The attraction marketing , aka inbound marketing , is the set of no massive online tactics, focused on generating attention, attract, convert and retain a target audience. What happens when you want to use inbound marketing for an objective that does not include sales? Can you do inbound in foundations , CSOs or even brands with a purpose ? The answer is that the best way to create a brand, boost positioning and engagement today is through inbound techniques. Inbound techniques seek to attract specific audiences, not by invasively delivering content and campaigns, Indian Business Phone List but by creating valuable content so that users are the ones who approach the organization and know what it is working on; To understand it better, let’s look at three examples . FC Barcelona has millions of followers around the world; We could say without fear of being wrong, that it is the most loved club on the planet; he plays spectacularly, has won everything he could win, and is almost always full of stars … but beyond that, an institution with a soul is perceived … or could we say, a brand with a purpose.
FC Barcelona has a long history of actions in this regard, from the days when they associated their jersey with UNICEF, to the present day when they maintain their own foundation. And how does the world find out about this? Because the FC Barcelona site is alive; their content is constantly updated, but beyond that, they maintain other sites, obviously including that of the business foundation . On that site, your news and stories section works like a blog, constantly posting; as if that were not enough, the contents are in Spanish, English and Catalan. This is being clear about the audiences of an organization and a shining example of inbound in foundations. LEGO is an example of content marketing , and when it comes to demonstrating its purpose they are not far behind. One proof is their extraordinary LEGO® Blind Art Project program, an activation that brings art to blind children, and for which they developed a video for YouTube. Impossible to see it and not feel that we get goose bumps … and in doing so, it is also impossible not to feel admiration for the brand and affinity. Who does not fall in love with storytellers with a cause? This is how Lovemarks are built ! Many companies claim that they do not generate content from their actions with purpose because they do not do it for profit but because it is the right thing to do. With all due respect, you have to fire your area coordinators, because if they do not care that their audiences know what they do, they are losing a lot, including of course, brand reputation .
The stark reality is that many don’t because they don’t even know how to do it or understand what reputation marketing is Lesson 2: If you don’t generate reputable marketing content, your brand is losing audience and money. If the target audience has been studied well, we will know their habits and therefore we will know in which channels we will find them, Indian Business Phone List which will facilitate the production of content with the appropriate format and message. A good example of this is what WWF and its #LastSelfie campaign did, in which endangered animals such as the panda, the Bengal tiger and the polar bear ask the audience: “Don’t let this be my last selfie “. The images were shared through stories where, as we know, the visuals last only a few seconds on the screen, and then disappeared, a characteristic that further reinforced the concept of extinction. As you can see, attraction marketing does not only serve to attract customers, inbound in foundations, CSOs and brands with purpose is a powerful way to attract and woo audiences while building reputation. Shall we start? If you want to keep up to date with articles like this one, which explain in detail how to create and communicate brands that inspire your audiences and develop better connections, you can receive the content delivered to your email door .