Archive for the ‘AIDA’ Tag

So What’s Your Social Media Strategy?

By now most folks have heard the buzz on the streets about social media and social networking, and many have been jumping on the bandwagon in order to capitalize on the latest Internet craze. But why are you updating your Facebook status, sending tweets and adding entries to your blog? The ultimate goal is to develop and maintain relationships with those who can either provide you with business or provide you with referrals that can lead to new business. But as is often true with any new technology many folks are using these new tools like taking scattered shots in the dark without a clear sight on their target.

Most long-term profitable work comes from culturing a relationship with the client or prospective client where he or she has a high degree of comfort and confidence with the attorney’s ability and, equally important, their commitment to serve their needs. Traditionally attorneys cultivate these relationships via face-to-face meetings, phone calls, and e-mail. These tools still exist and are not replaced by the new social networking tools. Rather the new tools should augment these tools by:

  • Extending your reach to create new relationships
  • Extending you capability to deepen existing relationships

Think back to your Marketing 101 class and you may remember the acronym AIDA that stands for Attention, Interest, Desire and Action. This is referred to as the Model of Consumer Behavior, also called the Hierarchy of Readiness. This model can be applied to business–to–business marketing as it describes a basic behavior exhibited by all decision makers. The objective is to step the decision maker from the first stage, Attention, up through the final stage, Action.

AIDA

AIDA Flow

 

 

  1. First your communication strategy needs to cut through the clutter to get their attention. No one his going to become a client unless they know you exist.
  2. Once you get their attention your message needs to get their interest. You can yell, “Hey, you!” and get someone to turn their head, but you then need to get their interest so they will listen to your message.
  3. If you’re successful and have their attention and interest, your message now needs to create desire. This is where you communicate where your skills and services match their needs. And it’s convincing enough that they can envision themselves working with you.
  4. Finally, your strategy must include a call to action. You have expended your time and resources to get the prospect’s attention, raise their interest, and develop a sense desire so make sure you have a call to action in your strategy so you can take advantage of the primed situation.

Applying AIDA

Let’s apply the AIDA model to your social networking strategy. Remember, the objective is not to adopt social networking tools just to jump on the bandwagon. That would be like firing of random shots in the air without aiming. You need to evaluate each component and decide how to use them as part of your overall strategy to move the prospect from one end of the model to the other. So let’s plug in the various tools that are available and see how they might be used to develop business relationships.

Social Networking Functions Organized by AIDA Step

Social Networking Functions Organized by AIDA Step

Step One: Get Their Attention

Twitter tweets and Facebook & LinkedIn status updates are useful tools for getting folks attention. People add you to their for selfish reasons. Either they are curious about you and what you are doing or they want to build their network. Either way, you should leverage this behavior to your advantage and provide them with information that induces them to read what you have to say.

And what do you say? Many people using these tools put too much personal information on almost every aspect of their day. Your target market doesn’t really care what time you get up or that you are brushing your teeth. But they will be interested if you are attending a business related conference, or if you are passing along a bit of news that’s important to their industry, or if you are sending a link to your new blog topic on a subject that interests them. These are the types of short, headline type messages you need to send. In fact, they play the very same role in your strategy as a headline does in traditional advertising. Your objective is to get their attention to move them on to the next step, desire.

Step Two: Generate Interest

Creating interest may take more time and is difficult to achieve with tweets alone. After all you only have 140 characters and even if you are succinct and pithy it’s not likely that you are going to get someone interested with a single message. Instead you need to rely upon a cumulative effect of your tweets and status updates, what I refer to as your message halo. The combination of a body of tweets, your public bio, profiles, etc. and by tactful linking to external web pages establish your reputation and cultivates a following. This is the beginning of a relationship.

As you continue to send out your message, you are developing a body of work, you’re message halo. Multiple impressions over time in a given discipline impart a sense that you are an expert in the field, provided your tweets and status updates are accurate and of interest. After a time your audience will anticipate your tweets and updates as the content they lead to has value to them. There are two important issues regarding your message strategy to this end.

One, you need to have a regular flow of content, not too much and not too little. You need to spend enough time that your name is in front of your audience but not so much that you are simply flooding them as that dilutes the impact of your message.

Two, you must restrict your message to content that matters to your business or relationship. Do not tweet that you are brushing your teeth. No one cares and it does nothing to drive the audience towards taking an action, which is your ultimate objective. That doesn’t mean that non-business related content should be banned. Business development is dependent upon creating relationships and allowing certain aspects of your personal life to come through your messaging helps build a sense of camaraderie. In fact, one of the most overlooked aspects of social networking tool is that you can become more personable with a large group of people at the same time, many of whom you may never have met. That is a powerful tool. So be careful and very thoughtful on what impression you make through your messaging.

Other tools hat help include leveraging the features of the social networking tools such as completing profiles, joining groups, uploading bios and photos. As the audience sees this information, they begin to develop an impression about you and your interests. All of this works towards establishing a relationship. So be careful to not be too personal if such information may be detrimental to developing a business relationship. This is particularly important with Facebook where you may let your guard down and post information that could offend or turn off business contacts.

Step Three: Create Desire

Now that you have their attention and they are interested in hearing what you have to say, your strategy needs to move the audience to where they desire to hear what you have to say. Tweets and status updates cannot do this so you must now leverage other aspects of your communication strategy to elicit this response.

You should take advantage of the firm content but you also need to personalize the subject matter. After all, your goal is for them to develop a relationship with you. Passing along a firm newsletter or an alert on a timely issue have value to your contacts but they do not reflect totally on you and your ability. To build a relationship you must demonstrate your knowledge and expertise. Traditionally attorneys do this by presenting at events, writing articles & white papers and making presentations at conferences and firm events. These are still valuable tools and you should use social network tools to drive interested contacts your material. Your tweets and status updates should include links to these materials and registration information.

Another social network tool you need to incorporate is blogging. If you have your own blog you now have the freedom and flexibility to demonstrate your knowledge and expertise with less constraints associated with firm resources. But beware! If you do not have the writing skills or the dedication to provide timely content, then the use of blogs could backfire and have the opposite effect and drive folks away from you. You also must still conform to all legal ethical standards.

But if you are committed and possess decent writing skills, then blogging is were you can truly personalize the message and express yourself. You can demonstrate your knowledge but also connect with your reader on a more personal level working towards establishing a relationship. *There’s that “R” word again!) A blog has an advantage over the other channels in that it’s your blog and you are communicating directly to an audience.

Step Four: Stimulate Action

So the objective of your social networking strategy is to culminate in some sort of call to action that leads to either

  • Extending your reach to create new relationships
  • Extending you capability to deepen existing relationships

Typical responses would be to create an opportunity for a meeting, such as lunch, a telephone call, or an exchange of emails, sort of electronic conversation. In order to do this you must provide a means for the reader to contact you and specifically ask for them to participate. Salesman are taught to always ask for the sale and this is no different, ask for a response. The goal is to elevate the relationship from a non-qualified group of followers to a personal conversation that will lead to a business relationship. It’s these relationships that will eventually lead to new clients and increased business with existing clients.

Make sure you provide a business email or a link to your professional bio. Most blogging software provide for comments or even discussion boards. Discussion boards can be quite useful because in addition to elevating the relationship you are receiving feedback on a given subject matter from the contact. You are engaged in a dialog where you gain insight into their issues and problems, which you now have the opportunity to display that you understand their issues and can help solve their problems. One technique is to pose questions to your audience with the sole intent of inducing them to respond with a comment or add to the discussion thread. The purpose is to engage them in a conversation and develop a relationship.

Finally, a note about using social networking tools as a means to extend your reach and develop new relationships. Messages sent via Twitter or posted to groups on LinkedIn or Facebook are reaching an audience beyond your traditional in-house lists. Twitter also extends your reach if folks following you retweet your message to folks that follow them. So your message can reach thousands of folks who you don’t know and do not have a traditional means of identifying.

Social Networking tools alone will not get you a new engagement or expand the business you do with an existing client. They are useful marketing tools with some very unique attributes that should be melded into your complete arsenal along with the traditional firm resources and your personal, face-to-face selling. The goal is to leverage them into your mix and using the AIDA concept may be a helpful way for you to develop a comprehensive communication strategy. At some point if your social networking message catches their attention and raises their interest, and it just happens to be for on a topic that’s important to their organization and they desire help, then your call to action may get them to reach out to you so you can establish a business relationship.

A Call To Action

I’m very interested to hear from you your ideas and thoughts on this topic. Especially if you have worked with attorneys to incorporate this or similar methodologies into their personal marketing techniques. You can add a comment here or contact me directly at wvannerson@foley.com.