Siri, I want to know what is micro-moments marketing.
You’ve already got the answer. Don’t be confused you’re a few steps away from it. I’ll help you. What do you expect from a voice assistant in this situation? I guess, an immediate gratification. That’s what micro-moment marketing is about.
Mobile devices and the fast pace of life have significantly changed customers’ behavior. They make decisions much faster as smartphones allow to find a product or guide in the blink of an eye. Simply put, people just hurry to meet their needs.
Micro-Moments happen when you use a smartphone to learn, discover, watch, buy or do something.
In 2015, Google introduced the next Micro-Moments:
- I want-to-know
- I want-to-do
- I want-to-go
- I want-to-buy
Besides they were introduced 4 years ago, you can still find them in every marketing trend list. The reason is obvious. The amount of smartphone users is growing each year. In 2019, 5.13 billion people already use mobile devices. That’s why Micro-Moments marketing is so trendy.
The main idea of micro-moments marketing is to catch customers at these particular moments and influence their purchase decision.
Read More: eCommerce Trends 2020.
Micro-Moments Marketing Essentials. The 5 W’s
At first, you should define your 5 W’s to be good at micro-moments marketing. Customers don’t search for a certain brand shopping online. They’re looking for a service, business or product that can satisfy their needs. If you know your audience and what they usually search for, you can take advantage of Micro-Moments.
If you want micro-moments to work well for you, define your target audience. If you haven’t built your buyer persona yet, it’s the right time to do it.
Read More: Building Buyer Persona Ultimate Guide.
“Who” includes basic demographic data, customers’ pains, and needs. When you define this data, split your target audience into smaller groups according to it. This way, you’ll create a solid micro-moments marketing campaign for each customer segment.
People search the same thing in different ways. I want-to-know moments include a variety of keywords, whereas I want-to-buy moments — a limited set of them.
You have to find out what your target audience searches for at each micro-moment. When you find the right words, include them in your digital marketing and SEO strategies. For example, if “red dress” is one of the main keywords, incorporate this phrase into your landing or category page SEO description.
It will give you some advantages over your competitors in search engines. The higher ranking you occupy the more chances you have to be noticed.
People want things immediately. They don’t tend to waste time to get somewhere if there are some closer options. It doesn’t matter what kind of business you run, an eCommerce store or a restaurant. Your users should be able to find you on Google Maps.
Provide users with relevant information about your business on Google Maps. It will highlight your business among numerous “neighbors”. This data may include current location, search distance, parking availability, payment methods, etc.
A tip for merchants who have both online and offline stores: implement Store Locator Extension to your eCommerce store for better user experience.
This W can include any time of the day, week, or season. When people start to search for warm clothes consider advertising your fall or winter collection.
A coffee-shop can run a year-round campaign but during specific hours of the day. If you know that the workers in the nearest office building have lunch at 2 p.m., launch an ad campaign during this time.
That’s the most important question you should answer. Why a customer should purchase your product rather than a competitor’s. Why a user should choose your restaurant but not the one that is 10 minutes closer.
Look at the first 4 W’s and you’ll be able to create a solid customer journey map.
Read More: Customer Journey Map Fast Guide
How To Win Micro-Moments
Micro-moments are about the mobile experience. That’s why the first thing you need is to optimize your web site/online store, ads, and social posts for smartphone users. Your site content should be easy to navigate and read from a mobile screen. If you can’t provide users with a positive mobile user experience you’ll hardly attract new clients.
We Create Mobile-Friendly Designs
Create Valuable Content
It’s not enough just to capture customers’ attention at micro-moments to benefit. You need also to engage them with content that will form their final purchase decision. Valuable content should be:
People usually searching for reviews during I-want-know moments. 67 % of online shoppers make their final decision only after checking reviews. Your content should offer something new about your product or service. It must highlight the value of a product, its unique features and issues customers can solve after the purchase.
- Easy to consume
People want to get what they want fast. In this case, they need information. That’s why your landing pages shouldn’t be overwhelmed with heavy texts or content that is difficult to handle. Users want answers so let them get what they search for. Create infographics, showcase videos, and blog posts to direct them to a product/service that will solve their problem.
When you know who your clients are, you know what issues they have. Use your content to ensure the target audience that you understand the source of their problems. Show how your product or service can relieve them from pain.
Develop SEO Strategy
Not every customer knows what he/she is looking for. Marketers should be like genies. They should magically appear in search results and give customers what they want to find. In practice, there’s no magic, only a solid SEO strategy.
Look at your popular pages, use Google Analytics and Keyword Planner to learn what customers usually search for. Then, you just embed these key phrases throughout your site, landing pages, and content. It’ll help your site to climb higher Google ranking and appear in search results when your target audience is at the I-want-to-know moment.
Optimize Checkout Process
Even though you created a strong SEO strategy and valuable content, the poor checkout process can throw it all out the window. Don’t make clients complete numerous information fields as it’s the main reason for the high abandoned cart rate.
Users expect not only immediate answers but also purchases. “Be quick” is one of the main micro-moments marketing. The checkout process should be as simple as possible. Ideally, you should have a one-step checkout.
Need Checkout Page Optimization?
Although micro-moments marketing was introduced in 2015, numerous marketers and brands use old marketing funnel. Micro-moments help to rethink customer journey, improve it, increase brand awareness and boost sales. This strategy doesn’t require a lot of money and time. It’s a solid, cheap and cheerful marketing tool that will accelerate your conversion in the blink of an eye.
About the author:
E-commerce Journalist at Mobecls
2+ years experience
Feel free to ask me anything about this post in the comments below