Running a business can be empowering. You’re providing quality and value to customers, and making a living in the process. When done right, it’s a winning situation for everyone involved.
But you also have competition, and they’re trying to do the same thing you’re doing. If they’re better at it, or if they just look like they’re better at it, you could lose out on customers.
You need to show customers (with great marketing) how much value your company can offer. When you do that right, and at the right time, your chances of making sales increase dramatically.
Here is a list of 5 best intent marketing practices you should consider in 2023.
What is Intent Marketing?
Intent marketing is marketing at the exact right time. In other words, you’re reaching customers with information about your product, during the time when they have the intent to buy that product.
Since they’re already thinking about buying, they’re more receptive to the marketing they see from your company.
Even if they had been considering a competitor, your information is right there, in front of them, ready for them to make a purchase.
Instead of going back to your competition, they might just buy from you.
Making the buying process quick and easy for customers is the goal of intent marketing, and it’s done by showing them how great your product is at just the right moment in their buying journey.
5 Examples of Intent Marketing
Intent marketing sounds easy, but it actually takes a lot of skill.
After all, it’s not just getting a message to customers at the right time, but the message itself has to be the right one, as well.
Here are some great examples of intent marketing best practices, that you can try out in 2023:
1. Personalized emails are a great example of intent marketing, and they’re also an important best practice. They were popular in 2022, and they’ll be popular in 2023. When done right and written correctly, personalized emails can really pay off.
2. Customized product selection is another way to provide intent marketing. Give your customers the colors, styles, and other specifics they like best. By doing that, they’ll see more of what they want and be more likely to make a purchase.
3. Retargeted ads are another best practice and example of intent marketing. You can modify ads to work on multiple channels by adjusting the copy and the image that goes with it, so it works on the channel where a customer finds it.
4. Taking an audience-based approach is another important intent marketing focus for 2023. If you know what the typical audience for your product really looks like, that’s half the battle. Then you know who to target, and at what point in the marketing funnel you want to target them.
5. Adjusting your SEO content strategy is nearly always a best practice for any type of marketing. Good SEO and quality writing are crucial to conveying your message to the right people, at the right time, and on the right channel.
Why is Intent Important in Marketing?
The intent is important in marketing because reaching people when they’re ready to buy means they’re more receptive to purchasing from you. Why? Because they’ve already decided they need or want your product or service.
That way you’re not fighting a battle to get them to buy something, and you don’t have to show them why they should. You only have to show them why to buy your product or service, instead of buying from a competitor.
When you do that, you win their business. You may also keep their future business if they like what you offer them the first time.
You want to build customer loyalty, and that’s easier to do after you’ve provided a good first experience to someone.
Customers who feel like you read their minds and gave them exactly what they wanted, just when they wanted it, with no hassle, will remember your company. They’ll feel valued, and like you understand them.
That feeling of understanding and connection can go a very long way toward loyalty.
Where Does Intent Fit in the Marketing Funnel?
In the content marketing funnel, the intent is near the bottom. Customers have already decided they’re going to buy, and they’ve probably done all the research, too.
They know what they want, and what they expect the product or service to do for them.
Now that they’ve gotten to the point of being ready to make a purchase, you just need to be there when they’re going to buy.
Timing is everything with intent marketing. A high-quality message at the right time will mean your business has a new customer.
