‘Micro-moments’ are the talk of 2017 within the digital marketing community, and your business should be taking note. Labelled by Google, micro-moments refer to the hundreds of interactions your customers make each day with mobile devices.
So what are micro-moments?
Micro-moments happen when we unconsciously reach for our mobile device, to learn something, to do something, to watch something, to explore something, or to buy something.
Micro-moments are segmented into four categories:
- I want to know
- I want to go
- I want to do
- I want to buy
Great, so what can micro-moments do for my business?
Think of micro-moments as an easy way of categorising your marketing activity. If you’re a business owner or marketing manager, you’re probably as bored as I am with hearing terms like ‘automation’. Whilst I agree that, when implemented correctly, automation can be hugely powerful, when it comes to small business it’s over-simplified by those that sell it, and under-estimated by those who invest in it. I believe that it’s better to do fewer things very well, than many things averagely.
Each of your marketing activities can be placed into one of the four categories to create a collection of tactics, channels, and media that aligns with your overall marketing objectives:
- I want to know: blog posts, answers/FAQs, tools
- I want to do: videos, how-tos, step-by-step
- I want to go: directions, landing pages, citations, directory listings
- I want to buy: in-store, online
Google believes that these micro-moments, when added together, ultimately determine how the consumer journey ends. It’s worth noting that these micro-moments do not have to occur in the above order.
Let’s look at an example:
Meet Jennifer, a 29-year old woman and general manager of a family-run gastro pub and B&B in the Peak District.
Meet Dave and Nicole, a couple in their late twenties from London with an adventurous spirit. Dave and Nicole are watching TV one evening when they decide it’s time to get away for a weekend.
I want to know:
After throwing some ideas around, Dave jumps on his smartphone to research great places to explore in the UK.
Jennifer, armed with her knowledge of micro-moments, is well-prepared for people like Dave and Nicole. She has kept close tabs on Answer The Public, Google Trends, and some well-known travel community websites, collecting information on the types of questions that people are asking, and the types of comments that visitors to the Peak District have been sharing.
In response, Jennifer has:
- Created a blog post on ‘Best walks in the Peak District’. The list is informative and includes maps, difficulty ratings, photographs, and compelling copy.
- Made use of Schema and has secured a Google Answer Box for her list of walks. This is big win for Jennifer, since she knows that her post will dominate mobile search results.
I want to do:
The couple are really interested in the walks covered by Jennifer’s post. The routes sound great, and the copy has captured their interest. They want to dive deeper into what they can expect, so start to look for richer media to see if they can catch a glimpse of what they can expect.
Jennifer, prepared for this of course has;
- Filmed some amateur drone footage of the routes whilst walking her dog, Frodo. She’s uploaded this to YouTube and other video websites and links to it in her post.
- Ensured her company Instagram and Facebook profiles have been kept up-to-date and fresh with lovely photos of their food, behind-the-scenes shots in the kitchen, her local farm suppliers, beautiful surrounding scenery, and of course Frodo. She’s used hashtags to reach a wider audience and to gain a stronger following. These profiles are also linked to from her website.
- Has used ALT tags and permissions on her website, to let Google Images and other image engines to index her imagery.
I want to go:
Jennifer’s post attracted Dave and Nicole to visit the exact area where her B&B is located, giving her a distinct advantage by localising their search to accommodation around her. To increase her chances against her local competitors, she has;
- Filled in her Google Places profile with as much information as possible, and has kept her NAP (name, address, phone number) details consistent with other directories.
- She has been disciplined, asking her customers to leave reviews for over two years, and has built up a really great reputation that is proudly displayed publically online.
- She has provided clear directions on her company website, with information on roads, trains, local taxi firms, and other useful information.
I want to buy:
As Dave and Nicole browse her website, Jennifer is clued up with data from Analytics and demographic information from her Facebook Page. She’s well aware that it’s game time, and has given herself the best chance of securing a booking by ensuring that;
- Her website is optimised for mobile, with a consistent design that uses beautifully shot photographs and easy to read text.
- Professional images of the rooms and food are easily accessible and set the tone of the quality of her business.
- Testimonials and her fantastic ratings are clearly visible and consistent throughout the website.
- There are multiple ways to book including a click-to-call phone number and a simple and secure booking form that are both tracked in analytics. Jennifer knows her customers prefer to speak over the phone, so she’s made sure that her phone number is clearly visible at the top of the page and that the phone is always manned by one of her front-of-house team.
Where do I start?
Understanding micro-moments is a case of stepping into the shoes of your customer. Think about the last three items you purchased. How did you end up buying them? What were your interactions? When did it first enter your mind? Grab a pen and paper and note these down then create your customer journey around this.
By Alex Minchin, managing director of Zest
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