Do you know the importance of intent in marketing?
It is one of those elements that may be a gamechanger for your business.

Knowing what your customers and clients think is one of the essential elements for a winning business.

Intent marketing can help you do just this – understanding which is the most profound meaning for people’s actions and react by consequence, allowing marketers to give them the best service at the perfect time.

Do you want to know more, right? Yes? Let’s go!

Intent Marketing. What It Is And Why It Is So Important For Your Business

If you have no idea of what intent marketing is, let’s begin with a simple, yet clear definition.

“Intent marketing is the marketing of a product or service based on a consumer’s actions or activities that signal intent that they are preparing to make a purchase decision.”

The value of search intent has been around since 2007, thanks to many surveys and researches.
It became even more critical after the changes in Google’s algorithms in 2015. Intent marketing focuses – as its name suggests – on people’s intent to buy a product or a service, and this is why it gives enormous importance to SEO and keywords.

Intent marketing’s core is identifying people’s purpose and targeting them in the most useful way.

Why is intent so crucial for marketing?

It is vital because it allows marketers to understand customers, their values, and ideas better, and it is easy to understand why all of this can be a gamechanger for any advertising campaign.

The best way to get people to intend to analyze the keywords they look for – which means organic and paid research -, and this is why you must have a wisely targeted audience.

Naturally, this is not the only element to consider for a winning intent marketing strategy.

During the years, the audience’s expectations have grown and evolved. Customers look for a personalized customer journey or one-to-one email marketing. They crave to feel special and unique, and they want the brands they love to love them back.

They have certain precise expectations, and they want brands to fulfill them.
Moreover, the customer journey has become more complex and intricate, with many different devices that people use to collect information and having peer-to-peer opinions.

If you want to rock this kind of marketing, you also have to focus on people’s deep intent that lies under their research. Think about queries as an allegory – when people look for something on Google, for instance, there is always something more than the regular analysis.

Let’s see a couple of examples.

What people write: “Nearest Mexican takeaway restaurant.”

What people mean: “I want to eat some exotic food, but I have no chance to buy it in person, and I probably have not so much time in my lunch break. This is why I need a place with good reviews near my job place that allows me to order food and receive it in a few minutes and still warm.”

Let’s try again:

What people write: “Things to see in Washington in three days.”

What people mean: “I am doing a brief trip to Washington, and I have never visited the city before. It means that I will not have a lot of spare time, so I need to know which are the most important attractions and monuments to see to take advantage of any minute.”

Can you see the point?
Intent marketing is a huge opportunity to understand your customers at best and to give them exactly what they need most perfectly.

Fascinating perspective, huh?

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However, it does not mean that every kind of intent is the same. We can count four kinds of research, that can change according to the medium (web research VS personal assistant) and to the way of asking:

A transactional question (put as an action) on the web, for instance: “Buy razor refills.”
An informational one (put as an indirect question) on the Internet, for instance: “Starting date and consequences of GDPR.”

A transactional one to an IPA (intelligent personal assistant), for example: “Tickets for Guns N Roses concert.”

An informational one to an IPA, for example: “Hugh Jackman age” or “Is Thailand nice in August.”

Next to those four, there is the fifth combination. It is the navigational one that only wants to “go” somewhere, to reach something. It is, for example, research like the “Spotify website” or “Spotify app.”

However, you can’t be sure where your targets are in the buyer’s journey at the moment. Your timing may be off. They may simply be browsing, with no actual intent to purchase.
Intent-based marketing introduces the time factor in the equation.

So, we learned that marketers need to know people’s intent to start advertising – but how can you do it?

You probably already guessed the answer – you need data. As more and accurate data as possible, that will lead you towards a precise knowledge of your target that will allow you to conquer their heart.

How And Why To Use Data For Your Intent Marketing Strategy

It is not the first time we insist on how much data is valuable for the creation – and success – of any marketing strategy. In case of intent marketing, it is, if possible, even more critical, because collecting the right data is the only way you have to unveil your target’s real thoughts.

How can you collect the right sets of data, and how can you use them for the perfect intent marketing strategy?

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Here there are five tips you can use:

3 Reasons To Implement Intent Marketing In Your B2B Business

Are you still skeptical about intent marketing?

Here we are three reasons why it may become your next best friend during your marketing campaigns, especially in a B2B marketing strategy.

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Takeaways
Intent marketing allows marketers to better understand customers, their values and ideas, and it is easy to understand why all of this can be a gamechanger for any advertising campaign.
For an effective intent marketing campaign, you need data. As more and accurate data as possible, that will lead you towards an accurate knowledge of your target that will allow you to conquer them.
intent marketing is useful in several ways, from crafting the perfect buyer persona to planning the content strategy that your customers will love.