6-MINUTE READ · By Tina Arnoldi
Before diving into this post on the last two letters for the AIDA model (Desire and Action), review the previous one that covered Awareness and Interest. Once people know who you are and are interested, it is time to move them further along in the process with Desire and Action.
At this stage, prospects are moving along in your funnel to desire, or consider, what you offer. They are closer to conversion, but not there yet so you need to stay connected, inviting them to learn more about you with additional content.
Although blog posts are a good tactic, it can be one way, if people read content and do not comment or perform any CTA. Mix up your content to include types that invites engagement from the audience. One tactic is to offer a free webinar which can serve as an educational piece and a teaser for what else you offer. Since people ask “What’s in it for me?” at all stages of the funnel, they may not tune into a one hour presentation about your features. Another engaging tactic is live chats that invite Q&A. It answers questions that may keep people from moving along while demonstrating your expertise.
Although you reveal more about your offer as they move through the funnel, your messaging still use “you” language. Rather than “We offer….”, try “You will….” to emphasize what they will receive from you. Ask the “So what?” question with all content. If you want to highlight a big award you won this year, ask “So what?” to stay in the mind of prospects. That will keep you focused on how that award will help the customer rather than the act of you receiving it.
Incorporate consider remarketing on social to get people closer to action. You have an audience that engaged that already knows you. They need to hear from you with a new message. Include more detail about your product or service, maybe with a comparison to the alternative to show why you are unique. Why are you a better option than your competitors?
You want to stay on their radar with engagement and influence them to move forward. They may be very close to taking action so you want to minimize any leaks in your funnel by measuring performance and pivoting when needed.
Now you are closer to making some money because your prospect is close to taking action. The length of this stage depends on your industry and business model. With B2C clients, they may make a purchase quickly since it may be a lower dollar amount or something they use personally. With B2B clients, there will be more steps, such as filling out lead gen forms, talking to an internal team, and having several calls with a sales rep. This is why your measurement plan should include micro (form fill) and macro (revenue) conversions.
When you are ready to ‘make an ask’ with more direct messaging, ensure the page you direct them to from your social channels is very simple and easy to navigate. Social media is a platform for short conversations. People quickly scan their phones on the go, deciding very quickly if they want to continue, but marketers occasionally forget this when it comes to the landing page. The landing page has to be short and easy to scan just like the social post.
It is easy for all of us as consumers to complain about about a brand that does not provide good service and to share our complaints with everyone in the universe. Brands need to be aware that the relationship does not end when the purchase is made so they should cultivate advocates to avoid complaints that may spread on social.
As consumers, we can use our voices to advocate for brands that are doing well. This is something I do for brands I like, such with Namecheap, just to let them know I appreciate their customer support. People who consider them may seek out this social proof.
Brands can providing tips that help customers make the most out of what they purchased rather than just upsell. A private group where customers can talk to each other is market research for a brand and offer an added service for customers. Brands can also reward customers with sneak peeks at what’s coming next with an option for early access.
The point is to not neglect customers on social media. They need to remember why they chose you and to get that continued reassurance that it was the right choice. If you do not do that, they will still engage with you on social media – but only to complain.
Social media may not be a direct sales tool especially in the B2B world. Done well, it can help you get found so you can that trust with a targeted audience.
Most brands will not need to be on every channel and it may not make sense for their specific business strategy. The best approach may be only a couple of channels that are geared toward the right demographics and can be done well with existing resources.
Build that brand value through awareness before asking your audience to make a commitment of any kind. Give thought to content for each stage and remember that it is always about the audience and rarely about you.
About Tina Arnoldi
Tina Arnoldi is Analytics and AdWords Qualified and one of the few people in the United States recognized as a Google Developer Expert(GDE) for marketing. Her agency, 360 Internet Strategy, is also a Google Partner. You can learn more about her on LinkedIn.