Back in 2015, Think with Google published an article about how micro-moments are changing consumer behavior forever. Maybe you have heard the term, maybe not, but I’m certain you’ve participated in a micro-moment or two or million. Google defines micro-moments as “moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now.” In marketing terms, they are moments that allow you to target a consumer seeking quick, practically instantaneous, answers or solutions to their problems. Think of your business as being there in your consumer’s time of need. This can be a fantastic opportunity, if you are ready, willing and waiting.
Need more proof of your need to capitalize on micro-moments? Google created an informational infographic revealing that more Google searches take place on mobile devices than on computers. The graphic is broken into four sections:
- I-want-to-know moments – 66% of smartphone users turn to their phones to look up something they saw on a television commercial;
- I-want-to-go moments - 82% of smartphone users use a search engine when looking for a local business;
- I-want-to-do moments - millions and millions of hours of “how to” content has been watched on YouTube; and
- I-want-to-buy moments – 82% of smartphone users consult their phones while in a store deciding what to buy.
To compete with a real strategy in today’s marketplace requires more than just running an ad hoping the right customer sees it. Advertising has always been targeting towards your consumer audience, but it has shifted from macro advertising to micro advertising. The good news is that you have more tools than ever that allow you to learn about your consumers and their needs allowing you to do very specific marketing, but the bad news is that your competition has grown immensely and they have the same tools available to them. How can you stand out from the competition?
- Spend some time learning about your target audience and their buying habits. You must anticipate their needs by studying the buying habits and things that influence those habits. Think about a typical path that a consumer might take to drive them to a micro-moment. For example, if you have a television commercial geared toward your audience, you must have a micro-moment ready and waiting for them when they grab their phone to learn more about that product or service. Make the information they are seeking easy to find. Create simple content that is quickly readable and/or visual to a consumer.
- Even if you are a small, local business, you can make sure your business is well represented on all search engines, social media and other online areas that your consumer might use as a resource to find a local business. It is important that you maximize Google AdWords. For more details about AdWords check out this past blog.
- If it can be done, it’s on YouTube. As a business owner, create a useful how-to video in your area of expertise to assist consumers. Make yourself an expert on the subject. A good example is a florist. Many people want to make something like a fresh flower arrangement on their own. Why not make a video showing consumers how to make a simple flower arrangement at home. This not only shows customers that you know what you are doing and showcases your skills; it also helps them out in a time of an immediate need. Show the consumer the value of your product or service.
Hiring a professional marketing company like CyberSpyder can help you create videos and blogs, develop relatable content and help you determine the best AdWords to get you the maximum for your dollar. Contact CyberSpyder today to help you create micro-moments catered to your business and your consumers.