Micro-moments in marketing are defined by Google as in intent-rich moment when a person turns to a device to act on a need – to know, go, do or buy. Micro-moments are typically differentiated into four different categories.
- I want to know moments: Someone is learning about something new but not in purchase mode.
- I want to go moments: Someone is looking for a way to buy something
- I want to do moments: Someone wants help completing an action
- I want to buy moments: Someone is ready to make a purchase and might need help deciding what to buy or how to buy it.
The concept of a micro-moment is somewhat nuanced in that one creates a marketing strategy around the fact that a brand only has a few seconds to capture the attention of a target consumer. These marketing efforts need to be hyper targeted, anticipate the consumer’s needs and provide valuable content in every interaction. Execute this well, and these micro-moments can move a prospect down the marketing funnel, through the point of conversion at a rapid pace. Meaning increasing the effectiveness of marketing dollars and tightening of stop gaps and points of lead loss.
How can small businesses capitalize on these micro-moments? I have a few ideas:
Make Sure You’re Mobile
We know that people do research and make purchases on mobile devices far more frequently than on desktop. According to an article on nectafy.com 88% of consumers who search for a type of local businesses on a mobile device call or go to that business within 24 hours. Make sure your business website displays correctly on a mobile device and that you employ any click to call functionality on all websites. The key here is to make it as easy as possible for someone to look up your business and contact you on their mobile device.
We know that these micro-moments don’t last very long, 15 seconds at most. Speed and ease of use is crucial to the success of any marketing effort. A Google report found that 29% of smartphone users will immediately switch to another site or app if they can’t easily find information or the site is too slow. Out of that 29%, 70% switched because it took too long to load and 67% switched because it took too many steps to get the information they needed.
In addition to investing in a mobile version of your website, make sure you have free listings set up on Google My Business, Yelp and a Facebook Business listing. Take advantage of every feature they offer to better describe all that your business has to offer. If you have the budget, some of the paid features on Yelp could also be beneficial, such as feature photos, videos and more.
Create Community and Connection
The most effective small businesses will utilize these micro-moments to create value and make the interaction special, according to Jonathan Lacoste, president and cofounder of Jebbit, in an article found on the AMA website. “People like feeling special and emotionally connected,” Lacoste says. “Can you give people content of value that’s specifically aimed toward their needs and challenges and desires, that’s specific to them, as opposed to just listing them all out?”
Small businesses can put this into action by utilizing a blog and social media platforms to position themselves as subject matter experts. The small businesses I support have years of experience and knowledge in their respective fields. They can create meaningful interactions with current and prospective clients by using their experience to answer questions, provide helpful maintenance tips and maintaining an approachable presence online. This combined with a CRM and stellar customer service will create new, loyal and referring customers.