3 Ways Intent Data Can Drive Better Results for Your Marketing Efforts
Drive Better Results

By understanding what your customers are searching for, you can improve your marketing efforts and drive better results.

By understanding what your customers are searching for, you can improve your marketing efforts and drive better results.

Know Your Customer

If you're looking to use intent data to drive better results, the first step is understanding your customer. Who are they? What do they want? What motivates them? Once you have a handle on that, you can start using intent data to your advantage. You'll be able to see which words or phrases people are searching for and what sites they visit when looking for something specific. It's important to understand how different phrases or synonyms affect each other so you know how best to adjust your strategy.

For example, if someone searches piano but later searches keyboard, then it may be time to pivot your focus in search engine optimization (SEO) efforts from piano manufacturers to keyboard manufacturers. You can also use this information to learn more about your target audience and tailor content accordingly. The key is knowing who they are as an individual so you know what will resonate with them personally. That way, you'll find success using intent data to drive better results.

Build a Visual Timeline

Building a visual timeline of your content marketing strategy can help you see what's working, what's not, and where you need to make adjustments. By tracking the results of your content marketing campaigns, you can make data-driven decisions that will help you drive better results. A digital visualization of your marketing activities will help you understand how successful different types of content are at converting visitors into leads, customers, or advocates for your brand. Creating this visual representation is easier than it sounds - it doesn't have to be an elaborate diagram with timelines and arrows! It just needs to represent your campaign objectives in an easy-to-understand way so you can get a quick snapshot of your efforts.

Identify Gaps in Experiences

Intent data can help you identify gaps in your customer experience by tracking how customers interact with your brand online. By understanding customer intent, you can make sure that your website, email campaigns, and other marketing materials are meeting their needs. Additionally, you can use intent data to personalize the customer experience and improve conversions. For example, if someone is looking for a certain product but doesn't find it on your site, they may abandon their shopping cart or unsubscribe from future emails.

With this information, you could add more of those products to your site or prioritize them in upcoming emails so they're more visible to potential buyers. Similarly, if someone searches for an offer that's no longer available, it might be time to discount the item or provide a comparable alternative—or even contact them directly via email about new offers.