What are micro-moments?
Like with any other new terminology, there could be a boring definition for micro-moments. We are not getting into that.
Here is a simplified explanation of what micro-moments is:
Remember the sudden spurt of an idea or a question that you searched online for? Like distance from Point A to B. Restaurants near me. Bowling alleys near me. Sneakers for men/women. These spurts of quick searches that you conduct online from your mobile are referred to as micro-moments.
Micro moments are driven by four prime factors:
- I want-to-know
- I want-to-go
- I want-to-do
- I want-to-buy
The ‘I’ in the micro moment is the consumer and their fragmented wants.
For example:
- What would the weather be like today?
- Which is the nearest retail store?
- What can I do at the place where I am going?
- Where can I buy something I have in mind?
- And so on..
Until the shift to mobile took place, the answers to all these questions were previously answered by a trusted friend or somebody whom you trust as a reliable source. But, now our mobile devices have taken upon themselves that role of a friend, a guide and a virtual assistant who can answer anything and everything at any time. Thus, leading a tirage of micro-moments that
count up to at least 150 times a day.
For customers, this provides a world of opportunities. And so do for brands in equal measure. The shift to mobile as a medium to find and consume information gives marketers and brands a spectacular opportunity to connect with their target audience.
Wondering how brands can leverage the micro-moment queries and actions of customers?
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Consider these facts from studies conducted by Google:
- 69% search for travel ideas during spare moments, like when they’re standing in line or waiting for the subway
- 91% look up information on their smartphones while in the middle of a task
- 82% consult their phones while they’re standing in a store deciding which product to buy
- 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand
In other words, micro-moments can induce a prospective customer to become your paying customer instantly.
The Macro Power of Micro-Moments in Marketing
In these micro-moments of wants, the buying intent of the customer is so high that if a brand positions and delivers on their needs, the conversion rates could go through the roof.
Here are three ways how marketing can be used wisely to make the most of micro-moments:
Be There
Thanks to Google Analytics and search engine programs, it is possible to mine the common search phrases that your customers could be using to find your brand or alternatives. Dig out such anticipated search terms and proactively prepare to be available and serve your customers when that have a micro-moment.
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Most importantly, ensure that relevant product or service information is put forward for them to consume right away. Google has a way of showing relevant search results as snippets in SERPs. Leverage such utilities to make your information stand out and appeal more to your customers.
Be Useful
Once you have brought your customers to your virtual storefront, make sure the digital experience and the customer journey is smooth. In other words, provide them useful information that they can take action on.
You can make the customer journey for customers easier and simpler by showing the most frequently asked questions, having a price comparison page or a competitor compare page where you can showcase why your product or service is better than the rest.
Be accountable
The consumer journey throughout its length must cater to the wants of the customer and drive them to a quick decision. But, don’t overdo it. Be accountable to provide the necessary information that will help customers get ready to make a buying decision.
There are two ways of being accountable to your customers. One, they want relevant and contextual information served online. Two, there is a need to keep things secure and safe. For instance, Android devices are more prone to malware attacks through apps and links since they the platform is quite crowded with all kinds of developers
You have to ensure that the information that your customers share across the Internet to your page is not insecure in any manner. There is a need to show that you are a customer-centric company which takes user data security and privacy seriously.
It is here that encrypting online data which transferred between browser and web server with SSL certificates can prove to be a value add-on. SSL helps to weed away the possibilities of your website being hacked or eavesdropped into and gives assurity to users that their data is safe on your website. If you have multiple websites then you can secure it with a single Multi Domain SSL certificate that saves time on certificate management.
Parting Thoughts
Micro-moments lay down the various tiny junctures when your customers could be searching for you. Be there, be useful and be accountable. That should take care of converting your organic traffic into rich converting customers.