Micro-Moments: Moments the Prospects Want You the Most
"Let's Order Food Online!" or "I need them now" are terms that we use quite a lot these days. Your customers may say that too. You make decisions faster than ever. These spontaneous "I want" jiffs are called micro moments. Then your customers need you the most. Where are you in these moments
Google defines micro-moments as "intent-driven decision-making and preference moments that occur throughout the consumer journey".
Micro-Moments was listed by Jay Baer as one of the hottest marketing trends. These moments are of immense value as customers are in a hurry to perform this special task.
As a co-marketer, I want to tell you how you can take full advantage of these situations to maximize customer acquisition. So let's jump right in. Should we?
Why are micro moments important?
Nowadays everyone has a powerful device in their pocket, the smartphone. And this device completely changes the marketing rules because people want to act now. They expect quick answers from brands.
With smartphones we can make impulsive decisions. At these moments, the expectations are pretty high, even though our tolerance is low. This means that the brand that provides us with the information we are looking for wins.
How can you conquer these moments?
There are several ways to understand your customers' "I want" moments. Once you've figured out those moments, you can create intentional content to attract them.
Learn from their past actions
Customers are a company's most important asset. When they learn about their likes and dislikes, their needs are essential. They may not always mention exactly what they need. With predictive analysis, you can learn from their past actions and predict their future needs to understand each customer's micromoments.
Listen to your buyers
Recognize your consumers' impulsive moments by listening to them on social media and online forums like Facebook, Instagram, Quora, etc. These platforms will help you identify the latest trends in the industry. Updating content with these trendy topics can lead to more traffic.
Take the help of tools
Using tools like Google Analytics and Search Console, we can identify the products or pages that customers are most interested in. This can be helpful in predicting customer trends, needs and intentions.
The search console can help you find out which keywords appeal to deliberate customers. Optimizing these keywords can drive more traffic to your website.
Provide them with relevant information
The immediacy of customers leads to very little patience. Therefore, it is very important to give them relevant information on the landing page. Straightforward customer experience / user experience is essential.
Going through various menus and pages in these moments leads to low customer acquisitions.
The poster above shows the date of the conference when the website opens. This answers one of the most common questions customers have. That is why you provide them with immediate and relevant information.
Customers expect Google to understand searches near me without explicitly mentioning it. Therefore, targeting products and services based on the demographics and geography of your target audience can help you understand their micromoments.
To find out the geographic location of your customers on the website, you can send them a geo-targeting request. Once they have accepted it, you can filter the information to provide them with the most useful data.
Now that we've learned what customers want, the goal is to keep them on the website. This can be achieved by considering some simple but very important elements.
Site loading speed
Research has shown that the maximum number of smartphone users will switch to another site if the current site is not loaded within 5 seconds. Shoppers don't like to queue up in physical stores, just like they do for their online shopping personas. It is therefore important that the site loads faster.
Provide multiple checkout options
69% of customers believe it is important that online websites offer them multiple checkout options such as home delivery or in-store pickup, as well as the option to pay via various e-wallets.
Provide customers with product reviews
Make it easier for customers to make their decision by giving them real reviews of your product. Research has shown that 88% of customers trust online reviews and recommendations as well as personal recommendations.
How Sephora used micro moments
The Sephora team found that shoppers were looking for online reviews in the store. Customers also took the time to remember what shades of clothes or makeup they had bought last time.
Sephora understood the potential of retail cell phones. As a solution to customers' needs, they developed a website and an app that customers could use to scan each product to review their ratings, frequency of purchase, and also their purchase history.
By designing websites according to micro-moments, you can reach customers more effectively. Customers who are directed to your website via micro-moment marketing are full of intentions and can take immediate action to not only surf the web casually.
With the right data and concepts like predictive analysis and geo-targeting, it's easier to maximize customer acquisition. So it's time to implement everything we've learned and make a difference.