Social intent- do you have it?
In 2017 the competition is higher than ever. Do you need to strengthen your branding and/or marketing strategies? You bet. ROI and KPIs don’t hit themselves.
It is becoming increasingly hard to reach targets regarding lead generation and conversions. Getting consumers’ attention is becoming more like finding Waldo. Instead of capturing their attention, we are pumping out more content. Chances are very high that we need to change the approach soon.
Conversion rates are reducing by the hour
Recent analysis shows that many people do not open most of their emails from subscriptions. When you take reader attention span into account- there’s just way too much content out there to handle. On average, prospects are likely to receive an average of more than 100 emails a day. Opening and clicking the links in more than 100 emails is not only tedious- it’s a full-time job. Even if you had quality content to offer, it’s going to be impossible to find.
Targeted content is better
In recent years, brands have been pushing lots of content in a bid to capture prospects attention by offering what they think their customers need. As marketers, we might be pushing the wrong emails, videos, text, podcasts or infographics. This is inevitable thanks to the numerous tools available for generating content ideas. However, understanding customer needs contributes a great deal towards improving the content we produce for them to consume. Knowing what clients want would lead to better content and campaign strategies plus better execution methods.
Intent-based marketing is smart
Intent data is the information that you get from your potential clients revealing their intentions. This is data that shows what a prospect is searching for and you can use it to tailor personalized responses to their queries through intent based marketing. Intent-based marketing is very effective as it allows you to acquire information, learn and then engage. It’s about engaging your potential customers through their buying journey. Intent data can be retrieved from owned media such as downloads, clicks, etc. or outside your owned media such as customer reviews and social networks. Social intent data is readily available from the latter!
Engage your prospects early enough
Getting hold of social intent data of your potential clients is the first step to providing them with accurate information in regards to their needs. According to the corporate executive board, 60% of the buying decision is already determined by prospects before talking to a sales agent. In this regard, approaching your prospects at discovery stage gives you an edge over the competition, and it’s even easier to offer potential clients customized solutions.
Social intent data is freely available
It’s easy to get hold of social intent data by analyzing your prospects behaviors on social media networks. For example, you can learn what a potential customer is interested in by checking their interests on social networks. If they are in various auto groups, and Like auto pages on Facebook, or share auto-related content on their Twitter handles, then they are potential auto or auto spare part buyers. Go on… Look at what questions people are asking on Quora, and you will understand their interests, and you will see patterns.
Social intent data is converting
Facebook is perhaps the most notable brand that uses social intent data to sell advertisement. If you look closely, the suggested ads that show on your Facebook page are directly related to your interests. I joined a couple of digital marketing groups on Facebook recently, and Facebook then uses this information to recommend other digital marketing groups and online courses relating to the subject. So, if an interesting course or group pops up, chances are high that I will join those as well.
Do the leg work for your consumers and potential consumers and you’ll be rewarded for it by the right audience: the audience whose interest matches what your business has to offer. These people are your core market, and are 100 times more likely to offer brand loyalty and stand by your brand along the journey.