Can AIDA Online Marketing help Small Business?
Most small business owners need to remind themselves about what caused them to start or take-over a small business to begin with. In addition, they often forget how they were able to get a new business off the ground.
Many times the answers to these questions can be found in the Marketing acronym AIDA. So what the heck is AIDA?
1. Attention – what you do to get the customers attention.
2. Interest – what is done to get the customer interested.
3. Desire – what you do to get the customer to desire your product or service.
4. Action – What causes the customer to take the desired action, i.e. buy something.
There are plenty of examples of each one of these very important steps. Getting the customers Attention may be a simple matter of a coupon offer, advertising that you have a limited supply of something, a visual advertising display, or maybe an attractive person in an advertisement.
The Interest step takes a little more thought. This is where you give the customer a reason to read or view farther. Tell them what you can do for them or maybe how they might benefit from doing business with you.
Creating Desire can be a little challenging. Be sure to stay on message during this step. Most small businesses have a habit of either skipping this step all togetheror placing very minimal emphasis on its value. Some great techniques for Desire are:
- Offering a Bonus or Incentive to buy today
- Using testimonials from happy customers
- Show how your product or service will immediately solve their problem
- Demonstrate how doing business with you is the best decision
- Again using the powers of scarcity
This step can also serve as a tool to separate you from the competition. Don’t hesitate to combine several of these techniques to prompt the customer to buy from you today and not look further at a competitor.
Action is the ultimate step in getting the customers business. However, it’s perhaps the easiest step in AIDA marketing. Make sure you tell and guide them to what the next step is and exactly how to complete the action. You can offer or restate a bonus offer to buy today. Create a strong Call to Action. In eCommerce, make sure you show a prominent Buy Now button. Above all try to prompt them into the desired action without confusing them about your original message and offer that was created during the first three steps of AIDA.
In summary, it may take some time and well thought out strategies to perfect your AIDA marketing. We recommend split or multi-variant testing with more than one AIDA process. The result will be a noticeable increase in your conversion or closing ratio.
How is your AIDA? Leave a comment.