We live in a very noisy world. We are bombarded with text messages, TV, radio, podcasts, and so much more. So how do you cut through the noise and develop a marketing strategy?
Over the last 14 years, I’ve been taught a lot of strategies. And today, I’m going to teach you: it all starts with AIDA. That stands for awareness, interest, desire, and action. So let’s get into it!
All About AIDA
There’s a lot of information online and on YouTube about marketing, but something caught your attention about my videos.
You were made aware of these videos by a friend or through social media. Then you took an interest. That created a desire, and that desire was strong enough to make you click on the link and watch. That last part is the action.
I want to add value to you by teaching you the AIDA model. This model has been around for over 100 years, and a lot of people have modified it and made changes to it — including Ariana Grande, believe it or not. She said: “I like it. I see it. I want it. I did it.” That’s AIDA in a nutshell!
Awareness, interest, desire, and action. AIDA is a hierarchical model: when you go through this process, you follow those steps and the effects happen in a hierarchy. You’re following a process.
Every part of a business needs to have a process. Some rebuttals to the AIDA model always talk about how it goes from the beginning of the customer journey to the end. But in reality, our goal nowadays is to get the highest lifetime value out of our customers.
The journey doesn’t just end at action. Remember: I see it, I like it, I want it, I did it. What happens after that? It should be shared through email, social media, and YouTube.
It should be used to stimulate nurture relationships, and get more business. These are all evolutions of the AIDA model that you should be aware of.
I want to encourage you to use the AIDA model. It’s a great tool to help you grow your business, create, and come up with better marketing strategies that are actually based in science.
1. Attention / Awareness
Awareness has multiple parts. This first part could also stand for “attention”. Where do you get that attention?
You’re either getting it from YouTube videos, Facebook, social media, and more. If you’re a business owner, there are lots of places where you can get attention or raise awareness.
Facebook and TikTok are among the best platforms to raise awareness. They allow you to spread your message to people who have never heard of you. Facebook is all about demand creation, whereas Google and pay-per-click ads are about demand fulfillment.
Once you have attention, you have to build an interest. There are a lot of things that motivate people. Price is one of them.
A lot of people are looking for price, but the right customers are looking for quality. They’re looking for a great reputation. They’re looking for a high level of service, and that is not something that you can give at a cheap discount. A lot of people are also looking for efficiency and timely service.
Most people want all 3. They want the best price, the highest quality, and the fastest service. So you need to make sure that who you’re targeting is correct for what you can provide.
Then what you have to do is build the desire. That means building a relationship on an emotional, goal-based, or logical level. Everybody thinks differently, and it’s important to understand your customers’ personality types.
For example, someone who is buying a Prius is an ethical type of customer, while someone who is buying a Tesla is after both ethics and quality. It’s important to be able to distinguish between those types of customers.
The last thing you’re going to do with that person is encourage them to take action. When you take the time to watch this video, that is action.
You need to set up a process that will encourage your potential clients to take action in the same way. If you don’t have a strong call to action, it was all for nothing.
Implement AIDA In Your Business
So again, it starts with awareness: finding the right places where your customers are actually searching. Understand who your target clients are and how you can get their attention. Then you create an interest, a desire, and encourage them to take action.
These are critical ways that you can build your business, that you can create great marketing plans. Find your target customers, create a great brand, and you’ll have more success.
That’s all I have for today! I hope you have a blessed day, and as always, keep looking up.