Reaching the right audience with the right message in this fast-evolving world of digital marketing is more crucial than ever. Intent-based marketing does exactly that-it focuses on the intent behind each user’s activity. Instead of targeting people at large, intent-based marketing looks into understanding and responding to specific needs and interests, thereby becoming effective and efficient marketing efforts. I will walk you through what they call intent-based marketing; why is it so important, and how to make use of this in capturing the right audience with the right message.
Table of Contents
- What Is Intent-Based Marketing?
- Why Intent-Based Marketing Matters
- Understanding Customer Intent
- 1. Informational Intent
- 2. Navigational Intent
- 3. Transactional Intent
- 4. Commercial Intent
- How to Apply Intent-Based Marketing Strategies
- 1. Audience Segmentation
- 2. Content Personalization
- 3. Use of Data and Analytics
- 4. Continuous Optimization
- Conclusion
What Is Intent-Based Marketing?
Intent-based marketing is an effort to understand in greater detail what kind of goal, need, or desire is being fulfilled by a customer’s actions online. It is much deeper than what traditional marketing digs into, usually hitting a mass audience through either demographics or interests. Intent marketing aims at understanding what the customer wants to do; whether he or she has set out to find a product, seek information on the same, or indeed has decided to buy it.
The new primary goal is to align the marketing effort with what the customer intends: you want to deliver a more relevant and timely message, increasing the chance of engagement and conversion.
Why Intent-Based Marketing Matters
Just in the digitally-dominated 21st century, the customer is going to be constantly bombarded with an avalanche of advertisements and content. At best, a fraction will resonate; otherwise, intent-based marketing can become the difference. By delivering a message that addresses the user’s needs and goals directly, businesses can:
Improve Customer Engagement
Conversion and sales increase
Strengthen relationships with their audience
Reduce Ad Waste through High-Intent Users
Intent-based marketing lets you not just target the right audience but also communicate a message at the right juncture in a buyer’s journey.
Understanding Customer Intent
To carry out intent-based marketing, you have to know the different kinds of intent that customers may have. All kinds of intent refer to the different stages of the customer cycle. That can help you in crafting messages more effectively and targeting the right prospects.
1. Informational Intent
This section of the users is looking to solve a problem or perhaps even seek insight. They are likely to use some keywords that would contain phrases like “how to,” “what is,” “benefits of.” They are not yet ready to buy but need to know. To capture and nurture these users, you could create almost any form of educative and informative content.
2. Navigational Intent
Navigational intent is when the user wants to locate an exact website, page, or specific resource. Using brand names or proper names of specific products is common with this type of intent. That kind of intent lets you know they are already aware of your brand and your product. Ensure that your website is friendly on the navigation and that your branded keywords are pointing users to the right path.
3. Transactional Intent
This is where the user is most likely to buy. They have typed keywords related to “buy,” “discount,” “best price,” or product-specific search terms. For such users, even direct persuasive messaging with a clear call-to-action should work very well.
4. Commercial Intent
Users whose intention is commercial are in the research phase before purchase. They mostly compare alternatives and read reviews or consider other options. The provision of detailed product comparisons, customer testimonials, and reviews will aid to nudge such users toward a decision.
How to Implement Intent-Based Marketing Strategies
1. Audience Segmentation
Segment your audiences based on intent as opposed to demography or interest. For instance, separate those who are only searching for information regarding a product versus those who intend to buy. In this regard, you will be in a position to provide them with the content that will ensure possibilities of engagement.
2. Content Personalization
Apply this insight you get from the intent of the customer to tailor content. For instance, provide education content to the informational user and product comparisons to the commercial intent users. It’s personalized content that speaks directly to the needs of the user and therefore increases chances of action.
3. Application of Data and Analytics
Leverage data to understand what users are searching for and what actions they’re taking on your website. Tools like Google Analytics, search query data, and behavior-tracking tools can help you understand user intent. Draw out the metrics used, such as pages visited, time spent on page, and even search terms for an uncluttered look at what’s going on with user intent.
4. Continuously Optimizing
Intent-based marketing doesn’t happen overnight, however. You’ll need to periodically check data, change strategy, and pay attention to the quality of the content being created as user behavior and search patterns change. Optimize constantly and always ensure that your messaging is relevant and impactful.
Conclusion
Intent-based marketing, after all, is about the right messaging, at the right time, and to the right person. Keeping in mind which type of customer intent exists and what your strategy will be to address each kind-meaning making meaningful connections with your audience-will surely be a push to enhance digital marketing results.
This would make it worthwhile checking out Digital Trainee’s digital marketing courses in Pune, digital marketing courses in Thane, and even digital marketing courses in Surat if you wanted to acquire some of the latest digital marketing skills. The program has gone pretty intense now with intent-based marketing, SEO, as well as personalized content-a toolkit with insights that make shining easier in this digital world.
Author: Prashant Kadukar, Founder & CEO, Digital Trainee
Bio: The founder and director of Digital Trainee, Mr. Prashant Kadukar has been an inspiration owing to his laurels all along. An MIT alumni, he happens to be a Google Ads & Bing Certified Professional. His decade long mastery in strategizing, designing, and implementing Digital Marketing plans and campaigns is well known. Mr. Prashant’s portfolio consists of serving 100+ Domestic and International clients, and consulting numerous startups on aspects such as strategy and growth. The workshops conducted by him have