Intent Vs Discovery

I recently published a [solo podcast episode]( breaking down two very important marketing concepts: - Intent - Discovery You can listen to the episode on your favorite podcast app, or stream it from my blog here: [( What Is The Difference? Intent based marketing is when you look to meet a potential customer when they have the intention to solve a problem and go looking for a solution. They are actively seeking something, and hence they have intent. Discovery based marketing is when your message shows up to a person who is not specifically looking for a solution to a problem. Most forms of advertising are discovery based. For example, television advertising. You probably were not looking for that bag of potato chips you just saw advertised as you were watching a football game, so the ad helped you to discover the product (or remind you of the product again). Intent based marketing shows up typically when you go searching for a solution. Today by far the most common example of this is Google search. Google paid advertising and organic content optimized for search results, are examples of intent based marketing. Which Is Better? There is no strict answer as to whether intent or discovery is better. Often companies use both. Or, sometimes based on what you sell, it can be hard to find people intentionally looking for it, so you have to use discovery. With my first business, an essay editing service targeting international students, I used both intent and discovery. Google was my intent marketing solution -- if a student went searching for essay or thesis editing I made sure my website ranked on the first page (which was easier back then!). However, I wasn't getting enough clients just from Google, hence I had to expose students to my company so they learned we existed - discovery marketing! I used posters that I stuck up all around university campuses in Australia, where students would discover my service existed when walking past. Which method is better for you depends on what you sell. The answer is not likely obvious, you will need to experiment to find the best combination of marketing solutions. Today people search and find my websites in Google organically, I have paid ads running on Google too, and we have content going out on podcasts, on my blog and on social media, which aids in discovery and repeat messaging. Discovery Typically Takes (MUCH) Longer One last important point -- intent based leads are generally better. They are more ready to buy and usually require a shorter sales/education cycle. Discovery marketing typically requires many repeat exposures and more in-depth sales cycles using content. For example, today we get clients for my company [InboxDone]( that go from a Google search to our website, to a sales call and then purchase. Compare that to selling my online courses previously, where frequently a person had to sign up for my free report, watch a webinar, read several email newsletters (like this one you are reading now), see me on social media -- and then they finally purchase. This process could play out over a year or more, with ten to even fifty or more points of contact with my content. What will work for you is an experiment you have to do. I'm Here To Help If you need help crafting a marketing strategy, including deciding what formats of intent and/or discovery marketing are worth testing for your product or service, I am here to help. I offer up to 5 openings for private one-on-one coaching to help grow your business. Coaching includes live calls, having me available via WhatsApp for text or audio message support and accountability. If you're stuck and need help, let's see if we are a good fit to work together. - [Visit my Candid page to sign up for Coaching with Yaro]( Good luck with your marketing! Yaro -- yaro@yaro.blog Blog Mastermind Ltd 330 Avro Ave Pointe-Claire, QC, H9R5W5, CANADA [Unsubscribe]( [Unsubscribe from this campaign]( Sent with [Systeme.io](