Consumer intent is the idea behind a product or service. It is about what consumers want to do with it. For example, let us say you are creating a new kind of shampoo. Your product needs to work in a certain way to achieve a certain result. How well does this apply to your brand needs or potential customer base? Consumer intent drives your content creation to make their life truly easier.
It gives you the idea for articles, videos, or social posts. Consumers are continuously being bombarded by offers and promotions on a near-daily basis. They do not see value in staying on the same page and forgetting, for a moment, about offers and promotions.
Consumer intent creates a narrative for your brand. It describes and explains how the consumers you will be targeting find your product or service valuable. Then, your content needs to persuade that group of potential customers in a way that makes them want to do business with you.
All seems well until you realize your brand does not actually relate to this consumer intent.
Did you want to focus on fixing your breakup with your significant other? Black Friday might be a better fit. I hope your product can help small farmers stand a fighting chance against mega farms. Hammock pants are not great marketing since they do not help protect you from the elements.
Your brand can become unintentional “disruptive” to what your consumer is interested in. It sounds counterintuitive, but it is vital for your success.
Your consumers are extremely discerning. They will engage your brand based on a set of highly specific criteria. Identify your customer’s opinions and then follow up on how your product or service is helping them. It is incredibly easy to create a call to action in today’s digital age.
How to use consumer intent to market to prospects?
The difference between marketing to someone who is looking for a product versus someone who is looking for a benefit is the reason why a lot of marketing is not working. When you market to someone who is looking for a product, you must focus on the product itself and talk about features. If you market to someone who is looking for a benefit, then the focus becomes purely on the value that you can provide them. Hence the reason why using data to uncover consumer intent is very important.
Depending on who you are and how ethical you are, this is not the solution, but it is a significant method in which your marketing needs to be crafted to appeal to a huge group of people. In marketing alongside a significant number of people who are looking for a benefit, there are some clear shifts you can recognize.
If you can shift your message towards a person who is looking for a product, it likely means they are looking for a fix. Seeking a product’s solution as opposed to a general improvement means that you have focused on what the product does within the preconceived notion that it solves their problem.
If you market to a person who is looking for a benefit, you are not necessarily seeking external improvement, but you are looking for complete and total results.
When marketing to a person who is looking for a product, you are less focused on solving their problem and more focused on helping them find their benefit. One approach is to offer a solution or product that fits with their lifestyle or help them to move up the value chain; present a better option by pairing product with value. This can come in the form of lifestyle changes, purchasing, or addressing their key pain points.
What I am trying to get across is that no matter who you are and how good you are at marketing, you must constantly shift your messaging to appeal to people looking for a benefit. As noted in the directory, only 3% of the population will utilize everything you have to offer.
Using data to identify your ideal clients.
To build your business, you must understand who your ideal clients are. If you can identify your ideal clients, you can create an offer that appeals to them and helps you convert more of them into paying customers.
To get more people, you start talking to them. Every relationship starts with a first impression. The first impression of a prospective client is often based on the value or compatibility of the first thing that a person may mention to them.
Here are a few first impressions people make when they meet a business advisor or client:
- Be persistent and cultivate a relationship with your prospective client.
- Once you have identified your ideal clients, it becomes much easier to approach them. As a rule, “the hardest part is beginning,” as Frankl said. It might be easier to approach someone you know, or it could be easier to approach somebody close to you who is not engaged in your endeavor.
- Unexpected offers are especially attractive. It includes surprising discounts, bonuses, or additional services for existing clients.
- After you have identified your ideal client, it becomes easier to describe your unique value to them.
Here are a few attributes that you may mention to your prospective client:
- Because value is the foundation of your offer, it becomes more and more difficult to provide it when you must describe your service in third person.
- Customers generally do not expect excessive description, but they expect enough. A lot of the time, what they need is simply a description of your offer.
- Imagine that we are talking to a technology company and we want to understand how they can increase the number of people who use their software. To describe the details of our offer, we can:
- Go through these steps for each step mentioned above until you reach the information that your prospective client needs.
Conclusion: By using data in combination with other sources of marketing information you will be able to do a better job at marketing your products and services.
We need to get away from traditional marketing methods. We need to move towards using data and analytics to help us make better marketing decisions and be more effective at marketing. We also need to take a lot of things into account when we are marketing our products and services.
How Marketing Analytics Helps You Nowadays, everyone is willing to spend money on marketing, even small companies do it. Companies with less marketing budgets can still do a lot of things right with analytics.
Marketing analytics is the process of gathering information about organic, paid, and transactional marketing results. It is important that planning for marketing analytics includes the entire marketing team because companies spend a lot of money on the wrong things and people. Analytics gives you the opportunity to analyze all sources of data about your marketing efforts to improve the optimizations you are doing. It will help determine how to drive results from ads, how to communicate more effectively, and how to make your website more familiar. Let us look at how to understand marketing analytics.
Marketing analytics is about gathering data from different channels and combining it to use to improve your marketing efforts. It helps you know how your customers interact with your website and digital ads. These efforts are as essential as you need to be able to know the details about what people do on your website, what kind of people visit your website, and what apps and companies they use. Every marketing analytics tool will allow you to see exactly what your ads are doing and from where they are being shown. You cannot miss analytics. Analytics will help you make more accurate decisions that will lead you to better results.
Marketing analytics is about information gathering. It is where you conduct business analytics about audience behavior and activities by using the different ways by checking rules. Rules are pieces of information that tell you behavior is being influenced by something.