My favorite form of gratification is instant.
Think about it: don’t you love it when you get exactly what you want, right when you want it? When a friend anticipates your need to bring you a cup of coffee during the mid-afternoon slump? Or when you get to make a fun impulse buy that brings a smile to your face?
Believe me! The same thing is true for everyone—including your customers. Research shows, time and time again, that customers aren’t engaging with you because they love your brand (or at least not only for that reason). They’re in it for convenience, which you provide.
And the best way to keep providing that convenience to your customers? Give them what they want, and when they want it! That’s where intent marketing comes in—and why it’s so critical to your brand.
How Intention to Drive Conversions Works?
As you’d expect, intent-based marketing is all about matching customers with the content they’re looking for. It determines a customer’s purpose or intent and pairs them with the information they need to move forward.
Essentially, you’re sharing content with people whose search behavior shows they’re more likely to take a specific action (i.e., who are more likely to make a conversion), like purchasing a product or signing up for a newsletter.
The magic of intent-based marketing is that it recognizes that customers have all kinds of different intentions, and it adapts to those intentions. That means you’re giving people the right type of content, matching the keywords they’re searching for, no matter where they are in your marketing funnel.
But when it all comes down to it, those things are just extras. (Very helpful extras, but still.) What really drives the most direct conversions is audience intention. When you take the time to understand your audience’s intentions and then align your content with them, that’s where the magic happens!
If you’ve been in the marketing game for a while, you know that there are many things that drive conversions—like keyword use, social media promotion, clickable headlines, and more.
For you, that means you get a number of business benefits:
- More personalized service for your actual customers, not just the “average buyer”
- Improved purchase experience for your audience
- Increased engagement from customers who are finding what they’re looking for
- Improved overall marketing performance—thanks to insight into your audience’s needs
Plus, all these benefits come to you just by giving the people what they want. It takes time to understand and read audience intent, but the effort you put into it gives you massive ROI—and much happier customers.
Intent-based content can help you revolutionize your conversion rate in 2021 and beyond. When paired with other SEO basics, it’s a great way to reach more customers who need your solutions and narrow your focus to the ones you can actually help. If your goal this year is to personalize your approach and reach your niche, this is a great strategy to adopt!
Lara Schmoisman, CEO & Founder of The Darl and Marketing Simplificado