When we talk about attracting interest, we refer to the steps that you, as a business owner, are taking to bring your products or services to the attention of your prospective customer.
These steps are typically broken down into on-line strategies and off-line strategies and then the tactical implementation of these strategies.
Typical off-line marketing strategies are likely to include traditional media such as print, radio, television, direct mail, Yellow Pages and others.
Online marketing strategies on the other hand refer to all things Internet and include email marketing, SEO (search engine optimisation), PPC (pay per click), blogging, social media, Web 2.0, banners and so much more.
The goal of the Attract Interest stage is to bring viewers, visitors and your prospects to your website.
It seems that too many businesses fail miserably at this step because it’s not just about building a website and announcing that you are out there. You’re competing with about 30,000 marketing messages per day across multiple channels such as:
- Advertising networks;
- Search Engines;
- Video Sites;
- Email Marketing; and of course
- Social Media
You need to find a way of communicating with them in a way that gets them to visit your site and this means demonstrating to them that you’ll be able to actually solve a problem for them or make their lives better or easier.
One of the most effective ways of doing this is to create compelling Lead Magnets your website’s visitors want to download in exchange for providing you with details that you can use to start a conversation with them.
The process of exchanging their contact details for a downloadable lead magnet is the second stage of Lifecycle Marketing and is known as Capture Leads.