Targeting Purchase Intent

For any business’ success, it’s very important to know your audience well. For precise targeting, you need to know about the demographic information of your audience like their age, gender, race, marital status, education, income, etc.

But only demographic information is not enough to target your audience. You need to understand purchase intent to better target your audience.

Purchase intention is one of the most effective tools for a business’ success. It is used to measure the probability that a consumer will buy a product or service. It uses information related to consumers such as demographic and behavioral information, content consumption, perception, channels, and devices to determine where consumers are in their buyer journey, which in turn helps improve targeting. This data helps you to get a better picture of where your consumers are in the marketing funnel and how you can move them to the next stage, towards buying your product or service.

Here are some points on how you can increase engagement, drive sales, and success:

• Content strategy

By understanding your audience’s intent, you can get insight into their purchase goals and create the right and valuable information to move them to the next stage, which is the purchase decision stage of the funnel.

In the initial stage, consumers have the intent to learn, they usually use non-specific and broad terms. For example, they might search for keywords like “using purchase intent to drive sales”, “how to create purchase intent”, or “strategies to drive sales using intent”. This is called informational intent. You can stand out by writing blogs or articles to help visitors understand their problems.

In the next stage, consumers have the intent to compare, they use specific terms and search for a specific product or service. For example, they might search for “marketing agencies”, “reviews”, “recommendations” and “benefits”. At this stage, you should create content that tells about the benefits of your product or service so that you stand out among your competitors.

In the last stage consumers have the intent to buy, they will always search for a specific product, service, or company. For example, they might be viewing a pricing page, searching for a specific keyword phrase, or adding a product to a cart or a wishlist. These consumers are focused on their search and very clear about what they are looking for. This is called transactional intent. This is the stage where you should offer consumers the best possible and quickest way to make a purchase.

• Keyword optimization

Keywords are phrases or words that people are searching for in search engines. To be on the top of search results you need to add keywords in your content.

Use intent data to define your keyword opportunities and prioritize them. This will help you reach the right audience at the right time who are closer to a purchase decision and to build an effective SEO strategy.

Intent and keyword metrics help your target audience to connect with your website. You can use any right tool available online to analyze your competitor’s rankings for a target keyword. If the competition is high and you’re new in business, it is advisable to use long-tail keywords because they can be easily ranked.

Always keep a track of keywords that generate more leads. This will help drive quality consumers and your sales conversion rates.

• Lead generation

Purchase intent data guides you better on how to design and develop a lead management strategy. it gives you a clear idea of whether a customer is ready to buy and when a customer will buy your product or service. So now you can target the audience more effectively and generate more leads

Squaristic helps you in understanding and implementing purchase intent data which is a great asset to increase lead conversion rates.