Are you unsure how to begin utilizing intent data to connect with your customers in a way that aligns with their online journey? Integrating determined data into your customer journey can provide insights into how consumers interact with your brand online, allowing you to offer more personalized and relevant content.

There are four types of intent data: 

• Search intent 
• Firmographic 

• Technographic  
• Engagement  

You can determine a prospect’s level of interest in your product or service by analyzing their web page activity, online searches, and other behaviours.

Understanding customer intent data has become crucial for businesses to comprehend their customers and journey. As per Insights for Professionals, around 40% of businesses allocate more than half of their marketing budget to this area, and 70% intend to increase their investment in intent data withinfollowing next year.

Let’s start from the beginning: How does intent data improve the online customer journey? Keep reading to find out.

Improving the Customer Journey with Intent Data

Intent data refers to sales intelligence that gathers information on a customer’s digital activity. This data helps you identify individuals who are currently researching solutions and what solutions they are interested in purchasing. It also provides valuable insights to your team, enabling them to make informed decisions.

• The stage your customers are in their online journey
• The best ways to interact and communicate with them 
• When they’re ready to buy 
• Predict future behaviour by collecting and analyzing digital activity over time to identify patterns.

By gathering information about your customers, you can tailor your content to their specific needs and increase your chances of reaching the 15% of buyers who are actively looking to make a purchase. For example, if your customers are just starting to become aware of their problem, you can provide them with educational content that explains the issue and offers possible solutions (such as tips on what to look for and comparisons). However, if they’re already in the Conversion stage, they’ll need more detailed information about your product’s features and pricing.

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Understanding the journey of the customer

Online buyer behavior is illustrated by the customer journey. Consumers require different information at each stage to move forward.

The most important customer journey stages to map out are the Awareness stage, when customers become aware of their pain points, and the Consideration stage, when they begin researching solutions.

1. Awareness: When customers are first becoming aware of their pain point and searching for information on how to solve it.
2. Research: Consumers will research their problem more as they become familiar, searching for keywords such as tips and guides.
3. Consideration: Prospects are now considering their options, making comparisons, and leaning towards the brand they are most familiar with and trust. (82% of online searchers purchase from brands they’re most familiar with).  
4. Conversion: prospects have officially converted to customers! Congratulations! But the journey is not over. You want them to continue buying from you to reach the final stage. 
5. Re-purchase: The customers who make repeat purchases are considered loyal. Send them exclusive deals, discounts, and promotions to maintain their loyalty.

Improving the Customer Journey

By understanding the customer’s intent, you can tailor your messaging to directly impact their journey. Whether you’re delivering ads or building a trustworthy blog to reach and resonate with consumers, it’s important to provide content that is relevant to their needs when they need it most. This will help you build a stronger connection with your audience.

Establishing a deeper connection with your audience is crucial. It’s important to customize your content differently in the earlier stages compared to the later ones. In the initial stages, the focus should be on understanding their problem, introducing your brand, and highlighting why your solutions are better than your competitors. However, in the later stages, particularly during repurchase, the emphasis should be on the existing customer base who already knows your brand and is open to upsells.

Understand the length of the customer journey

The purchase of a high-priced product, such as a car, can be a complex decision that requires careful consideration from potential buyers. It is important to carefully weigh the options and research thoroughly before making a final purchase to avoid any potential regrets or dissatisfaction. Understanding the buyer’s journey is crucial in promoting the value of a product and tailoring marketing strategies accordingly. While buying a car may not be as straightforward as other purchases, it is important to invest the time and effort into making an informed decision.

To effectively plan your marketing strategy, it is crucial to understand the buyer’s journey and customize it accordingly. By focusing on products that provide a high return on investment, it is important to first comprehend the buyer’s journey and their potential considerations. This can help accelerate decision-making and highlight the value and ROI of your product for your market. By considering the buyer’s journey and potential concerns, you can make informed decisions about whether your product will be well-received.

Partner with Gumtree to Grow your Business

Learning about your customers and understanding their behavior can be overwhelming when done alone. However, you don’t have to do it alone. An experienced media partner can assist you in making informed decisions and expanding your marketing efforts.

Improve your online customer journey efficiency with intent data. Our Gumtree marketing experts can help turn your data into actionable insights.

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