DIGITAL ATTRACTION
THE DIGITAL ATTRACTION
COMPONENT OF YOUR
MARKETING STRATEGY
BY: ANDY BUYTING
When talking marketing strategy, the digital attraction
component is critical. Most of us—dare I say, all of us—need to
have a very robust strategy when it comes to attracting people
online.
As we know, online is the only real venue for finding unlimited
number of customers, and we all need to be there. So, how do you
attract people digitally? I want to share with you a new way to
think about this strategy.
I was recently invited to speak at a worldwide conference on
digital and social media marketing. The conference was based in
Amsterdam and I was able to reach several thousand people
through this virtual summit. In part, I shared my approach for
how to market online and find those who self-identify as being
interested in what you’re selling.
When you think of the digital universe, there’s a common
misconception that if you build a great website, heavy and
convertible traffic will generate automatically. One of the first
concepts you come to understand is that, in fact, you are not at
the center of the digital universe—or even close.
In actuality, Google is the center of the digital universe. It is
around Google that everything else orbits. Those closest to
Google are prominent social media outlets like Facebook,
LinkedIn, YouTube, and Instagram. That’s where quite literally all
of the traffic is.
Your website, in most cases, is located at the far-reaching
outskirts of this digital universe.
The trick with digital marketing is to find pathways to the center
of the universe and to pull traffic out towards you. Once
customers have landed on your website, you can interact with
them and convert them into qualified leads and opportunities for
your company.
I classify everyone in the digital universe into two buckets. In the
first bucket are your search engines and in the second bucket are
your social media outlets. I want to talk about these separately
because each requires a different approach.
The best way to attract people is not necessarily to have a pretty
website with lots of information. Google’s operating system,
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