5d • Tutorials
Recognising Buying Signals: A Beginner’s Guide for Digital Marketers
When you’re starting out in online marketing, it’s easy to think you need more traffic. But often the real issue is figuring out who among your visitors is actually ready to buy. Shoppers don’t announce their intentions, but they do leave clues – actions and questions that reveal buying intent. Understanding those signals helps you focus your efforts and improve conversions.
1. Comparison searches reveal serious buyers
Customers close to a purchase often compare alternatives. They search for the best option in their niche, and those searches show up on different platforms:
- Reddit – combine your niche with decision words like best, recommendation or which is better to find discussion threads where people are weighing options:
- YouTube – search for best tool for followed by your product category:https://www.youtube.com/results?search_query=best+tool+forComparison videos attract viewers who are deciding what to buy.
- Google – try queries like best alternative to…:https://www.google.com/search?q=best+alternative+toThese searches often signal that the person is choosing between providers rather than just browsing.
As a marketer, show up in these places with content that helps prospects make their decision.
2. Frustration plus urgency signals the need for a solution
When potential customers have tried multiple approaches without success, they look for a better way. Phrases like:
- “I’ve tried everything and nothing’s working.”
- “I need a better way to do this.”
- “What should I be doing instead?”
mean they’re actively seeking a solution. You’ll find these questions on problem-solving platforms like Quora:
- what’s the best way to… (requires login)
Quora users want clear answers, not debate. If you can help them overcome their obstacle, you’ll be engaging with people ready to take action.
3. Risk‑checking: reviews and reassurance
Before buying, people look for proof and reassurance. They read reviews on sites like:
- Trustpilot – user feedback on a wide range of products and services.
- G2 – reviews of business software.
- Amazon product reviews – customer opinions on consumer goods.
A Forbes piece notes that as many as 98% of consumers read reviews before purchasing, and they often consult around 10 reviews to build trust. Moreover, 88% of shoppers are more likely to buy from brands that respond to reviews. Responding to feedback not only builds credibility but also shows that you care about your customers.
4. Outcome‑focused questions
People ready to buy care less about how a product works and more about whether it will solve their problem. Tools like:
- AnswerThePublic – reveals the goals and questions people have when they search.
You can also use Google’s autocomplete: start typing a question related to your product and see which completions appear. These suggestions point to common problems customers want solved.
For a broader look at buyer behaviour, explore this overview: https://wisernotify.com/blog/online-buyer-behavior. To understand more formal buying signals, check out 13 buying signals – research shows many prospects are 57–70% through their research before speaking to a salesperson.
5. Platforms that reveal real purchase activity
Beyond search queries and reviews, some places give you direct insight into what people are buying or looking to buy:
- Google Ads Keyword Planner – linkUse this free tool to see keywords with commercial intent. It highlights phrases people use when they’re looking to buy and the problems they’re willing to pay to solve.
- Exploding Topics – linkThis service uncovers emerging trends before they’re widely known, helping you spot rising demand early.
- Substack search – linkPaid newsletters indicate sustained interest. Search for topics in your niche to see what issues people are subscribing to and how creators frame them.
- Etsy Bestsellers – linkThe bestsellers list shows products that people buy for emotional, convenience or relief reasons – a useful window into current consumer demand.
- Product Hunt – linkWatch comments on new product launches to learn what excites early adopters, what questions they ask and what objections they raise.
- Chrome Web Store / App Store reviews – Chrome Web Store, Apple App Store Reviews on software marketplaces come from users who’ve spent time with a product, revealing real expectations and pain points.
- Google “People Also Ask” –Search a buyer‑focused phrase in Google and open the “People Also Ask” section. The questions reflect the uncertainties and comparisons people make right before purchasing. Addressing these in your content can reduce decision friction.
Takeaway
For new digital marketers, understanding buying signals is more effective than chasing every visitor. By looking for comparison searches, urgent questions, review checks and outcome‑focused queries, and by paying attention to platforms that reflect real purchasing behaviour, you can connect with the people who are truly ready to buy. Focus your efforts on helping them decide, and you’ll see better results from your marketing.
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Recognising Buying Signals: A Beginner’s Guide for Digital Marketers
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