value their input by implementing changes based on their suggestions.

This not only provides invaluable insights into their needs and wants but also strengthens their loyalty to your brand. Remember, a well-understood audience is more likely to engage with your content and offerings, creating a strong community around your brand.

6. Don’t forget about SEO

Search engine optimization is a vital part of every successful marketing strategy – and doubly so for long-term strategies like attraction marketing.

Use relevant keywords, optimize for search engines, and create quality content that aligns with what your audience is searching for. Most CMSs have built-in features to improve and enhance your content and SEO, so make sure you use those too.

This not only improves your visibility online and drives organic traffic to your site, but also improves the overall trustworthiness of your brand in the eyes of your audience.

Remember, SEO is a powerful tool that complements and amplifies your marketing strategies, making your content discoverable to those who are looking for it.

7. Above all else, be authentic

In an environment filled with marketing noise, authenticity is your competitive advantage. A personable, distinct and appealing voice resonates with audiences, fostering trust and credibility. Among other things, that means being true to your brand values and transparent in your communications.

Authentic brands attract loyal customers who not only believe in the product or service, but also in what the brand stands for. This relationship goes beyond just transactional interactions. Customers are drawn to the authenticity and integrity of the brand, which is often seen as an extension of their own values and beliefs.

This kind of genuine connection is exactly what attraction marketing aims to nurture. It is an invaluable resource for any brand and business, as it goes beyond superficial engagement, creating lasting relationships with your audience.

Is Attraction Marketing Right for My Business?

For all its unique benefits and appeal, attraction marketing isn’t necessarily the right choice for all brands, businesses, and markets. So when considering whether attraction marketing is the right fit for your business, it’s important to evaluate several factors.

First, consider your target audience and whether they would respond well to a value-driven, relationship-focused approach. Attraction marketing works best for brands that can tell a compelling story or offer unique insights. Is yours that kind of brand?

Also, assess your capacity to produce consistent, high-quality content that resonates with your audience. It requires a commitment to authenticity and transparency. Balancing informative, engaging content with the genuine story of your brand requires both creativity and a strategic understanding of your audience’s preferences, and requires a substantial amount of time and effort.

Lastly, consider your long-term goals. If building a loyal customer base and enhancing brand reputation are priorities, then yes – attraction marketing could indeed prove to be a highly effective strategy for your business!

Attraction Marketing – The Key Takeaways

Definition and Essence:

Attraction marketing is a modern strategy that focuses on building connections and offering value before promoting a product or service.

It relies on storytelling, personal branding, and resonating emotionally with potential customers, rather than direct sales tactics.

Novel yet Proven:

This approach is both fresh and effective, aimed at creating a loyal customer base through authenticity and trust.

It’s about drawing customers in naturally and fostering lasting relationships.

Content-Centric Approach:

Attraction marketing involves offering various forms of valuable content (e.g., helpful articles, webinars, influencer insights) free of charge.

The strategy nurtures lead generation and conversions through high-quality, relatable content.

Psychological Foundation:

Key factors like transparency, authenticity, and trust are crucial for a successful attraction marketing campaign.

These values help in attracting and retaining customers, as modern consumers seek brands they can trust and relate to.

Differentiation from Traditional Marketing:

Attraction marketing is an ethical strategy that respects consumer intelligence and autonomy.

It contrasts with intrusive marketing methods, emphasizing informed consumer choices.

Unique Benefits:

This approach attracts qualified leads, enhances conversion rates, and establishes brand loyalty and awareness.

It allows for authentic relationships and elevates a brand’s social media presence and email marketing efforts.

Real-world Success Stories:

Case studies like Order of Man, Guild Wars 2, and HubSpot demonstrate the effectiveness of attraction marketing in various fields.These examples highlight the strategy’s ability to build dedicated customer bases and brand advocates.

Implementation Strategies:

Key steps include personalizing your brand, understanding your audience, consistent value creation, and leveraging SEO. Authenticity and two-way engagement with the audience are essential for building trust and community.

Suitability and Considerations:

Attraction marketing is not universally applicable; it suits brands that can engage audiences with compelling stories and content. It requires a commitment to producing consistent, high-quality content and aligns with brands focused on long-term customer relationships and reputation enhancement.

Conclusion: Embracing the Power of Attraction Marketing

In conclusion, the innovative strategy of attraction marketing emerges as a highly powerful, ethical, and effective approach. At its core lies the principle of value-first engagement, so it’s particularly suited for businesses intent on forging genuine, lasting relationships with their audience.

Overall, attraction marketing is a strategic choice that nurtures sustainable growth and a strong, positive brand reputation. By investing in this approach for your brand, you can look forward to building trust with your customers, as well as enjoying the long-term benefits of a loyal and engaged audience.

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