Understanding consumer behavior is key to developing a successful marketing strategy with engaging advertisements. The AIDA model is a helpful tool that helps marketers understand the customer journey through the sales funnel.
AIDA stands for Attention, Interest, Desire, and Action, which represent the four stages that consumers go through before making a purchase. Here's how to use the AIDA model in your marketing plan and why it's a crucial part of developing a successful advertisement.
What is the AIDA model?
The AIDA marketing model is designed to help us better understand the psychology behind the consumer purchase process.
The AIDA framework stems from an article written in 1898 by Elias Elmo St. Lewis, who proposed that an effective advertisement would grab attention, generate interest, and create desire, which would ultimately spur the potential buyer to make a purchase. This has since become an important component of advertising theory.
Let's break down each component of the AIDA model.
In the first stage of the buyer's journey, you'll need to attract attention and create awareness among your target audience. Before consumers make a purchase from your brand, they'll need to be aware of who you are and what you sell.
There are many ways to attract attention. In our age of digital marketing, many brands opt to attract attention through social media advertising as well as content marketing via their website. In an increasingly crowded market, it needs to be easy for your customers to find you.
The next step is the interest phase. After you've attracted attention from your target audience, they'll ideally want to learn more about your brand. If they like what they've already seen from your brand, they will want to find out more about what you do, how you're different from your competitors, and how your product or service could benefit them.
It's not enough for your ads just to be eye-catching. They'll also need to resonate with your target audience. At this stage, you'll need to compel them on an emotional level.
In the desire phase, the consumer starts to actively want to purchase your product or service, rather than just being aware of it or researching it. At this point in the sales funnel, these potential customers have an emotional connection to your brand.
To create desire, you'll need to show the potential customer how your product will positively affect their life - and what they're missing out on without it. There are many ways to approach this. Some brands do this by presenting compelling pieces of data about their product. Others share stories from repeat customers to illustrate the positive effect that your business has had on them.
The action phase is the last step in the AIDA model. At this point, the customer makes the decision to act on their desire and make a purchase.
In order to facilitate action from your potential customers, it should be simple for them to make a purchase. Make sure there's a clear call to action, whether it's to make a purchase directly or schedule a consultation.
Implementing The AIDA Model In Your Marketing Strategy
The AIDA model is a helpful tool that you can use to hone your marketing strategy, build brand awareness, and ultimately draw in more customers. There are many different ways to use the AIDA model to better understand your customer journey.
Understand Where Your Customers Spend Time
Today's consumers have limited free time. In order to capture their attention, your marketing team will need to understand where and how they spend that time, so you can speak to them directly.
For physical retailers, this means assessing the demographics of specific neighborhoods and their traffic patterns. In today's world of digital marketing, this means finding the websites and social media networks where your target customers hang out so you can capture their attention there.
Standardize Your Marketing Process
One of the biggest benefits of the AIDA model is that it creates a structured framework that your company can use when developing any new advertisements or marketing initiatives. Using these advertising principles helps you nurture customer relationships through the sales funnel, rather than hoping that interested consumers happen to seek you out.
Work with your team to incorporate this model across your marketing strategy in a way that makes sense for your brand. For example, for every PPC and social media ad you use, you might also create a blog post or other form of website content to take the audience's attention and turn it into interest. From there, you might use email newsletters or even ad retargeting to keep your brand front-of-mind for the consumer and turn that interest into desire.
This is just one way to use the AIDA model in your advertising. The benefit of this approach is that you can easily customize it depending on your brand and customer base.
Get Feedback From Existing Customers
Moving potential customers through the AIDA framework is tricky, particularly in a world with so many digital distractions vying for their attention. To keep potential customers engaged, you'll need to make a direct appeal, either emotionally or logically.
In order to do this, you'll need a deep understanding of how customers interact with your product and how the product affects their lives. This is where feedback from your existing customers comes in handy.
You can leverage positive feedback from previous customers to appeal to new customers in your marketing campaign. There are many ways to do this, ranging from reviews and testimonials to product performance data. This information helps prospective customers understand how your brand can make their lives better.
How to Write A Script For Your Advertisement
One place where the AIDA framework really comes in handy is writing scripts for your advertisements. Whether it's a traditional TV advertisement or a social media advertisement, you can use AIDA to better understand the psychology of your customers and ultimately entice them to make a purchase. Here's how to write a script with the AIDA approach in mind.
Understand The Current Market
Before you can start writing your script, you'll need to understand both your target audience and the current state of the market. Conduct market research to understand relevant consumer trends as well as the emotions and pain points you want to address with your advertisement.
You'll also need to take a look at the advertising strategies your competitors are using. What works about them, and where could they improve? How could you differentiate your brand and better appeal to your audience?
Start Off Strong
Today's consumers have a short attention span. If you don't grab their attention in the first few seconds of a video, they'll scroll away to content that is more engaging.
Start your script with a bang. Use language and visuals that immediately make the audience want to learn more. This doesn't need to be overly complex - in fact, many people will actually find simple, straightforward content more engaging.
Get To The Point
Since you have limited time, you'll want to get to the point as soon as possible in your video script. Make sure your customers know who you are, what you're advertising, and how it's going to benefit them. Don't use language that's overly flowery, jargon-heavy, or just outright confusing, as this is going to put your audience off.
Make An Emotional Appeal
Ultimately, all advertisements appeal to some aspect of our emotions. You'll need to make an emotional appeal based on your brand identity and the function of your product. For example, you might appeal to your audience's desire for fun, comfort, or safety. Depending on the product, you might also appeal to their sense of logic.
Don't be afraid to get creative here, as unique ideas will benefit you the most in the long run. Work with your team to brainstorm.
Use A Powerful CTA
Round out your script with a call-to-action that will spur your customer to engage with your business. There are a variety of "actions" that you can use here. In many cases, you'll be encouraging the customer to make a purchase, but you could also have them sign up for a newsletter or book a consultation, depending on the structure of your business.
Like many other digital marketing concepts, the AIDA model is designed to help you better understand the customer journey and make a successful emotional appeal to your customers. Using this framework will help you write scripts that stand out from the pack and attract loyal new customers.