This article is based on the book "Attraction Marketing 2.0", by Oscar del Santo. The little I know about how to promote a business on the internet, I have learned mostly thanks to this book. Oscar del Santo is a promoter and disseminator of online reputation, 'attraction marketing 2.0' and 'personal branding' in Spain. He is a bilingual international trainer, consultant, author and speaker, collaborates with all kinds of companies and institutions as well as leading business schools and communication and social media agencies.
The key for every company, person and institution is therefore to be easily found on the Internet. Compared to the traditional interruption advertising model, in Inbound Marketing or Attraction Marketing we are going to use a whole range of tools and content to attract our potential customers both on Google and on social media and networks. The 4 steps to apply in that same order are:
1. Create.
Constantly generate multi-format quality content. We need to have first-rate content and knowledge of the online medium both at the multimedia level and in informative texts in novel formats such as 'e-books', videos, PowerPoint presentations, podcasts, and much more. These contents must be segmented and focused on a strategic audience that we will have previously determined.
2. Optimize.
This is the phase of Search Engine Optimization (SEO) and Online Positioning. It is vital that our potential customers easily find our offer on Google and other search engines. 93% of Internet users do not read beyond the first page on Google when they search. For them it is essential that we have previously investigated and determined the keywords or 'keywords' by which we want to be found in the search engines.
3. Promote.
Through an active presence in social networks and 'social media'. You have to invest time and effort in promoting smartly on social networks, building a community of customers, fans and fans. It is very likely that you are already talking about our products or services in real time. It is better to host such conversations than just a spectator.
4. Convert.
A 'conversion' of traffic and interest generated from sales or other tangible goals. We need to previously establish criteria to determine the success of our actions: online sales? Number of fans? PR opportunities? Impact offline?
The ABC of Attraction Marketing 2.0 is constituted by these four phases of Create, Optimize, Promote and Convert. They are open to any person, company or organization that, although it has a minimum budget, has the dedication, the energy to apply them. And for this it is essential to stop behaving like an advertiser or seller in the old way and become a socializer and content editor.
For the original article, visit Oscar del Santo's website. If you liked the article, your comment is appreciated. Surely you know people that this article could benefit them. Why don't you share it on social media? A pleasure as always, and until next time!
