The 3 Principles of Marketing: Attract, Engage, Convert

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In today’s business landscape it’s all too easy to get lost in the world of digital marketing, to the point we forget the power of more traditional forms of marketing – such as human interaction, word of mouth marketing, and paper based formats.

Indeed, not all that long ago, if you were a small business owner then you would go to your local newsagent or corner shop and place a postcard sized advert (either handwritten or professionally printed) that touted your services to the local community with a phone number, and that was your marketing done.

Today, however, due to the phenomenon of information overload where it’s becoming harder and harder to attract people’s attention, let alone engage with them on a meaningful level, it seems all forms of marketing need to be much higher fidelity – both from a creative and intellectual perspective along with a more polished finish; for instance, it would now seem necessary to find a specialty printer to produce high quality documents rather than printing at home.

Similarly, in the digital world, it’s no longer about having a website for your business, or a social media page; that’s not enough today – it’s all about creating the most engaging and attractive digital collateral to ensure you reach the hearts and minds of your audience… as otherwise, they will pass you by and click off.

Therefore, it’s important to master the skill of marketing and look at the three core aspects:

  1. ATTRACT

The first step in the process of marketing is that you need to attract people’s attention, which means, you need to interrupt their current thoughts – distracting them enough to grab their attention and consider your message.  This is why so many marketing campaigns use questions, intense visuals, or focus on a particular pain point so that people stop their inner thoughts for a moment and focus on what it is you want them to focus on.

There are many ways to attract your audience, though one of the most compelling is to use a question within your marketing material – as this way, people can’t help but answer.  For instance, try not to think about the answer to this question.  

  1.  ENGAGE

Now that you have your audience’s attention you need to engage them, and the best way to engage people is to make it about them, rather than you… meaning, you must make your marketing about how you solve their problems, rather than about how great your company is.  Focus on the audience rather than your company and you will engage them much more.

  1.  CONVERT

The final step in the formula is to convert their attention and engagement into action – meaning, they do a particular thing, such as call you or visit your website.  In terms of converting a looker into a buyer on your website, again, it is all about creating value for the customer by focusing on their needs; as most people prefer to focus much more on themselves rather than your company.

Modern Ways Of Pleasing Today’s Customer

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Pleasing a modern target audience can be tough for any business. The market is always changing, and your company needs to work hard to stay on top of its game. You need to keep rethinking your business strategies to make sure that you’re appealing to the modern consumer. If you’re struggling on that mission then here are some modern ways of pleasing today’s customer.

Rewarding people.

If you start rewarding your customers then you’ll probably notice more repeat purchases. Discounts, vouchers, and even giveaways are a great way to get people buying from your business in the first place, but such rewards can also keep customers returning to your business. If customers see they’ll get 50% off their second or third purchase, for example, then they’ll be more likely to buy from you again. You really have to appreciate the power of word of mouth marketing, too. Happy customers will tell their friends and family about you. In fact, you could even use rewards as an incentive to get people talking about your brand. If you offer discounts to customers who refer your company to their friends then you’ll probably notice a bigger influx of new clients. Rewards are definitely a good way to build a long-term bond with your client base.

Creating an enticing online presence.

Another great way to satisfy the modern-day customer is to create an enticing online presence. Most people search the internet for the things they want to buy. If your digital marketing game isn’t up to scratch then you’re missing out on potential sales. You might want to read about conversion rate optimization because the goal of digital marketing is to gain paying customers. Boosting traffic on your website is a good start, but your company isn’t going to improve if none of those visitors actually buy anything from you. You need to find ways to improve your website’s design and content to impress people who visit your homepage. With an enticing site, your business could see a much better conversion of traffic to sales.

Listening to them.

Finally, the best way to please today’s customer is to simply listen to them. This has always been the case, but it’s something that many modern businesses neglect to do. Giving the consumers what you want to give them isn’t going to get you the sales you want. Like it or not, the customer is always right. If you want your business to do well then you need to meet the needs of the market. Do your research to find out what your target audience wants. You could run polls on Twitter or invite people to leave feedback online.

Find out what clients like and dislike about your business, and ask them for their opinions on rival companies in your industry. That’s the best way to gauge the current consumer mentality in your marketplace. Once you start listening to customers, you’ll have a better understanding of what they want. And, in turn, you’ll be able to deliver a service that pleases today’s customer. You might even be able to find gaps in the market that your competitors have missed. It could be a chance for your brand to really stand out in its industry.