{"id":195,"date":"2018-05-25T17:47:56","date_gmt":"2018-05-25T12:17:56","guid":{"rendered":"https:\/\/www.thenextbigthing.co\/blog\/?p=195"},"modified":"2019-05-27T12:23:06","modified_gmt":"2019-05-27T06:53:06","slug":"growth-hacking-using-content-customer-attraction-part-2","status":"publish","type":"post","link":"https:\/\/thenextbigthing.co\/blog\/growth-hacking-using-content-customer-attraction-part-2\/","title":{"rendered":"Growth Hacking using Content: Customer Attraction"},"content":{"rendered":"

Growth Hacking using Content: Customer Attraction<\/h1>\n
(Law of attraction is the essence of marketing)
\n(Are your customer\u2019s thinking about your brand?)
\nChances are, your future customers aren\u2019t yet searching for information about your brand. They aren\u2019t yet thinking about brands. They are thinking about their lives. How you fit into their lives isn\u2019t yet their main concern. Before anyone becomes a customer of your brand, you first need to attract their interest. You need something to say they\u2019ll care about. Attraction can seem mysterious. Startups, in particular, have a strong need to attract and build interest. They want to interest in their product to grow.<\/div>\n

To attract more prospects, startups will want to:<\/h3>\n
    \n
  1. Understand the motivations of customers that lead to attention.<\/li>\n
  2. Understand some key indicators of customer attraction.<\/li>\n<\/ol>\n

    During the attraction phase, prospects can be cautious, hesitant to make commitments. They first want to explore their needs and desires. They need to feel they can trust a brand before they will spend money with them. That\u2019s especially true when they encounter startup brands they don\u2019t know.<\/p>\n

    For their part, startups need to woo prospects without burning too much cash. Incentives and ads are costly and push the cost of acquiring customers too high.<\/p>\n

    Content is a critical tool to woo prospects cost-effectively.<\/p>\n

    Attraction from the Customer\u2019s Perspective<\/strong><\/h6>\n

    Attraction happens…<\/p>\n

      \n
    • …when a prospect becomes aware of what your brand has to say…<\/li>\n
    • …about a situation that matters to them.<\/li>\n<\/ul>\n

      Content that attracts interest will build awareness of a brand.<\/p>\n

      Your future customer doesn\u2019t see themselves as a lead. They are someone looking for information. They are browsing content that seems interesting.<\/p>\n

      What is interesting to prospects? It\u2019s content that seems interested in them. Interesting content is relevant and rewarding.<\/p>\n

      What Customers Consider Relevant<\/strong><\/h6>\n

      Prospects want content that helps them understand their current situation better. Relevant content answers why the prospect\u2019s situation is how it is. Do they have a problem? Is it serious? Do they have an opportunity? Is it possible?<\/p>\n

      Relevant content addresses what a prospect may need to change. As we all know, making changes can be hard. Inertia holds us back. Learning something new takes effort.<\/p>\n

      Your content needs to make a change appealing. Prospects should feel rewarded when viewing your content.<\/p>\n

      A prospect starts off researching the nature of their situation. They slowly start to form an opinion about their situation.<\/p>\n

      Perhaps they will type some keywords into Google.<\/p>\n

      They may search on terms like:<\/p>\n

        \n
      1. \n
          \n
        1. Optimize<\/li>\n
        2. Prevent<\/li>\n
        3. Fix<\/li>\n
        4. Upgrade<\/li>\n
        5. Risk<\/li>\n
        6. Issue<\/li>\n
        7. Resolve<\/li>\n
        8. Improve<\/li>\n
        9. Reduce or increase.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n

          They may seek to understand market trends. Or explore monetary or time benefits of making a change in their lives or business.<\/p>\n

          They may listen to stories. Try quizzes. Scan explanatory graphics.<\/p>\n

          Is your content part of their journey?<\/p>\n

          Or will they pay attention to content created by others?<\/p>\n

          Growth hacking success requires understanding the mindset of prospective customers. Before a prospect commits to your product, your brand needs to show it is committed to their success.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

          Growth Hacking using Content: Customer Attraction (Law of attraction is the essence of marketing) (Are your customer\u2019s thinking about your…<\/p>\n","protected":false},"author":5,"featured_media":198,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5,4],"tags":[],"yst_prominent_words":[137,122,124,45,76,132,79,72,113,139,140,136,101,135,130,133,75,138,134,131],"_links":{"self":[{"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/posts\/195"}],"collection":[{"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/comments?post=195"}],"version-history":[{"count":10,"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/posts\/195\/revisions"}],"predecessor-version":[{"id":602,"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/posts\/195\/revisions\/602"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/media\/198"}],"wp:attachment":[{"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/media?parent=195"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/categories?post=195"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/tags?post=195"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/thenextbigthing.co\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}