When they get to the interest phase of the AIDA model, consumers are doing research, comparison shopping and considering their options. At this stage, you want to qualify your prospects and motivate them to do business with you.
This is the time to engage them with incredible content that helps them, but doesn’t necessarily sell to them. Your goal at this stage should be to collect the personal details of your prospects in exchange for a free gift (also known as a lead magnet). This will provide the opportunity to strengthen the relationship you’ve started to build with your potential customers at the awareness phase
of the model.
Getting a prospect’s email in exchange for a free gift is a really powerful, soft selling strategy that is a lot less painful and ultimately more productive than hard selling. It is also an effective way to communicate with people who have never heard of you or been to your website.
Rather than trying to sell off the bat, focus on motivating and qualifying your prospects before you try to sell to them. And you can do this by building a relationship with them through an email marketing campaign. This strategy will help you acquire customers with a significantly higher lifetime value than those who decide to purchase as a result of an online advertisement. The more leads you’re able to generate, the more people you’ll be able to communicate with in a personalized manner to share exclusive content and discount opportunities. Furthermore, you’ll be able to discover what type of marketing messages your prospective customers actually respond to.
Motivating Your Prospects
At the interest stage, the consumer has done their research, and is well aware of what they need to achieve their goal or solve their problem or pain point. On a platform like Twitter, this would be the ideal stage to start targeting engaged prospects through a promoted tweet campaign.
A great way to attract attention is by crafting conversational, benefit-driven tweets with specific, descriptive keywords that include the problem solved by your product or service. Examples of keywords that you can use at the interest stage include: “9 Quick Ways to Lower Your Golf Handicap”
, “How to Drop 5 Pounds in a Week Without Exercise: Free Report”, “Become a Better Golfer Within 10 Days – Free Video
”, “11 Ways to Attract Your Soulmate Within 7 Days from the Comfort of Your PC
” or “How to Effectively Lower Your Bounce Rate by up to 20 Percent”
One good option is to start out with organic tweets and then promote tweets that are getting good engagement. Using phrase match and exact match keywords would be appropriate for this stage of the funnel. You’ll also want to use negative keywords to protect your ads from irrelevant searches.
Consumers that are at the interest stage of the funnel tend to comparison shop and are well informed about the solution they are looking for, so the right keyword is likely to resonate with them. They tend to use industry jargon, and are better informed about the product or service they are searching for than users at the awareness phase. This means keywords used in your ads can showcase both benefits and features and include brand names, product features, product part names and specifications.
If you’re marketing to the millennial generation, you’ll want to be more personal and conversational in your ads because millennials do not respond well to cold advertising.
Examples of conversational ads include “Yes, we have the awesome Samsung Galaxy Note 9 128gb at a price you’re going to love”, “Get that Nasty ILOVEYOU Virus Removed from Your PC Right Now!”
, “Delicious Duck Fried Rice Delivered to Your Door Within 20 Minutes or Your Money Back!
”, etc. Your advertising campaign at this stage should focus on providing detailed and sufficient information about the product or service to help the consumer make an informed buying decision.
Your ad copy should be specifically aimed at convincing the user that the solution to their problem can be found by clicking your link, watching your video, or downloading your app. You’ll also want to bid more aggressively on keywords that are in the interest and latter stages of the funnel because they have a higher likelihood of generating traffic that leads to a higher conversion rate.
What is a Lead Magnet?
A lead magnet (also known as a giveaway) is a digital asset that is given away for free in return for a user’s personal contact details. This asset can be a PDF report, an educational video, a short eBook, a slideshow presentation, etc.
In order to create the most effective lead magnet for your business, you need to have a deep understanding of the goals, aspirations, problems challenges, and pain points faced by your ideal customer. This means you need to have a very clear idea of the buyer persona you’re addressing. Targeting a specific niche of users that are dealing with a common, specific problem is the key to creating an effective lead magnet. It needs to be focused on solving a specific problem or challenge and add value to the reader’s life.
Your actual lead magnet will depend on what type of business you are and the goals you’re trying to achieve. It needs to be compelling and relevant to your business. If you are a business offering technical solutions then you could offer a free trial. If you are a service based business, then you could offer a free report, one hour of free consulting, a short video training series or a short eBook. If you are selling some kind of product or service such as a restaurant, you could offer a discount coupon.
To identify good topics for your giveaway, start by reviewing your customer insights report, and then:
- List 3-5 of the most common problems faced by your clients or questions you’ve been commonly asked by a large number of your clients recently.
- Think of the most troublesome issues faced by majority of your clients on their journey to achieve their goals.
- What challenge are you super excited to share with your target audience for free?
By providing information that can help your subscribers overcome these issues, you’ll establish credibility and give them the confidence to believe that you can help them with their on-going challenges, issues and problems.
Now, some people make a fundamental mistake at this point. Because it is a free gift, they simply create a weak rehash of information that can be easily found on the web. You need to be mindful of the fact that your lead magnet is going to be a marketing tool for your business, so it needs to be a high quality product, created in your brand voice. Your prospects are going to make up their minds about your business depending on the quality of the information in your lead magnet.
If you create a low quality product that is a weak rehash of information that has been copied off the internet, this will come across as a representation of the level of quality that people can expect from you. It will create negative assumptions in the minds of your prospects about your business. The fact that it is free will be completely irrelevant.
People are going to draw conclusions based on the quality of your lead magnet. If it is sloppy or of low quality, it could potentially damage your brand’s reputation. That’s why it needs to be professionally created and contain high-quality information that cannot be easily found on the web. In addition, it needs to be relevant, actionable, easy to consume and valuable to your potential customers.
Targeting a very specific niche of users or a very specific problem is the key to success. For example, say you’re a financial consultant. Your target audience are professionals who are very successful in their careers. However, between their job and family, there is often very little time left over for financial planning. You can create a powerful, PDF report or video that explains how to overcome one of the most common financial problems that your ideal prospects face when managing money.
Here are different examples of lead magnets that you can create for your audience:
- Video tutorial
- How-to guide
- Case study
- Short eBook
- PDF Report
- Email course
- Podcast subscription
- Registration for seminars or webinars
- Short consultation session
Whatever format you choose, the content you use to create your sales funnel must be targeted, relevant and laser-focused on your target audience and motivate them to want to engage with you.
If you have more than one customer avatar, you’ll need to create a specific lead magnet for each. A generic, one size fits all lead magnet is not going to be effective, and could actually work against you.
Your Twitter Landing Page
After you have created a powerful lead magnet, you’ll need a landing page where users will be able to fill in their data and download the free gift. To drive your target audience to your landing page, you can craft a captivating lead generation tweet that describes the benefit the user is going to get from consuming the information. This can be an organic tweet or a promoted tweet that includes a powerful call-to-action.
At this point, if you’re able to collect their email address, your potential customer becomes a lead, and by providing their email address, it provides the opportunity for you to build trust and credibility in your brand, and develop a relationship with them.
Once you have successfully captured the details of our prospects, you can now move on to the next phase of the funnel, which is the desire phase. This phase is where you’re going to build a relationship with your subscribers by educating and nurturing them until they become buying customers.
An overview of the awareness stage of the AIDA model