Engaging with your customers can be one of the hardest things to do online. This is especially true if you are planning a sales and marketing strategy for one of your products. If you find yourself stuck for ideas and you are new to marketing space, then there is hope. The solution we recommend to help drive conversions and sales is simple. It is called the AIDA marketing model.
AIDA stands for ‘Attention’, Interest’, ‘Desire’ and ‘Action’. AIDA is like a funnel that has four steps to it. It is where your customers start a conversation with you and ultimately finish the conversation through a conversion or sales process. To understand AIDA, let’s break down the steps and learn how to convert your traffic into sales best.
Step 1: Create Something Worthy of Someone’s Attention.
When you drive along the road, you may notice an attention-grabbing billboard. In many cases, it can be hard to look away due to the strong marketing message that grabs your attention. This form of marketing, otherwise known as ‘the hook’ is essential in shutting down everything the potential customer or visitor might be thinking so instead they can focus on your message.
Using clean, clear photographs with clever copy is by far one of the best assets for static web pages. However, with the growing advent of video, creating an engaging vision is just as important (if not more) in obtaining longer retention. Once you have gained the attention of your customer using your creative assets then maintaining their interest is the next challenge.
Step 2: Maintain Your Customer’s Interest
Before going ahead with this step, you should already have established a strategy and understand what direction you want to take your customer in. If you do this effectively, customer conversations will become seamless.
Part of your strategy of maintaining interest should be something your customer can relate to or wants explicitly. For instance, you might like to establish a brand story using film and a voice over. You could even opt to take a series of photographs with included text as it could better depict your message and spark some interest with your customer. Whatever the case, be sure to reflect your brand messaging and be authentic as customers are savvy and can easily spot non-genuine messaging.
Step 3: Evoke and Create Desire
Now you have a compelling brand story; it’s time to tell the message in more detail and create some desire for your product. One way of creating desire is to evoke music with vision. Music establishes mood. When combined with a visual story, the results can become quite desirable and almost create a sense of urgency.
Don’t be alarmed though; your strong brand message most likely won’t reach everyone you target. So, instead, focus on converting the desires of your customer into measurable action.
Step 4: Get Action and Follow Through
By now your customer is highly engaged with your brand and product through the use of smart marketing mediums which possibly include photography and videography. This level of engagement is now your chance to put forward the last step in the AIDA flow.
To implement ‘action’ and generate more sales, first, you have to ask for the sale. Remember you have done all the hard work so this process should be seamless.
There are many ways you can create action. For instance, involving an add to cart button at the end of your video or asking the customer to sign up to an email list are some of the popular ways. You could even consider creating a free download that creates value in exchange for their details.
Whatever the case might be, know that AIDA is a proven method of sales success. If you think about and plan each step effectively, you will be well on your way to increase conversions. One key tip though, before you start implementing AIDA it is good to have a great, relatable story you can conclusively tell through photos and videos. Once you have the story, our team of creatives at Visionair can help with the rest.