By Melissa Walsh
Before social media, AIDA (Attention, Inform, Decision, Action) was the guiding formula for developing advertising and marketing communications. What’s changed is that the four parts of AIDA have become interactive via social media marketing (SMM).
In her book The Zen of Social Media Marketing, Shama Hyder Kabani presents her formula for attracting business in today’s SMM environment. In this three-part blog series, I summarize some of the tips Kabani offers in her book.
The ACT Methodology
A - Attract, or using SMM to stand out to attract traffic.
Kabani says that the key for attracting your market is to have “a great BOD.” You must have a Brand, or a strategy for summing up your product/service in a single word or simple phrase. Then you must present the Outcome of your product/service as a simple goal of that product/service. You reinforce the connection by promoting your Differentiator, or how your product/service is different from (better than) that of your competition. SMM is not a selling tool; it is an attracting tool.
C - Convert, or using SMM to share samplings of your product/service.
Kabani says that conversion is the sum of valuable content plus time. In other words, conversion develops from consistency in your content marketing and allowing that information to penetrate and influence your market via SMM over time.
Rarely does an SMM post lead to an instant sale. However, it should assist your market in acquiring information about your product/service. SMM must lead your market to your best conversion tool: your website. Though SMM should not replace your website for winning customers, it should offer content freebies to customer prospects, or your content marketing consumers. This ought to lead them to your website where they can be converted to customers via the point-of-sale feature of your website.
T - Transform, or the social proof of the attraction to your product/service.
“Social media is built on social proof,” says Kabani. Here's how:
Kabani urges content marketers to engage in SMM thoughtfully, authentically and patiently. Just as one cultivates a relationship with a new friend, The ACT Methodology of SMM requires consistent interactivity with a target market over time.
Raised in the Motor City, Melissa Walsh is a content solutions guru with a background in reference publishing, journalism, teaching, and applied engineering. Her identity is shared as a writer, mom, history nerd, and hockey player. She also knows how to turn a wrench and use a scantool.