Consumers today are mobile-first research-driven and social-media-obsessed.
In the competitive world of digital marketing it’s no longer enough for businesses to simply market a product to the masses hoping to catch a few curious fish. While consumers are actively searching for the products they want and need getting yours in front of those consumers at the right time -- when they have the intent to purchase -- is getting harder.
Purchase intent is generally defined as “a measurement of the probability that a consumer will purchase a service or product.” And today brands cannot afford to passively wait for consumers to search for what they have to offer. Instead they need to create purchase intent by strategically placing their products in front of consumers who didn’t even have the product or service on their radar. For example a dog owner may not be in the market for a harness that clips directly into the seat belt of a vehicle but after seeing an ad about the safety benefits of the harness the dog-loving mom is now intent on purchasing the product to keep her furry loved one safe.
Here are some strategies for creating purchase intent to increase engagement and drive sales:
Know What Drives Intent
While many businesses work to compile data across multiple channels to understand what facets drive purchase intent that data can be difficult to interpret. Go where your target audience is (online) and pay attention to its activity. Is your audience talking about products like yours? Is it asking for recommendations reviews or advice? How does it feel about your competitor’s product? Why does it want to buy your product? Price features customer service convenience and trust all contribute to the motivation consumers have to purchase. Understanding what consumers are looking for in your product what appeals to them and how it compares to your competitor can provide insight into their purchase intent and help you create more effective marketing campaigns.
Social Listening and Remarketing
Social media is one of the best places to “listen” in on consumers. Outside of direct tags to your brand or posts on your business pages you can track mentions and conversations happening organically and unprovoked by a marketing campaign. Consumers often post about new products feature comparisons experiences with a brand’s customer service and whether a product or service is worth the cost. Tracking this chatter can help you analyze consumers at different places in the sales funnel particularly the in-market audience and segment your targeted audience to more specifically cater to the various stages. Additionally as consumers visit your website view or click on your promotions or join your email list you can more effectively create remarketing campaigns to bring those consumers back to make a purchase.
Follow the Data
While analytics can’t tell us everything consumers are thinking relevant timely data that is consistently refreshed can give businesses a better idea of in-market trends to create shopper profiles and more effectively reach those most likely to convert. Businesses can also look to third-party e-commerce data from Google Amazon and Facebook. While their compilation may not speak directly to your product or service it can still paint a picture of the modern consumer and highlight triggers of interest and consideration. Combined with your own analytics social listening and remarketing you can develop a marketing strategy to spark consumer intent.
Contact excelerate Digital for help creating an effective marketing strategy that drives sales.