Authored by Danish Soomro
So, let us start with the basic question.
Intent-based marketing, in a nutshell, is a data-driven approach to reaching your customers at the right time, with the right message. In other words, its marketers' biggest goal is to reach customers when they are ready to buy. It is based on insights into their goals and habits: where they go online and what they search for, what content they consume, what products they buy, and how often. Google’s whole business model has been built on matching intent searches with ads.
Context and surge data such as:
Essentially, they are online footprints left by customers.
Intent-based marketing focuses on results, to say, it is more concerned about how many people visit your website or purchase your products than anything else.
The customer is at the center of everything you do in the business. You listen to the needs of your customers, consider their feedback, and provide them with top-notch products or services that meet their needs.
The purpose of intent-based marketing is to drive performance for your business. You will be able to generate more leads and sales from your target audience when you use this approach in your marketing efforts.
The perfect platform not only to get intent signals but to also create conversations and engage potential customers are Facebook groups and communities.
Which niche community are you planning to target and sell to? What will be your tone and purpose during the conversation? What is your main intention: educational material, sales, etc.? These are only a few example questions to ask before you start preparing.
You need to find out where your potential customers are already focusing their attention so you can make a relevant offer. This is actually better than interrupting non-interested people with irrelevant ads.
However, to target the appropriate people, you need to choose groups wisely. If you sell beautiful dog beds, why would you join the “Sydney Fish Enthusiasts” group instead of “Dog Moms 🐾”?
Each community is unique and has its own language and dynamics. To get your strategy running, you will need to spend time browsing and looking through your selected groups so that you can also start becoming part of it.
This will also help you when creating comments or posts that will engage with your potential buyers or customers.
⭐ 66% of marketers reported that social listening increased in value for their organization over the past year.
For sure, you will need to keep looking at the posts, questions, and doubts that members share so that you know where you can get in a comment with your product or make a post around a currently trending topic on the group. This part of the strategy is not only the most important but also the one that might be taking a lot of time.
To optimize it and save time, you can use tools such as Devi, which permits you to add customized keywords for your brand so that you get all the curated posts ready to seal deals.
Once you’ve done steps 3 and 4, and read users' behavior and intentions, you can now engage with them and deliver messages that will help convert them into paying customers. Remember not to be too salesy, in the end, you are now part of this group cause you are willing to help with your product, so give honest insights or share fun material so that everybody has a good time.
You can get inspiration on what to post on Facebook groups here.
TIPS TO KEEP IN MIND:
⭐ 57 percent of customers say that they would switch to a competitor if they provided a better experience, so it is important that you also track conversations around other brands in your niche.
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