Intent-based marketing is a successful way to reach potential customers. Providing a good or service they are actively seeking when they’re seeking it gives you an edge over competitors and shows you’re in touch with your target market. But what happens when you can’t determine intent from simple human behavior? Now that intent-based marketing is becoming so commonplace, it’s getting harder to identify intent.
We’ve all encountered a similar issue: Say one of your friends on Facebook posts a link to a website where they got a good deal on baby shoes. You don’t have a baby and aren’t planning on having one for a long time, but you’re curious and get easily distracted, so you click the link. The next day you check your email, and there’s a banner add advertising baby shoes. This ad follows you around site-by-site. Next thing you know, your boyfriend uses your computer, sees a banner ad for baby shoes, and then you have to explain to him why you were looking at baby shoes in the first place. You were simply exercising a behavior, not purchase intent, but it’s difficult for businesses to distinguish between the two.
Companies could be spending a majority of their budget targeting consumers who have no intention to purchase from or contact them. So what are some ways you can maximize your intent-based marketing and reach out to potential customers who really do want to interact with your business?
1. Find out exactly what they want
In the age of social media, people aren’t shy about voicing their wants or needs. Just do a simple Twitter search of “need food,” and you’ll find thousands of people letting the world know they’re hungry. This eliminates the guessing-game when it comes to determining intent vs. behavior.
2. Give them a targeted offer
Once you identify a potential customer’s want or need, you can reach out to them with a targeted offer. If you see that one of your Twitter followers tweeted that they’re hungry, you can reach out to the with a personalized offer to visit your restaurant for a free drink or side with entrée purchase. The intent is there, and you have fulfilled a need while enticing a new customer.
3. Make it hard for them to say no
By offering them what they want when they want, and by giving them a compelling offer, you can make it hard for them to say no. By personally targeting potential customers, you are maximizing intent-based marketing and discovering customers with real intent.
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