Drip Email Marketing

How Having a Real Time Location System Can Benefit Campaign Performance

September 22, 2023/in Articles, Attraction Marketing, Directors /by Nicole Wagner

As you likely know, mobile marketing is an incredibly effective way to reach a significant part of your audience. Companies that aren’t leveraging mobile marketing at this point are at risk of falling behind their competition if they haven’t already. However, while most businesses understand that they should optimize their online content for mobile use, not everyone is taking full advantage of what mobile users can offer. For example, a real time location system can tell you where your audience is, which can be incredibly beneficial for improving campaign performance.

Using a Real Time Location System to Improve Campaign Performance

Smartphones have built-in GPS that pinpoints where the user is. This is data that you can access as long as you have permission from the user. You will need to offer an app that the user can download in order to access this data. Some users are going to disable the real time location system as a way to keep their privacy. However, a lot of people don’t mind if your app provides a helpful location-based feature.

The Benefits of a Real Time Location System

Being able to track the location of your users can come in use in numerous ways. Not only can you use this information to measure the effectiveness of your inbound marketing strategies, you can use it to better target your audience. The following are a few examples of how using a real time location system to improve your marketing efforts:

Target users near your stores: You can automate certain push notifications to be sent out to users who are within a certain radius of your stores. This is a great way to target users who may not know that they are near one of your stores. Even with users who know about your store’s location, you can send out content that might convince them to drop in. Sending them a special discount code that they can use there is a good example. It’s an incredibly effective way to increase foot traffic to your physical locations.
Target users near your competition: You can even use your real time location system to steal customers from your competitors. For example, your users might be headed to a competing store or are near a competing store. You can send them an offer to match any promotions they might be offering.
Improve reach: You can figure out what areas the majority of your users tend to be in. This can give you a lot of helpful information that you can use to improve your reach. For example, if you’re based in Philadelphia but you notice that a lot of users are in the NYC area. You can then use that information to target those areas. You can do so by creating more location-based content or even by opening a store in that location.
Measure foot traffic. Measure how effective your mobile marketing efforts are by measuring foot traffic in your physical stores. For example, if you send out notifications of an in-store sale to your users, you can then identify how many users ended up going through the store on the day of the sale. You can use the foot traffic you measure at your stores to judge the performance of specific marketing tactics in many other ways as well.

As you can see, using a real time location system can be hugely beneficial to your cross channel marketing efforts. The trick is knowing how to implement it. These are just a few examples of how you can use the location data you have access to. This can help optimize your marketing campaign and improve sales.

Learn To Use Social Media To Find New Leads

Six Steps To Better Use Of Marketing Analytics & Dashboard

August 11, 2023/in Attraction Marketing, Blog, Directors, Marketing Strategy /by Nicole Wagner

Using marketing analytics is essential to being able to judge the performance of your marketing efforts. They allow you to see what is and isn’t working in real time, thereby letting you adjust your strategy. Not only do marketing analytics improve your marketing efforts, but they also make you much more efficient. You don’t end up wasting a lot of time and money on tactics that aren’t working.

Considering what an essential part your marketing analytics dashboard plays in the effectiveness of your marketing strategy, it should come as no surprise that marketing analytics continue to grow in importance, with many companies devoting bigger and bigger portions of their budget to their analytics capabilities. To ensure you’re making the most out of your marketing analytics dashboard, be sure to follow these six steps:

1. Embed Analytics Into Marketing Decisions

Analytics should not be a mere complimentary tactic to your marketing strategy that allows you to see how you’re doing — it should be an important part of the marketing decision making process. Once you begin using analytics, you should use the data you’ve gathered from previous campaigns to help inform future campaigns and strategies.

2. Use Your Analytics For A Better Understanding Of Your Customer

Marketing analytics can help provide you with incredible insight into your customers, thereby providing all kinds of opportunity for growth. The challenge is in collecting data from a wide range of data points. The reason that this is a challenge is that there are often barriers between marketing, operations, and sales data. If you can gather and analyze data from all three of these facets of your business, you’ll be able to get a more complete picture of your customer, thereby allowing you to form a much more effective marketing strategy.

3. Develop And Hire Talent That Understands Marketing Analytics

Marketing analytics is unique in that it requires analytical thinking to read and understand the data, but it also requires creativity to put that data to use in actionable steps. You’ll want to focus on developing and hiring talent that understands both the science of analytics and the art of analytics, which is no easy feat. However, having such individuals on your team will help you get the absolute most out of your marketing analytics.

4. Organize Your Analytics Operating Model

If you’re going to embed your marketing analytics dashboard into your company’s marketing decision-making process, then it’s important that you organize its operating model to reflect how decisions are made. For example, if your company makes your marketing decisions by brand, then you might want to dedicate analytics resources.

The Buyers Journey Explained Stage By Stage

5. Focus Marketing Analytics On New Opportunities

One of the common traps companies fall into is using their analytics to adjust their marketing tactics on current strategies. While you should certainly do this, you should also leverage certain marketing analytics, such as data mining and predictive analytics, to find new opportunities, such as new marketing strategies, new business models, new markets, and more.

6. Learn When To Measure And When To Act

The use of analytics allows you to analyze and measure data at any time, but knowing when to act on that data you have can be tricky. There’s the temptation to want to wait until you can measure everything and obtain more data before making key decisions. Waiting too long can cause you to miss out on potential opportunities. On the other hand, constantly acting on the data you have can be a serious mistake as well. Many strategies do take time before you’ll begin seeing results.

As you know, using analytics will help you get the most out of your marketing strategy. These tips will help you get even more out of your marketing analytics dashboard.

Top Benefits of Using Case Studies For Your Business

August 4, 2023/in Articles, Attraction Marketing, B2B Marketing, Blog, Directors, Inbound Marketing /by Dan Gartlan

Consumers are a lot less susceptible to fancy sales pitches in this day and age, which is why the use of case studies can be very effective in building brand trust. Many consumers will ask friends and family for recommendations or look up online reviews before doing business with a particular brand. They do this because they simply trust other consumers more than they are willing to trust a brand. It’s due to these reasons that you should consider using case studies. We’ve gone over the case study questions you should ask, but the following is some information on what they actually are and how they can benefit your marketing efforts:

What are Case Studies?

Case studies are similar to testimonials in that they provide audiences with an account of previous customer experiences with the brand. However, testimonials are typically basic interviews that function as little more than positive reviews. Case studies are more in-depth and concern the entire process that the customer went through. Basically, it’s a depiction of their buyer journey and how your business helped to fulfill their needs from beginning to end. This allows for an element of storytelling that’s much more engaging

What are the Benefits of Using Case Studies?

Although case studies require a lot more effort to put together than the typical testimonial, it’s well worth the time and resources required. Many businesses will even produce their case studies as video content that their audiences can watch. The following are just a few of the benefits of creating case studies:

Build brand trust

Case studies are extremely effective in building trust because of the very fact that they represent the viewpoint of your previous customers. Instead of you telling your audience how great your brand is and how effective your products or services are, you’re having your customers do it for you. Not only do audiences trust other consumers more than they trust companies, but by allowing your previous customers to tell their stories, they are basically endorsing your brand, which gives your business more credibility.

Engage through storytelling

Simply having customers tell the audience that your product is great is just a basic customer testimonial. It’s not that interesting, nor is it very engaging. Case studies are more concerned with telling the story of the customer. The customer is the hero, their problem is the conflict and your brand’s solution is the resolution. The use of storytelling helps to make a brand much more relatable and will allow your audience to see how you fulfilled that customer’s need at every stage of the buyer journey.

Click here to learn the six C’s of story branding

Identify brand evangelists

To find the subjects of your case studies, you’ll need to speak to several clients or customers and request that they participate. Those that are willing are your brand evangelists. They are offering to tell their story because they believe in your brand. Knowing who your brand evangelists are is helpful because they can help improve your brand reputation through word-of-mouth marketing.

Assist your sales team

Having an assortment of case studies available on your site can be hugely beneficial to your sales team. This is because they can recommend prospects to watch specific case studies of previous customers who may have had similar problems. This, in turn, can help them close deals.

As you can see, case studies can be very beneficial to your marketing efforts. If you are not already using case studies in your business, we encourage you to give them a try. They are a powerful tool that can help you achieve a variety of goals.

Keys Successful Price Reduction Strategy

July 28, 2023/in Articles, Attraction Marketing, Blog, Consumer Marketing, Directors, Marketing Strategy /by Nicole Wagner

There are many reasons why you might be thinking about reducing the prices of a product or service. There are usually two main reasons: the product or service isn’t selling as well as you had hoped, or you’re looking to increase your customer base. A price reduction can help interest potential customers who may not have been interested before. However, if you plan on cutting prices, you need to implement effective price reduction strategy marketing.

Why is Price Reduction Strategy Marketing Important?

There are two critical reasons why you can’t just slash prices without a price reduction marketing strategy in place. First of all, nobody will know about the price change. Secondly, you don’t want those who do know to make the wrong assumptions about why you are changing the price.

Generating Awareness Of Your Price Reduction

If you don’t market the fact that you’re reducing your prices, nobody will know about it. This then defeats the purpose of lowering your prices in the first place. For example, if you are reducing the cost of a product because it isn’t selling well, then it’s still not going to sell well if nobody is aware of the price cut.

Informing Customers Why You Are Reducing Prices

If people don’t know why you cut prices, they will make assumptions. This can hurt your brand image. For instance, some customers might think that you’re discontinuing a product and are trying to get rid of the last of what you have left. Customers don’t want to buy a product if a newer version is coming out soon after.

What Are The Keys To Effective Price Reduction Strategy Marketing?

When you cut the price of a product or service, you should have a goal in mind. After all, why else would you reduce prices? Whatever your goal might be, you’ll want to keep it in mind as you develop your marketing strategy. A good price reduction marketing strategy should include the following:

Provide A Reason

If you don’t justify your price cut, your target audience may become skeptical about why you’re doing it. You need to have a good reason. For example, maybe you’re just having a sale to reward your customers. Or maybe it’s an ethical reason (such as temporarily lowering prices during the COVID-19 pandemic). If you’re permanently reducing the price, you should provide an explanation as well.

Research Your Competition

If you’re trying to price your product more competitively, then you should do some competitive research. How much are your competitors charging for similar products or services? If you’re temporarily reducing prices, then you might want to make them even lower than your competition. Doing so can help you steal customers who are willing to try your product or service due to the low price.

Establish A Timeline

Is your price cut going to be permanent or temporary? If it’s temporary, you should market it as such. You’ll want to note exactly when you plan on reducing the price. You should also mention how long it will remain at that price point. This way, customers who want to take advantage of your price reduction won’t miss out. The last thing you want is for customers to not make the purchase because they didn’t know that your price cut was temporary.

Consider Your Buyer Personas

Consider how a price change will affect your buyer personas. You might not realize it, but reducing the price isn’t always the best way to increase sales. This is especially true if your buyer personas are on the wealthier side. These personas are likely looking for a premium product or service. If you lower the cost of your product significantly, it may lose the perception of luxury.

Why Are Buyer Personas So Important?

Focus On Features

One of the biggest mistakes that companies make is to focus solely on the price cut. While the price reduction will attract many customers, it’s not the main reason why they will make the purchase. It’s the features of your product or service. Focus on the features that make your product or service worthwhile. The features are what provide the real value, after all.

Implement A Successful Price Reduction Marketing Strategy Today

Reducing the price of your product or service can help you increase sales and your customer base. If you take the time to develop an effective price reduction marketing strategy, it will result in both a short-term impact and a long-term impact (even if you’re only reducing prices temporarily).

4 Strategies of a Successful Attraction Marketing Formula

June 21, 2023/in Articles, Attraction Marketing, Directors, Marketing Strategy /by Dan Gartlan

Almost every business engages in inbound marketing in one way or another–and they should. Inbound marketing is an effective way to increase your brand awareness, build authority, and find new leads. However, it’s extremely broad. For instance, you could set up a social media page and that would be considered inbound marketing. To truly get the most out of your inbound marketing efforts consider engaging in attraction marketing, which emphasizes a strategy that focuses on your audience. The following are the four main strategies that make up an effective attraction marketing formula:

Focus on Story Branding

Storytelling is an essential way to connect or relate with audiences. One of the common challenges businesses face is finding a way to not only engage with their audience, but to connect on a personal level. Using storytelling to get your message across is one of the most effective ways to do this. In particular, you should focus on story branding. Story branding involves sharing information about your brand through the power of storytelling.

For example, instead of just saying “our company provides the best product,” story branding would involve explaining why your company was established (to provide a service or product missing on the market), what your values and beliefs are, what your goals as a company are, and how you plan to accomplish those goals. This allows you to connect on a more emotional and relatable level.

Strengthen Thought Leadership

Position yourself as an authority within your industry by producing content that is relevant to your target audience and that is more helpful than promotional. The stronger your thought leadership is, the more you’ll be trusted by potential leads. Not only can you strengthen thought leadership by regularly publishing high-quality content, you can also do so by regularly engaging with your audience on social media, answering questions or concerns that they have, contributing to group discussions, contributing to posts by followers or by other thought leaders, and more.

Nurture Leads

Capturing a lead isn’t equivalent to closing a sale. You can’t just assume that they are ready to buy if they’ve given you their email address. You need to nurture the leads that you’ve captured until they are ready. A good way to get a lead to unsubscribe from your email list is to immediately send them promotional content pressuring them into purchasing something. Instead, send them more in-depth content based on their past level of engagement with your site (and the information they’ve provided in your opt-in form). The goal is to build a relationship so that by the time they do make a purchase, they’re more likely to stay loyal to your brand.

Focus On Customer Service

Last, but not least, focus on customer service. Don’t just dismiss your leads once they turn into customers because you’re chasing the next sale. Increasing customer loyalty is important. The better their experience is (and continues to be) the more likely it is that they will stay loyal and even recommend your brand to friends and colleagues.

The most effective way to implement inbound marketing into your marketing strategy is by focusing on this attraction marketing formula. Doing so will help you attract leads, connect with them on an emotional level, and build lasting relationships with them.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

Caring Communities Webinar 2023

April 28, 2023/in Attraction Marketing, Events, News & Insights, Speaking Events /by Stevens and Tate

WHO:

Caring Communities is a full-service insurance management company committed to the non-profit senior housing and care industry. They serve over 800 communities in more than 40 states and also have a centralized goal of connecting, sharing, and enriching those around them.

WHERE: Online Webinar

WHEN: June 20th, 2023

DETAILS:

The Caring Communities Webinar on Risk management is a great way for you to learn ways to protect and manage your organization. With already over 200+ registered attendees all across the U.S., there will be many opportunities to meet new people in the industry and get real-life perspectives on a very important topic.

Topic: 5 Strategies to Take a WOE Marketing Program to WOW.

President, Dan Gartlan will speak on the 5 Strategies to Take a WOE Marketing Program to WOW. During this session, those in attendance will have an opportunity to create measurable and attainable marketing objectives to clearly define elements that can affect their own organization. Moreover, this engaging session will explore interdependent strategies that focus on brand storytelling, SEO, and social media. You’ll learn cohesive and integrated strategies that work in combination to create the ideal platform for enhanced success, specifically focused on inbound-driven techniques.

Click here to learn more about Dan Gartlan.

Also in attendance will be Nicole Wagner. Nicole holds a Bachelor of Marketing with an Advertising focus from Western Michigan. She is an online marketing expert with extensive experience in all things internet related. She has worked extensively in the aging services industry. Nicole continues to share her knowledge through engaging presentations, seminars, and webinars on a variety of topics nationwide. She has received excellent feedback for her passion, insight, and motivational speaking. She has spoken at numerous conferences, such as AHCA/NCAL and LeadingAge. Although she will not have a presentation, she will be able to answer any question that arises during Dan Garlan’s presentation.

Click here to learn more about Nicole Wagner

To learn more about Caring Communities, click here.

A Guide to the Consideration Stage of the Buyer’s Journey

March 10, 2023/in Articles, Attraction Marketing, Behavioral Marketing /by Nicole Wagner

Once you’ve managed to draw new leads to your brand by presenting content that helps consumers navigate their problems through the awareness stage, you’ll want to make sure that you have content living on your site (and on other channels, such as social media and email as well) that addresses the consideration stage of the buyer’s journey.

What Is The Consideration Stage Of The Buyer’s Journey?

The consideration stage of the buyer’s journey follows directly after the awareness stage. Once a consumer has a better understanding of what their pain point is as well as of what the potential causes of their problem are, they will begin searching for solutions. It’s during the consideration stage of the buyer’s journey that they will begin to explore their purchasing options.

At this point, you will want to explain what types of solutions will help with their specific problems as well as what their options are and present your products and services as a potential solution.

Let’s say the consumer has decided that they need to replace their current computer, which keeps freezing. They already know that they need to replace their computer and why they need to replace it. If you’re selling brand new computers, then you’ll want to present content that helps provide information that will help guide them to making the right purchase. They may have questions that include:

How much do new computers cost?
What kind of computer do I need?
Should I buy a new or used computer?
What brand is the best brand?

Content that addresses these questions is going to help consumers make a more informed decision about their purchase, thereby helping to get them closer to making a purchase.

How do you create great content with the help of the buyer’s journey?

Creating Content For The Consideration Stage Of The Buyer’s Journey

You will want content on your site that specifically addresses the consideration stage for consumers who have been doing research on your site from the beginning of their buyer’s journey. However, this content will also help attract consumers out there who already know what their problem is and are performing research for potential solutions from the get-go.

While you’ll want to present your products and services as a solution, you’ll want to make sure that your content is still on the informative side and not the promotional side. The more helpful your content is in explaining what the consumer’s options are, the more they will trust your brand’s authority, which will help make them more likely to choose your solution.

You’ll want to create a variety of content, including short-form and long-form articles, videos, case studies, demo videos and more. Topics you may explore that help inform consumers looking for a new computer could include:

The Pros and Cons of Used vs. New Computers
Mac vs. PC vs. Chromebook
Buying a New Computer on a Budget
What to Look For in a New Computer

Other forms of content to consider creating include product webinars and FAQs that consumers can explore to see what your company has to offer in terms of solutions to their problems.

During the consideration stage of the buyer’s journey, you’ll want to provide content that provides consumers with information about potential solutions to their problems while also introducing them to your specific products and services. The idea is to give them enough information so that they will feel comfortable making an informed purchase.

Email Opening Lines That Actually Work

December 23, 2022/in Articles, Attraction Marketing, Blog, Direct Marketing, Directors, Marketing Strategy /by Nicole Wagner

When it comes to email marketing, everyone knows how important the subject line is. It’s what gets the recipient to open your email in the first place, after all. If your subject line fails, your email may go unread. However, you’re not free and in the clear yet once you’ve managed to get your recipients to open your emails — you still have to get them to read through your content. This means that your email opening lines are extremely important. If your email opening lines fail to capture the attention of your B2B prospects, they’re likely to forgo reading the rest of the email. The following are a few tips for creating effective email opening lines:

Bring Up A Recent Event

Use your opening line to bring up a recent event relevant to their business. For example, a recent product launch or an interview in a magazine with their CEO. Doing so shows your prospect that you have done your research about their company. This will give them some confidence that you might actually have something of value to offer.

Establish An Immediate Connection

If you have a connection to the prospect, use it to get their attention in your opening line. For example, “(someone) recommended that I reach out to you,” or “We recently met at (recent event).” They will immediately have more of an emotional connection, which means that they will be more willing to read on about what you have to say.

Flatter The Prospect

While you don’t want to seem disingenuous in your flattery, it helps if you start out the email by telling them something about them or their business that you like, whether it’s about a new service that they offer, something positive in the news concerning them, or even a post that they made on social media. For example, “I thought the video you recently posted on YouTube was great,” or “I’ve been very impressed with the new (product) that you just released.” It shows that you’re not just cold calling (or cold emailing) potential prospects but that you’re actually familiar with them.

Learn How to Use Targeted CTAs to Increase Lead Conversion

Begin With a Question

Asking a question is a great way to pique their curiosity right away because they’ll be thinking about the topic you’ve brought up, which means that they will be immediately engaged. Of course, the rest of the email will have to follow in the line of that question. For example, “Are you having a problem with (something)?” or “Have you heard about the recent news about (something)?” You will then have to follow up with how you can provide a potential solution to the problem or how the recent news is relevant to them and how you can be of help as a result.

Get To The Point

You can also just get to the point immediately by positioning yourself as a business that can help their company. For example, “Our product helps businesses like yours to achieve (this goal).” Getting to the point right away by addressing their pain point and how you can solve it is a good way to get their attention for at least the remainder of the email.

A strong email opening line will help generate interest in what your email has to say. Use these tips to create effective email opening lines that will increase the chance that your emails will be read in full, thereby making it easier to nurture your leads.

5 Questions On Attraction Marketing Strategies To Consider

December 6, 2022/in Articles, Attraction Marketing, Blog, Directors /by Dan Gartlan

As any business owner knows, marketing is essential if you have any ambition for growing your company. Without effective marketing, your ability to attract new leads and increase sales is going to be limited, which means that there’s a good chance that your business won’t last very long.

However, when it comes to marketing, there are two routes to choose between — prospective marketing and attraction marketing. Essentially, prospective marketing involves finding prospects and then marketing your services or products towards them, whereas with attraction marketing, you allow the prospects to find you — hence the term “attraction.” The following are five common questions that you might have about attraction marketing, along with strategies to consider for executing this type of marketing:

1. How Do You “Attract” Leads?

The idea is to put yourself in the position to be found. This is done by optimizing your website for SEO using high-quality keywords your prospects are likely to use when searching for similar products and services. You then provide content on your website that helps inform your leads about your brand and presents your brand as a valid solution to their problems or needs. Other strategies, such as the use of social media, also helps to increase brand awareness, thereby bringing more prospects to your brand.

Read more on How To Develop Content To Build Customer Loyalty

2. Why Is Attraction Marketing More Effective?

Prospective marketing requires that you force your marketing onto a prospect without knowing their interest in your brand. For example, cold calling is a popular prospective marketing technique.

With attraction marketing, you’re not forcing yourself on the prospect. Instead, you’re simply putting yourself in the position to be found by them. The prospects that find you will be more interested in your products or services, which makes them more stronger candidates as potential customers. Additionally, the lack of pressure means that they can do their own research on your brand on their own time, making them more likely to convert.

3. How Does Attraction Marketing Lead to Sales?

One of the strategies involved in attracting leads is to establish yourself as an authority within your industry via your content. When your website visitors educate themselves about your brand by reading through content that’s informative and relevant to their needs, they’re more likely to trust you. This trust makes it easier to capture your leads, giving you the opportunity to nurture them through the sales funnel and eventually, not only closing sales, but creating long-term customers.

4. Will You Begin Attracting Leads Right Away?

Unlike prospective marketing, attraction marketing takes a bit longer to implement. As a short-term strategy, attraction marketing isn’t going to seem very effective. However, long-term results are going to be much more impactful than short-term results, which is why attraction marketing is considered more effective than prospective marketing.

5. Once You’re Done, Will You Keep Attracting Leads?

Since attraction marketing is all about long-term results, it’s important to understand that it requires a long-term strategy. You can’t just set up a website and put up some content and then call it a day. For it to be effective, you have to continually create new content, continually engage with followers on social media, and continually adjust your strategy based on various analytics that you should be monitoring. If you do this, you’ll continue attracting leads.

Prospective marketing is a very short-term strategy based on closing sales immediately — and it’s one that’s generally not very effective unless you have a massive advertising budget. Attraction marketing is a more cost-efficient strategy that focuses more on attracting high-quality leads that you can develop relationships with, thereby creating long-term customers well into the future.

What is Attraction Marketing And How Can It Set Your Business Apart

September 23, 2022/in Articles, Attraction Marketing, Directors, Inbound Marketing, Marketing Strategy /by Dan Gartlan

Attraction marketing is the culmination of your marketing efforts to draw customers to you and your brand. As with any marketing strategy, attraction marketing focuses on setting your brand apart from your competitors by making your company attractive to potential buyers. This is accomplished through developing your brand marketing strategy by evaluating your marketing goals, evaluating how your are performing, and adjusting your plan using metrics.

Attraction Marketing Strategy and Story

Attraction marketing is all about making your brand more attractive to your buyer personas as well as attracting them to you through inbound marketing. The two work hand-in-hand and should be a pillar of your marketing efforts, and it all begins with your attraction marketing strategy or strategies as the case may be — there is no one “right” way to market your brand but there are many tried and true ways to do it.

Strategy alone, however, doesn’t necessarily flow through to your customers but your story does and storybranding is how to give your brand an enduring and lasting impression on your clients. Be careful though, as storybranding and storytelling are two different animals.

Get Found and Be Seen

Your brand story sets up the foundation for who you are and what you do and, if done right, will be the thing that your buyers admire as they meander through your sales funnel. Of course, all of that magnificent storybranding will be for naught without a quality website and some killer SEO which is exactly why you need to shore up your website: to be seen.

We’re talking, of course, about your internet presence and how it affects your attraction marketing campaigns. The gateway to your brand story and to your attraction marketing as a whole goes through your website which may very well be your most valuable sales asset. Most importantly, it puts you on a level playing field with your competition through the necessary exposure of the internet.

Getting folks to that site comes down to search engine optimization which spans both organic and pay per click by optimizing your website for greater results. While SEO is an intrinsic tool to have, the quality of the content you provide on your site is what keeps buyers there and hooks them in to your sales process.

Want to learn more about how to create quality content? Read this article on how to create content for each sale funnel stage.

Thought Leadership

Possibly one of the most useful parts of attraction marketing for your business is that you become the thought leader in your industry. Buyers as well as industry leaders will turn to your brand to help solve their problems as you make them more aware of the issues they face.

Thought leadership though is more than simply having quality content and making that content relevant to your target audience. It deals with the entire suite of broadcasting your brand, who you are, and what you know about your industry and the solutions you have available across many different avenues. Social media, trade shows, marketing metrics, and lead nurturing all make up vital pieces of your thought leadership toolset.

More than that, the importance of thought leadership for your brand is to continue to set yourself up on a higher plane than the rest of your competition by delivering what you already know and conveying it in a way that attracts people to you.

Lead Nurturing Throughout the Buyer’s Journey

Once you’ve got a lead whether from a trade show, through your inbound marketing, or through social media, it’s time to nurture them through your sales process and guide them through their own buyer journey.

While there are many ways to nurture leads, keying in on how your specific buyer responds to different stimuli is necessary for landing sales. Tactics including drip emails, lead nurturing campaigns, and remarketing are all tools that should be part of your lead nurturing tool box. Additionally, towards the end of your buyer’s journey, your sales and marketing staffs should be on the same page for sales-ready leads.

Finally, you’ll need a way to evaluate your marketing efforts. Inbound marketing software, analytics, and metrics can certainly help, but having a strong OODA loop within your organization will aid in making decisions. Remember, it all starts with data.

The Nitty Gritty: Why Attraction Marketing?

The question you’re undoubtedly asking is why attraction marketing is useful to your business which is a very valid one. Think of attraction marketing as the magnet that draws customers to your brand at large. The deeper aspects of attraction marketing such as your content, thought leadership, and brand story make your brand something that sticks with them.