Most brands today have learned that having a social media presence is an important benefit of a successful inbound marketing plan and that targeted content brings better online visibility. We also know that posting more content doesn’t necessarily mean you will be getting more engagement. According to an article by Forbes, “more than 60% of small business owners say they haven’t seen any return on investment from their engagement online. None.” This doesn’t come by surprise though.
Content being posted on any marketing platform must appeal to the individual in order for the business to get the reaction which they are looking for. This means that the content which being published must deliver a message which captures the emotional side of the reader. AIDA (Attention, Interest, Desire, Action), which is a model that has been associated within the world of marketing describes the exact order of emotional pattern the marketing message or strategy should spark. In addition to AIDA, another step that is key within this funnel when it comes to social media marketing is Advocacy.
The first step is to capture the Attention of the audience by creating awareness of the business or brand by being present on social media platforms such as Facebook and Instagram. With the utilization of these platforms, potential clients can gain awareness of your brand and what it is that you stand for. Additionally, reaching a worldwide audience is possible for any sized business and can cost them near to nothing.
To transition to the other stages of AIDA, a business needs to optimize its content approach based on the target audience’s Interest and personality. This is done by encouraging users to become active with their dialogue within the online community that the business is using to share engaging brand-related content. This is where trust starts to build with the brand and its following.
The Desire is awakened through consistent interaction and engagement as well as detailed posts that give information about the product or service. In addition, if the brand has an existing customer base, they can utilize reviews and testimonials. This is where the brand demonstrates that what they are offering will satisfy the desired need of the consumer.
The Action step is exactly just that! This comprises of posting direct call-to-actions for your readers, for example “Learn More”, “Subscribe” or “Sign Up” to name a few. After prospects have converted to paying clients, it will demonstrate that the brand has utilized the marketing channels effectively.
Advocacy, within this model will be the most powerful step for the brand. When customers engage actively and start to spread the word, they become great representatives for your brand. This will help generate sales automatically. This is where the true powers of social media marketing come alive.
Incorporating these steps will greatly increase the likeliness for a successful social media marketing strategy. These steps are a guideline to a fruitful marketing campaign while streamlining the process for your audience. Remember to make an emotional connection, deliver a solution for a problem expressed by your audience and streamline the process.
