In today’s world, companies are mainly paying attention to several other factors of their marketing strategies.
For instance, they want to know more about the right use of social media, great website design, and innovatively advanced strategies.
They hope that they can stand out in an already crowded marketplace.
However, often, companies forget to go back to the basic principles that were the initial foundation of advertising and have worked wonderfully for many years.
These companies need to go back to the basics and utilize those tactics in the present day.
That’s when they will end up refining even the boldest strategy that they have to achieve greater success.
Moreover, if a brand wants to reach their potential customers, they need to get a hold of their attention.
Mostly, in a world that’s already filled to the brim with information.
Grabbing the attention of your customers is the first step when an individual engages with your product or service.
Plus, this plays a crucial part in the success of your brand.
For a while now, there has been a traditional marketing model that was always applied.
It was used to explain and understand the cognitive process that goes behind making a purchasing decision.
Firstly, the purchase funnel can be described as a model that solely focuses on the customers.
It describes their journey from the time they get to know about a brand to the point when they purchase something from this brand.
Hence, that is where the AIDA model comes into the picture.
What’s The AIDA Model?
The AIDA model explains how customers go through a series of several steps when it comes to making a purchasing decision.
Companies and businesses have been utilizing this model for a while now.
They start by leading customers through the funnel right from the very first point of contact with the brand to when the customer makes a purchase.
The AIDA model is divided into four main steps that contribute to changing the minds of the customers:
- 1. Awareness or Attention.
- 2. Interest.
- 3. Desire.
- 4. Action.
How Was The AIDA Model Created?
The AIDA model was created more than a century ago in 1898 by E. St. Elmo Lewis, who was an American businessman.
Initially, the main purpose of the AIDA model was to optimize sales calls.
The interaction that took place between the seller and the buyer regarding the product was particularly the main focus.
E. St. Elmo Lewis was known as a pioneer and an innovator when it came to utilizing the scientific methods for the purpose of designing advertising plus sales processes.
Also, it was highly important for E. St. Elmo Lewis to see advertising as a sort of ‘training’ that would assist the beneficiary.
All of his theoretical explanations regarding advertising theory were based on all of his experiences.
For instance, he was the marketing head of several companies.
Plus, he would also offer his valuable advice to organizations and companies that were involved in the formation of advertising measures and campaigns.
He has also shared his knowledge in different forms of publications, whether it’s in written form or in seminars at numerous universities all across America.
His AIDA model is seen as a vital part of his legacy.
Even to this day, his formula is used when it comes to the various forms of marketing strategies, for instance in digital marketing.
How Can A Company Implement AIDA In Their Marketing Strategy?
For more than a hundred years, the AIDA model has molded the views on sales and marketing strategies.
This formula is still seen in today’s standard marketing textbooks all over the world.
Besides all this, AIDA is oftentimes also used in PR in order to plan and evaluate the success of PR campaigns.
Plus, it is also used to provide important information when it comes to the analysis of advertising messages.
The reason why this simple formula is so beneficial is because of two main reasons.
It is due to its simplicity plus its flexible application possibilities in places other than stationary or store-based sales.
For instance, when it comes to e-commerce, the presentation of the product and its effectiveness in an online store can be analyzed using the four core factors of the AIDA formula, as well.
The Four Steps Of The AIDA Model
The First Step: Awareness Or Attention
The first letter in AIDA stands for awareness or attention; either word can be used.
Simply put, this means that individuals have to see an advertisement in order for it to actually be effective.
In the first step, the buyer needs to notice your company and be aware of its brand and offering.
The word ‘brand awareness’ is explained when a customer is able to recognize a brand and properly associate the brand with a specific product or service.
The main purpose is to establish your presence in an already crowded marketplace, in order to create awareness of your company, your product or service.
Plus, you also want to grab the attention of the target audience of your company.
You want people to at least recognize your brand and know what it is that you do. At this step, you won’t be selling anything just yet.
During this step, it is crucial to know who exactly are your prospective customers and where can you find them.
For instance, Instagram, Twitter, Facebook, online forums, etc. are the platforms you need to check.
Next, you need to prioritize the tools and platforms that you will be using and focusing more on.
Plus, you need to plan what you are going to say on those platforms. This introductory stage is vital when it comes to the success of any sort of campaign.
Hence, you need to make sure that you do not skip this important process.
What you do at this stage will determine the value of leads that you will capture and the number of new customers plus sales you will produce, eventually.
How Can You Grab Your Audience’s Attention?
In order to lure in customers and grab their attention, the ideal approach will be disruption.
By doing this, the customer will literally be startled into paying attention.
This can be done by using a couple of different ways, such as:
- 1. Placing the ad in an unexpected location or even situation. This is often known as guerrilla or ambient media.
- 2. Another way to do that is to add a shock factor. There are many ways to do this, but it is usually done by using provocative imagery in order to grab an individual’s attention.
- 3. One more way this can be done is by personalization, meaning targeting the customer individually. There are several ways to achieve this as well. Imagine if you read a newspaper ad and see your name in the headlines, this will definitely grab your attention.
The Second Step: Interest
Now that you have captured the attention of your consumer, the next step is to keep that attention.
This can be trickier as compared to the first step, depending on what product or service your brand is offering.
For instance, brands that offer banking products or insurance really need to focus on how they can keep their customers’ attention, once they have it.
The experts in advertising know how to make even a dry subject sound interesting.
They can get the essential information across in a way that is memorable, entertaining, or even funny.
Moreover, creating interest in a product or service does take a lot of hard work and imagination.
In order to achieve what you want, companies need to make sure that the advertising information is broken up and it is easy to read.
For instance, it helps to add interesting illustrations and subheadings.
Plus, it is important to focus on what’s relevant for your target market when it comes to your product or service.
Make sure that you convey only the most important message that you want to communicate to your consumers.
For example, ‘Where’s the beef?’ was a great ad campaign by Wendy’s.
It focused on informing the consumers that Wendy’s hamburgers had a lot more beef in them as compared to their competitors’ hamburgers.
When it comes to direct mail campaign or marketing, it can be a bit more challenging to keep the customer’s interest.
In this case, it is best to avoid any heavy texts so the readers won’t be bored and make is easier to read.
Plus, including attractive artwork and eye-catching headings and font will also help greatly.
The Third Step: Desire
Once you have aroused the customer’s curiosity and interest, it is time to build a solid relationship with these individuals before they forget about you.
In order to do that, you need to offer them something that will entice them and help your prospects in any way possible.
The main goal is to get the contact details of the ones who are genuinely interested when it comes to knowing more about your business.
They want to know what you are offering in order to build that relationship with them.
You should know that people will not give away their contact details, like e-mail, without getting something of great value in return.
Therefore, you would really need to think hard about what you can offer your target audience and in exchange get their e-mail address.
So, make sure you do your proper research in the first step of this process.
Then, you would know about the wants and needs of your target audience and plan this step according to that.
How To Create Desire In Your Audience
When you are trying to build interest in your product or service, it is vital that you show customers or help make them realize why they really NEED this product or service of yours.
For example, when it comes to infomercials, they present their product in such a way that the person watching the infomercial starts to think about how they have survived this long without that particular product.
They mention all of the benefits that come with buying the product, plus they lure people in by providing interesting information.
Hence, the consumers would want that product more and more.
Plus, infomercials use numerous creative situations and they show the product being used in those situations; thus generating more interest in the consumer.
The lesson to learn from this is that you need to show the value of your product or service to the consumer and show them why they need this product or service in their life.
The Fourth Step: Action
Finally, if the customer is still with you up until now, then there’s only one thing left, and that is closing the sale.
The last step of the AIDA model is taking action.
Marketing doesn’t need to be that blatant. It should be enough to make the customer want to get out of their seats and take action.
Whether it’s visiting the website of the product or service, making a call, or going to the store itself, they should make the next move.
On the other hand, when we think realistically, no campaign, no matter how excellent it is, will receive a 100% response rate on this last step.
However, even if consumers don’t take any action, they should at least be left with a positive and lasting impression of your product or service.
Or, if not now then your product or service could be something they would want to look into in the future.
Work Towards Creating A Healthy Relationship
This last step can take time, depending on the product or service that you are selling or the market that you are functioning in.
The more expensive your product is, the longer it might take for the customer to make that decision to purchase it.
This is where e-mail marketing plays a vital role when it comes to developing relationships with potential customers.
It provides them with valuable information on a regular basis.
This is going to help in building authority and trust.
You must remember that at the end of the day it is people that are buying from people.
Therefore, it is important to develop that relationship by being helpful, providing as much information as possible, always replying back to any questions or queries, and also not spamming people with pushy sales e-mails on a daily basis.
Once you start nurturing the relationship with valuable and consistent communications, the ones who are genuinely interested won’t wait long before eventually making a purchase.
The Importance Of AIDA For Your Sales Funnel
Before you use AIDA, it is important to understand your potential client or customer.
When a company understands its audiences’ motivations, that is when their marketing message can be directly targeted at that person.
This results in them purchasing the product or service that the company is selling.
Any marketing formula, including AIDA, can only work when the message of your company perfectly aligns with your buyer personas.
This includes factors like company and role details, demographics information, and other important data that can help a company precision-target their marketing message further.
Therefore, if you have not yet developed a buyer persona, then it is your job to do the proper research in order to investigate, and then define, the psychographic and demographic of each customer or prospect.
Furthermore, majority of the consumers notice or become aware of a brand through marketing or advertising communications.
The AIDA model explains how that message engages and involves the consumers when it comes to brand choices.
Basically, the AIDA model suggests that advertising messages are required to fulfill several tasks when it comes to moving the customers through a series of progressive steps.
These steps start from brand awareness and end with action, meaning purchase and consumption.
Plus, the AIDA model has been used in advertising as one of the longest serving models.
This was mainly because even though the world of advertising has greatly changed as time went on; the human nature has remained the same.
In the end, incorporating the AIDA model in your sales funnel and marketing will massively increase your chances when it comes to converting prospects into actual customers.
However, in order for this to work, it requires proper planning.
It is not as simple as just adding a few words to a template or posting a picture on your company’s social media.
Moreover, as mentioned above, it is crucial that you know who your audiences are and how you can target them.
Then, do research regarding the best way you can target those audiences and grab their attention.
Thus, make use of the AIDA model and increase the sales of your business.
Because through the AIDA model, you would understand what your customers are truly looking for.
Plus, you would know how to capture their interest in the best way possible.
To sum it all up, make sure that you are offering your customers exactly what you promised them and that your brand is truly something that they need in their life.
Because at the end of the day, working on and developing a long-term relationship with the customers is what’s going to help grow your brand and keep your business thriving for a very long time.