Find out what AIDA is and how to apply it to your Digital Marketing strategy! – WAU
The origin of this methodology is attributed to the American E. St. Elmo Lewis, pioneer of Advertising and Propaganda who started his work at the end of the 18th century. AIDA explains that, in order to guide the consumer to the purchase, we must attract his attention, keep interest and create the desire to then get you to take a […]
The origin of this methodology is attributed to the American E. St. Elmo Lewis, pioneer of Publicity and Propaganda who started his work at the end of the 18th century.
AIDA explains that for the guide the consumer to purchase, we must attract your attention, maintain interest and create the desire to then make you make a decision.
- A = Attention
- I = Interest
- D = Desire
- A = Action
In the beginning, the model was used mainly in the preparation of print ads, proposing that they should contain visual elements for each of these steps.
Thus, the recipe for success was based on: attractive image, interesting subtitle, body of the educational text and contacts of the advertiser to lead the consumer to the product.
Obviously, that was long before the emergence of the Internet. Lewis did not even dream of the potential of AIDA for the success of Digital Marketing, but he already understood the importance and some basic principles for converting customers.
And these principles are still applied today in both marketing and sales, in view of the need to guide the customer through the purchase journey.
We will explain each of these steps in practice and how to use the concept to increase sales!
How does the AIDA methodology work?
The evolution of marketing has allowed AIDA to be used also in other ways of promoting a brand or product, such as advertisements on television and Content Marketing in the digital environment.
But there is no point in knowing the sequence of steps that the consumer must go through, without actually knowing who he is.
There are important factors such as age, lifestyle, culture and motivations, which influence people’s way of thinking, reflecting on their behavior and also on purchasing decisions.
Before applying the AIDA model to your marketing strategy, therefore, take into consideration which persona your brand wants to reach.
With that in mind, now let’s better discuss what each word in the acronym AIDA means.
We will explain them separately below:
Your persona must know that you exist, otherwise they will not discover the value of what you have to offer.
But how to attract attention?
Be smart and use different types of language to convince (on the contrary Force) the potential customer to stop whatever they are doing to focus on you!
But beware of annoying advertisements at inappropriate times.
It will not be pleasant for a person watching a travel program, for example, to be interrupted by an advertisement about building materials.
On the other hand, she may stop and pay close attention if an interesting promotion call for air tickets appears.
So stop draw the attention of potential customers in a positive way, take into account:
- location: wherever your persona can be found;
- moment: know when or how often it will be there;
- shock factor: cause some impact to your interlocutor.
You managed to get attention!
But how do you get this potential customer to continue listening to you until you get the message you want?
Being extremely relevant to the audience you are trying to reach.
The person has just met you and now begins to build trust and connection and consider what you have to say. Give a little push to arouse curiosity even more!
For this, your message should be seen as an opportunity to solve a problem.
You need to know well what your persona needs and focus on that need or problem, as well as showing how you can help solve it.
So be consistent with the first impression made. If in the first step you used a question to attract attention, now is the time to keep your promise and start explaining how and why you will deliver value.
At that time, it is valid use data and other persuasive arguments that help inform, educate and engage your audience around your issues.
That way, your audience will want to know more about it, and you can move on to the next step.
Interest alone is not enough for the consumer to reach the last stage. So, don’t forget to also create the desire.
Your persona already knows that there is a problem and a solution and begins to understand that the answer may be in your brand, so it’s the time to show all your qualities.
If you prove that you have mastered the subject and that your brand will bring great benefits, the number of conversions will increase.
However, it is important to keep in mind that the volume of people who reach this stage will be less than that of the previous stages.
After all, if even after trying to arouse interest the persona has not yet engaged, it means that he has not identified himself with the problem or its proposed solutions.
And that does not mean that your strategy has failed!
That’s exactly why a customer’s buying journey is often associated with a funnel: the deeper the fund, the less interested people.
That way, it’s important not to lose connection with the people who advance the funnel, deliver more value and strengthen the relationship with the brand.
And if you’re wondering: but how do you deliver more value?
Explain well the benefits and qualities of what you have to offer, present successful cases, customer evaluations and everything you have to generate more confidence.
If the consumer has seen enough value and is satisfied with his response, he is now ready to take action:
Now that you have finally aroused the desire, it is crucial to maintain the consumer’s urgency to take a next step.
Your role is now facilitate the consumer’s path to action.
Is this action the purchase? Not necessarily.
It depends a lot on how your customer’s journey happens and what you planned for the end. The action can be, for example, to access your website, watch a video or sign up for a seminar.
Make it as clear as possible how the person can take this action, or you risk losing it!
In the case of a print ad, for example, it is crucial to leave all contact information so that the reader knows exactly how to proceed until the action suggested by the poster is carried out.
How to apply AIDA in Digital Marketing?
Have you understood all stages of AIDA, but it is still unclear how to incorporate it into your online strategy? Don’t worry, we’ll talk about it right now!
There are several ways to apply the AIDA methodology in the marketing universe.
In the sphere of Digital marketing, she is involved in remarketing actions, video ads, email marketing campaigns and corporate blogs, for example.
When we talk about Content Marketing, AIDA is important both in the production of content for the blog and in the technical part of the website that complements that content.
It should be present as follows:
First, be found by your persona on Google.
Create impactful titles for your persona that contain keywords relevant to them and that fit within Google’s display standards (between 55 and 67 characters).
In addition to paying attention to the Title Tag, master the other SEO techniques to increase the visibility of your domain and make yourself there when your audience is.
After the click, the first impression that the reader of your page counts a lot!
So, optimize the design and make an initial content capable of convincing the reader to continue reading (learn how to make a high performance introduction here!).
Try it instigate the public to the maximum and encourage you to even access other content on the blog.
Now that you’ve passed a certain amount, the persona will enter the middle of the funnel stage.
Like this, it is already acceptable to also talk about the brand or product itself to try to win over your reader.
Right now, rich content like e-books, guides and tutorials can be of great help.
Once you’ve managed to arrest the user so far, it’s time to direct you to interact directly with you.
After all, you produced content for a specific reason. So make the reader understand this reason and eliminate the risk of people simply closing the page when they are satisfied with the answer.
CTA – or call to action – it should stand out in the layout and be well positioned on the screen.
Other than that, it must be simple so as not to give the consumer trouble, taking the shortest possible time (we will give a real example in the following paragraph!).
Do you want to get even more results with your digital strategy? Then also see our complete guide on Content Marketing