Rather than use your web push notifications in one-off efforts to boost sales, another approach is to use a series of web push notifications to complete the classic AIDA stages of the sales cycle. This is a sure-fire way to take your prospects and customers through a sales funnel.
In this article, we'll look at some tactics to use in building an AIDA-based campaign for your web push notifications and the strategy involved at each step.
Undoubtedly, you are already familiar with the sales cycle known as AIDA which stands for Awareness (or attention), Interest (or intent), Desire (or decision) and Action.
Because push notifications are so simple and easy to send, there is a tendency to skip the time-tested process of AIDA, and just toss out your sales message. But this can be a huge mistake. Your #1 goal with your push notifications should be to provide value for your subscribers – making them first. When you only toss out sales messages, you are putting yourself first. Send out too many sales messages and you risk annoying your subscribers and losing them. It's crucial to strike a balance between helpful messages and selling.
Taking the AIDA approach gives you the opportunity to add value to your messages. As we go through each stage, we'll explain how you provide value for your prospects and customers at every step.
This stage is exactly what it means: you are making your prospects or customers aware of something. The foremost thing you want to at this stage makes them aware of something that will provide tremendous value for them.
There are a number of ways you can combine awareness and value at this stage. Here are a few examples:
- Help them solve a problem
- Something that's going to cause a problem if they aren't aware of it
- Save your customers time or money
- Make their life easier
This stage is all about informing and being helpful. You should engage in absolutely no selling at this stage, only providing helpful information, offering to provide more info and ask for nothing in return.
The goal here is to establish yourself as highly knowledgeable, if not the foremost expert, and an all-around friendly and helpful company. You want to be seen as the "go-to" source for solving the types of problems your prospects and customers have.
In this stage, the goal is to ramp up your prospects' or customers' interest in what you will ultimately be trying to sell them on. This is sometimes also called the "intent" stage because you are trying to sway your prospect to adopt the intent of putting an end to their problem.
Remember that customers are interested in benefits, not the features of your product. Therefore, much like you did in the awareness message, you are still going to focus on a particular service or product to help solve a problem, avoid a problem, save money, save time, or otherwise make life easier.
A direction for your message could be emotional by focusing on how much happier, cooler, sexier, better off, etc, they will be because of solving their particular problem.
At this stage, the goal is to increase your prospects' desire to solve their problem. The Desire or Decision stage is when someone starts weighing their options between possible solutions and making a mental decision on which solution is best for them.
There are a number of methods you can use to persuade your prospect through messaging at this point.
The idea is to craft a compelling message that links out for your prospect to read more. We have a few options/ideas listed for you below.
Free downloadable materials
In this approach, you give your prospects free, downloadable assets such as guides, charts, instructional materials, case studies, etc. This is a successful method to employ in both driving desires and assisting with the decision-making process.
Video demonstrations are an excellent way to showcase your products or services. As "seeing is believing" in many cases, a video gives you a perfect way to combine everything from instructions to benefits, to features and product comparisons, and even reviews and testimonials.
Reviews and/or testimonials
Sending your customers a short message from a well-known, respected source or an especially praiseworthy customer review, can go a long way toward convincing your customers of the worthiness of your products or services.
Customer reviews don't have to all come from Google or Yelp, there are many other options! An article from a high-profile magazine or website, a collection of short review sentences from well-established sources, or a list of customer reviews with helpful comments, are just a few to get you started.
Listing your customers, especially if they are well-known companies, is also another convincing tactic.
If celebrities use your products or services, these can be highly motivating. Just make sure you have permission to use the celebrity's comments or endorsement.
Sending your users a message that drives them to a recent case study can also be effective during the Decision stage. Reading about the success of your products or services and how you solved a problem for another company or organization can be very convincing.
Another approach is to use comparisons to show why your solution is the best. You can use messaging that demonstrates where your product succeeds and others fail, or where your product may solve a problem faster, easier, less expensively, or simply better.
When and when not to compare features
Be aware that many customers care much more about benefits over features. Making comparisons of technical information may go over the heads of many customers. Benefits touch people on an emotional level, which is much more of a driving factor when it comes to purchasing decisions. Most people have no emotional reaction to product features and technical specifications.
This is where it is important to know your audience. If you do have the type of audience where technical features are highly important, then in those situations, touting a product's features may be very beneficial.
This is the final step, where your message is going to be directed at selling. The message should be so enticing that your customer cannot resist taking action – clicking the link and making a purchase or signing up for your services.
Your previous steps need to do their job of making your customers aware they have a problem, driving up their interest in solving the problem, building up their desire toward finding the perfect solution, and now have convinced them that you indeed have the only solution.
The last message has to demand immediate attention, while also being irresistible. Here are some tactics that could be useful:
This approach makes the solution scarce, either through limited supply or a time-based limit, using techniques such as:
- Time-based deals: Time-limited discounts such as "offer ends on... Date/time."
- Limited quantity deals: "Only # left," "First X customers," "Only X spots available," etc.
Before it's too late
With this approach, you can focus on either
- The fear of missing out, everyone else will beat them to it
- If they wait too long, the offer will be gone and will be more difficult and/or costly to solve the problem
- Their problem has now grown so large that it's become either too late to solve it or that it has evolved into a much larger and more complicated problem
This approach provides add-ons to the product or to the deal, that customers receive in addition to their purchase. A few examples are:
- Free or discount ad-on
- Money-saving coupons
- Free instructional material/downloads
- Extended warranty
- Specified hours of technical support at no additional cost
- Third-party offers
The formula for success is simple: AIDA - Awareness, Interest, Desire, and Action. If you want to increase sales and engagement, follow these steps! If you are constantly selling and bombarding your customers with offers and new products, they will check-out very quickly. By working through each step, you have told your customers you care and are there to not only listen but solve their problems.
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