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How is the AIDA model best used in marketing?

How is the AIDA model best used in marketing?

The AIDA model is a time-tested, effective marketing tool that identifies the key stages a customer goes through when entering the buying process.

The steps involved in this practice can be read about in more detail here*, but below is a brief outline of each step:

Attention

The first thing you need to consider when marketing your product or service is how you’re going to grab the attention of the reader from the off.

Interest

You’ll then need to ensure you evoke the interest of the reader. This can often be the most difficult step, so make sure your content is engaging and persuasive – essentially, retaining the attention you’ve already managed to capture, or keeping your reader “on the hook”.

Desire

The goal of this stage is to turn the interest of the captured audience into “wanting”.

This can be done by building trust with your target market. Ensure they subscribe to your blog, follow you on social media or utilise your offers. The more they become familiar with your brand, the more likely they are to feel secure enough to order your products or enlist in your services.

Action

The final step is, ultimately, action.

This is where your prospects feel compelled enough to purchase from you, and this can best be achieved by a convincing call to action as the culmination of your text.

How the AIDA model applies to SEO

This model originally dates back to 1898, where it was originally penned by Elias St. Elmo Lewis, an advertising advocate from the US. His theory regarding the way customers can be drawn down the conversion funnel into making a purchase remains as relevant today as it did back then, and is widely used by many businesses when marketing their brand.

In the context of digital marketing, the conversion funnel can be utilised for SEO (search engine optimisation) purposes when creating online content. When customers are at the top of the funnel, they may not be aware of what they’re looking for specifically, and are simply browsing while gathering data to inform their purchase.

By analysing and tailoring content around long-tailed product queries, businesses can begin to funnel customers through the AIDA process by personalising their content to take customers through each step of the model. Businesses can identify their ideal customers’ pain points, and take a measured approach to put the above steps in place.

At Engage Web, we are experts in digital marketing. If you’re looking for engaging content that will turn your readers into paying customers, feel free to reach out today and speak to our friendly team.

Lia Bartley

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