Your girlfriend or boyfriend is attracted towards you, aren’t they? Love is in the air, love is in the eyes and love is everywhere! But what are the factors that make this attraction possible? Unique scent? Polite behavior? Good looks? There must be something in yourself that makes the other person feel attracted towards you.
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Here are 6 rules that every brand must follow in order to excel in attraction marketing.
#1. Start by Building a Design That Helps The Customer to Identify and Connect to Your Brand
Brand design should craft a message that fits into the expectations of the customers. Design at every touchpoint, from business cards to brochures to websites and mobile apps should be flawless, professional and must connect with the brand’s objective. You can always add a personal touch to your branding efforts by customized products or gifts for customers with company logos and images.
Your brand must have a clear cohesion in design and must resonate with values like individuality, creativity and freedom. The design should be able to create a positive HALO effect which convinces the customers to feel good about your brand. The HALO effect means that people can love, hate or feel indifferent towards your company based solely on their initial impressions from your branding. Hence, it is important to ensure that you use the HALO effect towards your brand advantage.
The North Carolina Public Radio published findings of the HALO effect where customers were most likely to buy a product if they heard about it on the Public Radio.
#2. Know Your Audiences Deeply
Identify, research and know your audience before you start your promotion. Understanding the audience demographic like the age, gender, socio-economic level, nationality, ethnicity, education level, marital status, income, attention span, first language, psychological profiles etc. all matters for planning and implementing a successful attraction marketing strategy.
Understanding the audience persona matters a lot. You can make use of channels where you are most likely to find your audience and you can further optimize your communication to know them better.
#3. Sincerely Help Your Customers
You can help your customers with almost everything. Better customer support, better channels of communication, awarding them or offering discounts are all ways to take your customer relationship to the next level. You can make use of tools like Freshdesk or Kayako to deliver an unrivaled customer support experience.
Personalization is another great way to make your customers fall in love with your brand. Every customer loves to have a personalized dashboard, emails and offers that are specifically created for them.
Many customers are often confused before/after buying the product so having a specialized before and after support team will help to minimize the gap, thereby adding to the sincerity. An efficient support system that keeps everybody in the loop helps to improve the responsive time and allows the people to get started.
#4. Research the Want and Fill in the Void
Every business is standing on wants. Efficient businesses even create wants to fills in the void. In order to attract your customers, you first need to either identify or create want and then provide services or products that effectively fills the gap created by the want.
Research forms an integral part of identifying the want. Research methods can be primary or secondary. Secondary research means making use of information that has already been put together. For example, if you are thinking about starting a clothing label for girls, you don’t need to question people whether they are male or female to find out how many females exist—that information has already been published by the U.S. Government. Primary research, in contrast, is research that you design and conduct yourself. For example, you may need to find out whether people prefer the color red or yellow.
Once research is done and you have the data with you as to what the people actually want and care about then your job is simplified.
#5. Increase the Retention Rate and CLV
Harvard Business School suggests that a 5% increase in retention rate helps to increase profits by around 25%. Henceforth, companies must make use of strategies that allows the existing customers to remain loyal to the brand as compared to making new customers.
CLV or the Customer Lifetime Value is another important metric when it comes to attraction marketing. It is a prediction of all the value a business will derive from their entire relationship with a customer.
Brands that are able to attract the customer the most are the ones who are largely successful in increasing the retention rate and CLV. They have a strong base of loyal customers.
#6. Innovate and Think of the Future
Brands should not only live in the present but also in the future. Companies like Apple, Oracle, Google, Samsung etc have specialized teams that are researching and developing products that are set to be launched 5 years from now. Such products are innovative and are created after a thorough market research. This is the reason that big brands are able to build a loyal following of customers.
Brands can help to enhance the process of innovation by observing and watching their existing customers, running brainstorm ideas, asking their staff, examining patents, collaborating and open innovation. These are all ways to sustain the brand of the future.
Attracting your customers becomes easy if your follow the above strategies. Never, ever try to fool your customers by offering something that you cannot produce. Remain honest as this will help you to gain the trust of your consumers.
Have you used any of the strategies of attraction marketing to great success? Please let me know in your comments below.
Images: ” Horseshoe magnet attracting metal letters forming the text attract new customers. 3D rendering image for illustration of business development or commercial prospection. / Shutterstock.com“
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