AIDA model (marketing)

Wait, what? Can you explain to me, please, what the AIDA marketing model is?

The AIDA model, or the AIDA strategy, is an acronym composed of the first letters of the English words Attention, Interest, Desire, and Action. It is a model of the progressive impact of promotion. At the end stands a satisfied customer who has performed the desired conversion—making a purchase, submitting an order, and others.

Attention (Awareness) – first, it is necessary to attract attention to the product/service within the corresponding target audience.

Interest – we already have the attention, now we need to spark interest, to awaken a desire in potential customers to find out more information about the service/product.

Desire – now the time has come for us to show the customer why they desire the product/service so much, why they cannot be without it, and why they need to own it.

Action – the customer's desire is already so great that they have decided on the product/service. Now we must make this process as easy as possible for them.

Why should I need it?

When you know which stages of the decision-making process customers go through, you can more accurately target your promotion at individual phases. The model is progressive; in each phase, we focus on something different. It is also important to realize that in each stage, the number of people reached decreases. The number of potential customers whose attention our ad attracts will be much larger than the number of those who decide to buy the product/service.

AIDA model in practice

Let's demonstrate this with a nice example. Imagine that you organize a concert every year (and a marketing agency is not helping you with it). To let people know about it, you place an advertisement somewhere.

In the Attention phase, the customer clicks the ad and arrives at your website.

The Interest phase follows, where the customer browses your website and finds out where and when the event takes place. Through reviews from visitors from previous years and an interesting video edit from last year, we awaken desire in the customer; we are thus in the Desire phase.

The customer wants to go to our concert. And that is exactly the moment when the customer orders and pays for the tickets for this concert, thereby performing an action, and we have reached the final Action phase.

Attention

We might agree that the hardest part is to engage the customer and "lure" them so that they even deign to view our pages or product. Therefore, do not let people think for too long and provide them with clear information regarding you and your product right from the start. Or at least let yourself be known.

• Be active – add posts, create your advertising also through banners.
• Follow other accounts – people and other companies can then come across you more easily.
• #Tags – they are a form of keywords on social media. But not all tags are the right key to the community you are currently looking for. Therefore, only through correct use can you open the gates to your customers. It also requires a bit of analysis.
• Do not forget offline promotion – mention yourself in various articles, advertisements, or show yourself to people on billboards or banners in the subway.
• Advertise also on the pages of suppliers and collaborators – of course, only if you have any. ☺
• Create both – organic content, but also use paid content – especially if you are completely new to business or social media, paid content will help people find out about you sooner.

Interest

Even if the customer is not yet completely caught in the grasp of our great offer, it is a phase in which we have at least minimally engaged them. And imagine that we have engaged them so much that they might even try to find some information about us or our product.

Therefore, be careful that your customers do not lack important information. When they do not have enough of it, it is quite possible that this interest will leave as quickly as it came.

What belongs among such information?

• Creative description

Clear, short – but at the same time – thrilling and maximally creative. You should summarize in it all the important characteristics of who you are, what you do, and what you provide. But do not forget that SHORT truly does not equal BORING.

• Price

Or at least information on where we can find or consult it. This is suitable especially if you do custom work or provide services that require a separate calculation.

• Quality and engaging photography

In the era of advanced technology, these naturally cannot be missing, and that on any social network. You do not have to buy the latest cameras right away (but professional photography or videos are definitely not a bad thing), often it is enough if you are maximally creative. And believe that visuals perform many miracles. Displaying the product from multiple angles will also guarantee you extra points.

• Contact

Perhaps not everyone, but you should not forget that some people will want to connect with you. Provide them with a contact directly to you. Email, phone. But preferably both.

• You have a new product

It is then great to mention it on your social network. Let people know that you are thinking of them and doing everything in your power to provide them with the best and the latest. And that at the speed of light.

• Special discounts, offers

A great way to gain customers. Therefore, when you provide something like that, let people know about it as quickly as possible. Also, do not forget to mention until when you want to give them out in such a way, so that customers truly do not miss it.

You should certainly also engage people, as well as evoke attention or desire in them, through other marketing channels.

Keep in mind that as soon as you mention your unique advantage anywhere, whether it is in a flyer or on a banner, your customers should see this information the same way on all channels.

Desire

It is quite certain that you are not the only one selling a similar product on the internet. And so, for potential customers, it comes to comparing you with your competition. Searching for better, higher quality, cheaper. Simply the best that the customer can squeeze out of it.

Therefore, among the online competition, be THE right one. The one who hits people directly in the heart and sticks in their memory for a long time. Let them burn with desire to present their values through your brand.

What should you not forget during this activity?

• Promote – include special offers, free shipping, gifts in your promotion. After all, who wouldn't love you then. <3
• Make a contest – even better – involve people in the action. The conditions of the contest can be completely innocent and fun, and still, they can help you make people like you even more.
• Update – do not neglect your customers and provide them with regular and the latest information about events related to your product, company, or perhaps its activity. Polish your wall and attract curious and eager looks.
• Provide celestial services – preferably such that will accompany the customer before, during, but also after the purchase.
• Read comments – monitor what your customers are trying to share with you. Listen to them and thereby improve your products and your approach to customers. That will then lead to sales.

We have already mentioned catchy images. From bursting with desire, it is then only a small step to the purchase. Therefore, follow all the rules and keep your customers. Even in this phase, they can still peacefully turn to the competition.

Action

In this phase of the AIDA model, the customer only wants to think about where and how to get your product as quickly as possible. Again, you will do really well if you let the customer think as little as possible. Do not let the customer change their mind due to opaque information. It is necessary for everyone to be clear.

• Clarify the process during which the customer purchases.
• Clarify all information and options about payment methods – how can people pay you? Through transfer, on invoice, cash on delivery, or otherwise?
• Clarify options and methods of delivery – can the goods be picked up at a branch? Do you also send by courier? How much does each shipping cost? Is it free for purchases over a certain amount?

When more people find what they need in you, all the more people will shop with you. Therefore, provide as many options for payment and shipping as possible. You will thus fulfill the wishes of many of your customers. And when you serve them this information on a silver platter so they do not have to search for it with difficulty, they will surely repay you with their loyalty.