The Modern Marketer’s Guide to Micro-Moments

micro-momentsMost of us spend the majority of our day within feet of a cell phone, tablet, computer, or laptop. Whether we’re willing to admit it or not, we rely heavily on these devices to meet a variety of critical wants and needs.

Our cell phones give us directions, facilitate interpersonal connections, they wake us up in the morning, play music on long car rides, deliver the latest news, and so much more. No matter how you look at it, there’s no denying that this constant connectedness has transformed the way humans operate in the world. Take a look at these telling statistics:

  • Consumers now spend more than 5 hours a day on their cellphones (source).
  • 57% of all online traffic in the US comes from smartphones and tablets (source).
  • People today have 2X more interactions with brands on mobile than anywhere else—that includes TV, in-store, you name it (source).

So, what does all of this mean for marketers? As it turns out, this digital transformation presents a significant opportunity for marketers. And, as a result, it shouldn’t be swept under the rug or brushed off as just another trend.

If you’re ready to learn more, keep reading! Today we introduce you to the concept of micro-moments and teach you the various ways you can capitalize on micro-moments to earn more business.

What are Micro-Moments?

According to Google, who coined the term, micro-moments are the intent-rich moments when consumers turn to their smartphones to find something, do something, buy something, or learn something.

Micro-moments are a fleeting but critical step in the buyer’s journey. Brands who can identify and cash in on micro-moments will ultimately win the mobile marketing game. Before you can make the most of micro-moments, you must first understand the different types of micro-moments that can occur. These are as follows:

I want to know:

The consumer in this type of micro-moment is in the research phase of the buyer’s journey. This person isn’t necessarily looking to buy something. They’re merely looking for information. Their query was triggered by a conversation, passing thought, something they heard or saw, and everything in between.

I want to go:

This consumer is looking for a specific location- maybe it’s a grocery store,  gas station, nail salon, or doctor’s office. Queries that fall under this category are often followed by the phrase, near me. In fact, “near me” searches have doubled in the past year, and 82% of smartphone users go to a search engine when looking for a local business (source).

I want to buy:

The person in this type of micro-moment is actively seeking to make a purchase but is open to suggestions in terms of type, brand, and other less important details. Purchases that happen in micro-moments are typically more impulsive and low risk. For example, an “I want to buy” moment may occur when a  consumer runs out of a household supply, sees someone wearing a denim jacket and wants to buy their own, or they remember they need a new book to read.

I want to do:

These micro-moments often occur in the form of a “how to.” And, they typically come from consumers looking for guidance, instructions, or demonstrations. Whether the person is looking for a way to fix a leaking pipe or trying to file paperwork at the DMV, these queries occur frequently. In fact, “How-to” searches are growing by a rate of 70% year-over-year on YouTube, and 91% of smartphone users turn to their phones for ideas or advice while doing a task (source).

Because micro-moments happen constantly, there’s ample opportunity for marketers to chime in at exactly the right time to win over new customers. We discuss how to do this next!

How to Optimize Your Website for Micro-Moments

Serving the right marketing content at exactly the right time is no easy feat. But there are steps marketers can take to make their business easy to find when their customers need them most. Let’s take a look:

1. Identify the micro-moments that lead customers and prospects to your business.

Just as each company garners a unique set of buyers, these buyers experience a unique set of micro-moments. The key to identifying what types of queries your prospects search during their micro-moments, you must investigate customer search intent. Although there are many ways to do this, we say, start simple. Use Google Analytics to identify the different search queries that currently lead visitors to your website.

For instance, a Nashville yoga studio finds that most of their website traffic comes from search queries like, “yoga in Nashville,” “one-day yoga pass,” “yoga near me,” and “nearby yoga classes.”

Keywords will help you identify what your prospects are looking for.

2. Identify where your prospects and customers turn for assistance during micro-moments.

We also recommend that you use Google Analytics to look into your top referrers. Although the majority of your web traffic will likely come from Google, you might also see popular review websites like Yelp, G2 Crowd, or Glassdoor in your list of referrers.  This information will help you figure out where your prospects are most likely to turn during micro-moments.

3. Create and deliver well-timed, relevant content.

Once you understand what your prospects are searching for and where they’re searching, it’s time to create helpful content to steer potential buyers in the right direction.

Let’s go back to our hypothetical Nashville yoga studio. Let’s say the most impactful micro-moments occur when tourists use their smartphones to research affordable yoga classes to try in Nashville. Using this information, the yoga studio decides to create a new pricing model. They start to offer convenient one-day, two-day, and three-day passes. Then, they optimize their pricing page with phrases like, “affordable yoga for tourists in Nashville,” “yoga pass for visitors,” and “Nashville yoga day pass.”

Now, when tourists search for fitness options while on vacation, the yoga studio appears among the first results.

4. Simplify the purchase process.

Because you already know most micro-moments take place via smartphone, it’s important to optimize the buying process for mobile devices. Test your website and landing pages on a variety of devices and enter the sales funnel through all imaginable outlets. Cover all your bases to ensure a seamless experience no matter the device, channel, or platform.

Remember, modern buyers are all about convenience and efficiency. Even the smallest bottleneck, snag, or inefficiency can deter customers from working with your business.

Modern Marketing and Micro-Moments

Sometimes, the smallest moments can make the biggest difference in the world of business. And, as today’s technology continues to streamline the buying process, marketers must make the most of every opportunity they’re given to influence a person’s buying decisions.

The days of lengthy eBooks and brochures are slowly fading. Instead, we only have a small amount of time and a limited amount of text we can use to capture the interest of a potential buyer. Therefore, it’s important that, as marketers, we become adept at identifying buyer needs and determining how to serve them as quickly and efficiently as possible.  

To learn more about optimizing your company’s web presence, check out these helpful articles:

Contact our sales team today to learn more about efficient and effective marketing strategy. Our data intelligence platform offers the insights you need to convert prospects into paying customers.