Are you tired of cold calling clients hoping they are in the market to buy? Then you are in the right space. Intent monitoring is another tool to add to your marketing toolbox so that you can potentially make more successful conversions.
What is intent monitoring?
This is analysing data from your website and social media pages about what your clients are looking at and clicking on. This intent can then be divided into two areas. They are:
1. Learning intent
These are visitors to your website who spend time on your blog posts about the products you sell. They may also look at the product page for information to improve their knowledge about the industry you operate in.
2. Buyer intent
These visitors to your site might come in through your landing page and may look at comparisons of the different products you offer, they may download some of your marketing material, and they will review your pricing page.
How to use intent monitoring?
When we use the data from intent monitoring, we need to analyse it closely. We need to make sure you get the type of data that is important and relevant to you. Next, we need to focus in on those clients who have shown an interest in our product. We will score them according to an intent scoring list we have drawn up.
We can evaluate the information on the context in which they visited the site, how recent they have visited our website, and where did they spend most of their time on the site. With this information, sales and marketing can create more personalised and accurate ads to target the customer where they are at in the buyer’s journey.
We can get intent data by looking at the Google Analytics on our website, doing social listening and using third-party apps which aggregate the data from various sources to highlight what are the top topics in your industry.
What are the advantages?
One of the advantages of using intent monitoring is that you can evaluate which pieces of content on your website do well and what this says about those who interact with your website. We can also look at what personalised call-to-action we can design to help the customer to move along the buyer’s journey.
The next advantage is that we can target customers who are in the market to purchase our products. By reviewing the information, we may get a specific person or data on the ideal customer and be able to reach out to them. Through this, we have the upper hand over our competitors because we have sought out clients who are in the market to purchase and we are able to shorten the customer’s journey.
With the data from intent monitoring, we can design content that helps the decision-makers to choose us. We can also ensure that we offer our product or service in a language that is understood by our ideal client.
In conclusion, by knowing the intent of our customers in their buyer journey, we can make sure we use our resources in the best way possible to build rapport and trust with customers which will potentially lead to an increase in our bottom line.
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