Audience Acquisition

Audience attraction strategies

For our audience to get to know our brand and enter our conversion funnel, it is essential to identify the ways we can deliver our message to them 📢.

We can reach our target audience through various channels and attraction actions. These channels represent key touchpoints between a potential customer and our brand or product. Here are some of them:

📄 Content marketing

Content marketing involves creating and distributing relevant content for current and potential customers with the aim of attracting and connecting with them. It is not promotional content, but rather useful and relevant for the users, focusing on educating, informing, or entertaining.

It should be able to spark conversation around the content, whether through posts, stories, social media posts, podcasts, ebooks, or other formats.

For example, the energy drink brand Red Bull connects with its audience by using its social media channels as a source of entertainment, targeting an adventurous segment involved in extreme sports.

📬 Direct marketing

Direct marketing uses one or more channels to establish direct communication with the target audience and obtain a measurable response. The most common way to do this is through email campaigns—using mass mailing platforms like Mailchimp and Doppler—or WhatsApp marketing.
Here’s an example of an Email Marketing campaign:

🎥 Video marketing

Video marketing involves using video to achieve objectives within a marketing strategy. This can include promoting a product or service, conveying a message, increasing audience engagement, and more.

This attraction strategy primarily takes place on platforms like YouTube, Instagram, and TikTok, although any social channel can be used. Depending on the video format, the way of communicating varies; you don’t capture the user’s attention in the same way with autoplay videos compared to videos that require a click to be viewed.

📱 Social media ads

Social media advertising (social ads) involves sharing promotional content within social channels. Facebook Ads and Google Ads are the main platforms for generating ads, among other available platforms.

Here’s an example of what an ad looks like on social media, in this case, on Instagram. The benefit of advertising on social media is that it’s very easy to implement, and anyone can do it.

🔄 Remarketing

Remarketing involves re-engaging with users who have already interacted with your brand. It can be useful to capture the attention of people who visited your website or interacted with your YouTube channel. It’s an ideal attraction strategy to convince users who are already considering your brand and encourage them to take action.
Here’s an example of a remarketing email:

🔍 Search engine marketing

Search engine marketing involves optimizing websites to increase their visibility on major search engines (Google and Bing) through SEO (Search Engine Optimization) strategies or paid advertising campaigns within these search engines, known as SEM (Search Engine Marketing).
Here’s an example of how a paid ad looks on Google’s search engine:

🌟 Influencer marketing

Influencer marketing involves identifying individuals who have influence—commonly known as influencers—and establishing collaborative partnerships between them and the brand.
Here’s an example of Jennifer Aniston recommending body lotions:

Understanding and mastering the language of each channel will help you think about how to distribute your messages to your audience and determine the best format to do so.