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jon tyson AuFmFh9v4QM unsplashWhether or not you are new to digital marketing, it can sometimes be intimidating to consider all you need to do to encourage customers to engage and purchase your products or services. The AIDA model is a great way to think about how to shape your digital or content marketing strategy because it helps you channel customers to the right channels to give the best chance of conversion in the end. Think of it as if you are leading your customers through a tunnel – you are helping them understand where your brand’s product or service is.

So, from the start, AIDA stands for: Consciousness, Interest, Desire and Action. It basically explains the process by which many customers consider buying something and is a classic marketing funnel model – you might have even heard of or reviewed it before.

Starting at the top of the funnel, we have Customer Awareness, which helps us ensure that your potential customers are aware of your brand and the products / services you offer. If you are a small business or work in a saturated or niche market, chances are they don’t already know your brand, so you need to practice some marketing techniques to try and attract them. Warning. . We take a look at some examples of what you can do later in this article.

Coming down the funnel to interest, this is where you need to encourage your customers (now they are aware of you) that you have something they need. You want them to use your website to do more research and find out what you have to offer, so that you can encourage them to make your products the best choice.

The third aspect, desire, is where you try to make an emotional connection and really take your customers to the “want” stage. Customers need to get past the “need” for your product and start making excuses as to why they really need it (we’ve all done that, so you know what we mean). Even for everyday staples, it’s important to give your potential customers the reasons why they really need and want this product in their life – don’t give up your lead when you approach the finish line.

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The narrowest part of the AIDA marketing funnel is action. This is where a good, strong call to action is used to guide your customers to the final step – conversion. It doesn’t necessarily have to be a purchase either, it can be downloading a guide or eBook that you have created, it can be a subscription to your monthly newsletter, or it can be a conversion to buy one. product or service. You can have a lot of different funnels going on at the same time that all seek to achieve slightly different goals, and that’s totally okay – just keep the customer journey in mind.

You can also think of retention as an end point, as retaining your customers and retaining the base is after all an important part of marketing. This is where you want to cross-sell, up-sell, encourage referrals, etc., basically anything you can do to make sure your customers come back to you and recommend their friends and family to check out. your products or services.

So what can you do to raise awareness, generate interest, stimulate desire, and encourage action?

Outreach: Here we’re talking about good, old-fashioned quality content. You’ve no doubt heard that the term content is king, but not just any old junk will do – Google is way too smart these days. Keyword-targeted, frequently requested (from a search perspective) blog posts, FAQs, videos, infographics, social media posts, Google display ads, and social ads are great points start, and if you can kick-start your digital PR and start securing the links in Roundups or other relevant posts, you’ll create awareness everywhere.

Interest: It is important to generate interest because you want to encourage your customers to find out more about what you are offering. Don’t just let them take notice of your brand and decide they don’t need it. What sets you apart from the crowd? What are some of the strengths and benefits of your products or services and how will they make life easier for your customers or solve a problem they might be having? Can you direct them to some of your best on-site content, whether it’s videos, blogs, landing pages, interactive social groups? Think about the body coach – you get a member-only support Facebook group to ask questions and get support from other fitness enthusiasts, which is a great added benefit to joining the program.

Desire: Now that you’ve piqued the interest of a potential consumer, this is where you can direct them to helpful aids so they can make an informed decision about their needs. For example, create in-depth white papers, present case studies, host webinars, create templates and toolkits (if relevant to your industry) to help inspire your audience and reinforce that you are choosing the right one. things to do. Highlighting the benefits of your products or services is the key here, you have to try to arouse some emotion and create more of a “want” to buy as mentioned earlier.

Action: Now let’s get to the really good (and important) part. How you design your call to action will depend on what you want customers to do. If you want them to buy something, maybe a first offer or some sort of discount would work better. Free trials of services also help encourage conversion alongside demos. Making sure to highlight customer testimonials as they go is a great way to add a more certain touch to your customer that they’re doing the right thing (and what you want them to do, too. !).

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A real life example of how your client could follow the AIDA model

Your customer’s microwave is down – it needs to be replaced, but as we are still in pandemic lockdown, they can’t just go to Curry and choose another based on the expert’s knowledge in the store. . The only thing to do is to go on the Internet.

They search for the best microwaves 2020 and see that Good Housekeeping has a top 10 items. It seems like a good place to start. Browsing through the article, we discover a swish-looking microwave that comes from a brand they hadn’t heard of (enter your brand) yet – until now. Must be good as it is on the roundup, right?

They click on the link and are taken to your brand’s website. They are exploring the website to see what else they can find on this product. The imagery is alluring and they see evidence of satisfied customers through a few overtly placed reviews. They read the content of the product page, where it gives good, clear information about the product, why it is a great choice, its capabilities and technical specifications, and what sets it apart from the crowd. They know they need a new microwave, but they need a little more information about this product, so they decide to take a detailed look at some customer reviews to see why it is appreciated and which makes it better than replacing their trusty old microwave as for- Like. Reading this additional information helps them decide that yes, do it now really. want to this. Not only are others saying great things, but oh, do you look at this – there are also 5 different colors to choose from. Better yet, the blush pink option will go perfectly with their kitchen.

They went back to the home page and saw that there was an offer for new customers – 15% off your first order. So they don’t need another excuse, they used the code and made the purchase. A confirmation email drops into their inbox – if you refer a friend and they buy a product from the website, they get another 15% off code to use on any other kitchen items on the site. website.

This is just one example of how you can push a customer down the marketing funnel, and as mentioned earlier, you don’t always have to make a purchase at the end of the line. You could instead look for newsletter subscribers or trial registrations. For even more information on the buying cycle and how you can measure success, see our blog post on the buying cycle.

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