The intent of your potential buyers and the visitors of your website is an important part of marketing. Before launching a marketing campaign, it’s always good to have a look at not only your target groups but also at the things that may interest potential buyers and also at their buyer intent.
We are all different which means that even the segmentation into specific target groups can be segmented further – broken down into even smaller groups. Doing this isn’t always effective, however. The people in our target groups usually have the same problems or needs but they’ll often use different ways to find the solution they need. Understanding why our potential customers search for and want to buy products or services may help us with our marketing activities. For this reason, knowing what problems, needs, and intent our potential buyers have is very important for us, marketers.
If we don’t have a lot of money to spend on initial analyses, it’s better to simply look at the intent of our customers, rather than try and break down our target groups.
What is buyer intent?
Buyer intent (or buyer intention) is the way a person makes decisions based on their needs and looks for information or uses services needed to fulfill those needs. Let’s say that I want to buy a bike – this is my intent. I had an injury before, so I won’t go looking for a mountain bike because I’m not planning on biking in the forest. I want a road bike. I’m from Bratislava, so I won’t buy a bike from any other locations unless the price is very good or there’s some other benefit involved that would be worth my time. In such a case, I can buy it from anywhere in the world using the internet.
In the past, I would have to visit several stores and choose from the options available there. Maybe I got a flyer in my mailbox or I just saw a bike somewhere and it caught my eye. I’m not an expert on bikes, however, so I would probably ask my friends who know more about them and find out what tips and advice they can give me. In the end, I would probably go with one of the bikes available in my area, based on reference, reputation, price, available repairs in the area, and other factors which are important for me.
Times change, however, and I can now do all of this from the comfort of my own living room or on my way to work using a phone. I can ask for advice on social media in groups that are started based on interests – in this case, biking. Like this, both the people I know and those I don’t know will give me some tips and tell me which bike they think I should get. As you can see, it’s much easier to buy a bike in 2017 than it was in the past. Marketers must always keep this fact in mind. If they want to be successful, they need to understand the behavior of their potential customers.
How to find out the intent of a buyer?
Tools that help us discover intent are available to everyone. Google Search and social media, for example, are tools that help us not only discover intent but also receive immediate feedback from out potential customers.
How does it work? Let’s go back to my bike. Let’s say that, based on my intent, I do a Google search for “road bike reviews“. This means that I don’t yet have an idea of what I’m looking for. I know that I want a road bike but I don’t know what kind, so I’m looking for reviews of different bikes. I can also visit social networks and ask for advice in cyclist groups, which will give me additional information from the people in the group. However, if I do a Google search for “Pinarello Dogma road bike“, it means that I already have an idea of what kind of bike I’m looking for, I already know what I want. If I search for “Bratislava bike store“, I probably want to see some of the bikes with my own eyes or I’m looking for accessories to the bike I already own. Do you see how Google searches help us discover buyer intent?
The internet allows us to use various techniques and tools in order to find out what is being searched for the most. Keyword analysis is a good option. The Google Search Console allows you to see how many times your web was seen, based on certain keywords. You can also use Moz to keep track of certain keywords and search results.
There are many combinations and search patterns. They can be easily connected with the content of your web so that they reflect the intent of your potential buyers without you knowing who exactly the buyers are. You only need to analyze what these buyers are searching for with Google and what they’re asking on social media. You can then use this data in connection with the product or service you offer.
Google is working on many new formats which it displays in your potential customer’s search results. It’s important that you know how to use them to your advantage and connect them with the intent of the buyer. The usual classic formats are the title, description, and link to your website. The new formats are, for example, ratings, pictures, snippets, videos, sponsored content, local search results, etc.
You need to create relevant content on the web, social media, and other channels that will create an interaction with your potential customer or the customer will be able to find this content easily using Google.