How-to Tips #1: Funnel Strategy

Lesson 3

People do business with people who they trust. Add value and earn the trust first before you even sell them anything. Demonstrate value first instead of hard-selling your product up-front.

Follow AIDA (Attention, Interest, Decide, Action) marketing funnel to build your website content. AIDA is a well-known marketing funnel that marketers use in advertising and marketing activity. Construct your website content based on the AIDA funnel approach:

  • ATTENTION. This is the ‘what is it’ stage. Your prospective customers might have just learned about the existence of products or services itself. They are curious to know about what others do to solve the problems they are facing currently. At this awareness stage, provide them with the information, insights and knowledge that they need without selling your products or services.
  • INTEREST. This is the ‘why should I have it’ stage. Now, they know more about possible solutions. But, they are undecided. For example, should I sign-up for a gym membership or do the workout at home. Help them to evaluate the advantages and disadvantages of their choices. Give them ideas of how to make a buying decision that best fit their needs without selling your products or services.
  • DECIDE. This is the ‘why should I buy your product brand’ stage. They are contemplating why they should go for your product brand. Why your product is better than others. Can they trust you? Can they try out first without a huge commitment, etc? They need to be assured of making the right decision. Offer them some bite-size tester, free sample or your entry-level product for a first-timer.
  • ACTION. This is the ‘why should I buy now’ stage. They may still hesitate to make the decision. Give them a reason why they should do it now. Help them take the first easy step. It could be an easy 1-click online purchase, special offer for a limited time, freebie, timed coupon, etc. Your ultimate call to action is nudging them to take action now.

In the next lesson, we'll take a look at how to create an engaging browsing experience for your visitors, i.e. the customer journey. See you in the next lesson.