Guest blog by Steve Brown, Owner of ROI Online and client of WT Enterprise Center.
Why Attraction Marketing, Not Disruption-Based Marketing, Is The Future
Did you know that a typical person in the U.S. is exposed to 30,000 advertising messages every day? Yes, that number is correct: 30,000. Those messages come from all directions, 24 hours a day,7 days a week.
Most of those messages come from disruption or interruption-based marketing. Billboards, TV/radio commercials, direct mail, email marketing, online banner ads, and Pay Per Click marketing are just a few examples of disruption-based marketing. Just about anywhere you turn is going to have an advertising message of some sort.
The world of marketing is changing though, and attraction marketing or inbound marketing is rapidly overtaking disruption marketing, much to the pleasure of the consumer.
What is attraction marketing?
Attraction marketing works very differently than disruption marketing. Those differences are why attraction marketing is the future of marketing.
With attraction marketing, you present valuable content to an interested audience, a targeted message to a targeted audience. Disruption marketing works by presenting a marketing message to anyone and everyone.
How much will it cost for my business to use attraction marketing?
In all actuality, attraction marketing allows you to reduce your marketing budget. Disruption marketing works on the premise that, if you throw the message in front of as many people as possible, you will get someone interested in it. Attraction marketing works the other way. Your marketing efforts are targeted to a specific audience. You are using methods, such as blogging and social media, that are lower cost than major ads on TV, radio, or billboards, yet the amount of leads and customers you attract will be the same or even higher.
You are building a relationship with potential customers even before they see what your business has to offer. When you provide valuable content to a new website visitor, you are already setting yourself up as a trusted resource. When they start exploring what your business has to offer, you already have the beginnings of a relationship. Trust and relationships are critical for converting a website visitor into a paying customer.
Attraction marketing offers your existing customers a resource that they can return to. When you offer valuable content, you will see existing customers coming back to read and explore more. That means you have a better chance of retaining them as customers and better referrals. That is great news, since it takes five to seven times the marketing budget to attract one new customer than it is to keep one existing one.
You are creating a two-way conversation. Disruption marketing acts like a person that is standing in front of you jumping up and down, waving his arms, and screaming “Here I am!!” Attraction marketing works a bit differently. You are offering information that a person in your target audience wants. They come to your website to learn more at their leisure. You give them ways to interact with you by signing up for newsletters, following your company on Facebook, setting an appointment, or requesting more information.
Where can I learn more about using attraction marketing with my business?
This is just a glimpse of the power of attraction marketing and why it is the future instead of traditional disruption or interruption based marketing. Stay tuned for the next article and find out why attraction marketing is a competitive advantage in today’s marketing world. To learn even more, visit our blog at http://www.getroionline.com/Small-Business-Internet-Marketing-Tips/
