Marketers are always on the hunt for the best method to communicate with consumers. This makes complete sense because ultimately, companies aim to maximize profits and to do that, they’d have to attract a substantial amount of loyal customers continually.
The AIDA Model and How To Incorporate Influencers
One way to go about planning a Marketing Campaign is to use the AIDA Model. This model is great in helping one understand the 4 processes a consumer undergoes before successfully becoming a customer.
Attention
First off, for consumers to purchase your product, they would have to be conscious of your product or brand. This is possible with the help of creative advertisements to stand out amidst a sea of ads - especially if you’re a relatively new brand, or intend to launch a new product.
To help consumers remember your brand and product offerings better, it is recommended to use effective channels which your target audience is bound to cross paths with. For instance, advertising on social media is more effective as opposed to print advertisements when targeting millennials.
Where influencers come in: There are different types of influencers with varying strengths - nano, micro, macro, and celebrities. During the initial stage of raising awareness for your product, depending on your budget, you can tailor the tier of influencer(s) to your need. If you have a high budget, you can engage a macro influencer with a higher reach. If your budget is on the lower end, around the four-digit range, micro and nano influencers might be the way to go as, combined, they have a very decent reach too. According to the Marketing Rule of 7, consumers have to come across a message at least seven times before truly taking an interest and purchasing the product. Nano influencers are the most ideal tier as they speak to a smaller group of very targeted audience. They are able to get their followers familiarized with a brand in a very authentic and relevant manner.
Interest
Now that consumers are aware of your products, the next step is to attract them into learning more in-depth about the items/services for sale. This is the most crucial stage of the four as it determines if the consumer would be moving on to the next stage.
Spark their interest with benefits and use cases of the products/services. Consumers generally turn to word-of-mouth, online reviews, social media, and direct inquiries made in stores for their research. It also helps if someone they look up to (i.e. key opinion leader or a celebrity) shares their thoughts on the product.
Where influencers come in: Influencers actively depend on social media to connect with their followers and have the freedom to creatively share their thoughts on anything and everything. The selected influencer should be highly relevant to the brand to better attract like-minded consumers. For instance, Lebron James has been endorsing Nike for the longest time.
Desire
At this stage, generate interest and ensure consumers have good feelings towards the brand such that they will “add the product to the shopping cart”. To do this, brands can share relevant content consistently (via newsletters/ social media) and be at the top of consumers’ minds.
Brands need to grab this opportunity to convince consumers that they WANT the product even if they may not NEED it.
Where influencers come in: As an influential figure that their followers look up to, their words have a great impact and if they leave a positive review on a certain product, best believe their fans would have good feelings towards it too.
Action
Lastly, Action. This is the final push in converting consumers to customers. The aim is to encourage consumers into going through with the transaction. Some traditional tactics that stand the test of time i.e. giving time-limited discounts and freebies, would help close the sale.
Where influencers come in: To encourage purchase, brands can provide influencers with exclusive discount codes for their followers to try the product out. This is a great way to track conversions and help attribute the sale to the influencer. Another common scenario is to have influencers hold giveaways and depending on the mechanics, brands can kill two birds with one stone e.g. to increase a brand’s following count, raise awareness and attract potential customers.
In summary, it is paramount to understand consumers’ behavior to think up effective and efficient ways to reach out to them. To better reap the benefits of the marketing campaign, brands can definitely turn to engaging influencers. Not sure where to start? Let us help you!
As the fastest-growing crowd marketing platform in Asia, Partipost has been working closely with influencers across different tiers.
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