The AIDA method (« attention », « interest », « desire », « action ») is a sales method that has been tried and tested for decades. It enables us to identify the different stages of a sales process (or a purchasing process), and the levers to be used to bring the prospect through each stage.

This method, based on the identification of stages in the sales process, is now widely used in webmarketing. In fact, setting up a website also means implementing a marketing strategy that will enable it to generate leads (prospects), which will then be channeled into a transformation process (i.e. into a sales project).

To achieve this, the AIDA method is often used, as it helps to determine the actions to be taken, so as to lead the prospect through the stages of the sales process.

1. What is the AIDA method?

Let’s start by explaining what the AIDA method is. AIDA is an ancient marketing method that refers to the following actions: Attract, Interact, Develop and Acquire.

Attract

This is the primary objective of marketing. It’s all about seducing prospects and attracting their attention and interest. The aim is to get them to interact with your site or your company.

Interact

Interaction is a second marketing objective. Its aim is to develop a relationship with the prospect and create a genuine relationship of trust. The aim is to finally complete the acquisition.

Develop

Discovery is another very important objective. The aim is to make the prospect want to discover your company, your products and your services. Marketing actions are many and varied, but the aim is always the same: to create a relationship with the prospect.

Acquire

The final objective of marketing is acquisition. Once the relationship is well established, the next step is to complete the acquisition. The aim is to turn the prospect into a full-fledged customer.

As you can see, the AIDA method is a very old one. It helps identify and prioritize marketing objectives. It’s a very simple method: you determine your goal, then you do what it takes to reach it. Once you’ve succeeded in building a relationship with a prospect and convinced him or her to visit your website, that’s the first step towards winning them over.

2. Steps in the AIDA method

The buying and selling process is divided into 4 stages:

– the first stage is attention. It’s all about capturing the prospect’s attention. This stage can be triggered by a variety of channels: background noise (advertising, for example), image (logo, brand, slogan), and so on.

– The second stage is interest. The prospect starts to show an interest in your product or service. This step can be triggered by the background noise of the attention channel. This is the time when you need to answer the questions « Who are they? », « What do they do? », « Where can I find them? », « Why are they interested in the product or service? ».

– The third stage is the purchase intention stage. This is the stage when the prospect is seriously considering buying your product and/or service. In general, it puts you in competition with other companies. This step is triggered by the background noise of the channel of interest. So you need to answer the questions « Who are my competitors? », « How can I help them meet their own needs? » and « What makes my product different from those of my competitors?

– The final stage is conversion. The prospect is convinced that your products and/or services meet their needs. This is the purchasing decision. This step is triggered by the background noise of the purchase intent channel. This means answering the questions « What is my sales process? », « How do I communicate with the prospect? », « How can we help him make a buying decision? ».

To have any chance of success in e-commerce, you need to be attentive to every stage of the customer experience, and respond to their needs in the best possible way. This requires excellent knowledge of your market and your competitors. A well-executed marketing strategy is essential to success.

All stages of the customer experience are important: the interest phase, the purchase intent phase and the conversion phase. You need to know how to respond to buyers’ needs and questions. The key words are: market knowledge, preparation, communication and analysis. The aim is to satisfy as many customers as possible, while respecting three criteria: efficiency, satisfaction and cost.

The interest phase: This is when the prospect is attracted to a product, service or information. This could be following an advertising campaign or a sales meeting, for example. This phase is crucial for the rest of the customer experience. That’s why you need to keep track of all your contacts with prospects, so you can get back to them.

The purchase intent phase : contact with the prospect. The first meeting is when you try to break into the market and attract the customer’s attention. You have to know how to differentiate yourself and make people talk about you. So we need to be on all fronts, in all conversations, at all times, with relevant and pertinent information.

The conversion phase: this is when the customer actually makes a purchase. This phase must be as short as possible and must be efficient. You have to be in the right place at the right time.

The loyalty phase: to stand out from the competition, build customer loyalty and keep them coming back.

Customers need to be informed about market trends and current offers. He needs to be sure of his choice, because more and more of his purchases are made on the Internet, and he doesn’t want to waste his time. This means being present on social networks and communicating effectively on the Internet.

If you want to reach the maximum number of potential customers, you need to be present on all fronts. You need to be present on all information channels (press, radio, web, etc.) and try to differentiate yourself from the competition at every opportunity. Once a customer is in the interest phase, he’ll be easier to retain.

3. The objectives of the AIDA method

What is the AIDA method?

The AIDA method is extremely useful for business. The AIDA method helps you define your company’s objectives, communicate effectively with customers and build customer loyalty. By integrating this method into its marketing, the company is able to define the objectives it needs to achieve.

Objectives are defined once the company has fully understood its needs and expectations.

Marketing is about communicating effectively with customers, and this communication depends on the objectives the company sets itself.

It’s a very practical and effective way of building customer loyalty.

The company knows who its customers are, and how to retain them.

The AIDA method helps us to better understand customer needs and expectations. Using this method, we can analyze customer expectations and take advantage of them to improve the quality of our customer service.

When it comes to building customer loyalty, it’s important to keep them satisfied. During the customer acquisition stage, the company has to meet customer expectations.

They’re not the only satisfied customers. The company also needs to retain existing customers. She can get customers to buy their products or services, and tell their friends and family about themselves.

AIDA is a method for achieving a goal in four steps. The AIDA method is a marketing tool that helps build customer loyalty. It can be used in many situations.

4. The advantages of the AIDA method

The AIDA method is a marketing tool that helps build customer loyalty. It’s a simple method to use. By the end of this chapter, you’ll have a good understanding of the AIDA method. You’ll be able to apply this method in a marketing context.

Thanks to our training, you will be able to :

– Explain the context of the AIDA method

– Describe the four steps of the AIDA method

– Explain the advantages of the AIDA method

– Explain the context of the AIDA method

Article source: www.instants-web-formation.fr