Use AIDA to Boost MSP Marketing Conversions

MSP marketingThe 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.

Bill Hogan

Bill Hogan is President of Partners Plus. A fast growing IT Support firm based in the Philadelphia area. Bill has been helping make life with business computers easier since 1981. His education as an Electrical Engineer at Penn State started a dual approach toward gaining expertise in both programming and computer networks. In 1991 he formed Partners Plus, Inc., to provide managed IT services to companies in the Philadelphia metropolitan area, based on being a business operations ally and understanding the need to speak to company leaders in plain English rather than ‘techno-babble’. And while others tend to focus their attention on the mechanical components of a computer system, Bill and his staff take a more global approach - how a network can be best used as an integral, reliable asset to the business owner’s goals. In 2007, after years of frustration with the sub-standard services he saw during network audits, Bill published “Hassle Free Computer Support” to educate business owners with the information they need to get superior technical support for their businesses A firm believer in keeping current with advances in technology and processes, Bill lead Partners Plus to become a Microsoft Certified Partner in 1998 and a Gold Certified Partner in 2008. And, Partners Plus Inc. has been selected by Microsoft as being in the top 1% of Partners serving the Small and Medium Business Market on the East Coast. Bill is internationally certified in Network Operations and is certified by Microsoft in project management and multiple Microsoft technologies. He also held the position of representative for the Mid-Atlantic region on Microsoft’s Advisory Board which manages all Microsoft Small Business certified partners. Partners Plus provides managed it services to clients in Philadelphia and the Delaware Valley and helps them choose, implement, and manage IT and cloud solutions that are cost effective and reliable. Partners Plus’ pro-active approach to IT support is ideally suited for companies in Wilmington, Delaware or Philadelphia who depend on reliable IT infrastructure, but don’t want to spend a lot of money to keep your IT services in Delaware that way. Partners Plus clients have come to appreciate the Partners Plus team focus on operations and the ability to get the core of problems quickly, and the knowledge of how to resolve issues as quickly as possible. With the institution of the Partners Plus Protection Program, the company can now monitor, identify and resolve many network issues in minutes without coming onsite.