Explaining the AIDA Model:
AIDA is an acronym for the four stages that a buyer experiences while deciding whether or not to buy a product/service. These four stages are:
Attention: a product or service grabs the buyer’s attention.
Interest: the product or service piques the buyer’s interest, prompting them to learn more about the offering.
Desire: The desire to buy the product or service (instead of a competing product or service).
Action: The buyer acts on their desire, and purchases the product or service.
In this blog, Aron Govil will discuss how the AIDA model can be applied to digital marketing campaigns and activities.
How to Apply AIDA to Digital Marketing by Aron Govil:
Aron Govil Explains Attention:
The first step of the AIDA model is getting the buyer to notice you.
Since so many purchasing journeys nowadays begin online, Aron Govil emphasizes on the essentiality of a strong online presence.
When a buyer is looking up a product and service that you offer, you absolutely need them to come across your website. This can only be achieved by investing in and implementing the best SEO practices that will allow you to rank towards the top on SERPs (Search Engine Results Pages).
A second way to boost brand awareness is by using PPC (pay-per-click) advertising. This is when you pay search engines like Google to display your ad towards the top of the results page – the only time that you have to pay is when a customer clicks on the advertisement. Even if the searcher does not end up visiting your website, PPC is a good way to establish visibility.
You should also have a digital PR and social media outreach so that your customers can see you on other websites that they visit.
All in all, Aron Govil says that grabbing your target buyer’s attention requires you to be at the right place at the right time.
Aron Govil Explains Interest:
After making customers aware about your brand, you want to drum up their interest in it. This is achieved by providing interesting, relevant, and useful information.
At the ‘interest’ phase, you are still focusing on attaining the buyer’s trust and convincing them that you are relevant to them.
Hence, Aron Govil cautions that the hard-sell should be avoided at this point; rather, the emphasis should be on showing the customers how you can be of help. You must understand what your customer needs, show them what makes you unique, and answer any questions that they might have.
E-books and webinars are quite useful at this stage, especially for B2B companies. Content offering tips and recommendations about solving the particular problem can work quite well.
You should also focus on creating thought-provoking content that establishes your expertise while keeping the buyer engaged. Blog posts, naturally, are the easiest way to achieve this.
Aron Govil Explains Desire:
After getting their interest up, the last thing that you want is for your customers to forget about you or turn to a rival. Hence, at this point, you need to translate the interest in your offering into a desire to buy that offering.
This often requires you to build their interest up over time, which can be done by getting them to sign-up for your email newsletters. Use this opportunity to send relevant and timely content.
If they are ready to follow your social media profiles, show them how your service or product can solve a problem for them. Aron Govil recommends using user-generated content for this purpose: seeing other, actual human beings benefiting from something will encourage them to try your offering out.
Testimonials, reviews, and case studies are also viable methods of igniting desire.
Aron Govil Explains Action:
The final, and perhaps the hardest, hurdle is to get the buyer to literally become a buyer. To make this happen, you need to make the buying process extremely accessible, simple, and intuitive.
Remember that, even at this stage, you could still lose your potential customer, which is why you should not make them work hard. Whether someone buys from you or from a rival might come down to the ease and convenience of the purchase process.
Another thing that you need to focus on is strong, compelling CTAs (Calls to Action). Make sure to create impactful, well-written, and visually-appealing CTAs that call the customer to make a specific action. You could, for example, ask the customer to book a demo, sign up for a free-trial, or claim a discount.
Digital marketing provides you with numerous new opportunities to reach out to your target market beyond physical confines and restrictions. Although the tactics might differ, the underlying principles of digital marketing are the same as those of its conventional counterparts.