Using Intent-Based Marketing to Create Flow in Online Marketing

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Using Intent-Based Marketing to Create Flow in Online Marketing

If you own a business, you’re probably trying to figure the best way to market it, increase sales and expand your customer base. Effective marketing is an integral part of running a successful business, and in today’s age and time, it will be foolhardy to rely on the conventional methods of marketing. Marketing nowadays is mostly run via the internet and is mostly referred to as digital or online marketing. 

What is Digital Marketing?

Digital marketing connects customers with sellers using digital methods such as emails, sites, e-books, mobile devices, social media, television, online forums, etc. It enables a wide range of connectivity tools and also acts as a way to reach out to customers from around the world. Besides, it makes it possible for sellers to reach out to buyers and prospective buyers in a timely, relevant and cost-effective manner.

Think about millions of products available today and imagine the level of competition your products face globally. The only way to stand out and get the attention of interested buyers is to improve upon your digital marketing methods by ensuring that your products are portrayed in the right light. Visitors to your website who are looking for your products, greatly appreciate your digital marketing style and expect a smooth, easy and fluid flow.

Mastering digital marketing takes time and practice. You will need to have the right data and use it to understand your customers and their intent. A tool to help you achieve this is Google analytics. 

When you have a business website, you should always be on the watch and make sure your digital marketing strategy is effective and relevant. 

Some of the metrics you can work with to check the effectiveness of your marketing strategy are: 

  • Is the marketing strategy cost-effective?
  • Does it increase conversion rates? i.e., the number of people who buy your products, not just visit your page.
  • How does it affect your brand reputation?
  • Does it contribute to a better Return of Investments (ROI)?
  • Does it provide you with real-time analysis of your products or services? i.e., make it possible for you to know the number of people interested in your products. You can detect this by identifying the number of visitors on your website pages.

Digital marketing can also suffer from a lack of flow. When this happens, the visitor usually finds it difficult to follow the line of thoughts of the marketer. As a marketer, your products and services contend with a countless number of competitors for consumers’ attention at all times. The risk of falling behind the competition is always present, and to avoid it, you must be ready to go the extra mile. To ensure flow as a digital marketer, you must remove distractions, create clear goals and experiences which make sure customers meet those goals without confusion.

What is Intent-Based Marketing?

Intent-based marketing is one of the most effective digital marketing methods. It provides marketers with leads that have real chances to be converted into sales. Instead of showing your ads to just anyone, it directs your ads to visitors who are most likely to purchase your products. 

Let’s take a real-life example. Let’s say you have an online store selling baby care products; in intent-based marketing, you first need to figure out who are your customers and what are they looking for. After doing some research, you figured out that your marketing needs to be aimed at pregnant and nursing mothers. In order to make sure that intent-based marketing is appropriately carried out, you will need to further research your target market, their goals, the channels they visit, their interest , etc. After you gathered all this information, you will need to figure out how you control the information you provide your potential customers on your website and build anticipation.

1. Building Client Anticipation

When using digital marketing, try to develop and control the visitor anticipation on your sites’ posts and pages. You don’t have to put out all the information out there at once; but try to release your content in little batches to ensure your customers have a reason to keep coming back for more. Curiosity drives action and builds anticipation.

2. Familiarize Yourself with Constantly Acquiring Data

As a marketer, you have to know and understand your data. It’s also practical if you know what to do with it. Digital marketing runs on data, and analyzing it to understand how your metrics are doing is a critical factor in effectively carrying out your digital marketing strategy.

3. Set Goals

Set concrete goals for your visitors to make sure every page leads to the next step in your process without any hassle or difficulty. This ease in moving from one step to the next will steer your customers into fulfilling larger goals. Instead of having the whole process in a huge blurb on your site, divide them into smaller goals that users will find easy and refreshing to fulfill, this will definitely lead to a better flow on the entire website.

4. Give Out Rewards

When a user carries out instructions, subscribes or fills’ a review form, reward them if possible. A reward could be a free item or buy two get one free (experiment with it!). In essence, rewards keep users glued and active on your website and also boosts word of mouth advertising. Customers who received a reward will feel more determined to tell others about your products and services.

5. Eliminate Distractions

On your website pages, make sure you completely remove any irrelevant information and emphasize the conversion paths you want your visitors to go through. In other words, declutter your website to make it easier for users to navigate, thereby creating a fluid and free-flowing interface.

Summing Up

Getting customers and keeping them online long enough to make a purchase is the goal of online marketing. Is your online marketing already at flow or do you still have some improvements to do? If so, what are your goals and further steps for the next days/ weeks/ months? We would love to hear from you in the comment section below!

Michaela Stauch

Michaela Stauch is the Growth Strategy Director at Avoori with experience in Product Management, E-Commerce and Online Marketing. Michaela spends her free time exploring, reading, working out and creating healthy masterpieces in the kitchen.

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