AIDA and Early Customer Engagement

Your business marketing strategy may already take advantage of the AIDA principle when it comes to obtaining new customers through advertising and promotion.

Attention: Make the potential customer and target audience aware of your product, brand and/or company.

Interest: Generate interest in the product or service by being clear on the features and how those features translate into benefits for that target audience group

Decision: Assist with the decision making process by eliminating risk for the potential customer.

Action: Make it easy for the prospect to interact with you to obtain the product or service.

With that understood, one needs to realise that the end-to-end process for AIDA can take quite a long time. For impulse purchases that carry low risk (low price products in particular) the whole AIDA process can literally take minutes. However, for higher priced goods and services in particular the process takes longer.

When dealing with website visitors the whole Attention part of AIDA can be in the form of a question answered. Engaging with your potential customers at a very early stage means that they are likely to continue that relationship to purchase point.

In terms of Search Engine Optimisation the keywords that your website should be optimised for may well take the form of questions or concerns that your potential visitors have in their mind. They have a need or a concern and are looking for a solution. They may not even be aware that your product or service exists, remember!

With this important concept built into your SEO strategy the Interest, Decision and Action parts of AIDA can be taken care of with a combination of website copy, social media and good sales follow-up routines.

For a review of your own website marketing strategy - with the blinkers off - speak to an expert at Emerging Innovations Ltd.