Delivering the right content, at the right moment, has always been a major coup for marketers and companies. But these days, with consumers accessing content from devices as small as their watches, being able to find those perfect moments is becoming more and more challenging.
In fact, Google coined a word describing the instant when a person is open to discovery: micro-moment.
This term is extremely accurate because these instances are fleeting. Blink and you’ll have missed a moment of conversion.
Forrester reports that folks who can identify micro-moments are 65% more likely to enjoy a profitable mobile ROI.
Google VP of Marketing Lisa Gevelber, who came up with the micro-moments concept, has said that “intent is more important than identity and demographics, and immediacy is more important than brand loyalty.”
We can go even further than that. According to Google, 65% of smartphone users look for the most relevant information, regardless of company or provider.
In other words, the micro-moment levels the playing field for local businesses that compete with more recognizable brands.
There are four micro-moments that every brand and marketer should know:
- I-want-to-know moments
- I-want-to-go moments
- I-want-to-do moments
- I-want-to-buy moments
Here are four tips that will help you adjust your local search and marketing strategy to take advantage of the consumer shift to each of these types of micro-moments.
1. Deliver meaningful content
These days, consumers enter the online search experience with very little bias. They hop on Google and are open to clicking on results regardless of whom it comes from. In fact, Google states that one in three users purchased from a company or brand other than the one they intended to, after discovering information in the moment they needed it.
In other words, create content that is helpful or educational and that answers questions consumers have about your product or service.
For example, responding to a search for “best sounding acoustic guitar strings,” an article that compares types of strings, and includes pros and cons, will help attract potential buyers and can help them make a decision. Add a link to your product page to really make this easy for your reader.
2. Use local inventory ads to deliver relevant content
There are some companies out there that can get away with using one ad and ensuing landing page to attract a multitude of audiences.
Most brands, however, need to differentiate their messaging based on who they’re targeting. Google helps this process along with local inventory ads, which allows brick-and-mortar stores to sell tangible goods to customized results by labeling each product with descriptive attributes (like brand, size, color, pricing and more).
Facebook has something similar: Dynamic Ads for Retail. Both are useful for brands that sell physical goods who are looking to ensure their content matches up with the right search queries.
3. Keep your content, well, micro
Micro-moments are built on mobile, and mobile users cram a ton of search activity into a very small amount of time. Don’t slow them done by targeting your mobile users with long-form content.
Keep things short and concise. Highlight the most important information first. Rely on headings, lists, and bullet points to break up longer content and, whenever possible, use mobile-friendly graphics that help convey information quickly.
4. Create seamless calls to action
Here’s a fun fact: in 2017, Amazon’s patent on their 1-click transaction concept will expire, meaning businesses of all sizes can turn to third-party providers to design their own single-click platforms.
That’s worth looking into, as Amazon’s concept helped remedy the 70%-cart-abandonment rate it experienced and has, to date, enjoyed billions of dollars in annual revenue.
In the interim, you still need to find a way to streamline the checkout process. The fewer decisions and page loads your users have to endure, the more likely they’ll carry their behavior out to conversion.
Start embracing micro-moments: They’re not going anywhere
Every time you hear or see something online that discusses the growth of mobile devices, remember, that also refers to the relevance of micro-moments.
These micro-moments are here to stay. Those who can master the art and science of reaching consumers at this golden moment – with the right messaging – will no doubt enjoy long-term success.