The marketing concept known as Attention, Interest, Desire, Action (AIDA) relates to the way that consumers react to advertising. AIDA is also a communication tool that helps marketers understand what inspires consumers to purchase a product or service. You can apply AIDA to your MSP marketing plan to help you understand the stages your audience experiences before they commit to purchasing your services.
How to Apply AIDA to Your Content Marketing Strategy
Every day the digital world is saturated with content. You need to find a way to produce content that rises above the competition, grabbing the attention of your audience. Your marketing strategy should hold your reader’s interest, educate them about your services and result in conversions. Applying these AIDA marketing concepts gives you a way to understand how consumers begin their search, which results in a purchase.
In the past, marketing dealt with the business and consumer relationship, but today it is more about consumer-to-consumer interaction through digital platforms. If your audience has interest in your content, they share it with others, which builds your brand and trust in your company. Use the following strategy to apply the AIDA model to your digital marketing efforts:
In order to get your reader’s attention, you need to move up in search engine results. To do this, you should create meta-data descriptions that attract the reader and include a call-to-action. Using keywords at the beginning of your titles also grabs your audience’s attention. Also, research shows that including your domain name in the search engine title draws attention to your search engine listing. You can also use Google reviews for building SEO. Once your business gets noticed by your audience, continue your MSP marketing strategy by holding their interest.
At this point of the AIDA model, you’re ready to engage with your audience and lead them on the buyer’s journey to conversion. The way to hold your reader’s attention is to offer them valuable and informative content. Think about why they found you and what they need. Once you understand your audience, produce relevant content that answers questions about your services and helps your readers with their concerns.
Your audience will know if you’re genuinely concerned about them by your transparency and helpful content. If you gain their trust, your marketing efforts gain ground on social platforms through likes, tweets, and shares. Once you’ve provided your audience with relevant and interesting content, they’ll move on to the next stage, which is the desire to purchase your product or services.
Unlike the old days of hard sell marketing, successful marketers today build the desire of the audience through digital marketing. By providing potential customers with valuable content, reviews, infographics, live chats, social media posts and testimonials, you’re showing them the value of your services. They also see reviews and posts from your current customers on social media pages, which strengthens their confidence and desire for your services. The final stage of the buyer’s journey is to take action.
The whole point of marketing is to make successful conversions. This is where you need a powerful call-to-action. By including a clear call-to-action, your audience knows what they need to do next. You can include your CTA in your emails, newsletters, blog posts and other content using simple, actionable language, such as Call Now, Buy Now, Visit Today, etc.
When you’re ready to bring your MSP marketing to the next level, give the AIDA marketing model a try. Following this marketing strategy will increase your traffic, make you aware of your buyer’s sphere of influence, build your brand, and lead to conversions.