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

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Welcome to the ten minute NBA, I'm yourhost Scott de Clary on the ten minute NBA Itch. You actionable insightstrategies, techniques that you can use and implement to morrow to help startscale grow or ten your business. Today, I'm going to be teaching you one of themost classic marketing frameworks and models, the ADA model, if you havemarketed anything or if you've ever taken a marketing course. This willprobably not be new to you, but I think it is an important model to understandif you are going to market or sell anything, because it really helps youthink through the customer journey as they discover who you are all the waythrough to them, taking an action and signing up for a newsletter list orperhaps jumping on a demo. So it's a great marketing model. It is one of thebest known marketing models amongst all...

...classic marketing models. So let's gointo Ada, so ADA is really at its core, an acronym, so Ai da it stands for aswe go through the acronym, a for awareness I for interest d for desireand then a again for action. So this model usually represented as an upsidedown triangle or is really the funnel that a customer goes through soawareness when they first discover your brand interest, something to getsomebody interested or excited desire. Now they want to learn more and thenaction. What are they actually going to do so? This is the funnel that allcustomers go through when they first discover your brand online or yourproduct online or your service online. This is the process that every singleperson will go to go through, rather regardless of what you're selling andsometimes this process is very quick.

If you have an individual landing page,where you have a product position and somebody clicks and makes a purchaseright on that first landing page, it could be a process where all these foursteps are gone through in under five minutes or you could have a verycomplex process or product where you are selling to large enterprise, andthere is a six month or year long sales cycle, and it will take hundreds ofthousands of dollars and paid ads or through an Ab m campaign to generatethe awareness across multiple stakeholders in order to get theminterested in your product and eventually move them down the path orit could be the funnel that a customer enters into after you do an outboundemail sequence and you send that first email you send that second email, andby that thirty mail, they've generated awareness and interest, and then youhave to follow up on a phone and now...

...you've got them on the desire phase.And then finally, you get them to jump on a demo and now you're asking to takean action. The ADA funnel the purchase funnel can transcend mediums. It cantranscend conversations or communications. It can be as quick asfive minutes or as long as five years. But the point is: every single customeris going to go through this theoretical funnel and they will hit every singlepoint of this funnel before they purchased. So knowing that now you wantto know what type of content will be, opt will be the best fit for each partof the funnel and content could be a social media. Post content could be amessage or a voice mail. You leave, but you have to understand how youcommunicate with your customers when they are in the awareness stage, theinterest stage, the desire stage or the action stage, and if you understandthat you will optimize your marketing activities and your marketing content,so that you can move them from a to I...

...to d to a and then finally purchasingyour product. Now I want to walk through what type of activities andcontent you should be focusing on at each stage of the model. So forawareness at this point the customer does not know who you are. They perhapshave never heard of you before, so you want to use interesting content,helpful content, educational content that introduces your company and yourproducts. You are trying to provide value so that people know who you areand you're trying to expose that value to as many people as possible and thatgroup of people that you're exposing that value and that message to isconsidered your target market. So this could be sending out emails to yourideal customer profile and by our persona. This could be posting onsocial media. This could be running a paid ad campaign, but remembereducational and interesting to as many peopleas possible. That's what'sgenerating awareness after awareness.

There is interest, so somebody now hasmoved 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 ofinterest 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 beproviding marketing activities and content that are answering questionsthat are useful, so this can be in terms of case studies. This can be freetestimony of free trials. This could be testimonials. This could be whitepapers, product sheets, webinars, anything that is useful for yourcustomer, and this is going to be targeted towards people that havealready been made aware of your product after interest. There is desire, so theuseful content has proven to be something that your target market oryour audience, or your customer...

...interacts with. Perhaps they've jumpedon a webinars, perhaps they've downloaded a white paper, so you cantell that there is some interest in purchase. So at this point you have tohelp them understand why you are the one that they should purchase from. Sothis is where you have to double down on the trust that you have with yourcustomers. You have to go above and beyond, and your marketing and yoursales interactions is a good chance or communicating with your customers atthis point and is also a real good chance that they could potentially beconsidering other alternatives to your product or your solution before theymake a purchase decision. So you have to move them into the action phasebeing cognizant. There is a desire, but they're also paying much closerattention to everything that you're putting out. So if, at this stage theyare running a free trial for your software or perhaps you're talking to asales rap if they feel like the sales represent being responsive or lying tothem, or if the free software trial has a lot of bugs or it crashes, that'swhen you're going to lose somebody in the desire stage. So in the desirestage it is the easiest to win them as...

...a customer, because you just have tomove them one more step, but it's also is the easiest stage to lose thembecause they're paying extremely close attention to you, so customers. At thisstage 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 actionstage? Are you telling them what the next step is and are you giving themthe tools to take that next step and by the way don't get it twisted? There canbe an ad a framework in a specific marketing task or in the entirecustomer journey. So there will be an action stage in terms of a customerbeing aware of a white paper having interest in a white paper having desireto 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 frameworkwhere the White Paper is in indicative of the desire stage of a much largercustomer journey. So even at a macro or micro level, you have to be aware ofhow Ada impacts your customer and at what stage your customer is at witheach action that they take. So there is...

Ada for the entire customer journey.There is Ada for each action within the customer journey. It will repeat againand again and again so you can get very granular, but at a high level, justunderstand that this framework is the framework that customers follow againwith the entire customer journey or with a micro action within the largercustomer journey. You have to be aware of these four stages. So whenever youbuild out a marketing strategy, be highly cognizant of these four stepsand make sure that all activities and communications are tailored to theirrespective steps to properly and easily guide a customer through their journey,you will back fire. You will fail at marketing. If, for example, you have acall to action to sign up for a demo before they have awareness of yourbrand interest of in your brand or desire to use your brand. If they donot accomplish these three steps in...

...some capacity at the bare minimum, theywill not take that call to action. So you do have to follow this frameworkand be aware of this framework whenever you're trying to market and sell to anycustomer. Now, before I let you go for tonight, I want to actually walkthrough an ADA model case study that I found online. I'm going to give you thereference to the ADA model case study is from Francesco Group. They are anaward winning hair dressing company. The case study that I found that I'llwalk you through right now was found on smart insights com, so Francesco groupused the ATA model to launch their new hair salon. So for the awareness stage,they ran a PR campaign for four months prior to launch, promoting award winning stylists the qualifications andtheir brand and was reinforced through a DM campaign. So a direct messagecampaign to targeted customer groups, so they're spreading awareness of theirbrand interest, so they executed a...

...direct male campaign to offer a freeconsultation or hair cut and finish. They used research to support that thiswould work as they found that their customer base was extremely loyal. Ifthe offer was compelling so now, they've established interest with apotential customer base. Third step desire close to opening the new salon.They ran an exclusive local launch event, which was advertised throughlocal 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 littlebit of Fomo fear of missing out to cement their desire, peace and then thelast step. They took action. They were clear, c Tas or called to actions thatwere positioned on the facebook site, which they put up after this localevent or fomo event, and the call to action was to reserve a hair cut on thewebsite. They had a call to action to book and through local papers andadvertising. They place an ad that allowed people to call in to reserve adiscount on their hair cut, but they...

...only did those things after they ran aPR campaign executed, a direct mail campaign for free, consult and thencreated a fomo event or local event. That's when they had the permission tolaunch and set up c Tas across social website and local advertising. So thiswas just one example of an ate model, but you can see how, over the course ofa few months, they walked their customers through this for stepframework, and it behooves me to tell you about the last most integral piecein this marketing framework, which is retention, meaning that after a IDA,awareness interest desire action, you have to focus on retaining thosecustomers procellis up selling, getting referrals so that they continue to beprofitable 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 retentionis extremely important. anyways, that's been another ten minute M B, a I hopeyou enjoyed that's it for tonight, and...

I will see you tomorrow and I will seeyou tomorrow. I.

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