Often times for many small businesses, lead generation really just amounts to “picking the low hanging fruit.” We send a post card or make some cold calls, hoping that we find a few healthy ones ready to be picked and ready to buy now. Otherwise, who knows what will become of them in the deep recesses of a file drawer or forgotten database?
To me, that’s not marketing—it’s soliciting. Marketing takes a look at the whole buying process. You must tend to the fruit through the whole growing season . . . from bud to harvest. A good farmer knows that if he does nothing to care for his crop during the growing season and finally pays a visit to his orchard at harvest time to pick his apples, he’ll discover that there are few healthy fruit and a lot of bad apples filled with worms and disease.
Same goes with marketing. You must tend to the whole buying process. From the customer’s awareness that there is an issue, to his interest in investigating various solutions, to his desire to fix the issue, and finally to action . . . where he engages or purchases the solution that will solve his problem. This is the AIDA Model (Awareness – Interest – Desire—Action). It is the foundational structure that should be utilized when creating a successful marketing program.
In a perfect world, an integrated marketing campaign would deliver the right tactics to the right prospects at the right time. Since I haven’t figured out how to incorporate the all-seeing magic of a crystal ball into my marketing, I employ AIDA. I develop tactics that would be appropriate for a prospect in each stage of the buying cycle.
So how do you make the AIDA model work for you?
Awareness
In the awareness stage, a buyer becomes aware that there is a possible solution to his nagging problem. Instead of ignoring or tuning out the marketing message, he begins to tune in. Some buyers remain in the awareness stage for a length of time, while others move quickly to the interest stage. In this stage, tactics that position you and your company as experts in your field are invaluable.
Interest
During the interest stage, a buyer investigates various solutions or providers. He’s reading articles, surfing the Internet, attending helpful seminars or conferences. The goal here is to provide the prospect with information and knowledge. This is why good content is key on your web site or in your marketing collateral.
This is also where brand awareness at the individual level is built, as prospects begin to see your brand throughout the various mediums. A marketing campaign targeted at prospects is an effective way to grab his attention in this stage.
Desire
In the desire stage, the buyer is ready to do something tangible to move further in the process. He may be ready to share information with a potential supplier so he can get an accurate quote. Or, if he’s further down the path, he may want a demo or a sample to help him evaluate the solution provider. Once again, brand awareness is critical for your solution to be selected as a possible candidate, so targeted direct mail or a marketing campaign using inside sales can be effective approaches.
Action
In the action phase, a buyer is just about ready to make his decision. Before doing so, he may check references and talk to key influencers. Once again, not only your sample & quote comes into play, but also the word-of-mouth element. An established brand identity and good reputation within the industry and with industry associations will give you the edge. There are two types of marketing tactics that come into play here: brand-building tactics and experience tactics.
Selecting the appropriate marketing mix that appeals to your target audience (who are in various stages of AIDA) can be a difficult task. It requires extensive marketing experience and deep understanding of the target audience’s attitudinal and buying behaviors. But don’t be discouraged. Leveraging your customer and industry knowledge, Hi-Impact Marketing can help you build an effective campaign to do just that (and eliminate the worms).
Please contact us for information on our upcoming free seminar on the AIDA model and the different tactics associated with each stage.
Michelle Lanter Smith is Chief Executive Officer of Hi-Impact Marketing & Sales Solutions, Inc.
