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Marketing 14 min read April 20, 2023

Beyond Awareness: What is Intent-Based Marketing

Janet Peischel
Janet Peischel

Have you ever noticed how when you type a query on Google, it shows you the products that best match your interest?

Sometimes the ads shown by Google are so relevant that you might instantly buy that product. Google isn't just relying on showing products that other users have searched/bought; instead, it tracks your past searches, collects analytics, website visits, online surveys, etc., to show the most relevant products. Moreover, Google keeps rechecking and retargeting the ads to ensure users get excellent results.

It is just one example of how a company (i.e., Google) has incorporated search intent marketing strategies. Almost all small and large businesses have seen the impact of intent marketing on their sales and have started using this type of marketing.

We’ll explore the stages of the sales funnel.

Don't worry. We have got you covered. In this blog post, we will delve into the concept of intent marketing and how it has changed the sales funnel. We will explore different strategies that you can use to tailor content to the customer's needs, and the techniques that can help you win long-term and repeat clients. So make sure to check out the whole post.

What Is Intent Marketing?

Intent marketing is a strategy that enables businesses to produce individualized, relevant content that satisfies customers' demands by using data and analytics to understand user intent.

With the help of intent marketing, companies can deliver relevant content to customers at every stage of the sales funnel, from awareness to assessment to decision-making, by determining their intent. Since the content matches the potential customers' intent, it is more likely to result in conversions.

Intent-based marketing uses a person's online behavior to craft personalized messages to engage potential buyers poised for purchase. This strategy analyzes various indicators of customer intent, such as the duration spent on a specific webpage, the subsequent pages visited, and the user's comprehensive browsing history.

Intent marketing largely relies on technologies like pay-per-click (PPC) advertising, content marketing, social media marketing, search engine optimization (SEO), and content marketing to reach and engage with clients at various stages of the buying journey. The goal is to provide customers with relevant and helpful information that will guide them through the marketing funnel, from awareness to interest to purchase.

What Is User Intent in SEO?

User intent is also known as search intent (SEO intent). As the name implies, it refers to the reason or purpose behind a user's search query on a search engine. User intent is the primary objective, answer, or goal the user wants to achieve when searching for a particular keyword or phrase.

User intent varies from person to person and may alter during the buyer journey. The search engine's algorithms try to understand the user's intent behind the query and return the most relevant and useful results to fulfill the user's objective. This understanding helps businesses achieve higher conversion rates.

The main advantages of understanding search intent are that you can:

What Are The Main Types Of User Intent in SEO?

1.Informational intent. Individuals with an informative intent have a specific query or wish to learn more about a particular topic. This intent has the highest search volumes out of all other intents. Examples of informational intent queries include "how to lose weight instantly," etc. 
2.Transactional intent. People searching with transactional intent are looking to make a purchase right away. It means that the users have already decided what they want to buy and want to go to that product page straight away. Examples of transactional keywords include "buy Philips air fryer xl," etc.
3.Navigational intent. People with navigational intent want to visit a particular website. These SERPs often include home pages or certain product or service pages. Examples of these keywords include "Twitter," etc.
4.Commercial intent. Commercial intent is also known as commercial investigation intent. People with this intent want first to educate themselves about a product and then buy it. Сommercial intent keyword SEO often include listicles. Examples of commercial keywords might be "best washing machines."

How To Leverage The Marketing Funnel?

To leverage intent marketing for your business, you need to take a strategic approach that incorporates the latest trends and technologies. We are going to explain this in a simple manner.

Samsung's effective use of the marketing funnel has helped the company generate significant revenue from the premium phone models, maintain customer loyalty, and enhance the brand's reputation.

You can also leverage these and other intent marketing strategies to create a more personalized and engaging experience for your audience, which will help you increase conversions and brand loyalty.

Now There’s A New Sales Funnel

The new sales funnel includes several steps that focus on the customer's needs and interests. The 5 stages of the marketing funnel are:

1.Awareness. The foremost step in the sales funnel is the awareness stage. In this stage, the goal is to create awareness about the brand or product you want to promote. You want to attract potential customers who might be interested in the types of services you offer.
2.Interest. After the customer is aware of your brand, next you need to generate interest. You can do this with the use of email marketing and by exposing them to personalized content.
3.Consideration. The third stage is the consideration stage. The consumer is thinking about buying at this point, but they are comparing your product to the other options in the market. So, at this stage, you need to include more details about your goods or services, such as testimonials and reviews.
4.Intent. The consumer is certain that he wants to buy at this point. Here, the customer might add something to the cart, go to the checkout page or try to find coupons before checkout.
5.Purchase. The last stage of the sales funnel is the purchase stage. However, this is not the end of the sales funnel. Now that the customer has made a purchase, you need to follow up (ask for reviews, send newsletters and discount codes, etc.) to convert them into repeat customers.

Intent Marketing Vs. Traditional Marketing: Completely Different Approaches 

The traditional sales funnel was formerly a straightforward procedure that started directly from consumer awareness and ended on purchase.

Intent marketing aims to attract and convert high-intent customers by generating customized content that aligns with the users' needs and intent. It involves tracking the buyer's online behavior, preferences, and actions to determine their wants and provide tailored solutions.

Traditional marketing, on the other hand, involves creating marketing campaigns designed to reach a vast audience. This type of marketing includes printed ads, television commercials, newspaper ads, billboards, etc. The goal of traditional marketing was to create brand awareness and generate leads.

After the purchase was final, there were no follow-ups whatsoever. Purely transactional 

However, the modern sales funnel has grown more intricate and dynamic as the need for tailored content is higher than ever. Moreover, the new marketing funnel uses intent marketing to focus on bonding with the customers, interacting with them across multiple platforms, and delivering personalized content at each level. If you’re doing this well, you’re also following up with those customers to continue the relationship.

What Strategies Can You Use To Determine Marketing Intent?

You can use several strategies to determine the marketing intent of your target audience. Some of the most important ones are:

Conclusion

In conclusion, by putting the client at the core of the process, intent marketing has completely transformed the traditional sales funnel. Businesses can create tailored, hyper-relevant experiences that resonate with their target audience by knowing their requirements, preferences, and intent.

Digital technologies have given consumers more influence over the purchasing process, making the old concept of broadcasting messages to a large audience obsolete. Instead, companies need to engage in a two-way dialogue with their clients, using data and insights to inform choices.

We have discussed in detail how the marketing funnel has changed with the passage of time and what strategies help you top the new marketing funnel. We also have shared with you the different stages of the marketing funnel and where the user stands in all these stages.

By correctly embracing and following intent marketing, you can improve customer satisfaction, increase engagement, and drive conversions, resulting in long-term success.

You well may need to change your practices as technology continues to evolve. Stay agile and opt for improved marketing strategies to meet the changing demands of your customers. Those who prioritize the customer experience and understand the importance of intent marketing will be the ones who thrive in the years to come.

The opinion of the guest post authors may not coincide with the opinion of the Serpstat editorial staff and specialists.

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