YOU PROBABLY DON’T RECOGNIZE Elias St. Elmo Lewis by his name, but his work can mean pure marketing fire to your security industry business. In 1898, Lewis developed the AIDA marketing model, which stands for “attract Attention, maintain Interest, create Desire,” and later the fourth element, “get Action,” was added. The AIDA model is a universally recognized marketing formula proven to educate and persuade potential customers to buy a product or service.
Today we call this a marketing funnel, and it is a near supernatural vortex that turns total strangers into loyal customers by pulling in leads from the wider world and leading them down toward closing. At the top of the funnel (TOFU) are fresh leads who are just discovering your business or security products. In the middle of the funnel (MOFU) are leads who have become interested in learning more about security products and services based on the previous funnel efforts. Finally, at the bottom of the funnel (BOFU) are leads ready to be converted and make a purchase. Typically, the funnel is created using content, such as a combination of ads, videos and drip campaign emails to take the prospect through the process.