In the digital age, brands build their marketing strategies based on the AIDA model. The abbreviation AIDA is derived from the English words “Attention”, “Interest”, “Desire” and “Action”. Each term represents a stage in the consumer’s purchase journey. Before applying the AIDA model to your own content marketing strategy, let’s review what it is and why it works.
The AIDA model covers four stages that a consumer goes through before making a purchase decision. Those stages are Attention, Interest, Desire and Action (AIDA). In these four stages, your content should ideally draw attention to your brand, generate interest in your product or service, and stimulate customer desire, followed by action to try or buy the product. Brands use the AIDA model to determine how to craft and distribute marketing messages to their target audience at each stage of the buyer’s journey. The AIDA model is considered an effective hierarchy in the customer journey. That is, consumers must go through each stage of the model to complete any action. This model resembles an hourglass or an hourglass. That is, it is possible to attract more consumer attention to the attention stage, but it is impossible to attract everyone’s interest. This means that there are fewer potential customers at the stage of interest. You can’t create desire in everyone you manage to attract. Not everyone who has a desire takes action and buys the product. That is, at each stage, fewer people are involved than before.
Successful advertising should always be based on a specific formula. The mission of the advertisement is to attract the reader so that he will look at the advertisement and start reading. Then it is necessary to make him interested so that he continues to read and believes as he reads. If an ad has these three characteristics of success, it is a successful ad. All of the above are expressed as the abbreviated AIDA abbreviation and are widely used in the advertising industry.
How to apply the AIDA model in marketing strategy?
By creating campaigns and structuring your website with the AIDA model in mind, you can influence the purchasing decision of your potential customers. You can gain more control over all paths of the customer journey. In theory, as you progress through each stage of the model, consumers learning about your brand will experience certain feelings or emotions about your product or service. This forces them to act.
Here’s what you can do to implement AIDA:
Attract Attention
If your content can grab people’s attention, your target audience will start to wonder what the company actually does.
At this stage, the consumer asks “what is this?” he asks.
To reach this stage, you must first put your content in front of them. This is done by building increased brand awareness and effective messaging.
An example
Effective content marketing or marketing communication is one way to attract the attention of people who visit your website. If you can create content that solves their problems, fulfils their dreams or passions, you will also be able to grab their attention and offer solutions. Content can be successfully posted in posts, Google, Yandex and other search engines, as well as social networks and other channels.
Build interest
Once you have managed to attract the attention of your target audience to your product or service, the next step is to generate interest. They will want to know how the proposed product will work for their business, the benefits and solutions it provides. At this stage, it will be necessary to ensure that they like the product. At this stage, the potential customer must say “I want this”.
When you move to the interest stage, the content should be engaging and persuasive and engaging. It should not give the customer the impression of “wanting to steal something”. On the contrary, buying this product should be explained how useful it is for him and what problems it will solve.
An example
Imagine that you are the marketing manager of the clinic. He is searching the internet to solve his problems related to impotence and comes to your site. The content on your site should explain the cause of his problems and provide tips on how to solve them. When creating content, life stories should be built, examples of how others have solved a problem, and a solution should be presented. Stories should be built on empathy. The more you align with their needs and values, the more likely you are to succeed.
Desire
People do business with people they know, trust, trust and like. They buy products from companies with a high image. The first two stages of the AIDA model serve to recognize and like. After these are done, the “final bricks” of the building you are building are laid. The last brick is the man. If the customer knows and likes you, you need to ensure their trust in the next step. For this, you can provide them with a sample of the products and services you offer. For example, the company “Netflix” offers its customers absolutely free services for one month to build trust. When “Domino’s Pizza” establishes a sales network in a new city, it makes the first order to be delivered to apartments for free or with big discounts. Because the work done is more effective than the given limit. You can tell the customer how good the product is and how it will live, but nothing is more effective than the feeling of confidence that comes after using the product.
You can offer the customer where they are now and what stage they will reach after purchasing the product at a discounted price or completely free to create demand.
Action
Once you’ve created enough demand for your product or service, give your customers a chance to act on it. After all, what’s the point of creating content and building deep relationships with customers if there’s no clear next step? The goal is for the customer to make a “buy” decision. Whatever the “next step” is, you need to get them to respond to the challenge.
An example
No matter how close or far away a potential customer is from making a purchase decision, your next step is to make the customer feel valued. Offer him special discounts or preferential terms so he doesn't have a chance to think about not buying.
