The reason you’ve stumbled across this post is because you saw the inane title flash across your social media or search engine results page and you reacted. Micro-moments are what influence blogs like this…and I’ll be frank, I know that you don’t have time to read this. So don’t read the whole thing, it’s ok, I won’t be offended. Just scroll, read the bold and get on with your life, because “Ain’t nobody got time for that this!”
Don’t Waste Your Time
Listen (or “read”), we live in an “on-demand” world where people need original content NOW…and if you aren’t answering a question that’s on the mind of your audience, it becomes that much more difficult to connect with them. Not only will your messaging fall in with the clutter, it won’t be of interest to the consumer and your content may never be seen.
Micro-moments are an important way to think about your consumer’s actions
Think with Google™ considers “Micro-moments” the moment when a consumer decides they need to get to a device to do something. That “something” could be anything, really…a quick need to buy some smart light bulbs before you go on vacation, the answer to “how many ounces are in a cup”, texting someone or chatting with friends on social media. It’s 8 ounces, by the way. Google actually defines Micro-moments as:
Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.
So how do Micro-moments apply to you?
I don’t know, you tell me. Your due-diligence on audience research will help you discover how you can use these moments to your advantage. Although I don’t know how it can directly relate to your business, I can help offer up some things to think about:
- Get on top of Search! If someone has grabbed their phone to research or buy something that pertains to your business, you should be near the top of the results.
- Don’t forget about email! Email has about the longest shelf life of any marketing you’ll ever do. You have their email because they showed interest in your product or service in the first place. Use it as a tool to educate, nurture and convert!
- Make your website work for you! Online brochures are fun, but a website that includes actions and evolves with the needs of your consumer, are a way to change the game for your brand.
- Order an App! No, I don’t mean the kind that comes with side of ranch and a moist towelette! If someone is picking up their phone for an action, give them a reason to open your app! If you aren’t already under development for your new native application, you should seriously begin considering it – the world is becoming very app driven…very quickly. Stay ahead of it!
- Track ‘em! Not technically a way to use micro-moments to your advantage right away, but tracking the effectiveness of your efforts create opportunities for improvements. Don’t ignore the facts!
- And when they forgot to buy…remarket! Yes, we know they went to your site (how? We tracked them!) – but they forgot to complete their purchase. Consumers move so quickly, we’ve got to catch them at the right point. Use remarketing to target Google, Social Media, Email and wherever else you need to get back out in front of them!
I have faith in you. You can do it. Make every moment count! If you have any questions or want some quick consulting, hit that contact button up above.