Recently I’ve been thinking about how the world of selling has been turned around by social media.
Marketers have developed a number of models to describe the process that buyers go through internally before they make a purchase, and one of the most commonly cited is the ‘AIDA’ model:
· We build AWARENESS of our product or service
· We do something to spark the prospect’s INTEREST
· As they find out more, they start to DESIRE our product or service
· Finally they take ACTION by buying
It’s the same process whether we’re selling a lawnmower, offering legal advice, or asking someone to hire us. Social media have added a new layer to this, because we can now tap into what happens AFTER the sale: