What is buyer intent?
Buyer intent refers to the mindset of a potential prospect when they are actively looking to make a purchase. It is the underlying motivation that drives a prospect's decision-making process and influences the types of products or services they consider buying. Understanding buyer intent is crucial for businesses that want to effectively market their products or services to their target audience.
What are the buyer intent types?
Buyer intent can be categorized into different types, depending on the stage of the prospect's decision-making process. The three most common types of buyer intent are informational, navigational, and transactional.
- Informational buyer intent is when a prospect is looking for information about a product or service. This could include researching different options, comparing features and benefits, and reading reviews. prospects with informational intent are not yet ready to make a purchase, but are actively seeking information that will help them make an informed decision.
- Navigational buyer intent is when a prospect is looking for a specific product or service. This could include searching for a particular brand or product name, or looking for a specific type of product within a particular category. prospects with navigational intent are typically further along in the decision-making process and are actively looking to make a purchase.
- Transactional buyer intent is when a prospect is ready to make a purchase. This could include adding a product to a shopping cart, filling out a form, or completing a checkout process. prospects with transactional intent have already made the decision to purchase a product or service and are ready to complete the transaction.
Why is it important to know the difference between intent types?
Understanding these different types of buyer intent is essential for businesses because it allows them to tailor their marketing efforts to the needs and preferences of their prospects. For example, businesses that want to target prospects with informational intent may use content marketing to provide valuable information that helps prospects make informed decisions.
Businesses that want to target prospects with navigational intent may use search engine optimization (SEO) to ensure their products or services appear at the top of search results. And businesses that want to target prospects with transactional intent may use targeted ads or promotions to encourage prospects to complete a purchase.
What influences buyer intent?
There are a number of factors that can influence a prospect's buyer intent, including their needs, wants, preferences, and budget. For example, a prospect with informational intent may be looking for information about a specific feature or benefit that is important to them, while a prospect with navigational intent may be looking for a specific product that meets their needs or preferences. Similarly, a prospect with transactional intent may be looking for a product that fits within their budget, or that offers a special promotion or discount.
Another factor that can influence buyer intent is the prospect's level of trust in the business. prospects are more likely to make a purchase from a business that they trust, and businesses that establish trust with their clients are more likely to see repeat business and positive reviews.