Want A Thriving Business? Focus On CUSTOMER INTENT!
Should all your marketing push for immediate conversions and sales? Did you know that there are three types of customer intent? We will discuss the three types of customer intent. Moreover, I will show you how to optimize your marketing to engage your visitors to meet every stage of customer buying intent.
Have you ever found yourself dissatisfied with a product or service you purchased? And you find yourself reminded of this issue every time you use the product or services. Moreover, it isn’t a significant problem, but it irritates you each time. Long story short, you’re not ready to replace them, but you intermittently watch for options to remedy the problem. And then one day you see an advertisement that grabs your attention. The ad shows how you can improve your situation and click on it and explore the products or services.
Do you know that your customers follow that same customer journey? They aren’t in the market to purchase, but something in that ad triggers them to action. So what was in that ad that appealed to you or them to act?
Take yourself back in time and think about what was in that ad that convinced you to investigate further. Was it the button box that said: “BUY NOW!” Or was it you seen something in the advertisement that showed you how you could solve your problem? I believe it was the answer to the question, not the”Buy Now” button. Don’t you agree?
Like you, your customer is not always in the frame of mind to purchase today. Your marketing sales strategy is to reach out to all kinds of people. And those people all have different intents when they are browsing the internet.
Why CUSTOMER INTENT Succeeds
The plan is to customize your marketing to meet the three customers buying intent. Your marketing strategy needs to be flexible because there are three types of customer. For you to maximize your marketing first break down your existing customers and future customers into three groups of purpose. One group would be in the “SEE” category the second is the “THINK” group, and the third is “DO” group. Or what is known as “See-Think-Do.”
The See group is your most massive and vast audience. These are the people who have the same interests as your current customers but aren’t in the market to buy right now. They are not aware that your brand or product or service exists. But you want to capture their attention.
The “Think” group are people already thinking about buying the product or service. They have been browsing the internet but are still on the fence and not quite ready to purchase. This group is the ones that you want to persuade them to consider what value and benefits you offer from your brand.
The “Do” group are people who have already made up their minds to buy. And it’s your task to guide them to chose your brand, and after they select your brand, make it easy for them to purchase from you using the “BUY NOW” button.
Investigating The Three Stages Further
The drugstore chain Walgreens reaches customers in all three stages with one mobile app. You might have a Walgreens photo app on your phone already. The app is set up to allow people to import and edit pictures from their phone. Moreover, customers can order prints, have their photos printed on products. Such as, on shirts, or cups and then pick them up at their local Walgreens.
The app makes it easy for the “See” customers to do this all with little to no frustrations. The “Think” customer might edit their photos and then contemplate printing the images. And the “Do” group using the app finds it simple to order and purchase prints as well as other photo products.
As you can see, Walgreens knocks the ball out of the park on how to strategically touch on all three stages of buyers intent. Now let us compare how you can use the Walgreens app strategy to optimize your advertising, marketing, and content, mobile site, and apps for “See-Think-Do.”
“See” is targeting new audiences and introducing yourself and your brand, focusing on helping the audience getting to know you. Your advertising creation should focus on your brand and awareness. These are the people visiting your website, reading, and engaging with your content from the searches their doing. And when they engage with your site, mobile site, and apps don’t forget to have a “follow button.” It is crucial at this point not to worry if you are getting communication with your content. These people visiting your website and social profiles help prove brand perceptions.
It is critical to monitor metrics: advertisement views, shares, likes, favorites, comments, and the number of followers on your social media as well as new and returning visitors to your website.
Here is the point where you want to laser target your focus to guide visitors to consider your brand. The advertisement should focus on your brand’s value and benefit for your visitors. You are working towards long-term engagement through social media, emails, or sign-ups and tailoring the tasks to your audience, keeping your visitors and customers up-to-date with your product or service notifications of sales and availability. Or having a button called a “Add to Wish List” button to add your service or product to buy at a later time.
Content unique metrics are sign-ups to your newsletter, email notification sign-ups, wish-list products added, email shares, product reviews read. This metric is also known as micro-outcomes.
Metrics to track: ads, click-through rates, website bounce rates, and assist percentages.
(bounce rate is the people coming to your website but clicking away right away)
(assist percentages are sales that come from viewing your ad, visiting your site, then returning to purchase later)
The “Do” group is self-explanatory; it is specifically about driving conversions. Ads that promote sales, featuring particular products and there benefits. People who are ready to click the “Buy Now” button.
You are remarketing to visitors who landed on your site when they were on similar to other websites. Remarketing is a smart “Do” strategy.
Make your content easy to navigate to get through the buying process. Your “Add to Cart” button should be easy to locate, add check-out options like check-out as a guest, simplify the amount of information to input to complete their order. You are making the experience as painless as possible.
Metrics to track: conversion rates, visitors abandoned carts and revenue.
Preparing your advertisements and content “See-Think-Do” for the three types of customer intents is going to help current, and future customers engage with your brand and website. Monitoring metrics to discover what works and what needs to be tweaked is how you can keep up-to-date with your audience. Metrics are going to show you how your visitors are interacting with your brand.
All of this information helps you make the customer experience better. Internet metric tools that are available to you and free to use are Google Search console and Google Analytics to help you accomplish your business goals.
Here is how I applied the “See-Think-Do” to my business.
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