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How To Use AIDA (The Single Most Important MARKETING MODEL) To Secure New Customers

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The 10 Minute MBA, is a no-fluff daily podcast that teaches you practical business lessons you can use to grow your business immediately.

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Welcome to the ten minute MBA. I'm your host, Scott Dclary. On the ten minute MBA, I teach you actionable insight, strategies techniques that you can use and implement tomorrow to help start, scale, grow or en x Your Business. Today I'm going to be teaching you one of the most classic marketing frameworks and models, the Aida Model. If you have marketed anything or if you've ever taken a marketing course, this will probably not be new to you, but I think it is an important model to understand if you are going to market or sell anything, because it really helps you think through the customer journey as they discover who you are, all the way through to them taking an action and signing up for a newsletter list or perhaps jumping on a demo. So it's a great marketing model. It is one of the best...

...known marketing models amongst all classical marketing models. So let's go into Aida. So Aida is really at its core and acronym so Aida it stands for, as we go through, the acronym a for awareness, I for interest, D for desire, and then a again and for action. So this model usually represented as an upside down triangle or is really the funnel that a customer goes through. So awareness when they first discover your brand. Interest something to get somebody interested or excited desire. Now they want to learn more and then action. What are they actually going to do? So this is the funnel that all customers go through when they first discover your brand online or your product online or your service online. This is the process that every single person will go to go through, rather regardless of what you're selling. And sometimes this...

...process is very quick. If you have an individual landing page where you have a product positioned and somebody clicks and makes the purchase right on that first landing page. It could be a process where all these four steps are gone through in under five minutes. or You could have a very complex process or product where you are selling to large enterprise and there is a six month or yearlong sales cycle and it will take hundreds of thousands of dollars and paid ads or through an ABM campaign to generate the awareness across multiple stakeholders in order to get them interested in your product and eventually move them down the path. Ath or it could be the funnel that a customer enters into after you do. An outbound email sequence and they you send that first email, you send that second email and by that thirt email they've generated awareness and interest. And then you have to follow up on a phone and now you've got them and the desire...

...phase, and then finally you get them to jump on a demo and now you're asking to take an action. The ADA funnel, the purchase funnel, can transcend mediums, it can transcend conversations or communications. It can be as quick as five minutes or as long as five years. But the point is every single customer is going to go through this theoretical funnel and they will hit every single point of this funnel before they purchase. So, knowing that, now you want to know what type of content will be up will be the best fit for each part of the funnel. And content could be a social media post, content could be a message or a voicemail. You leave. But you have to understand how you communicate with your customers when they are in the awareness stage, the interest stage, the desire stage or the action stage. And if you understand that, you will optimize your marketing activities and your...

...marketing content so that you can move them from a too eye to d to a and then finally purchasing your product. Now I want to walk through what type of activities and content you should be focusing on at each stage of the model. So, for awareness, at this point the customer does not know who you are. They perhaps have never heard of you before. So you want to use interesting content, helpful content, educational content that introduces your company and your products. You are trying to provide value so that people know who you are and you're trying to expose that value to as many people as possible, and that group of people that you're exposing that value and that message to is considered your target market. So this could be sending out emails to your ideal customer profile and buy our persona. This could be posting on social media, this could be running a paid ad campaign, but remember, educational and interesting to as many people as possible. That's what's generating awareness. After awareness,...

...there is interest. So somebody now has moved into the funnel, meaning that they are perhaps engaging with your posts, perhaps they've responded to an email, but they have shown some sort of interest in your product or service. Perhaps they haven't taken any action, but you know that they've visited your site five times. So now you have to be providing marketing activities and content that are answer in questions, that are useful. So this can be in terms of case studies. This can be free testimony of free trials. This could be testimonials, this could be white papers, product sheets, webinars, anything that is useful for your customer, and this is going to be targeted towards people that have already been made aware of your product. After interest, there is desire. So the useful content has proven to be something that your target market or your audience or your customer interacts with. Perhaps they've jumped on a...

Webinar, perhaps they've downloaded a white paper. So you can tell that there is some interest in purchase. So at this point you have to help them understand why you are the one that they should purchase from to this is where you have to double down on the trust that you have with your customers. You have to go above and beyond in your marketing and your sales interactions. Is a good chance you're communicating with your customers at this point, and there's also a real good chance that they could potentially be considering other alternatives to your product. Or your solution before they make a purchase decision. So you have to move them into the action phase being cognizant there is a desire, but they're also paying much closer attention to everything that you're putting out. So if at this stage they are running a free trial for your software, or perhaps you're talking to a sales rep, if they feel like the sales rep isn't being respond count or lying to them, or if the free software trial has a lot of bugs or crashes, that's when you're going to lose somebody in the desire stage. So in the desire stage it is the easiest to win...

...them as a customer because you just have to move them one more step, but it's also is the easiest stage to lose them because they're paying extremely close attention to you. So customers at this stage you have to give them a little bit of extra consideration and care. And then, lastly, the action stage. Are you pushing them towards the action stage? Are you telling them what the next step is and are you giving them the tools to take that next step? And, by the way, don't get it twisted, there can be an Aida Framework in a specific marketing task or in the entire customer journey. So there will be an action stage in terms of a customer being aware of a white paper, having interest in a white paper, having desire to read the White Paper, and the action can be downloading the white paper, but also the white paper can be sitting in a much broader marketing framework where the White Paper is indicative of the desire stage of a much larger customer journey. So even at a macro or micro level, you have to be aware of how Aida impacts your customer and at what stage your customer is at...

...with each action that they take. So there is Aida for the entire customer journey, there is Aida for each action within the customer journey. It will repeat again and again and again. So you can get very granular, but at a high level just understand that this framework is the framework that customers follow, again with the entire customer journey or with a microaction within the larger customer journey. You have to be aware of these four stages. So whenever you build out a marketing strategy, be highly cognizant of these four steps and make sure that all activities and communications are tailored to their respective steps to properly an easily guide a customer through their journey, you will backfire. You will fail at marketing if, for example, you have a call to action to sign up for a demo before they have awareness of your brand, interest of in your brand or desire to use your brand, if they do not accomplish these...

...three steps in some capacity, at the bare minimum, they will not take that call to action. So you do have to follow this framework and be aware of this framework whenever you're trying to market and sell to any customer. Now, before I let you go for tonight, I want to actually walk through an Aida Model case study that I found online. I'm going to give you the reference. So the Aida Model case study is from Francesco Group. They are an award winning hairdressing company. The case study that I found that I'll walk you through right now was found on Smart Art Insightscom. So Francesco Group used the Aida model to launch their new hair salon. So further awareness stage, they ran a PR campaign for four months prior to launch, promoting award winning stylists, the qualifications and their brand, and was reinforced through a DM campaign. So a direct message campaign to targeted customer groups. So they're spreading awareness of their brand. Interest. So they executed a direct mail campaign...

...to offer a free consultation or haircut. And Finish, they used research to support that this would work, as they found that their customer base was extremely loyal if the offer was compelling. So now they've established interest with a potential customer base. Third step, desire. Close to opening the new salon, they ran an exclusive local launch event which was advertised through local press and social media. They created a local buzz for people wanting an invite and excited to see the new salon. So they created a little bit of Fomo fear of missing out to cement their desire piece. And then the last step. They took action. They were clear CTA's or call to actions that were positioned on the facebook site which they put up after this local event or fomo event, and the call to action was to reserve a haircut. On the website they had a call to action to book and through local papers and advertising, they place an ad that allowed people to call in to reserve a discount on their...

...haircut. But they only did those things after they ran a PR campaign, executed a direct mail campaign for free consult and then created a fomo event or local event. That's when they had the permission to launch and set up CTA's across social website and local advertising. So this was just one example of an Aida model, but you can see how, over the course of a few months, they walked their customers through this four step framework. And it behooves me to tell you about the last most integral piece in this marketing framework, which is retention, meaning that after Aida Awareness, interest, desire action, you have to focus on retaining those customers pross selling, upselling, getting referrals so that they continue to be profitable customers, because the most expensive customer to get is a new one. The cheapest customer to get is one that's already a customer. So retention is extremely important. anyways, that's been another ten minute MBA. I hope you enjoyed that's it for tonight and I will see...

...you tomorrow. And I will see you tomorrow.

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