Awareness, Interest, Decision, Action: How we do this on Facebook
Most marketers have heard of the AIDA model, a tried-and-tested marketing and advertising model that has been in popular use for decades. It stands for:
· Awareness – capturing the customer’s attention, standing out from other marketers and advertisers to get your brand’s content noticed.
· Interest – holding the customer’s attention and providing a ‘hook’ (i.e. establishing the customer’s need for a product or services, creating a bond between brand and customer)
· Decision – turning interest into an irresistible offer for the customer, persuading him or her to make that all important purchase decision. Some marketers know this step as ‘desire’, as it is the marketer’s job to make the customer unable to resist what the brand is selling.
· Action – closing the sale, converting the customer’s interest and determination to purchase to an actual sale. This step is crucial, because the decision stage doesn’t mean that the sale is a done deal – the customer can still lose interest, become distracted with another product or find the purchasing process to difficult.
Consider the AIDA model as a funnel, with Action at the narrowest point. A large number of customers will be drawn into the Awareness stage, you’ll lose a few at the Interest stage and relatively few will go on to make a Decision and take Action. Maximising the number of customers entering each stage and improving the efficiency of the customer journey is a marketer’s biggest challenge.
Applying AIDA to social media and Facebook
The marketing world has been reimagined with the rise of social media, but models such as AIDA still apply. To understand how AIDA works on social media platforms, here’s how online marketing professionals may run a campaign on Facebook:
1. Capturing Attention with stunning visuals. A unique, funny or amazing quality image, graphic or video is usually the best way to stop customers from scrolling down their Facebook feed and take a closer look.
2. Provide details to build Interest. Once the visual has done its work in capturing Attention, the next stage is to build Interest with text containing helpful information, details and a link to find out more. Remember that a brand will have more success at this stage if it targets its Facebook posts to their chosen customer demographic.
3. Encourage the customer to make a Decision. At this stage, the marketer is trying to persuade the customer to click the link in the post to find out more or buy the product. The offer in the post should be persuasive enough to create desire and the Decision to investigate making a purchase. This stage relies on triggering an emotional response. For example, showing the customer an image of a family having an amazing time on a holiday in an incredible destination.
4. Create a conversion with a persuasive call to Action. Marketers need to make it easy for customers to take the final step, and it all starts with a strong and clear CTA. Make it prominent, use active language and make sure the link directs straight to a purchasing page.
For more help with effective social media campaigns, contact the experts here at Online Marketing Now.