Table of Contents
7 Hidden Places to Find Out What Consumers REALLY Want Out of a Brand
Customer insights are necessary to creating content that converts and products that consumers want. With modern digital tools, brands have access to incredible amounts of customer data, yet 42 percent of companies don’t survey customers or collect feedback to improve digital marketing strategy.
With brands making assumptions that may not be accurate for their audience, it becomes more challenging to create brand awareness, generate leads, and deliver a superior product. Brand should be analyzing the digital trail, and customer-centric marketers take advantage of a variety of tools to gain in-depth insights into what consumers are looking for.
What is Consumer Intent?
Consumer, customer, or buyer intent is the motivations that drive consumer behaviors. More powerful than demographics, intent is about understanding what a customer wants and extends to why they want it – what is the underlying motivation for purchasing behavior.
One of the essential skills of marketing is understanding the “why” behind the “what” and using it to develop products that meet customer needs and create content that can compel them to action.
Customer intent varies across industries and product types, which presents challenges for marketers. Furthermore, factors like timing, season, environmental factors, and customer demographics also alter the intent and purchasing behavior. Brands also take an approach that relies more on what they have to sell than why consumers want to buy their products, and that sentiment is communicated in the content and brand messaging.
Brands must approach intent as a moving target and search for data and analytics in unconventional areas and ask the right questions to gain an deeper understanding of consumer intent..
1. Google’s Audience Retention Tool
Google Surveys is an excellent resource for developing an understanding of customers and learning about customer intentions and motivations. This tool allows you to conduct customer surveys that target specific audiences and detail the data you’re looking for, including gender, family, income, and age. Results are provided in days, rather than weeks like other surveys.
2. Google Trends
Google Trends is great for validating assumptions about your audience and their interests, based on search engines. You can learn what topics your audience may be interested in by researching the current consumer trends that are rising and falling. You can compare site search terms over the years and discover the most popular topics in your niche. The tool also provides related searches to find the top searches and rising searches.
3. Social Listening
Various tools are available to get real-time analysis of social media platforms and social media mentions of your brand, all in one place. You can include top keywords, sites, and hashtags. Some tools offer insights from dozens of social media platforms and measure influence by reach, passion, and sentiment.
4. YouTube Analytics
YouTube users post over 300 hours of video to the platform each minute, so its analytics can offer a wealth of insights. With YouTube Analytics, you can discover who your real audience is and learn more about the people engaging with your content. From there, you can personalize content to respond to intent, improve your content’s value, and boost conversions.
5. Real-Time Engagement
An optimized customer experience plays a big role in revenue and retention. Engaging with customers and potential customers in real-time with tools like messenger or Drift let you reach out to your customers as they interact with your content, social media accounts, or website and learn more about their needs. You’ll not only gather customer insight that’s more powerful than demographics, but gain proprietary data specific to your brand.
6. Predictive Analytics
Predictive modeling software can be used to mine consumer intent data and identify patterns and trends that determine purchase behavior. Tools like Angoss’ customer analytics and RapidMiner create realistic consumer intent modeling for understanding consumer intent and identify your most popular and most visited pages to inform your future content strategy.
7. Customer Journey Mapping
Putting yourself in the customer’s shoes is one of the most effective ways to understand consumer intent and consumer mindset. Customer journey mapping can help you create a detailed representation of the customer journey, the customers’ experience, and all the critical brand touchpoints that leave an impression on your customer. From there, you can identify the touchpoints that failed and determine why or institute milestones as benchmarks for a successful customer journey and targeted digital marketing strategy.
Brands have access to a wealth of consumer data to determine consumer mindset and intent, but not every brand uses data and analytics to their fullest. With social listening tools, platform analytics, and customer mapping, brands can see what their customers really want and deliver a better product and customer experience.