You can get a clear indicator of a website visitor’s intent by noting the exact information they choose to consume when they access your content. If they go to a specific section of your website, it’s because they’re interested in the subject.
Associating their intent with their content selection, and determining the stage of the buyers journey they are on will help you predict what prospects they will want to see next.
A time-tested technique for increasing sales is to advance the buying process one step at a time, with a properly arranged collection of marketing materials. Every stage is crucial. Knowing the next step from the customer’s perspective will tell you how to proceed, whether a prospect needs a final push to make a purchase, or whether they’re at the top of the sales funnel.
To get the most out of this content-focused strategy, you should not only time your messages based on buyer intent, but also personalize the content to the customer’s stage in the purchasing process.
A consumer has higher learner intent than buyer intent during the discovery stage—they want to learn more about your product or service. That’s when your how-to articles and informative blog posts will come in handy. Because buyer intent is minimal at this phase, your material should be focused on the customer’s problem and demonstrate that you can solve it.
The middle phase entails a head-to-head comparison with your competitors, so now is the time to inform prospects on the specific advantages of your product or service. Videos, product photos, infographics, slide presentations, reviews, and testimonials are the ideal ways to provide this type of information for maximum effect.
Make it simple for the buyer to buy when they’re ready. Landing and product pages are examples of material on your site that target consumers at this stage, and should provide a simple way to complete the buying process.