'AIDAS' is a marketing strategy acronym which we work to at SEOFirst. You may know it as 'AIDA', or perhaps you are entirely new to the phrase. This article explains the concepts involved in AIDAS and how you can use it to create effective online marketing and SEO campaigns. Whether you sell B2B or B2C, AIDAS can help you get results in SEO - we are proof of that.

Internet: the new media of promotion

The World Wide Web is expanding every day, offering big opportunities for small and medium sized business to be seen and heard. The trouble is, that so many other SMEs are also fighting their way to the top by using marketing strategies such as search engine optimisation, pay per click campaigns, link building and clever content writing. So how are you going to distinguish your business from all the others in the public eye?

One of our secrets at SEOFirst is ‘AIDAS’. Previously known as ‘AIDA’, this is an age old marketing concept which has been regenerated so as to frame many online marketing methods too. AIDAS’ goal is to draw in customers, provide what they need and ensure they return.

Here is a breakdown:

A is for       Attention or awareness (catching the attention of customer)
I is for         Interest (Raise customer's interest by showing features, benefits and advantages)
D is for       Desire (Convince customer to buy product as it will satisfy their need and desire)
A is for       Action (Leads customer to take some action)
S is for       Satisfaction (Satisfy and retain the customer by departing after sales services)


Of course this concept works for any business selling any product or service, not just those using online methods such as SEO. However, below, we outline how you can make it work best for your Internet business.

Let's have a closer look at each segment:

Attention

If a pink elephant strolled down the pavement next to you, it would certainly grab your attention. This is what your business should aim for first - customer attention. That means a number of things.

A flashing pop up might grab your attention; however, unless you are one of the few who pay any attention to pop ups, it is no good. Better then, if you really want to use that fluorescent pop up, to place it on a website where people who like pop ups are browsing. Of course that site is unlikely to exist. The point is, place your advert (a text ad, a pay per click graphic and so on) towards a target audience. If you sell flowers, you could consider upping your online marketing budget for your online floristry over the Mother’s Day period. Similarly, if you are a tax advisor, you could place adverts for your services on websites that sell complementary services - legal documents, or HR services, for example - where you can guarantee there will be potential customers and a stead flow of traffic.

Of course many marketeers frequently change their ads from one website to another depending on other factors such as the time of the year, other up coming events and so on. Be flexible. Stay ahead of the online marketing game.

The second aspect to ‘A for Attention’ is pay per click advertisement. PPC campaigns come after search engine marketing because PPC advertising targets a narrower audience. The idea is to start large, then narrow in for the kill. So instead of shaking your product in front of a potential customer’s eyes, with PPC, your product is only advertised to those who might already be interested. This of course, saves you time and money.

A third way to get a potential customer’s attention is by using hyperlinked banner ads. When banner ads, skyscrapers and other paid adverts first started to be used, marketeers were bedazzled. They took up approximately half of the marketing budget. Gradually, their importance has decreased; however, they are still effective tools to gain the attention of your customer. This is because they are big and bold and are hard to fail to see. However, as the importance of Search Engine Optimisation grows, marketeers have moved on.

Interest

If you got the attention of your potential customer using the fluorescent pop up, you are unlikely to maintain that interest for long. Think about what your customer wants and aim to retain their interest in your product or service.

Desire

Your customers are now browsing your sell pages. Capture their desire and get on their side. Differentiate your products and services from those of your competitors. For example, if you use carbon off-setting, tell your customers. Similarly, if you donate a proportion of sales to charity, tell them again. This could be the deciding factor in them choosing you over your competitor. Create promotional messages and personalise your website. Match what they want with what you provide and convince them that your product is what they need by using short, sharp keywords.

Action

The action stage of the AIDAS process includes anything that requires the customer to take action. Sales are the most obvious, however, action also includes signing up for a newsletter for example, completing a feedback form or adding your website to their 'favourites'.

You can do this using a number of different methods such as loyalty schemes (buy $200 worth and get X for free), or 20% off if you sign up a friend.

Satisfaction

These days, it is more difficult than ever to find a new customer and even more so to retain an existing one. Online businesses however, have an edge - they can be more flexible and more fluid. By that, we mean that we can create feedback channels through email, live chat, video conferencing and so on. By reminding customers that you exist and keeping them up to date with relevant news, they will think of you next time they need X, Y and Z. At all costs, if you don’t already, add two menu tabs to your website - on FAQs, the other a send feedback (which may be through the ‘contact us’ page). Next, you must evaluate the feedback and improve your service or product. For example, if you simply sell an electronic device, you could improve your service by starting a home delivery and installation service, for example. Support your customer and they will support you.

Start thinking pink elephants and be sure to contact SEOFirst if you would like to make use of the free website analysis, SEO services and other customised services we offer.