The main goal of any marketing strategy is to convert people who know nothing about a brand into paying customers. Quite easy, isn’t it? The only issue is that you are not the only one trying to do this. Every marketer is.

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So with the growing need for strangers’ attention came a formula, or best practice, called the AIDA model. It stands for attention, interest, desire and action.

These are the four stages that the consumer’s mind engages with a brand’s content.

Attention

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This is the first stage of the process. At this stage, the consumer is wondering “what is this?” Consider it a first impression. With that said, it’s always best to make a good first impression, isn’t it? So to do that, you need to grab their attention.

This is where brand awareness and messaging come into play.

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If you are showing people the right thing at the right time, it will grab their attention. A blog is a great way to achieve this.

Example

When you post content regularly (in the form of a blog), it gives you the opportunity to be seen by Google. If the content you’re putting up is something people are looking for, you should be able to drive a lot of traffic to that blog post and, more importantly, to your website.

HubSpot does a great job of pulling this off. They produce high-quality, educational content that attracts their ideal audience – people who want to learn more about marketing, sales or service. The old marketing adage says that for a consumer to really remember your brand, they have to see it at least seven times.

So to overcome this, you need to be consistent and consistent with your content delivery.

Interest

I’m sure you’ve seen a “learn more” call to action (CTA) on everyone and their mom’s website in the past. Well, “interest” is the exact stage they are targeting. Once you capture someone’s interest, they naturally want to know more about your brand and how you can help.

The best thing about this step is that you can show the reason Why You’re about to come to their specific problem. It allows you to really shed some light on your story – so home in on that and wrap your brand around it.

Example

Once you grab someone’s attention, all you have to do is give them a good reason why they should stick with your brand. The best way to accomplish this is to allow them to engage in your marketing communications. This can be in the form of a newsletter (weekly, bi-weekly, monthly or quarterly) or just regular marketing emails.

DM Insider is the digital marketer’s weekly newsletter that gives people strategic marketing ideas and strategies every Monday morning. By doing this, you begin to build trust with your audience. The more you are able to show people that you know your stuff, the more trustworthy you will be within a certain industry.

Wish

By this point, you are not far from the consumer who is paying you money, but there is still some work to be done. You really have to make them what you are offering. The best way to do this is to keep sending them relevant and valuable content.

If they pick up your blog, follow you on social media and download offers from you, you have a good chance of converting them.

Example

their understanding of what you say with validation. You must be able to show them that you know what you are talking about, with proven results or experiences that you have passed on to others like them. A great way to do this is to use case studies.

Mailchimp does a really good job of showcasing its skills by allowing visitors to see a few different case studies on their site. Heading copy is also important. “How Happiness Planner Creates More Content in Less Time” just makes you want to click it.

Work

Once you reach this point, it is best to give the consumer a chance to act on it. Whatever your CTA, it should be low friction but high incentive. What I mean is that you should offer the highest possible price while making it very easy for them to gain access.

Example

This CTA at the bottom of the funnel can be a free consultation, evaluation, audit or some kind of test. What you are presenting here should be something that really gives them a solid knowledge or understanding of what you can do.

Microsoft allows 365 users to try it out for 30 days. This gives people enough time to become familiar with the product, and Microsoft will have plenty of time to develop them.

Using the AIDA Model

There are so many different frameworks and strategies to use when trying to drive consumers through your marketing funnel, but AIDA is tried and true. Start building this into your content marketing plan and track to see your results. This is a really simple way to visualize your funnel and keep relevance on top of your strategies.

When implemented properly, your buyer’s journey becomes a lot clearer.