When you think about how your marketing and sales efforts can work together, you’d definitely think about sales funnel. As a straightforward definition, a sales funnel is something that illustrates the journey that your potential customers go through on their way to make a successful purchase with your website. We knew ‘reach’ and ‘frequency’ to be the critical factors for driving growth in any market. But today’s customer journeys are different. According to Google, no two customer journeys in the past six months were exactly alike, and they don’t even resemble a funnel. The usage of smart devices have made people expect immediate answers whenever they want to know a piece of information, go somewhere, do or buy something, making it the fact that customer intent is redefining the marketing funnel in today’s market.
So to be successful, brands must start predicting the intent and needs of their customers throughout their journey. Today’s customer journeys are like they search for dozens of times before finalizing their buying decisions. There may be days or even weeks of timeframe between their first search and purchase. Business brands should make it a point to look at the time lag from the so-called first impression to sale because a considerable percentage of sales come days/weeks after the first impression.
You’re making the biggest mistake by guessing your customer’s digital journeys. Instead, use Google ads and analytics data for that. Customer journeys are rich with intent and are defined by customer signals and activity; marketers should use these signals to deliver real-time experiences that help customers in making their next step. These signals do help marketers in predicting behavior and delivering what customers really want before they even express it.
Anticipating Customer Intent
By redirecting customers to the right landing page that provides the information they’re looking for, you’re giving yourself a chance to connect more personally with your potential clients. Anticipating customer intent is actually simple with a little effort. A user who is searching for sports shoes is most likely to buy one, and that too from a retailer near his location. Likewise, a job person looking for information about business management is more likely to enroll himself in a related course. So by understanding how people will act when they visit your business site, what content they read, the pages they most visit, etc., you can develop customer journey paths that engage your users in a better way and lead them towards the purchase decision.
3 Tips to Better Identify Customer Intent
- Knowing Customer Journeys & Analyzing Them – Learn about the past interactions your customers had with your business brand. Look for customer journey patterns and analyze them.
- Make Customer Service A Priority – Your customer service team should be able to understand and anticipate the needs of your target clients. Make sure you’re hiring the right kind of people and training them accordingly. Providing self-help resources through social media networks will also help.
- Learn From Customer Feedback & Reviews – Use email surveys, online forums and phone conversations for collecting feedback from customers. Read and respond to product reviews because more than 85% of customers trust online reviews as much as a personal recommendation.