From Awareness to Action: AIDA Funnel + Video Marketing Explained

There are many funnels in the business world that describe the customer journey. So, for today, I am going to talk about the AIDA funnel, better known as the Marketing Funnel. I’m not talking about a kitchen funnel that you might use to move oil into an easy-to-use container, but a funnel that is a picture of how random people turn into clients. It takes us through the stages of buying: How people become aware of you, what creates interest to view your website, what grows desire, and then what leads to action and having those random people turn into converts. To be able to guide your understanding, here are the stages of the marketing funnel and what you need to know, including how video marketing content supports each stage.

Awareness - How do they know about you?

Before selling a product or service, your target audience must recognize they have a problem and that you exist.

Examples of realizing need:

1. Water around the hot water heater

2. New water spots on the ceiling

3. The car engine light is turning on.

4. How to show need

This is where your proactive marketing comes in, especially with brand awareness videos and social media video marketing. Sometimes our prospective clients don’t know they are prospects until something drastic happens. So when your clients are in the awareness stage, you just want to be set up as a professional in the community. So, creating educational content, including educational videos and short-form video content, about water heaters, how they work, why maintenance is important, and how to perform maintenance sets you up as a knowledgeable voice in the industry. So when that drastic thing happens, you are one of the few names that come to mind.

Some ways to set yourself up as a professional in your industry could be going to your local chamber and participating in community events, or creating educational content and video content for social media platforms like YouTube, Instagram, and Facebook that shows your knowledge. Another way is to create a blog that you use to give tips and tricks to those looking for you, while embedding SEO-optimized video content. It’s always helpful to add SEO in these posts in order for people to find you more easily!

Interest - What is there to develop interest in?

Once a potential prospect has been made aware of the problem, the next stage of their journey is developed interest. Some clients will come to you ready to purchase, but often, rather than none, you are going to have to use your business voice and engaging video marketing strategies to get them to look at you.

Again, remember that generally the clients won’t know about you until they have a disaster. Now, if you have been pushing this educational content and consistent video marketing campaigns, making relationships in your area of influence, then they are more likely to remember who you are.

So ask yourself, when your clients become aware of a problem, what makes their interest develop, and then also how you can help that interest develop further?

Here are some examples of developing interest in finding a solution from the client’s perspective.

1. Water around the hot water heater gets larger/ starts leaking water noticeably - clients research what the problem could be

2. It rained, and those spots got bigger, and a puddle of water is on the floor - it starts getting on the roof to see where the problem is

3. The car engine light was turning on, but the car won’t start - clients research how to jump a car.

So this is when they are aware of the problem, but then develop an interest in where the problem is coming from and if they can maybe fix it on their own.

So how can you, as a business, develop more interest? Well, you want them to know about you and come to you with problems through video engagement and informative video content. So some examples of you developing an interest in a solution would be something like:

1. Text on a social media video: “Hot water tank leaking? 2 Ways to identify a problem before it gets worse?” (short-form video marketing)

2. Blog Post “Where leaks normally start in your roof.” (paired with some video content marketing)

3. FAQ videos or YouTube SEO are placed on the website that identifies engine warnings and common problems

Desire - How do you make customers ready to buy?

Once your client is aware of the problem and has developed an interest in how to solve it, that is when you, as the business, can start pushing marketing material to help build desire.

Desire is the wanting of something that they do not have. This is where your website comes in handy because by this point, the client should hopefully know about your business and that you offer a service they could use. Your website should be the place that they look at during the interest and desire phase to learn more about your company and what makes you a professional in the industry you are in, especially through video testimonials and brand story videos.

So some examples of creating a desire in the client could look like putting Free consultations on your website, or 100+ years of industry experience, or showing that you have solved 1,000 engine issues.

This shows that you have done it for a long time, that you know what you have been doing because of the experience.

This is where having some good placed testimonial content comes in handy because everyone wants to know that you are reliable and experienced. Video testimonials and customer success videos on your website and social media help your prospective clients to see you do indeed fix problems.

Example of developing a desire:

1. Free Consultations and financing available

2. 100+ years of industry experience

3. A free oil change when you use our car fix services.

4. A testimonial video about how you repaired a home after a natural disaster (testimonial video marketing)

Here is an example of a testimony we created about one of our clients and how they are meeting the needs of their clients.

Action - How do you buy? Where do they sign?!

Finally, your clients should be ready for action. After clients realize the problem, have done some research into the problem, and then find that you are a trusted professional in the community, the next stage is convincing the prospect to sign on the dotted line using video CTAs and conversion-driven video marketing.

This is where it is helpful to have some sort of Call to Action (CTA) on your website or any content you are pushing out.
Example of CTA’s:

1. “Schedule your free consultation here.”

2. “Click here for financing options.” “Schedule a date with a professional.”

3. “Schedule your call here.”

4. “Get a Quote”

Something like the above gives the client the ability to take action easily (the easier it is, usually the quicker they are to take action), especially when paired with video marketing funnels and optimized video landing pages.

Conclusion

Now, the marketing funnel is not foolproof because sometimes prospective clients jump stages, but this is just another thing to add to your business tool belt. Marketing is not easy, but when you take the time to understand the reasons why marketing exists and why it is important, including the role of video marketing strategy, then your business could just take off.

If you have questions about the marketing funnel or are looking to produce some high quality Testimonial or FAQ video marketing, reach out to us. We would love to talk to you about how to help make your business BLUME.