A.I.D.A.S: Attention, Interest, Desire, Action, Satifaction (Back To The Basics of Marketing).
Chris Jaeger
In a lot of ways online marketing is just basic 'ol marketing... but with a whole new set of tools for the toolbox.
AIDAS is an important part of getting great results from your website. Here's a quick review of what you need.
Getting Better Results Starts With AIDAS
This week I'm going to depart from the standard online marketing issues of web site design, search engine optimization, pay-per-click, and the whole long list - and head back to the basics. When you think about it, online marketing is just marketing with a new set of tools and rules.
AIDAS is an acronym that stands for Attention, Interest, Desire, Action and Satisfaction.
Webmasters and designers don't think in these terms and it's the primary cause of poor results. Take a minute this week and look at your web site. Stop thinking that just because the brides who booked you and told you your website "was great" means it's really getting the results it should be. It starts with AIDAS.
A - Attention
Does your website capture a bride's attention immediately? You probably have less than 10 seconds. You have less than that if your page takes 4 seconds to load! Does your web site create the right theme? Does a bride quickly say to herself: "I'm at the right place." If she does she'll go to the next step instead of her back button.
I - Interest
Do you quickly communicate and show the brides who find your website that your company is ready and able to meet their needs? Is your website properly designed so that it is easy to navigate? If your website is confusing there's a good chance doing business with you will be too. The term "user-friendly" comes to mind. To keep their interest you have to give them a reason to stay. If you have the information they came looking for - without making them look for it - you might just get them to the next step.
D - Desire
This is a bit more touchy-feely stuff but you only get to this point if youve successfully achieved A and I. Here you'll want to create desire by appealing to the emotional side of your visitor and taking about the benefits she'll receive, not necessarily the features. This is where a strong WIIFM (what's in it for me) message is critical.
A - Action
So far so good if you have her to this point. You're 75% there in my book. Now it's time to get her to take action.
Sometimes it's as simple as another click (to another page at your website)
Maybe it's a special offer?
A downloadable worksheet?
An inquiry form?
A phone call to request an appointment today?
Whatever action you're trying to get this bride to take you'll only get her to take it if what you are trying to do achieve is done:
* Logically
* Easily
* Safely
* Obviously
Making your contact options too easy to find is important here. If I have to look for your inquiry form or find and click your "contact us" option in your navigation system - I don't think of that as too easy.
Everytime you make a bride think at your web site you risk losing her attention and interest. Ouch. Now you're back to square one, if still in the game at all (i.e. bail out).
S - Satisfaction
Does the overall experience of visiting your website create a positive and memorable experience? If not, you've got work to do. A bride will visit two, three, or maybe even five or more of your competitor's web sites. The one that gives her what she wants and leaves her with the greatest satisfaction, what I like to call BOE (best overall experience), is the company that has the best shot at getting an inquiry, making an appointment, and then booking a wedding.
Next week - The right P.O.A. can increase your online inquiries and phone calls 100% or more, overnight (I've seen it first hand!).
I always welcome your feedback, general discussion, or questions. Click on the Live Support button below for my private chat, drop me a line at chris@bookmoreweddings.com, or use the feedback form below. Thank you.
