How to use the AIDA model to get the most out of it
The AIDA model is probably a Marketing term you may have encountered while researching media campaigns or reading reports. Let’s learn with Cleverads what the AIDA model concept is and how to use it in building a Marketing strategy in the article below.
1. Learn the concept of the AIDA model
AIDA is a term used in Marketing, abbreviated in four words: Attention, Interest, Desire, and Action. These are considered four main steps to convince others about an issue they do not know. The model is used in marketing plans to create a process that converts customer psychology during purchasing.
1.1. A – Attention
The first element in the steps of implementing the AIDA model is to attract customers and attract attention. To reach closer to target customers, Marketing needs to choose the correct method and the most optimal tool to help customers stop and receive the information that businesses want to bring.
1.2. I -Interest (Interested)
This is considered the most challenging stage to create customer interest in the business. The attraction only has a temporary effect and needs to be more sustainable for companies to convert from target customers to potential customers. However, if it creates excitement for customers, there will be stability and high conversion rates.
1.3. D – Desire (Desire)
The next step in the AIDA model is to create a desire to interact directly with the business. To do that, you need to show customers the advantages and benefits when customers come to your business. From there, build a solid basis when persuading customers to make the final decision.
1.4 A – Action
When customers have all three factors of attraction, interest, and desire, we are also proactive in leading and motivating customers to perform the actions we are looking for. In business, this final act is to get the customer to use the service or own the product.
2. Meaning of using the AIDA model
The AIDA model is widely applied in the implementation of Marketing campaigns. The stages in the model will convert from customer to consumer step by step. Starting from understanding the brand, becoming interested in the product or service, and finally taking action.
Businesses will easily access customer files and convert customers successfully using the successful AIDA model. The AIDA model must be used in content marketing, website content layouts, landing pages, and larger campaigns.
3. How to use the AIDA model effectively
3.1. Attention
For the first stage in the AIDA model, businesses can use Google search optimization methods by putting articles in the Top 10 of the website, headlines with curious titles, and samples of weird advertising.
This stage is crucial to help your business stand out from the competition. The desired messages to be conveyed need to be meticulously polished and have high coverage on different channels.
For example, businesses can create attraction with search optimization tools on Google. According to studies, articles and websites with high visibility on Google will get more clicks and attention. In particular, businesses need to pay attention to the title and description of the SEO article to arouse users’ curiosity.
Besides, customers are also very easily attracted by vivid and unique images or videos. Advertising on social networks or online PR is a prevalent form of the AIDA model. With a constant frequency of appearances through social media ads and articles, businesses will also attract many customers.
Several measurable goals in phase A
- The number of visitors to the website from natural search sources
- The reach of advertising campaigns
- Number of Viewers of PR
- Number of visitors to the website from the advertisement
3.2. Interest
Once customers have identified your brand, you must provide more information about products and services. At this step in the AIDA model, you must match the information provided to the customer and the value you used to attract the customer in stage 1.
Keeping customers on this journey for as long as possible gives you more opportunities to provide information about your products and services. At this step, the biggest goal that businesses need to set is to track the brand of products and services. While converting customers to the following steps may not be possible, this is your success.
Some channels must be carefully prepared and maximized to promote customer enjoyment of products and services. Website, Google ads, social networks, Email Marketing, and Content Marketing are great business distribution channels. These distribution channels must provide value to customers to keep them coming to the next step.
Here are a few ways to measure phase I effectiveness:
- Time users stay on the website
- Website bounce rate
- Number of clicks on ad campaigns
- Social media interactions
- Website visits from Email Marketing
3.3. Desire
The next stage in the AIDA model is to make customers more willing to own and use the service. In this phase, businesses must show all their aspects to target customer insights. When there is a consensus between the needs and benefits of the product or service, the customer will take the next step.
The commonly used channels will be Blog/Website, Email Marketing, and Social Media at this stage. The message businesses need to convey at the third stage in this AIDA model is your outstanding advantages and competitive advantage over your competitors.
A few goals to help measure stage D:
Customer interactions on Social media
Number of customers accessing the sales channel
3.4. Action
Customers have reached this stage where you already have an 80% success rate. What you need to do is skillfully implement the Call to action strategy. It can be limited offers and after-sales policies to promote faster purchases.
The business’s website must now design the Call to action at the most convenient location for customers. In addition, Remarketing on Google and Social Networks also needs to be utilized to the fullest to offer promotions or sales to promote purchases. Or businesses can also use Email Marketing to close orders and not miss any opportunities.
Objectives to be achieved in part A
- Number of orders received from Online Marketing channels
- Number of Buyers
Conclusion
The above article from Cleverads has helped you understand the AIDA model well. From attracting attention, creating interest, and creating the desire to own to buying action, this is a closed process of the AIDA model.
Hopefully, through the above article, you have gained more knowledge in the marketing field and can apply it in practice. To support businesses in implementing Marketing, Cleverads always accompanies and updates the latest methods on the market.
