Leveraging social media is a practically free and effective tactic for bringing more visitors to your software company's blog. However, posting visually rich, attention-grabbing content on Twitter or TikTok without a coherent strategy leaves a lot of money on the virtual table.

Enter AIDA.

The AIDA marketing model is one of the best ways to convert a cold visitor into a customer. The model is based on the assumption that your audience will buy products or services if they go through the following stages:

1. The audience becomes aware of a problem when you capture their Attention.
2. They develop an Interest in solving the problem after interacting with your content.
3. By educating your audience about your solution, they begin to Desire it.
4. Finally, they take Action by buying your solution or asking for more information about it.

Here's one way you can wield AIDA in a social media marketing campaign:

Attention

Introduce people to the problem you solve with a conspicuous, colorful, and even shocking piece of content on your Twitter, TikTok, or decentralized social media page. It should scream "Click Me!" or "Share Me!" or "Reply to Me!"

Any words in the post should reflect the language of your target audience. Talk the way they'd talk.

Use hashtags people in your niche would recognize.

Interest

After one or two Attention posts, do a sequence of posts that stoke your newly captivated audience's curiosity about the solution you provide.

This should get them asking questions about the problem you solve or specific features of your solution.

Convey that you know how they feel with a series of tips addressing pain points.

Desire

Share some case studies or testimonials from previous customers.

Craft a few posts that display the uniqueness of your brand. How do you differ from your competition? Why would you be a better fit for your customer?

If your previous Attention and Interest posts were successful, your audience will now imagine themselves living with your solution.

Example: Post a comic with one frame showing the status quo (pain) and the next frame showing the alternative (the benefit your solution provides).

Action

"We have waited, found the moment, and must not hesitate."—Robert Greene

By this point, some in your audience are ready to buy, opt into your blog's mailing list, or visit one of your blog posts.

Post an announcement of your product launch, a link to your newly published blog post, or a landing page.

Create some urgency with statements like "Today's the last day!"

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