In the insurance industry, it is critical to producing clients from your leads. One way that you can do this is through creating content that speaks to a buyer’s intent.
Here is how you can use customer intent to your advantage.
Study Customer Intent
Your first step is to study your customer’s intent. You can do this by monitoring common keywords or searches, visitor engagement rates, bounce rates and demographic details. When you use third-party data-analytic tools, you are more likely to learn a lot about your clients.
Create Data That Aligns With Intent
When you know your customer’s intent, you can start shaping your content around those intentions. You know what the buyer is looking for when he or she goes to your website. If you know the questions he or she may be asking, you can preemptively create content to answer future questions. Pick topics that your clients may search for.
You can also use intent to shape your social media content. For example, it can teach you how to engage with your clients and relate to them. The more you can relate to potential customers, the more likely they are to return to you.
When it comes to marketing, you need to create content that speaks to your potential leads. When you have informative content that answers your potential client’s questions, you are more likely to succeed.