Measuring Interest And Intent

When people find you, they have some kind of interest and intent.  They found you because:

  1. They were searching for something
  2. They saw an interesting link via social media from a friend or contact
  3. They were referred by a message
  4. You were selling brilliantly

Really, when someone finds you, they are looking for something.  You got their attention because they were focused on something that resonated.

If I am sick and tired of my weight, I start to notice diet tips and fitness advice where I might have ignored it previously.  If my car needs to be replaced, I become more aware of new car models and even tune into the radio ad.

Timing is everything if you are trying to connect.  However, when your buyer is trying to connect, then your market is everything.  There are likely an abundance of people looking for what you offer.  It just may not be at the same time or your desired time.

Timing

Your website visitors are there because something in their timing and attention got them to your content.  It resonated.  The depth of their interest and their intent needs to be measured and nurtured to do anything worthwhile.  Clicking away is too easy and too convenient.

Part of building successful content marketing and marketing automation requires observing how your potential buyer is moving through your content.  Sequencing what they are offered and seeing what they engage with is critical for helping your marketing systems become smarter and more automated.  This requires analysis of the drop off points and seeing where the sticking points are.

With such a vast pool of potential visitors, their timing is based on their initiative.  Ensure you can decipher the interest and intent coming from each of your visitors and focus on how your next steps in the buying process line up to your theories.

It is part of the art of automation with personalization.

What are the things you notice about how your visitors behave?

 

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Published by Don Dalrymple

I grow businesses through partnerships and executive coaching. I work with partners and clients on strategy, systems, team building and growing revenue.

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