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Episode resources
- A simple guide to marketing funnels: read here
- A framework to turn any product into a painkiller: listen here
How to use the AIDA framework
AIDA provides a simple process to align marketing tactics with your buyer’s journey by combining the power of sales and marketing funnels.
Hundreds of brands used this framework over the last ten years. AIDA is a classic marketing model that maps four steps: Attention, Interest, Desire, and Action).
As the audience goes down the funnel, you’ll target them differently to reflect their relationship with your brand.
Each funnel stage takes the buyer one step closer to making a purchase. A well-planned sales funnel will precisely describe every step you need to take to push leads to the next stage.
Breaking down the funnel
First, you’ll define tactics to bring attention to your product or services. It can be done, for instance, by running a PR campaign, releasing a lead magnet on social media or running a podcast.
Next, you want to make it easy for potential leads to try or test your product. Experiment with ways to generate interest in your product or service’s benefits and encourage the buyer to start further research.
As well as free consultations or trials, we recommend low-ticket offerings like a “pick your brain” session or entry-level products or experiences (like our brand archetype lab, for example).
Thirdly, when coming to Desire, you are looking to tap into copywriting and persuasive tactics to tap into the problem your audience has – a great example of this is the PAS framework.
Finally, it’s time to take action. You can encourage this in a variety of ways. It depends on how tech-savvy your customers are and how easy you want them to find and use your options:
- Set up a buy now button on your website so buyers can easily purchase your product.
- Design a brochure with the information your audience needs.
- Include a QR code that links to a mobile-friendly page.
How to apply AIDA in your marketing
Make it easy to action and effective. Explain the benefits of your product and provide step-by-step instructions on how to use the product.
As there are four stages to the funnel, it’s easy to see the customer journey narrow in scope and reveal where you can improve it. Understanding your funnel is key to helping your business identify the holes in the customer acquisition process—where prospects drop out and never convert.
Done right, lead nurturing can be an effective way to:
- Increase sales
- Build better relationships with leads and customers
- Provide a personalised approach
- Maximise marketing efforts
The simplicity of the 4-step method also allows for faster implementation, less time needed to achieve results, and a better understanding of what your audience needs from you.
