Valentine’s Day is right around the corner, which begs the question — is your content plan showering your target audience with the love they deserve?
How did your potential customer find you? And where are they trying to go?
That’s the buyer’s journey in a nutshell.
Every journey has a beginning and an end, and the same is true for people who are trying to fulfill a need.
So in the spirit of Cupid’s big day, let’s review a classic cornerstone of marketing — the AIDA model — to see whether or not your content plan is hitting the mark!
1. ATTRACTION: CATCH THEIR EYE
Just like with any potential love interest, no one will ever notice you if you’re flying under the radar.
Find where your target audience hangs out and meet them where they are.
For example, promoting your brand on a social media platform they’re likely to use.
Use marketing personas to narrow what platforms your desired customers spend their time on, what content they’re into, etc.
Themed campaigns and promotions (like, say, a digital Valentine’s Day card?) can spark peoples’ interest in your brand.
2. INTEREST: KEEP THEM ENGAGED
All right, it looks like someone swiped right! That is, they clicked on an ad or did something to let you know they’re interested.
Now, you’ve got to wave some “green flags” to keep them curious.
And the best way to do that is to get in front of them with information you know they’ll be looking for.
Digital marketing strategist Jay Baer calls this tactic “frame-of-mind” awareness.
Incorporate blogs, articles, and video in your content plan that freely share information and resources your target audience may find useful.
By genuinely empathizing with your customers’ needs and pain points, you’ll start to build a bridge of trust with your audience.
And just like with a growing romantic interest, eventually, they’ll desire more.
3. DESIRE: DEEPEN THE CONNECTION
No healthy relationship was ever a one-way street, right? It’s a give-and-take.
Your audience has gone out of their way to express interest in your product or service, so don’t leave them hanging!
Email marketing can help you strengthen that blossoming connection with your new lead.
Share customer success stories or exclusive offers that encourage a sense of belonging.
Like a box of chocolates or a special bouquet, your emails should make your audience feel special and empowered to pull the trigger and take action.
4. ACTION: SEAL THE DEAL
Okay, things are getting serious … and in the marketing business, we love commitment!
That’s where a targeted landing page comes in.
And just like a serious romantic date, you want it to be free of distractions.
Whether your goal is to get your lead to sign up for a newsletter or make a purchase, make sure you’re offering them clear value.
If you fail to meet expectations when you finally pop the question, then they might just drop you and look for a better partner.
5. REFERRALS: KEEP THE ROMANCE ALIVE
So what’s one thing just about everybody loves to do when they’ve found “the one?”
Tell their friends, of course!
It’s time to encourage your customers to share how awesome you are!
A loyalty program with exclusive rewards for sharing their love of your offerings can help spread your brand awareness (bringing it back around).
And now, you can start a new courtship with another future customer!
LOVE YOUR AUDIENCE WITH A CONTENT PLAN THAT GIVES BACK
Guiding your audience on their buyer’s journey aims higher than selling products and services.
It’s about building relationships.
If you have a content plan that shows your target audience some love, they’ll be much more likely to give it back.
We can’t help you with your love life (at least, you wouldn’t want us to) … but we know a few things about connecting brands with the people they want to serve.
Give us a shout! We’d love to help you make your audience feel special.