Are you having trouble targeting the right customers for your product or service? Many marketers make the mistake of thinking they are reaching their intended audience when, in reality, they miss the mark. The reason for this is often a lack of data necessary to form a complete picture of their ideal customer.

Enter buyer intent data. Understanding buyer intent helps you reach the right consumers with the proper message at the best time. In turn, you boost your bottom line and maximize your ROI. Here’s how to get started!  

Maximizing ROI with Intent Data

Marketers can use intent data to make informed decisions and send relevant messages to interested consumers, maximizing ROI.

Enhances Customer Engagement

Relevant messaging makes the customer more likely to reach out and engage. According to an Amazon Ads and Kantar survey, consumers were more likely to engage with ads that met their needs, reporting the following:

• 88% of customers engaged with ads that were relevant to their interests 
• 89% reported interacting with ads that reflected their life stage

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Nurture leads during the early stages of their buyer journey

You can support customers how they want by providing more information to those who need it. Understanding buyer intent through the data you collect and analyze helps you target leads by their buyer journey stage. That means those leads in the early Awareness and Consideration stages can receive more nurturing from your brand to encourage them to move to the Decision stage.  

Use tools like email marketing to provide additional information and assurance to help them reach these conclusions. 

Relevant messaging until the user is ready to make a purchase

It’s time to adjust your messaging for each stage of the buyer journey to convert the leads you began nurturing.

It is important to tailor your messaging to each stage of the process.

• The Awareness stage requires messaging that introduces your brand and products or services 
• The Consideration stage requires more detailed and specific information on your offerings 
• The Decision stage requires messaging on ways your now current customers can continue to get value from you and your offerings  

Knowing Who’s Ready to Buy with Intent Data

Knowing that only 15% of customers are ready to make a purchase at any given time, it’s important to understand their thoughts and adjust your messaging accordingly. This can help to improve immediate sales conversions and nurture leads. Some marketers align their SEM strategy with buyer intent in order to achieve optimal results. By utilizing intent data, you can create more personalized ads in your search engine ad copy, making them more relevant to potential customers.

Knowing more about a customer’s buying intent allows for targeted copy when they’re ready to purchase.

Three helpful tips on how to maximize your ROI using intent data

Now that you know how intent data impacts ROI, let’s dive into our top tips for maximizing ROI: 

1. Personalization and consistency are crucial for businesses to attract consumers. In fact, 75% of customers prefer to purchase from brands that provide personalized and consistent digital experiences. Intent data can help businesses enhance their understanding of their ideal consumers beyond traditional buyer personas. By doing so, businesses can offer customized interactions and consistent experiences to their customers.
2. Getting to prospects early in the buying process is one of the major advantages of utilizing intent data. It improves your messaging as they move along the buyer journey. However, it’s crucial to reach these leads before your competitors, so you can guide them throughout the process and ultimately lead them to choose your solution. The earlier, the better.
3. One effective way to prioritize leads is by using intent data. This not only helps you identify leads in the early stages of their buyer’s journey, but it also filters out unqualified prospects who are unlikely to ever make a purchase from you. By incorporating buyer intent data into your decision-making process, you can better assess the quality of leads and guide them through the buying process.

Optimize your marketing strategies with the power of intent data

If used effectively, intent data can improve marketing efficiency and generate higher ROI. Gumtree is available to provide guidance on the latest trends, best practices, and strategies for optimizing the use of intent data to maximize ROI.

Contact us to discuss your needs and audience so our experts can assist you in achieving your goals.

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