Bringing in new customers and converting them can sometimes be challenging. With so many brands and products on the market, differentiating from the competition is near impossible. However, the AIDA sales funnel methodology can contribute to the cause more than you think.
Implementing the time-old sales model into the content creation strategy set by the marketing team will ensure organic growth and sales outreach more than most methods would. With that said, let’s take a look at how we can use AIDA to separate our content marketing funnel strategy from the rest.
Basics of AIDA
In short, AIDA stands for “Attraction, Interest, Desire, and Action.” These are the cornerstones of your typical sales funnel in which certain content is distributed to the market at even intervals. As the name suggests, AIDA stages aim to gradually introduce a product or a brand to the market. It raises awareness of it before promoting a direct purchase.
This methodology alone is what separates AIDA from typical content strategies that rely on scheduling and audience profiling. AIDA can effectively lead individual users from a passerby to a loyal customer if the content reflects the aim to gradually convert someone into a recurring customer.
Now that we have a clearer understanding of what AIDA represents, let’s take a look at how we can implement it into our existing content creation strategies.
The first stage of content marketing through AIDA aims to collect customer information for future reference. This means that every marketing campaign should start with content designed to achieve outreach and interaction.
The more emails, phone numbers and contact information you collect, the more successful your first stage of AIDA will be. The content created for this purpose usually comes in the form of email marketing and calls to action. These factors ask the readers for some upfront trust and patience. Products and services should not be promoted in this stage but only hinted at. We are aiming to raise awareness of our presence on the market and not sell anything outright.
See Also: 5 Smart Ways to Boost Brand Awareness
Creating interest in your products might just be the toughest stage of AIDA. You need to ensure that people are interested and curious about your products to a point where they will want to know more about it.
You can achieve this by creating demonstration video content, write testimonials or product reviews through influencers. Also, you can employ some of the largest translation companies on the market. They can translate your content into other languages for international marketing purposes.
In other words, the Interest phase of your sales funnel focuses on building hype and anticipation for a product that the customers absolutely need to possess. This mindset is what you should aim for when creating content for the second stage of the sales funnel.
If you played your cards right, your future customers should be knocking at your door by now with questions about your products. However, there is one more stage of the sales funnels to focus on before creating direct sales marketing content.
Your customers’ desire to buy, use and promote your products and services is the true indicator of successful marketing. You should focus on creating a need and a desire to purchase your brand’s products through calls to action that offer discounts, loyalty benefits, extra goodies for early adopters, etc. Desire can also be raised by emphasizing the benefits of using your products in the household environment, during family activities, friendly hangouts, etc.
Add as much value, examples and advantages to your product as possible while still maintaining the aura of professionalism. The more value you add to your product, the better it will sell on the market once your launch window approaches.
Your customers’ action or the purchase of your product should be the final stage of your sales funnel. If all previous stages were done correctly, Action bookends the campaign and brings a few final customers before the purchase window opens officially.
Content that focuses on action should include calls-to-action that emphasize direct purchase. You can include how-to guides, examples of use, tips for product enjoyment and other customer-centric content in your final sales funnel stage.
The interest and performance of your product peaks with Action and gradually drops over time. It’s important to monetize the buzz created around your brand before the customers’ interest shifts to some other marketing campaign.
A Step-by-Step Approach (Conclusion)
Implementing AIDA or any other sales funnel method might seem like an overcomplicated risk. Every stage of a sales funnel needs to be as effective and impactful as the one that came before. While that may be true, AIDA provides the perfect model for filtering and segmenting our customer base.
This is especially useful with expensive and niche products that simply don’t work for every customer. Use your best judgment when implementing AIDA into your content strategy. Don’t be afraid to segment your own marketing campaign into separate steps.
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Author: Elisa Abbott
Hi there! I am Eliza Abbott, a freelancer whose passion lies in creative writing. I completed a degree in Computer Science and write about ways to apply machine learning to deal with complex issues. Insights on education, helpful tools and valuable university experiences – I have got you covered;) When I’m not engaged in assessing translation services for Pick Writers you’ll usually find me sipping cappuccino with a book.