Imagine you walk into a cake shop. If you are just window-shopping, you might casually glance at the displayed cakes there and then walk out. But if you walk straight up to the counter, holding a specific product name written on a piece of paper or confidently pointing your finger at the cake that you want, your purpose is completely different.
In marketing, that purpose is what we call intent.
Well, it refers to the specific goal, motivation or objective behind a person’s online actions. Intent in marketing focuses on what people are actually trying to accomplish in the moment. It allows you to meet potential customers right when they are actively seeking a solution, rather than disturbing them when they are just browsing online.
Intent in marketing operates by collecting and reading signals of their behaviour. Every time someone types a query into a search bar, reads a review article, compares two products side-by-side, or visits a pricing page, they are showcasing their intent. Some signals are informational, which means the person wants to learn something. Some signals are commercial-driven, which means the person is validating their future or incoming decisions. And some signals are transactional, which means the person is ready to buy.
By focusing on user intent, you stop wasting your incoming inquiries by asking them questions over a conversation or manually. You should consider having a properly structured online form that has a list of built-in questions. With it, you will create a smoother experience for your customers, lower your costs, and turn those answers into predictable signals for you to secure the deals once we reach out to them after that.
