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.”
Here we go with another example.
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.”
Understand people intention
Intent marketing is a huge opportunity to understand your customers at best and to give them exactly what they need most perfectly.
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?
Here there are five tips you can use:
Identify your buyer personas
There is no use in aiming to intent marketing if you have no idea of who you are talking to. So, first of all, you have to unmistakably identify your target and planning the buyer personas that are perfect for you.
In this way, you will be able to study your target and to know what their insights are, their needs and – most important of all – their research. Targeting is useful because it narrows it down.
There is no reason to look for insights into people that are not useful for your brand and your marketing campaigns.
Take care of the context
We will talk about this part again, but let us introduce it. The background is part of the reason why a person is interested in your service. They may have hundreds of ideas, and not all of them may be useful for your brand – some of them may even be in contrast with one another.
People may look for your website and your social media for totally different purposes. One may be genuinely interested in your product and curious about your brand, your catalog, and your history. It is the best case.
Another may be a competitor. He only lurks your channels to know what you are doing and writing a competitor analysis to find out how to improve his brand’s strategy.
Last but not least, someone may be looking for a product like yours, but he does not finalize the purchase for some reason – he does not know you and prefers a more known brand, he is not part of your target, you are too expensive for him.
So, remember that numbers matter, but only in the appropriate context!
Analyze keyword research
As we were saying, SEO and keyword research and analysis are crucial elements of intent marketing. It is towards them that marketers can penetrate customers’ and prospects’ minds and identify their intentions.
That is why analyzing the keyword they look for is so useful.
There are several factors that impact the analysis, for example, keyword volume, promotion, and clickability. Do not forget to think about deep-intent keywords while you are writing your pieces of content, because Google will like it a lot.
Consider the most important sets of data
As it happens for KPIs, there are many different kinds of data that marketers can use to create a valuable intent marketing strategy. In particular, you can take advantage of Individual activity data, Deep behavioral data, Context data and Surge data.
Individual activity data “provides insight into visitor interactions with the website and their unique actions,” and they are data like the pages they viewed, the time spent on the website, or the way they found out your site.
Deep behavioral data are “the in-depth behavioral tracking of each site visitor” that “provides invaluable specifics about user actions.” Some examples of this data are, for instance, page scrolls and clicks.
Context data, as we were saying, are pieces of information about customers’ situations. They “provide insight into the nature of a person’s interest in the topic.”
Surge data, last but not least, “tell you which businesses are actively browsing your products. It also reveals other intent signals, such as what content people want to receive from you and when.”
Divide the results of your research according to buyer intent
Have you collected all the pieces of information about your target? Well done! However, you have not finished yet.
Right now, it is time to sort them into different categories based on customers’ intent.
Also, they will be useful not only to organize pieces of information but also to find out exciting topics for your content strategy.
3 Reasons To Implement Intent Marketing In Your B2B Business
Intent Analysis enhances your content strategy
Intent marketing can be the most useful element for a successful content strategy. If you know the intent of your target, you can easily pair it with your approach to obtain the maximum result from it.
It can be helpful to identify the topics go through, the best time to publish and get the best result, which could be the most effective CTA, and more.
The more you know about your target, the better you can tailor your strategy.
In this way, engagement will rise because people will find the answers to the questions they were looking for.
Intent Marketing boosts your advertising campaigns – not just SEO
There is so much more than just content marketing!
If you identify and follow the right keywords, you will have a personal and privileged sight on your customer’s mind. In this way, you will be able to plan an efficient SEO strategy.
The key is always the same – deliver meaningful and interesting content for your audience, and they will reward you.
Define perfect customers and help engagement
We love a well-crafted target. Knowing who you want to talk to is the most effective way to start a campaign.
Thanks to data, you can understand the ideal customers’ path and craft the perfect buyer persona.
Your customers’ interests will be no more a secret for you.