How to Increase Your Sales Conversion Using Advertising Framework: AIDA Model

Many businesses wish to boost more sales. Very few know how to effectively close sales. To get more customers, it is important to have a strategic approach on advertising efforts. There are many frameworks that advertisers may refer to when carrying out advertising initiatives on their products or services.

One of the well-known frameworks widely used by advertisers is the AIDA model. The AIDA model describes the stages that are gone through by consumers before coming to the purchase decision. AIDA stands for Attention, Interest, Desire, and Action. During these four stages, your advertising effort will ideally obtain attention to your brand, generate interest in your product, stimulate a desire for it, and spur action to buy it. 

Such a framework is not limited to online or offline marketing efforts, which many advertisers prefer to use as part of their advertising strategy. To come up with a good advertising strategy, here’s how you can implement the AIDA framework:

#1: Attract Attention

It is important to create copies and visual presentations that manage to grab people’s attention, which then elicits engagement with your target audience. In this stage, the consumers are curious about what your company does, which leads them to ask “What” questions.  This stage is mainly to increase your brand awareness.

Advertising billboards could be a good example to attract people’s attention. You may ask yourself a lot of “What is this?” questions in front of those billboards, especially when they give out vague messages yet are visually appealing. This is an effective strategy that means to increase brand awareness

#2: Generate Interest

Once you manage to elicit curiosity in your target consumers, they would like to learn more about the benefits of your solution, and how the product may benefit them. In this stage, the target audience should think “I like it.” When coming across your brand.  While you manage to capture people’s attention in the first stage, you should retain attention during this stage.

Your marketing effort can be considered a great start if your targeted audience are drawn to learn about their own pain points, problems, or needs. This is when you can “hook” them with engaging storytelling techniques which demonstrate your products/ service as an effective solution. People often may relate themselves with stories. By telling stories, it enables the brands to stimulate empathy and curiosity.

#3: Stimulate Desire

People tend to go for the products or services that they trust. The goal of this stage is to let consumers think “I want it” when coming across your products or services.  This stage is about maintaining trust that has already been established. This is when you keep creating marketing contents that keep your products in your consumers’ eyeballs continuously. Eventually, they will buy your product or service by creating more interactions between your products and them.

Your brand should have established relationships with prospects who already envision a future with your products — they already foresee how they use your products, and how they enjoy using your products so much. Without any further hesitation, you should be swift to close the gap between where they are and where they could be with your solution. In this stage, it is important to put up contents that are related to social proof, such as case studies and testimonials.

#4: Spur Into Action

In this stage, you should establish call-to-actions and provide your target consumers channels to purchase your products or services. After all, there is no point to keep creating contents and building relationships while there isn’t any clear next step for people to act upon. The goal for this stage is to get people to think, “I’m getting it.”, which leads them to the purchase. The call-to-actions should be as frictionless as possible so to maximise the sales conversion rates among consumers.

You can provide a straightforward purchase link such as WhatsApp messengers or website portals that support payment channels when creating call-to-actions for people to purchase. As long as it eliminates friction as much as possible, people would be very glad to take out their money as they already establish deep relationships with your brands and at the same time they envision themselves to have better lives when using your services or products.

The AIDA model is a great framework to guide you to envision the buyer’s journey, in which you as an advertiser know how to influence people for purchase decisions. Experiment with the AIDA framework  and grow your business brand with SBS Print, especially many offline marketing tactics are still relevant and effective. Gliding through new norms, it is tempting to drop out the marketing initiatives yet by doing so your business will be at risk of falling behind. You may be dropping out but your competitors aren’t. 

Our business still resumes during CMCO to offer an array of services such as bunting/banner printing and installation, leaflet and pamphlet distribution, newspaper and mail insertion methods and many more services. SBS Print is the leading offline & online marketing company in Malaysia with over 17 years of experience in the industry. As the first ever ISO certified flyer distribution and banner printing company in Malaysia, we are highly reliable and can definitely produce the highest-quality products that you desire.

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