Your customers are not all at the same stage in the buying process. Some are just getting to know you, some are very interested and want to learn more, while others might be ready to purchase right now. Wherever they are in the buying process, you need to create the right marketing for each stage of the customer journey.
When it comes to marketing your small business, you want to be sure you’re meeting your people wherever they are in the customer journey. It’s not enough to focus only on building brand awareness or asking for the sale. There are a few other stages you need to consider. One simple way of making sure you’re covering the different stages is to use the AIDA model as a reference guide.Wherever they are in the buying process, you need to create the right marketing for each stage of your customer’s journey. Click To Tweet
The AIDA model
The AIDA model stands for Awareness, Interest, Desire, and Action. The model has been in use for at least 100 years and is still relevant today. The idea is to recognize that there are a few key stages that every potential customer will move through. Your job is to create the right marketing for each stage that supports them and helps move them along the path to purchase.
Here’s a quick overview of the AIDA model and a brief description of each stage:
- Awareness – This is the stage where you create brand awareness. What is this all about? Who are you?
- Interest – At this stage, you start generating interest in your product or service. How does it work? What are the benefits?
- Desire – This is where your customers develop an emotional connection with your brand. What’s desirable about your product or service? Why should we care?
- Action – This stage is where people have been moved to take action. What do you want them to do? Download a guide? Schedule an appointment? Buy now?
How to use the AIDA model
You can use the AIDA model as a guide to help ensure you’re addressing customers at each stage of their journey. Here are a few examples:
You can build brand awareness by posting regularly to social media, ensuring that your profile picture or logo is consistent across all platforms. You can also build brand awareness quickly by partnering with other brands, using their larger audiences as a springboard. Awareness is built by being seen everywhere, so get your physical self out there. Sponsor events, give presentations, hold workshops, attend networking events, and shake a lot of hands.
Interest comes from people understanding what it is you have to offer. So the key to generating interest is education. Explain how your thing works, highlight the benefits you offer or show them how you’re different from everyone else. Webinars, workshops, explainer videos, and infographics are all great ways to educate your audience and create interest.
When you create desire you essentially move your customers from “liking” your product or service to “wanting” it. Desire starts with your brand’s personality and grows when you make emotional connections with your customers. Be sure to have a well-defined brand personality and try to personally connect with your audience. Share personal stories, insider tips, make them laugh, make them cry, make them feel something for you and your brand.
Once you’ve addressed the first three stages of their journey, don’t forget to encourage them to take action. Provide clear instructions on what it is you want them to do next. Do you want them to download your free guide, sign up for your list, schedule an appointment, request a quote, or buy now? Whatever your call to action, just make sure it’s clear and compelling.
Make your marketing matter
Now that you understand that your customers are at different stages on the path to purchase, you can create marketing messages that speak to them at each stage.
This is not a linear marketing campaign; you don’t have to create messages in any particular order. Just be sure you have a variety of content out there so your customers receive the right marketing for each stage of their journey.
How can you use the AIDA model to create the right marketing for each stage of your customer’s buying journey? Share your idea in a comment or in The Brand Sketch Community on Facebook.