Today we are going to learn the AIDA process which every customer has to go through, before they hit the big button, BUY!
This is Dennis Toh from the Dennis Toh Channel where I will share easy bits to help you understand PR, Marketing, Mass Communications, Personal Publicity in a much simpler manner.
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How often do you hear, ‘how come the sales didn’t come in even when we advertise?’ ‘We have spent money to get the influencers to do a shout out, but nothing leh?, ‘How come the sales is coming in so slow even when the engagement rate is so high?’
That’s because consumers do not jump straight to action upon receiving a marketing message. Consumers go through this process called AIDA. Your job as a marketer is to create touchpoints that could move your potential customers quickly from the first stage (Awareness) to the last stage ( Action). Often, it doesn’t happen overnight and will take some time. The faster you can move them to the next stage, the better you can turn leads into potential sales.
Exposure is king. Use paid Media like Google AdWords and FB Ads to reach out to new Customers. Owned Media to reach existing customers. Earned Media to generate consumer generated media. Generally 3x exposure is required for a psychological response.
Generate interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further. Provide ‘reasons to buy’ or associate the brand with some desired lifestyles.
Create strong wants for your product or service by creating an 'emotional connection', showing your brand personality. Move the consumer from 'liking' it to 'wanting it'. Create strong fan moments. Use testimonials to share why everyone is loving it.
Move the buyer to interact with your company and taking the next step ie. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat, etc. Make sure the touch points are easy to take actions.
There you have it, 3 types of media which you need to master and grow.