More than knowing the consumers of a business well, to guarantee success in AIDA sales, it is necessary to understand the path they take until the moment they finally make purchases. It is necessary to keep in mind that the purchase is not just the final moment, as it depends on a “buying journey” to occur. Therefore, it is recommended to understand each step and use the most appropriate techniques for the conversion.
Each letter of the acronym AIDA represents a phase in the path taken by the customer:
First, he has Attention drawn;
Then Interest brings him closer;
The third step is to transform Interest into Desire;
And the fourth phase represents the desired Action: the purchase.
Currently, in addition to being used by experienced AIDA sales teams at the points of sale themselves, the model is applied, above all, in the development of digital strategies, such as Content Marketing, with the creation of corporate websites and blogs, email marketing or landing pages.
It is worth noting that this is not a magic formula, but a strategy that can greatly contribute to customer relationships.
Discover the components of the AIDA methodology
Despite having been created more than a century ago, long before the advent of the internet, the AIDA model remains current, and continues to be considered essential for any AIDA sales or Content Marketing team. It was created by Elmo Lewis at the end of the 18th century and was mainly used in printed advertisements. They had attractive images and titles, relevant information, capable of arousing interest, potential desire, and, ultimately, a call or contact to action.
In the first stage of the AIDA concept, the main objective of Content Marketing is to attract visitors to a website, making them understand the offer and capturing their attention. This AIDA step is essential, as it is impossible to follow the purchase journey if the customer does not have their attention captured. Visual elements and topics that are interesting to the target audience are essential, as is the application of SEO strategies (which enable a good positioning in Google). Attention works as a gateway for consumers. They must want to read, listen to or watch content about how an electrical control panel works, for example, or other problems they may be facing. But how to do it?
1.Know your audience
It may seem obvious, but this issue still represents a difficulty for many entrepreneurs. When advertising a service on the internet with Content Marketing, the message must create a connection with the audience. When talking about ceramic bushings, for example, the most appropriate thing is to create personas, taking into account some profiles of possible customers, their wishes, main problems, doubts, demographics and even consumption habits. Creating personas allows you to create content related to products, not about the products themselves.
2.Make a promise
To catch the public’s attention, it is very common for content on the internet to have promising titles or to answer a question. Generally, to get attention, the promise is linked to a frustration, need or desire of the potential customer. An example could be the creation of an article entitled “how to stop slab leakage”, in which the client would be informed about the processes and materials involved. In the case of texts, the title is the first information to be read, and it needs to demonstrate why the content is indispensable. When it comes to audios or videos, the first few seconds are also essential.
3.The message channel
The message channel must always be compatible with the target audience, otherwise the content will not reach them. In the case of materials for home and construction, the internet is a great search portal, replacing the popular decoration magazines, due to the immense amount of information available. It is natural, therefore, that before choosing between plaster and wood, the consumer looks for information about wood for ceiling, for example, or other related items.
Everyone has seen hundreds of advertisements or informational content and knows that few really generate an impact. To stay in the memory of the potential client, the secret ingredient in the production of content for the internet is to be creative, in addition to delivering relevant information.
After capturing the attention of those interested in articles for construction right in the title, or in the first minutes of videos or audios, it’s time to offer complete, original, quality information aimed at the target audience. It’s time to keep the potential customer interested in the content. For this, it is important to explore your main pain points, keeping you focused and showing that the company recognizes the problems and is there to help with information (before selling, properly).
In this sense, the article’s discourse is often focused on needs, as the customer needs to understand that they have a problem, and that this problem has a solution.
An example is the AIDA sale of marble polish. The customer needs to recognize that the flooring in their home is dull, dull, scratched. Then, understand on the brand’s website the importance of the polishing process and how it works. Then continue your shopping journey. A strategy widely used to maintain the interest of potential customers in the content is the creation of a narrative in which the potential customer is the protagonist facing problems, as long as the text is easy to understand.
The third step in the AIDA sales methodology is to transform people’s interest into a desire to acquire the advantages that the product or service offers. Interest alone, created by the possibility of solving problems, is not enough for a person to continue the purchase journey. For this, online content must list the advantages, features and successful examples of the product or service in question. In this way, when researching pre-molded piles, for example, AIDA it is essential that the potential customer feels that the choice will result in a major transformation in their work, impacting the entire construction. To make the offer irresistible to the consumer, one strategy is the use of testimonials that demonstrate the satisfaction of other customers, especially in the case of well-known institutions or personalities.
Finally, the last step in the AIDA method is related to purchasing the product advertised in the content. After going through all the phases, attracting attention, winning interest, and transforming that interest into desire, the customer will perform the action most awaited by the entrepreneur: the purchase.
To ask the consumer to actually do what the brand wants, most of the content ends in a Call to Action, popularly called a CTA. The choice of words will depend on the objective in the business, the focus of the article, and special characteristics about the client. Another persuasive factor used at this stage is the provision of payment facilities. However, the benefit offered must always be limited, ensuring the sense of urgency with which the client must perform the desired action. For this, a tip is to point out negative aspects if the consumer does not make the purchase at that time.
To facilitate the action, another idea is to offer a guarantee that if the PVC flooring, or other item, does not meet your expectations in a certain period of time, the investment made can be returned. It is also important to show the customer that the site is safe for purchase, with AIDA seals and certifications. At the end of the article, video or audio created for Content Marketing, it is possible that even conquering the customer at all stages, he does not make the purchase, for several reasons. In this case, the content does not lose value, as it is quite likely that it will remember the brand in the future.