How to Leverage Micro-Moments

Micro-moments frame so many aspects of marketing strategy and tactics. Consumers are mainly going to discover or engage with your brand when they either:

  • Want to know
  • Want to do
  • Want to go
  • Want to buy

These moments, mindsets - whatever you want to call them - should dictate how you develop your content and the keywords you aim to rank for. The Google content marketing team began referring to the term on Think with Google as mobile traffic took over the web. Content is often consumed very briefly, as part of a feed in a quick moment of spare time. According to Google, an average consumer experiences 150 of these moments a day.

Want to know

Educational content is great for building brand, reputation and establishing credibility. It's the perfect gateway to the sale. When I'm gearing up for Christmas, I might search for "best gifts for mom" when trying to find ideas for my step mother.

There is diminishing return in the transactional model. Today, consumers want to engage with their brand, their mission and values. I cannot stress enough the importance of providing value to your potential buyers in order to build that connection.

The sale will come when the consumer is ready for it. Disruptive marketing tactics are a detractor to a market who sees increasing value in user experience.

deploy empathy to your audience

Want to do

"How to learn CSS" is a good example of a Google search someone in the want to do mindset will perform. If you're selling online classes on web design, your offering likely covers many aspects of the discipline. Coverage is important in your course materials so you appeal to a broader audience and ensure you retain your users once they've acquired pieces of knowledge your offer them. Breadth of coverage is also important from a marketing standpoint.

Someone looking to learn CSS will not Google: "web design online courses" or engage with a Facebook ad that promotes a class on paid social. Both content and advertising strategies must cover the broad range of subjects and search terms your audience will engage with.

This category is split between what I call top of the funnel and lower funnel intent. If you're the online education site like in the example above, you may drive traffic ready to convert through this type of micro moment. If however, you're a restaurant, you probably won't get an immediate reservation from someone who reads your blog post on how to cook a rack of lamb. Doesn't mean that engagement won't result in revenue.

The most viable businesses are in it for the long term, deploy patience and provide value to their audience to build loyalty. Giving away some of your expertise and knowledge establishes credibility and brand recognition which will have a prospect think of you next time they're in the mood for or need your product.

Want to go

"Where to stay in Miami" - this intent is pretty conducive to converting a prospect for a hotel. For a water park, content on the subject can be leveraged to build awareness. Again, you're providing value in giving an objective view on great places to stay in your area which will have your potential customer thinking of your brand when they're looking for an activity while staying at one of the properties your article recommended to them.

Want to buy

The only type of micro-moment that converges exclusively towards a bottom of the funnel interaction. "Best bluetooth headset" will likely be a search term someone in the buying mindset will utilise. There's certainly an overlap between some of these moments and the discrepancy can be very ambiguous but it's important to think in the mindset of each of the 4 types. This will allow you to ensure you are targeting prospects in each aspect of their buying journey.

Content

I've mentioned it above; developing content is crucial in the digital economy. Building brand comes through engagement, marketing is a game of attention.

Content should be produced in various forms. Native to the platform your are distributing on - picture and short video on Instagram and Facebook for example; GIFs on Twitter; longer form articles on Medium to name a few... Relevant to your audience; don't take a conservative tone if your buying personas are edgy and adventurous. Lastly, but not least important is to leverage your strengths. If you're not charismatic or entertaining, you might not do so well with a video blog because you'll lose that attention that is hard to gain in a sea of quality content.

You can draw traffic by publishing content on your website which will rank for SEO and you can promote on social. Another effective tactic is to seek distribution through 3rd parties - blogs and publications are often looking for quality content to share with their readers/viewers. It's a win win as you benefit from visibility to that audience which may lead to interest in your product (you also get what we call "link-juice" - more on that in a future post).

SEO

Search is one of mediums that will drive the most traffic, at the lowest direct cost. Organic SEO is developed through time, effort and content. The latter is so important since it serves a dual purpose, providing value thus building recognition and giving the data to Google to index your website for the terms your prospects are using in search.

How can this help your business?

Book a free call with me so can discuss some ways in which Micro-Moments can be leveraged to grow your brand and increase your conversions.

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