Intent Marketing

There is a plethora of traditional marketing strategies and tactics that can help you grow your business. Once you get creative, the options are endless…and constantly evolving with technology.

At the Fitness Marketing Alliance, when it comes to traditional, we highly prefer and suggest intent marketing.

Put simply, intent marketing is catching the potential consumer when he/she has the intent to solve a problem. If your product or service can solve that problem, wouldn’t it be a great time to be in front of them? They are figuratively raising their hand and asking for your help.

The most common forms of intent marketing are search engine optimization (SEO) and search engine marketing (AdWords, Yelp, Re-targeting, etc). In theory and practice, you can skip a substantial portion of the “Know, Like, Trust” continuum with sold intent marketing.

Here’s an example. My wife recently broke the heel on one of her favorite boots. She had a problem. What do we all do when we have problems nowadays? We ask Siri, Google, Alexa or any other search portal. In this case, she typed into Google “boot repair shop in Whitefish” (my current place of residence). The search results came up and the first one that answered the phone got her business.

PRO TIP – How is this search term changing as voice search becomes the standard? It is something closer to “Siri, find a boot repair shop near me”

That, in a primitive nutshell, is SEO. There are many additional forms of intent marketing – point-of-sale, re-targeting, profit maximizers, content consumption, site data, etc.

I urge you to take a critical look at your marketing strategy this week and think of ways you can catch your potential customer at the most critical times. Blasting out ads to “cold traffic” is still a very useful way to build awareness, fill the top of your funnel, and occasionally generate a direct sale. Just like fitness, there is no “good” or “bad” movements. It just comes down to the proper application thereof.

So, where is the next frontier when it comes to Intent Marketing? We love this question because it’s the world we live in. Nobody knows for sure, but we have a pretty solid guess and I happen to be recording a podcast on it later this week. Stay tuned.

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Eric Malzone

Eric’s professional experience stems from a decade in various sales and marketing roles that led him to open a CrossFit (TM) affiliate in 2009, Gravitas Fitness. After 8+ years of gym ownership and a deep analysis of his own “ideal day,” Eric decided to sell his gym and go full throttle into FMA.

The success that he saw during his days as a gym owner, can now be leveraged to help thousands of gym owners worldwide.