Imagine you are selling shoes. As a shoe retail business, would you rather focus on selling to individuals who do not require new shoes or someone who needs running shoes, heels, or flats? Naturally, you will choose the latter (the individuals searching for shoe options) with a higher probability of purchasing a product.
Understanding the buyer’s intent is crucial in marketing as it allows you to assess users who are likely to buy your product. Leveraging buyer intent data helps you to conduct targeted SEO strategies and create the content your ideal customer wants.
In this post, we will analyze buyer intent data, why it is important for creating your marketing efforts, and its best strategies for creating targeted content.
Table Of Contents
‣What is Buyer Intent Data?
‣Why is Buyer Intent Data Important?
‣Best Buyer Intent Data Strategies for Content Creation
‣Final Thoughts
What Is Buyer Intent Data?
Buyer intent data tells businesses when buyers are actively searching online for a product, service, or solution they are interested in based on the website content they consume.
Marketing players who use search intent data have an edge in the market by analyzing which customers are willing to buy and avoid wasting time on non-targeted marketing efforts.
User online research can come from a first-party and/or a third-party source.
The first part of the data uses IP addresses and cookies to follow leads on your website. You will know about the pages they view, the webinars they attend, the whitepapers they download, and others.
On the other hand, third-party data assesses the user’s behaviours across other websites. You can use software like G2 (you can check which pages your users visit), Bombora (track account activity across a particular network of websites), and 6sense (track accounts that view specific ads) to better understand different kinds of intent data.
By understanding which content your users are consuming, you can leverage the data and sell your product in effective ways.
Why Is Buyer Intent Data Important?
Understanding buyer intent is crucial to stay ahead of the competitive curve.
Undeniably the most significant advantage of using intent data is to filter out the uninterested users and focus on super-targeted marketing efforts.
This is to convert more leads into paying customers. Check out the other benefits of using search intent data.
(i) Boosted Account-Based Marketing Efforts
A key aspect of account-based marketing (AMB) is targeting user accounts that perfectly fit your business’ services and products.
Over 67% of businesses use AMB strategies, which results in users being bombarded with cold, unwanted, and non-personalized pitches. Now imagine using the power of intent data whereby you give your marketing team the best cheat code.
With in-depth research, you can strategically personalize lead generation efforts. This means you can divide your outreach efforts based on users’ search intent.
(ii) Supercharged Ad Campaigns
How many times have you been hit by ads on Instagram, Facebook, etc, that reach you at the right moment when you search?
This is because marketers target you based on your search intent. Intent data lets you understand which interests capture people’s eyes the most.
Leveraging this knowledge to create targeted ad campaigns to promote content that answers users’ questions, simply aligning your content to the user’s pain points at the correct time will increase the flow of prospective leads.
(iii) Capture Buyer’s Interest During The Search Journey
A perfect B2B marketing campaign is one that is given on time. This means gaining users’ attention before they reach out to a seller themselves.
In terms of B2B, buyers are more than halfway through their buying journey by the time they reach out to an agency for more data.
With buyer intent data, businesses can have a lightbulb moment in your buyer’s mind, allowing them to believe the decision to visit your site was conscious.
Best Buyer Intent Data Strategies For Content Creation
It is vital to use the right buyer intent efforts to market content the right way. Let’s explore the best buyer intent data strategies to create high-performing content that resonates with the right audience.
(i) Select The Right Content Or Message
First, identify your target audience based on their search intent. Then divide them into segments in terms of their pain points, interests, or challenges. A customer’s buying journey has three stages: awareness, consideration and decision.
Buyer intent data allows you to track your buyers’ journey and understand which stage your buyer’s intent is.
During the awareness phase, you can offer informative blogs or articles to educate them about their challenge. In the consideration phase, case studies or white papers present your expertise.
Finally, client reviews and product demos convince users to opt for your page in the decision stage.
(ii) Identify The Prospective Buyers’ Purchasing Stage
By assessing site behaviour, queries, and social media activity, buyer intent data shows what your users search for.
Are they searching on an educational topic (awareness) or comparing key products (consideration)? This helps you to mould your content to their decision stage.
Imagine a user searching for “gym shoes.” This shows an awareness stage, and businesses can offer their perfect “gym shoe.”
(iii) Personalize Websites And Landing Pages
Buyer intent data aids in creating a more personalized experience for users who visit your page. Imagine a user downloading an e-book on “choosing the right gym shoes.”
You can leverage this information and personalize their overall experience by presenting only targeted content featuring specific “gym shoe” recommendations.
(iv) Providing Competition Intel And Quality Content To The Marketing Team
Regarding content, buyer intent data highlights what search queries your competitors are focusing on.
By assessing their content themes and keywords, you can identify key opportunities to gain an edge over your competitors. Provide your marketing team with related content, such as case studies, to create standout content.
(v) Optimize Existing Content
Buyer intent data is not all about creating compelling new content. It is also about analyzing user behaviour to find gaps in your existing content. For example, maybe your old content on “running shoes” is not attracting many users.
However, buyer intent shows users are searching for “best gym shoes for intense workouts.” You can optimize the blog to target this need. This will boost conversions and engagement.
(vi) Monitor And Analyze
Simply creating content and walking away is not going to get your SEO efforts far. Track performance using market automatic and website analytics tools.
Assess different metrics such as conversions, time spent on a page, and click-through rates to continuously improve your content marketing efforts that resonate with your target audience.
Final Thoughts
You gain the biggest superpower in the digital marketing world by clubbing your buyer intent data with your content marketing strategy.
This aids in creating quality content that aligns with the needs of your users, leading to trust building and authority and converting leads to returning customers.
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