Personal Attraction Marketing / William Recolons

From Personal "bound" Marketing to Personal "inbound" Marketing

Why not, it continues to confuse personal brand with personal marketing

Without denying at all the importance of personal marketing as part, personal brand would be the EVERYTHING. It's like marketing (part) and branding (all).

Personal brand (in English marca personal) It is what we leave in others, a print, an impression, a legacy. The personal marketing is a set of strategic routines included in a process of personal branding (personal branding) which it aims to meet the needs of customers or stakeholders.

As stated Ivan Diaz (Branzai), “We all know that the brand is the result of everything it does, the experience we live with it. The brand is what it means to us. And that happens to make reality what we tell, by realizing the words we use.”

Marketing, such as branding, it's the process, not the result

I consider “brand is what it means to us”. And I apply it to a personal brand. A person is what it means for each of us, and therefore we could say that each of us printed on the other separate personal brands. And that is the difference with marketing. Marketing, such as branding, it's the process, not the result.

Can you imagine that to reach 1.000 impact with your message had to pay 1.000 euros, Dollars…?

Well, that was well before the year 2004 (aprox.). If we wanted to be seen by 1.000 individuals relevant to our target audience, we should pay. Paying for inserting an advertisement in a newspaper, in a magazine, pay for issuing a radio spot. Paying for buying a database and start action email marketing or sending by mail. Personal marketing previous to 2004 was using the classic advertising resources. Few could afford it, out of actions and campaigns with very local effect.

Now we have an opportunity and a threat:

  • Opportunity because it is easier to publish a book (DTP). Because we all can have a site In Internet, that, can reach personal marketing, audiences. Because good content management in social networks allows us to reach and consolidate contacts. If not zero cost (that does not exist), at low cost.
  • Threat because once communication was universalized thanks to the above facilities, separate the wheat from the chaff is difficult. I liked the concept of “attention economy” I read Antonio Nunez in his books Será mejor que lo cuentes (Empresa Activa, 2007) and La estrategia del Pingüino (Conecta, 2011). It refers to the average Western individual is exposed to 6.000 impacts of commercial messages every day. And in this context, differentiation through value is critical. That is the threat.

Traction Marketing

According to RAE, “Traction is the action and effect of pulling something to move or drag”. That implies that, regardless of the quality and value of content, you must drag to the target audience (although this has not requested). This was for many years the basis of traditional marketing. Here we have advertising actions, PR, of merchandising, sponsorships, product placement… You do not ask, and something interrupts you (an ad) or you appear to become one of your 6.000 daily impacts.

Does that mean it does not work? Of course still works. Although according Nielsen, it loses power with each passing day. But it works. A SEM action, for example, is traction marketing. You are looking for anything on Google, for example, and many ads will appear before or after the organic results (the organics, OK?). But do not see any ads, only those related to the keyword you searched; This is known as affinity.

Marketing de Atracción

Term created by Hubspot, It refers to an investment in the traditional process. It's not the message who seeks the target audience, It is the opposite. Following the definition of Hubspot, “Attraction marketing (inbound marketing) It is to create valuable experiences that have a positive impact on people and their business. It attracts customers and prospects to your website and blog through relevant and useful content.

Unlike traction marketing, with attraction marketing we do not compete in the race of the attention economy. To generate content specifically designed around a value proposition, we address the problems (pain) and opportunities (gain) of our stakeholders, generating confidence.

I recommend, If you have not already done, reading free ebook writen by Oscar Del Santo and Daniel Alvarez Marketing de Atracción 2.0 (2012).

Personal Attraction Marketing

While attraction or inbound marketing was initially thought to companies, today we are also implementing a strategy of personal marketing within personal branding plans. In fact, there is not much difference in approach, perhaps there budget. Did I say budget? Is not attraction marketing based on content? Why not. But that can also be “bought”. It's not my case, but in the market there are many specialists in writing and content curation for third parties. It is a new profession, and goes upward.

I would argue that the Personal Attraction Marketing It is one of the keys to building trust and value. Keep that in mind in your management plan personal brand.

Cover vector by Bersky23 on Shutterstock

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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