What is the AIDA Marketing Strategy & How to use it?

AIDA is an old marketing and sales methodology used to date by professionals in the field.

It has proven over the years to be efficient and, if used correctly, can greatly boost your sales.

The methodology can be compared to a road map, which should be followed by anyone who wants to convert more customers and improve brand image.

This roadmap is divided into four steps , which is the process a person goes through before conversion.

Through it, it is possible to effectively guide consumers on the buying journey until they make the buying decision.

In this post, you will learn more about the concept and how to apply it to your business correctly.

Let’s talk more about what AIDA is, what its 4 steps are, and how to be present in each of them.

What is AIDA?

AIDA is a methodology that is based on consumer behavior with respect to the presale process.

That is, what steps he goes through unconsciously before deciding to buy something.

Each of the steps is important and requires different tactics.

The word AIDA is composed of the initials of each step. Are they:

  • A = Attention
  • I = Interest
  • D = Desire
  • A = Action

The concept was introduced by Elmo Lewis in the late 18th century and was mainly applied to print advertisements.

Their structure contained eye-catching image and title , that is, attention-grabbing, interesting text with relevant information , that arouses the interest and desire of the potential client, and, finally, a contact for action.

Today, the methodology is applied to various digital marketing strategies such as content marketing itself and has adapted to the new environment.

Participating in all steps is essential for a business to have more presence and good conversion results.

And for that you need to understand more about what each of the steps consists of.

Check it out below!

The AIDA methodology steps

Remember first of all that this is not a magic formula that converts anyone.

It helps your strategy a lot, but there are several other factors that influence your persona to make a decision.

Therefore, you should know more about her, her habits and customs first and then apply the methodology based on the preferences of her audience.

That said, now check out what each step means and how to effectively participate in each step.

1. Attention

Your audience must first of all know you, know that you are present. For this you need to attract the same attention.

And how to do it?

Promote your brand using visual and textual aspects that appeal to your persona. The approach must be appropriate to the characteristics of your persona so that the person really pays attention.

Talk about something interesting, some trending subject for your audience using the appropriate language, with colors and eye-catching visuals.

In the home of digital presence, it is very important that you apply SEO strategies to better position yourself on Google and have more presence.

Use the most searched keywords by your persona, use catchy headlines and various other SEO tactics.

2. Interest

Now that you have caught the eye, you should keep the potential customer interested in what you have to say.

It’s important at this stage that you share information that is really relevant to your audience.

They should arouse your persona’s curiosity and you must demonstrate that you have what it takes to solve her pains.

Explain more about what you offer and how it can help the person.

Use more persuasive language with pertinent arguments that make the persona want to know more.

Take interest to drive the persona to deeper content or the same step to arouse even more interest.

3. Desire

The people who stayed up to this stage will not be many, and this is natural, as if it were a sales funnel .

Now that they are interested in what you have to say, it is time to present your offer (product / service) , showing all its qualities, benefits and differentials, comparing it to similar ones.

Something that helps create a desire for your offer are success stories and testimonials from your customers indicating your offer.

At this stage, you can make more in-depth content, such as ebooks or webinars .


Signing up for a webinar, liking, sharing and commenting on content, buying something , in short, are several of the persona’s actions that you can aim for, and that varies according to your goals.

This step is responsible for encouraging the persona to do such an action, making it easier for them not to compete or simply close the page and forget about it.

The proposal must be clear and contain the necessary elements for it to complete the action easily and quickly.

It is important to use call-to-action (CTAs) at this stage. They should be attractive, relevant and flashy in design too.

They should be objective and direct the user anywhere to help them do the action.

The potential customer must clearly understand what proposal you offer; otherwise, he will not take any action as he will be confused as to how to proceed.

It is worth remembering that AIDA is a methodology that has been successful for years and you can benefit greatly from it.

Now that you know what AIDA is and how to participate in each step, apply your knowledge!

See how it really works in practice and measure the results you get.

Remember to consider your persona first and tailor your strategy to it, getting better targeting.