I recently went Live on Instagram which was a fantastic experience. During my time in front of the camera, I spoke about a concept which explains why selling is the last thing you should do when posting on social media. In this blog post, I will explain how the AIDA model works and why it’s important.
The AIDA model is one of the best-known marketing models out there and something that has stuck with me since I learnt about it at university. If you’ve heard me talking about bringing value over selling before, then you might already be subconsciously implementing it.
Simply put, the AIDA model describes the steps a consumer goes through before purchasing your product or service, with the number of people at each stage reducing each time. Consumers may tick off one or more stages in one go, they might stick at one point for a long time or they might even go back up the funnel at some stage. But you can guarantee that anyone who buys from you has travelled through these 4 stages.
Awareness – Interest – Desire – Action
The first step a customer takes is to become aware of you. At this point, the consumer discovers either your brand, product or service. This is important as we all know that first impressions can be lasting impressions. So, wherever your brand can be discovered, make sure your messaging and visuals or up-to-date and appealing.
One mistake businesses make, is that they assume consumers are already aware of them. However, think about this… we’ve all been in that situation where somebody, who you thought already knew, asks you what you do for a living. This shows that, although you might assume people are aware of your brand, product or service, it might not be the case.
The thing to remember is that this stage is simply about people knowing the brand, product or service exists and them possibly understanding some of its core features. At this point, there is no intention to buy. But they’re on the path towards becoming your biggest order ever… maybe!
At this stage, we can start to see some intention to buy. The consumer begins to develop attitudes, preferences and interest in what your business offers. You may be one of many providers in the running, so ensuring your product or service information is easy to discover and the benefits to the consumer are clearly communicated are both key.
The step between awareness and interest can be one of the hardest to overcome. Just think about all the brands you can name. Now think about the ones that have an offering that you’re interested in. For example, I can name several furniture shops, but at the moment, I’m not interested in what they offer.
Developing interest can take time, so be patient. Provide content that brings value to the consumer and could generate interest. Also, appreciate that timing can play a big part. I may not be interested in furniture at the moment, but when I am, they need to be ready to catch me.
This is a crucial moment as the consumer changes from ‘liking’ your offering to ‘wanting’ it as they begin to develop an emotional connection. At this point, they can probably see themselves using your product or service.
It’s not uncommon for interest to be swiftly followed by desire. So, you need to make sure that when you’re developing interest, you’re following this messaging up with content that evokes an emotional reaction.
At this point in the funnel, consumers will probably be comparing your offering to your competitors to see which best fits their wants, needs and lifestyle so you need to try and build a relationship with them by providing valuable content which communicates your brand personality.
Once the consumer is aware of, interested in and desires your brand, product or service, they might then take action.
However, when we talk about action, it’s not just sales that are included. It could be actions such as contacting your sales team to request a demonstration, activating a discount code or adding the product to their basket. It’s something that should, all being well, lead to a sale.
Taking someone from the desire stage to action is all about facilitating or prompting action. Don’t let all your hard work go to waste. Make sure all your call to actions are clear and it’s easy for consumers to carry out the action you want them to.
This model shows that selling is the last thing you should do on social media, literally!
You need to provide content that increases awareness, creates interest and generates desire before you can try and prompt them to take action.
How often do you go from not knowing about a brand or product, to buying straightaway? It’s rare.
So keep this in mind when you plan your content. Think about how you can bring value to your potential consumers so that they continue to read your posts, visit your website and keep your brand, product or service at the front of their mind.