Instead of trying to work out who they are, marketers should have been asking what they want. And more importantly, how can I make myself useful to them.
That’s what intent marketing is all about.
What is intent marketing?
Intent marketing is designed to help you understand what someone is looking to achieve. Sometimes that’s very simple: they want to buy something.
At other times, it’s a little more complicated: they want to learn more about something, work out how to do something, understand where something is or what something means.
All of these are intent, they’re just different kinds of intent.
And they can all be met by marketers, they just require different tools and methods to be met.
How do I market for intent?
Here at Fast Web Media, we’re dedicated to helping businesses perfect their intent marketing efforts, and that’s why we’ve developed the Audience Intent Model (or AIM, for short).
The AIM framework is designed to answer five core questions:
What are the funnel stages? The first step is to get to grips with your funnel and map it out in a grid. By analysing previous user journey information, you can understand what’s driving conversion, engagement and repeat visits and adapt your current approach accordingly.
What are people looking for? At each stage we then need to understand what people could be looking for. From a search perspective, a lot of insight can be taken from the first word of a search query. What, How, When, Compare are all frequently used and can show you that the searcher is looking for information, instructions, a date or a time, and options respectively.
What is their intent at that point? Bringing together keyword and funnel data you can then form an understanding of what the user is looking to achieve. For example, Research, Understand, Compare, Purchase, Repurchase.
Is there anything else affecting their intent? The world around us can play a part as well. The weather, the user’s location, the device they’re using and news stories and trends can all be used to understand the user’s intent in more detail. Combining data from external sources allows us get a full picture for what is influencing intent and how it impacts our approach.
How do we match it? Understand how you can deliver on that intent, through content, technical implementations and schema, or advertising. Here we bring in information on the current market, who is getting in front of the users at the moment and how we make sure the result becomes us over time.
How do we measure it? Identify the way you’re going to judge the success of your efforts. Performance metrics at each stage will vary based on what the intent we aimed to match was. At the earlier funnel stages they will be softer metrics such as share of voice, website dwell time, and pages viewed, while towards the bottom of the funnel they will more likely be conversion metrics or revenue.
This approach has delivered great results for our clients in meeting their potential customers’ intent and building association between their brand and an industry. We would love to apply it to yours too.
Get in touch
Want to learn more about intent marketing? Drop us a line on firstname.lastname@example.org or give us a call on 0161 507 3900 to find out more!