Using “AIDA” Method as Part of Your Internet Marketing Strategy

by on January 19, 2012

You learn a lot of things in Marketing 101. Things like “Starting sales copy with negatives is a negative thing.” You learn that meeting a customer’s eyes is important, as is active listening. By the time you’re done with the course, you can sell sand to a man in the Sahara. Of all the things you learn, however, a few stick with you more than most. One of them is AIDA.

A.I.D.A.

AIDA is an age-old marketing concept. The acronym stands for: Awareness (or Attention), Interest, Desire, and Action.

The purpose of this method is to allow you to target your niche or demographic with systematic diligence, so you can create a sales funnel that truly works.  Below is a breakdown of each individual part of this classic acronym and what it means.  Let’s discover how each can be used effectively as part of your SEO and Internet marketing techniques.

Awareness (Attention)

Awareness has two tiers to it: branding (image) and attraction.  Generally, the AIDA method refers to the ability for your advertisements, website and landing page to attract that initial attention or awareness to begin with.  How is this accomplished?

A/B Testing can quickly reveal which attention grabbers are working, versus those that immediately bounce (Teflon, anyone?). It isolates two versions of an element (ad copy/headlines, pictures, graphics, layout, navigation, search results links and website content), and allows you to compare minute or major changes in the element. For example, a small A/B test can be changing the color and sizes of your headlines to see if one would perform better than another.

One way to measure this specifically is by cross-comparing the actual Clicks Per Impression (CPI) rate of your ads or other content.  If, for instance, you’re generating hundreds of thousands of impressions only to get a few dozen clicks connected to those impressions, your initial responses are lacking.  This is an indication that your first impression is ineffective at garnering the Attention or Awareness of your target audience.

Again, this isn’t just about your headlines or ads; it can apply to each page of your website.  If a certain page is resulting in a high Bounce Rate (BR) and has become a stumbling block, that particular page is hindering Awareness or Attention at the early stages of sales conversion potential.

You don’t have to have ads to be able to measure CPI. For example, Google Webmaster Toolsgives you data on how many impressions you may have gotten for a particular key term, and how many clicks you got for that impression.

Practice...

The CTR (click through rate) of your search snippets can also provide an indicator of your first impression.

Putting It into Practice

Try continuously tweaking each element, one at a time, until your Clicks Per Impression reach a minimum of 10-20%.  Track how well the changes do through A/B Testing (Google Website Optimizer works well for many business types and sizes).

You can apply this to guest posts as well, especially if you have a good relationship with the site you placed the post on. If they’re willing to share their traffic numbers for that page, you can compare that to your referral numbers from the URL.

Statistically, most initial attention-based responses to a well-targeted piece of content or ad copy should be in the 10 – 20% percentage range (or higher).  If you run into a plateau on this, it could be time to consider whether you are placing your ads and/or content in front of an audience that has even the remote potential of being in your niche market – and adjust your placement accordingly.  Targeting is a key means to that end.

Interest

Once your content or ad copy has achieved the initial response of a click, it’s time to take things a step further.  Now the pressure is on and you must keep their attention by generating interest in the discussion.  A landing page that accomplishes this will bring you one step closer to the almighty conversion.

How do you captivate website visitors?  Sounds complicated, doesn’t it?  It’s really not.  All you need to do is give them something to identify with.  When you study your demographic properly, you learn what their age group is, what their income level is, what gender the majority is, and so on.  Use this data as a basis to write copy and present images that make them feel you understand.  Construct your copy with this mindset.

You may not even need to pitch your product directly at this point.  A landing page is very much an interest-based element, as is a website homepage.  The link that preceded their entry to such a page would be considered the Attention element that pulled them in, in the first place.  All you need to do at this point in the funnel is remind your target audience of a problem they likely have which needs a solution.  You can hint at the fact that you will be offering said solution, but you can wait to reveal it in the next step (on the product page).

Desire

Now that your potential customers are interested, you must build their desire to act. To do so, you have to show them that something about their life warrants a need or strong want for what you offer.  Classically, if you answer the following question properly, you are using benefits to spark a sense of desire:  “How will this product (or service) change the life of the potential customer.”

This is simply a continuation of the Interest phase.  You have to intensify the interest to the point where your audience becomes compelled to act.  The product page, for example, can generate a sense of desire.

AIDA

Benefit-driven and value-driven copy is the best way to create and/or build Desire.  

Not only should benefits be mentioned, they should lead the way.  “Lead with benefits” is a motto you should be repeating to yourself whenever you write copy or headlines.  Also, be mindful of the distinction between features and benefits.  You can lead with benefits and support those benefits with features.

Example: Let’s say you sell adjustable beds… Here’s a basic setup of how to position the benefit and support it with the feature, versus the other way around. 

Feature = Adjustable Positions 

Benefit = Comfort Throughout the Day and Night

Poorly Written Copy (Feature Only): “Our adjustable beds allow you to sit or sleep in multiple positions.”

Better Copy, Wrong Order (Feature-Leading, Benefit-Supporting): “Our adjustable beds allow you to sit or sleep in multiple positions which will keep you comfortable at every time of day or night.”

Ideal Copy (Benefit-Leading, Feature-Supporting): “Feel comfortable no matter what time of day it is; our adjustable beds allow you to sit or sleep in multiple positions.”

Easy? Sure...

Action

Action is perhaps the “easiest” part of the AIDA process, but it must not be overlooked.  This is where things like user-friendly and conspicuous navigation, purchase links, and shopping carts come into play.  Most of that can be automated, but remember that where you place your Buy Now buttons and what they look like matters.

Again, simply apply A/B Testing on each element to determine which ones generate actions (purchases, mailing list sign-ups, etc.) more often than others.

Relating AIDA to Your Online Marketing Activities

So how does AIDA really relate to online marketing? How can we simplify this a little?

  • Awareness – Anything you’re putting out beyond your site fits in the awareness stage: guest posts, PPC, and YouTube videos all count.
  • Interest – Your site and any pages a visitor might potentially see the first time they visit your site. For PPC and guest posting, make sure your links point to a specific landing page, geared for that video or post.
  • Desire – The content found on your landing and product pages. Answer the question, “What’s in it for me?” and “Why should I buy from you versus the other guy?
  • Action – Your calls to action: buy buttons, free shipping if they order today, only four left so order now.

By breaking each part of AIDA into steps, you have a clear structure to follow when developing your marketing and campaign initiatives. Using this information, revisit your click paths, from ad or search snippet to final buy. What have you done well? What could you do better? Answer these questions, and then start testing!



{ 9 comments… read them below or add one }

Tony October 9, 2013 at 5:47 am

AIDA is a good strategy, i analyze this and i must to say the old methods are the best, so what we hav new technolodgy but people dont change a lot so AIDA is very good

Reply

Joe February 15, 2013 at 8:05 pm

Actually never of AIDA surprisingly. Thanks for informing me;) Well written article as well.

Reply

Mike May 11, 2012 at 10:08 pm

I think AIDA is advisable to use for those who start a new online business they needs its concept in order to help them start successfully.

Reply

Jhacky Torreon February 8, 2012 at 7:59 pm

Thanks for taking time for sharing this article; it was excellent and very informative. Though you make some very fascinating points, you’re going to have to do more than bring up a few things that may be different than what we’ve already heard. Continue with the great work on the site. Thank you.

Reply

Dave Ventura February 7, 2012 at 10:36 pm

Indeed. Great information can be derive from great strategies exists in the past that practices new face in the new era. The AIDA old marketing trick can be applied and obtain new face (facelift) once combine in SEO or in the internet marketing strategy. Giving the idea of marketing your product is not enough, instead you need an appealing marketing strategy thorough implementation of AIDA.

Reply

knikkolette January 24, 2012 at 7:14 am

I liked your post. It’s so important to grab attention, keep it, and offer good value to your readers.

Reply

Level343 January 24, 2012 at 8:21 am

Hey knikolette thanks :) very nice of you to say!!

Reply

Jhacky Torreon January 23, 2012 at 7:53 pm

Thanks for providing such a great article; it was excellent and very informative. You got numerous positive points there. Simply desire to say your article is as astounding. Waiting for more articles from you. As a first time visitor to your blog I am very impressed. Thank you.

Reply

Level343 January 24, 2012 at 8:23 am

Thanks Jhacky, we appreciate your kind words.

Reply

Comment Guidelines: The comment form must be filled in with an actual name. This blog is actively moderated, and comments with keyword names will be deleted. We reserve the right to edit or delete any comments using keywords, spam or splog-like URLs, or suspicious information in the comment form.


Linking Guidelines: We welcome links that encourage and continue conversation, such as links to related blog pages. If you've written about (or read elsewhere) the article topic and feel the piece would enhance ours, please, do share. Again, this blog is actively moderated. If we come across a link we don't feel enhances the conversation, we'll simply unlink it.

Leave a Comment

{ 59 trackbacks }

  • Gabriella Sannino

    Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/xTKpHb0y | Our latest post, enjoy & thanks fors sharing...

  • Aleyda Solis

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/HZ1Qnh5j

  • Gianluca Fiorelli

    Nice post RT @aleyda: RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/TOjkdSmO

  • Miguel Rubio

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/HZ1Qnh5j

  • Glenn Ferrell

    Using “AIDA” Method as Part of Your Internet Marketing Strategy #AIDA #marketing RT @level343: http://t.co/fiqPKRzj

  • Cherry Woodburn

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/9V5PziYY

  • Tinu Abayomi-Paul

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/24pl0hXS

  • SuperSeoNiche

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/kVsqbi3L [del... http://t.co/ZOGyzKDq

  • Kathy Meyer 

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/0LFHcsvW

  • Ibooster

    Using “AIDA” Method as Part of Your Internet Marketing Strategy #AIDA #marketing http://t.co/BeLXFgGH

  • Jeff Jacobs

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/AczZt5Nf

  • Matt Hixson

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/b2VEQN99

  • Marty McPadden 

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/Q8doKGI8

  • NetConsulting MK

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/HZ1Qnh5j

  • Level-343 Team

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/KRlyUbKp | Thanks for all RT's Goodnight #adomani

  • Gabriella Sannino

    Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/3jc18Eba | On that note, buona notte xox #adomani

  • Francisco Rosales

    RT @SEOcopy: Using “AIDA” Method as Part of Your Internet Marketing Strategy | http://t.co/Mfzkl5j4

  • Dan Ross

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/KRlyUbKp | Thanks for all RT's Goodnight #adomani

  • Greg Wilson

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/nlZEg7n9 via @SEOcopy

  • Marc Custers

    Using “AIDA” Method as Part of Your Internet Marketing Strategy - http://t.co/RatRCtry - @level343 RT @SEOcopy @2cre8

  • smqueue

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/o4gS8PtI via @SEOcopy

  • Laura Crest

    RT @level343: Using “AIDA” Method as Part of Your Internet Marketing Strategy #AIDA #marketing http://t.co/qBxN24CF #oldschool #copywriting

  • Samantha Gluck

    RT @level343: Using “AIDA” Method as Part of Your Internet Marketing Strategy #AIDA #marketing http://t.co/qBxN24CF #oldschool #copywriting

  • Level-343 Team

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/IgZpiay1

  • IllumiNET Creative

    RT @level343: Using “AIDA” Method as Part of Your Internet Marketing Strategy #AIDA #marketing http://t.co/s8H5Vdgx

  • Syed Zulfaizal

    Applying AIDA to your online marketing strategy. http://t.co/zNfBEggk

  • COMAT Training

    @Syed_Zulfaizal: Applying AIDA to your online marketing strategy. http://t.co/r5kmti46: Syed_Zulfaizal: Applying... http://t.co/sG4qZtau

  • GenuineSEO

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/c7KGrHVk via @SEOcopy

  • Michael Puschmann

    RT @level343: Using “AIDA” Method as Part of Your Internet Marketing Strategy #AIDA #marketing http://t.co/XrhIgzJ6

  • Michael Puschmann

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/AG3kATEO

  • Rik de Fluiter

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/kCy9ij0w via @mmangen

  • sofasurfer

    Using “AIDA” method as part of your Internet Marketing Strategy http://t.co/bRllUVZA via @level343

  • Using “AIDA” Method as Part of Your Internet Marketing Strategy

    [...] jQuery("#errors*").hide(); window.location= data.themeInternalUrl; } }); } level343.com - Today, 10:17 [...]

  • NPapendorf

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/VojBLdS2 #OnlineMarketing

  • Level-343 Team

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/vLYRSB8B

  • Wayne Barker

    Using “AIDA” Method as Part of Your Internet Marketing Strategy > http://t.co/V1VrWV2a < *read this* via @Level343

  • Jason Acidre

    Using "AIDA" method as part of your Internet Marketing strategy http://t.co/gvfMGPIx - it gets better on the last part of the post :)

  • Hyderali Shaikh

    Using "AIDA" method as part of your Internet Marketing strategy http://t.co/gvfMGPIx - it gets better on the last part of the post :)

  • landingnet

    Using “AIDA” Method as Part of Your Internet Marketing Strategy > http://t.co/V1VrWV2a < *read this* via @Level343

  • Landingnet

    RT @wayneb77: Using “AIDA” Method as Part of Your Internet Marketing Strategy > http://t.co/lBuKEB6g < *read this* via @Level343

  • Marinel Bijmolt

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/RBq1Glbh

  • Marinel Bijmolt

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/RBq1Glbh

  • Chatterbox SM

    Marketing 101: the AIDA method. Read on how to use it in your internet marketing strategy! http://t.co/mXnvxBE8 #socialmedia #marketing

  • Ann Tran

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/pmn4MC2O ll RT @SEOcopy

  • adaildoneto

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/pmn4MC2O ll RT @SEOcopy

  • Angela Booth

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/YwcjDyj0

  • Marc Custers

    Using “AIDA” Method as Part of Your Internet Marketing Strategy - http://t.co/HfEQYygv - @level343 RT @SEOcopy @AnnTran_

  • sofasurfer

    Using the “AIDA” method as part of your Internet marketing Strategy http://t.co/bRllUVZA via @level343

  • Carrie Keenan

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/GTNvowgT via @level343

  • Tweetmaster Regis

    very simple and good article: Using “AIDA” Method as Part of Your #Internet #Marketing #Strategy http://t.co/QNZaXVSQ

  • Level-343 Team

    Relating AIDA to Your Online Marketing Activities http://t.co/BhhyIERm | Awareness. Interest. Desire. Action. | Make it so... #adomani

  • Gabriella Sannino

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/7S3KyXfo #AIDA #marketing

  • Gabriella Sannino

    Using "AIDA" Method as Part of Your Internet Marketing Strategy #AIDA http://t.co/WBEPYnvQ | Seems to be a popular post...

  • Alessandra Giraldo

    RT “@SEOcopy: Using "AIDA" Method as Part of Your Internet Marketing Strategy #AIDA http://t.co/M4BsGcZN | Seems to be a popular post...”

  • Level-343 Team

    Using "AIDA" Method as Part of Your Internet Marketing Strategy #AIDA http://t.co/KRlumBJv | A popular post... thanks to you

  • Gabriella Sannino

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/sgTHv2Kw

  • Eric Taubert

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/sgTHv2Kw

  • Gabriella Sannino

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/Yyko7a8K | Oldie but goodie :) | Goodnight #adomani

  • Gabriella Sannino

    Using “AIDA” Method as Part of Your Internet Marketing Strategy http://t.co/vSpx3R0a | Attention. Interest. Desire. Action. Or Attitude ;)