Chances are you’ve heard all the buzz about micro-moments, but are still struggling to figure out what these are and what they mean for your marketing strategy. Google defines these touch points as “moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now.” To put it in even simpler terms, micro-moments are those when your target consumer is seeking quick answers or solutions to their problems.
What does this sense of immediacy imply for brands? It means that brands have to be ready to strike while the iron is hot.
If that’s not enough pressure, micro-moments are also transforming what the customer journey looks like. It’s no longer a linear, step by step, process, therefore, brands need to adapt by anticipating the various ways in which customers may arrive at their final purchasing decision.
Are you ready to take advantage of micro-moments to capture your audience’s attention? Here are a few tips to help you be on your way to micro-moment success
Show up when your customer needs you
In the age of micro-moments, brands need to commit to being there for customers in those moments of need. And doing that is the first step toward capturing their attention.
1. Know your customer and anticipate their needs: To be there for your customer at the right time. If you haven’t already, develop your customer persona(s) and map out their journey to include the various places in which they might be seeking that information. Doing all this will prepare you to show up for your customer before your competitors do.
2. Develop a strong SEO strategy: Although many times your customers will know exactly what they are looking for, there are just as many when they don’t. To do that, look at your data and analytics and use tools such as the Google Keyword Planner to learn what phrases or keywords your customers are searching for. Then, embed these throughout your website and assets so that your landing pages and content are optimized to appear in search engine results when your prospect goes looking for a solution to their problem.
3. Include paid ads in your marketing stack: Paid ads are a great way to ensure that you are there when your prospects need you. This is especially helpful if you’re still struggling to make it the first page of search results or would like to target your customers in other places, such as social media. These ads don’t just allow you to show up, they are an opportunity for you to get creative with your messaging and visuals in a way that makes you stand out.
Micro-moments are transforming the customer journey, and mobile is a key player in how that experience develops. With that said, your information is only useful to customers if they can view it from their mobile device. Make sure to optimize your website, ads, social posts, etc., so they are easy to view and digest from a mobile screen.
Reach your customers at the right time
Did you know 73% of consumers are more likely to select a brand if they regularly receive relevant information? One way to efficiently and effectively do that is to set up trigger events every time a known contact completes a specified action on your website. That way, they will automatically receive an email follow-up encouraging them to take further action. You can also incorporate retargeting ads into your marketing strategy so that your known customers continue to see your ads as they browse other sites.
Just think of the last time you were browsing a website and got an email reminding you that you left something in your bag or received a special promo to complete your purchase. Or maybe you saw a sponsored post on social media featuring items or services that you had previously viewed on a business’s website. These moments not only reminded you of what you searched for, they put that specific business at the top of your mind and provided extra motivation for you to complete a transaction.
Having an automated nurture email campaign in place will help you continuously respond to and seek opportunities to attract and engage your leads, and eventually convert them into customers. With this method, you’ll automatically respond with relevant information at the moment your prospective customer needs it to make a decision.