In this era of the Digital Age or New Media Age, propelled by the advancement of Information, Communication Technologies, there is a rapid shift in the way how people search information as well as their buying behavior. People tend to be more learned with the initiative to look for information and no longer rely on traditional mediums to obtain information or to be told entirely. As a marketer, what adjustment do you need to be in tune with our prospect clients or prospect agents?
Let me introduce to you the AIDA Model, tracing the customer journey through Attention, Interest, Desire, and Action. It is a well-known marketing communication model used by marketers in guiding the audience through the buying journey and encouraging them to act. With the help of social media, now you could apply and leverage this proven model to your content marketing via WhatsApp, Website, FB, IG, YouTube, or TikTok to consistently engage, persuade, and convert an audience into customers. However, before you begin it is crucial for you to first identify and select the customer segment you are targeting to design the unique selling propositions and positioning of your offerings.
1. Attract attention: The “What is it?” phase. Your offering must attract the prospect’s attention. This is done via effective content marketing with eye-catching copywriting and attractive advertising materials. You need to create content that emphasis on people’s problems or pain point to draw them in for the solution. When executed effectively, your target audience should be able to discover your content through Google, social media, and other channels.
Examples: a sensational video clip, a catchy-themed article, or an eye-catching poster shared on your FB, IG, website, or WA.
- On recruitment: You may want to consider producing a catchy video, article, or poster with the title such as “Do you know that all of us are doing sales?”
- On sales: You may want to consider producing a catchy video, article, or poster with the title such as “Have you ever wonder how people set up a safety net to protect their future income against the impact of Covid?”
2. Maintain interest: The “I like it!” phase. When the attention of the prospect is stimulated in the first phase, their interest in the offering should be aroused. When your content is effective in drawing the prospects to your post, video, or website to learn about a pain point, problem, or need, you might then need to “hook” them further with an engaging story to demonstrate the why behind your solution. People tend to resonate with story and this is a simple and effective way to convey your information, stimulate empathy and create curiosity. It is important to generate enough excitement in your prospects to compel them further to act at this stage. The more aligned you are with their values and needs, the more likely you can secure their likings for your offering or brand.
Example: incorporate detailed information of your offering in your article, video clip, poster, or flyer.
- On recruitment: You may want to provide more information about how people from various professions are selling their expertise or service in exchange for income, which is no different from insurance – a sales profession;
- On sales: you may want to bring more information about the pain point or problem if people do not set a safety net given the impact of Covid or misfortune;
3. Create desire: The “I want it!” phase. When interest in the offering is aroused, it is your task to persuade the prospect that they want to take up your offer. Sometimes, your post itself could create the desire for the prospect to take the next action when you envision the desire future outcome they are looking for or think that your offering is a better option compared with what they have now. For this reason, you need to establish a gap between where they are now and where they could be with your offering. At the same time, you must create a social proof with case studies or testimonials. The “Before and After” style content is a great way to stimulate desire while gaining trust.
Example: illustrate with clear examples the advantages and benefits of your offering, from the perspective of your target group.
- On recruitment: You may want to incorporate a case study or testimonial of a successful new agent of a similar background as your prospect agents to illustrate the transformation of “before and after” and provide confidence;
- On sales: you may want to use a simple story, graphic, or case study to amplify the pain point or problem, illustrate the benefits of the pain point or problem being resolved through your offer;
4. Take action: The “I am getting it!” phase. As soon as the desire to buy is aroused, this must be transferred into action. After you have generated enough desire for your offering, lead your prospects to decide on the next step – take action on it. It will be a waste of effort and energy after creating great content and building deep relationships with prospects with no clear next step! To have a higher conversion rate, you must design compelling low-friction, high-incentive calls to action for your prospect to take the next step action.
Example: you may want to create urgency in your call-to-action with a simplified process for your prospect to take the next action.
- On recruitment: You may want to offer sponsorship on the exams fee for those who commit to taking the action now;
- On sales: You may want to roll out a “limited-time-only offer” to prospects who register their interest today;
