Intent Marketing: Why is it Important for Every Business?

Intent Marketing: Why is it Important for Every Business?

Intent marketing has been around for a while but it has become a thing now for many reasons. Every local or international business needs to learn what it is and why it’s virtually important.

Introducing Intent Marketing

It’s the type of marketing aiming to meet the intent of the end-user or potential customer. In other words, it addresses what they really want or need at the moment.

This type of marketing is powerful in search marketing (both organic and paid). The content is targeted at the keyword that reveals intent. Even well-defined audiences have intent, however, the timing may differ. For instance, new mothers require baby food and diapers but not all at the same time.

Why is Intent Marketing Important?

With Spectrum deals, Local intent marketing stands out in today’s world since the purchasing behavior of people has changed over the years. It works for both B2C and B2-B businesses. Even if you are a recruitment firm meeting the needs of organizations with a focus on high-volume hiring strategies, it will work for you.

What do you do when you want to learn more about a celebrity or a football player? You run a Google search, right? Probably even check their social media accounts to see fan following, etc. This gives you a fair idea of who that person is and what he does. This has become the new standard of chasing and consuming information.

Customers dig for information about a business in the same way. They check social media, use search engines, mobile apps, and voice search to find what they are looking for. They no longer use yellow pages to seek information. These times make intent marketing more relevant than ever.

How to Use Intent Marketing to Your Advantage?

Many businesses fail to use the intent data. Targeting the right buyer at the right time in the customer journey outweighs the benefits of email, direct mail, and display advertising.

Let’s have a look into the benefits of this type of marketing for businesses:

It’s Vital to Content Strategy

Consumers of today don’t have the patience for unnecessary information. If you are not producing informative content, you are missing out. Did you know the right content can get you 3 times more leads than paid search advertising? No wonder customers switch when the research results don’t meet their goals.

Your website could lose traffic to the competition if your content isn’t personalized. The key lies in delivering suitable content at the right time. Intent data can help you with that. Use buyer personally, customer journey maps to optimize your content copy and add CTA where it’s most suitable.

It’s the Foundation of SEO Campaigns

All marketers say improving search engine ranking is the top priority in inbound marketing. The only problem is it’s impossible to get traction without focusing on the search intent. Google has made it loud and clear that search intent decides who the winner is.

Keyword Research

You could be armed with keyword research but if Google finds the keyword usage irrelevant, you’re doomed. Marketers need to focus on content that meets the goals and needs of buyers. Targeting the wrong keyword may increase your traffic for a bit. However, if it doesn’t match the purpose of the web searcher, your SERP will drop.

Intent marketing categorizes keywords distinctively signifying when a buyer is ready to buy. When doing keyword research, don’t just look at the search volume and competition, but segment the keywords according to intent too.

Long-Tail Keywords

Instead of focusing on a seed keyword, use long-tail keywords made from 3 or more words. These keywords define what users are exactly searching for. You get to find out what a user wants and needs from his search.

Changing Algorithm

Search intent is highly valuable to Google. If the content fails to meet the user’s intent, (for instance not addressing the query properly), it’s useless. Focusing on the intent of the customer can protect your business from Google’s algorithm changes.

It Brings More Conversion to Landing Pages

For a long time, landing pages have become an excellent source to generate leads and conversion.  They come a long way in moving the buyer through the sales funnel. This page is created according to the buyer’s goal.

For the best user experience, use intent data to tweak the page, and meet the needs of the buyer in different buying stages. Here are some ways to use intent data for optimizing the landing pages:

  • Did you know that 90% of the visitors who read the headline also read CTA? Make sure you create titles keeping the user’s purpose in consideration. Avoid clickbait titles.
  • Leverage images and videos to help the buyer reach their goal. Add “Buy Now” text in images during the later stage of the buyer’s journey.
  • Focus on the readiness of the consumer to purchase. Highlight the most relevant data by using bullet points to meet the buyer’s intent.
  • Bold, colored, and italic text can catch the reader’s attention. Make each word count by making the pages look different based on intent.
  • Don’t forget to add relevant links for more information to boost user satisfaction.  This shows you care about the goals of your buyer.


Without focusing on customer intent, you can’t expect results. Despite your industry, be it telecommunications staffing, eCommerce, or another, make intent marketing the focus on your marketing campaigns to rank better on Google, bring more leads, and become a reputable brand.


Why is Intent Marketing Important