The AIDA method, applied to digital marketing, is an effective framework for creating effective content. Acronym for “Attention, Interest, Desire, Action”, the AIDA method defines the 4 chronological phases of the purchasing process, i.e. 4 steps to convert your prospects.
AIDA method: issues and applications
The AIDA method offers 2 major advantages:
- Assistance in developing marketing content: this step-by-step method serves as a basic framework for building content. It is then a useful educational tool to save time…
- A performance gain for your digital communication: by respecting each step of the process, you naturally bring the target audience to adhere to your message. And to buy your products or services!
You can use the AIDA method for all types of digital content: blog articles, newsletters, infographics, web pages, marketing videos… And in all types of situations. Whether it is to motivate the purchase of a product, the registration to a newsletter, the download of a white paper, or the participation in a webinar, this method is applicable that your content aims to take action.
The AIDA method in detail
- A for Attention
- I for Interest
- D for Desire
- A for Action
Zoom on each step of the AIDA method.
#1 Attract Attention
Your audience, on a daily basis, is over-solicited by advertising. Countless newsletters and promotional offers clog mailboxes, sponsored inserts dot the web browsing path and companies compete with attractive and informative sites to sell their offer. In this context, it is crucial to make a difference. This is precisely the Attention issue of the AIDA method.
No matter what type of content you offer, you only have seconds to grab your prospect’s attention. Then you have to stand out clearly. Some tips to capture your audience and make them want to continue their discovery:
- A catchy title: Play with font, color and formatting variables – bold, italics, underline – to grab attention. Also bet on words: choose an original title, which questions or entertains. Arousing emotions is a good way to capture attention.
- An attractive illustration: the eye is more favorably attracted by an image, use it wisely. For example, you can use bright colors, or use the graphic codes of your brand if your notoriety is important. Humor in the image is also effective in capturing attention.
#2 Generate Interest
Once the audience has settled on your marketing content, they must linger on it. It is for this purpose that the 2nd step of the AIDA method is used: arouse interest. Know that the individual is interested if he feels concerned: you must personalize the content to give the impression to the prospect that you are addressing him personally. The notion of a persona then comes into play: by targeting your typical or ideal customer profile, you increase your chances of interesting them.
This is played out in the first seconds of reading or viewing. Illustration: the meta description of a Google result or the caption of a blog article is enough to decide the Internet user whether or not to continue reading.
Note that suspense is a central ingredient to arouse interest, do not reveal everything right away…
#3 Induce Desire
Now that you’ve gained your prospect’s attention and interest, it’s time to layout your best arguments that can elicit a feeling of desire. Note that desire can arise from need, but also the simple fact of the strength of conviction of your marketing content.
Examples of effective arguments:
- Time saving : if your persona is particularly lacking in it – business man or woman, young parents, etc.
- Earning money : this issue is widely shared, regardless of the profile of your target clientele.
- Limited time offer/exclusive offer : These arguments can speed up the prospect’s purchase decision by creating a sense of urgency.
- Novelty : this notion often provokes desire because it evokes innovation and originality.
Do not hesitate to support your arguments with tangible proof: a customer case or customer reviews.
#4 Suggest Taking Action
Is the prospect convinced? Allow him to go through with his decision-making, easily and immediately! This last step of the AIDA method takes the form of a CTA (call-to-action) button or a redirect link to a product page, depending on the objective of your marketing content. The form and substance of the means of passage to action must be neat:
- The CTA button or the redirect link must be perfectly visible. Playing with shapes, fonts and colors makes it even better.
- The text of the button or link must end up convincing the prospect. Examples: “Benefit from a free trial”, “Request a discovery interview”, “download the white paper”…
4 examples of application of the AIDA method
The AIDA method for writing a blog post
When writing blog posts, you think SEO. Beyond this technical aspect, consider the AIDA method to effectively structure your text content.
- A title that attracts attention , by its form and by its content. Looking at the competition allows you to write a title that stands out, to better capture the reader.
- An image that arouses emotions . Illustrating your article with a funny or surprising image gives you the advantage!
- A relevant introduction . Be sure to arouse the personal interest of your target at the very beginning of the content, so that they continue reading.
- Persuasive arguments. You must keep the promise you made in the title and in the introduction of your content: your arguments must interest your target and correspond to their needs and expectations.
- The CTA or action link of your choice, to convert your reader into a lead, then into a customer.
The AIDA method to build your landing page
On the landing page, the timeline of text and image elements follows the timeline of the AIDA method. A headline and image at the top of the page to grab attention, a brief teaser to spark interest, your pitches – in the form of an infographic or a bulleted list – to elicit desire, a CTA button to skip to stock.
The AIDA method for your emailing campaign
Your prospects are drowning in emails. And for the most part, these emails end up in the trash without even being opened.
For an effective emailing campaign, follow the steps of the AIDA method. For example, if you are the publisher of accounting software:
|WARNING||“First name”, and if you gave up Excel?|
|INTEREST||Many companies still do their accounting on Excel files. Accounting management can then become a real headache: risk of errors, file synchronization problems, time-consuming and anxiety-provoking process… Maybe it’s time to forget about Excel?|
|DESIRE||With specialized accounting software, you gain Time, thanks to automated calculations. Reliability: no more input errors. Money: you can focus on tasks with higher added value, so you gain in profitability!|
|STOCK||Want to know more? Button: “Request a demo and meet a dedicated advisor!” »|
The AIDA method for disseminating a client case
The customer case makes it easier to attract and interest your target insofar as it identifies with the customer. The AIDA method can then be applied here, considering each distribution channel of the customer case as a step in the process.
- Attract with a post on social networks: a catchy title – it can be a quote from the client, relevant and impactful – and a situational photo to attract attention.
- Interest with emailing: you tease the customer case in the email, so as to interest the prospect to the point of taking him to the landing page.
- Provoke desire on the landing page: the arguments are presented clearly and you offer the customer case content in preview. At the bottom of the landing page, you insert a button to download the entire customer case.
You will have understood: that the AIDA method is particularly effective for developing your content in an inbound marketing approach. Despite everything, implementing a content marketing strategy requires resources, both human and financial. It may therefore be interesting to turn to a content marketing agency, such as OnlineMediaTrend. A project? A question? Contact us!