Have you heard of “micromoments?” In digital marketing they’re small opportunities to win new customers. Learn more in this post.
Can you tell me what a “micromoment” is?
I’m sure just by looking at the word you can offer a guess.
In digital marketing it refers to four situations, according to Google. And that’s when consumers want to:
How do you make sure you’ve designed your website so you’ve maximized your opportunity to capture your share of marketing “micromoments?” Well, it’s not easy.
But here’s some steps you can follow:
1.See How Many Searches Come from Mobile Devices
The overwhelming majority of “micromoments” happen on smartphones. It’s logical. When someone wants to know, go, do, or buy, they’re going to whip out their smartphone and search.
For the keywords you target, you can see the number of mobile searches on that term per month in Google’s Keyword Planner. Check it out in action here for the keyword “Dallas HVAC:”
Let’s see, 63.3% come from computers, and 32.2% from mobile devices. Makes sense. When people need an HVAC contractor, they’re probably at home and search on their desktop computer. And they probably search rather carefully, to make sure they find the best one.
They’re not out and about and suddenly decide they have the need to find an HVAC service.
At A High Level, You Need To Do This
With micromoments, these are the high-level criteria you need to fulfill to be successful:
- Being present – You musts know the micromoments for your industry and have a plan for addressing them.
- Being useful – Whatever the consumer’s need, you must be able to fulfill it – now.
- Being quick – Mobile searchers want fast answers. You must give them exactly what they want in seconds.
Google observes that people stay more loyal to the micromoment need they have than they do the brand. So, if you’re worried about them using you versus big-name competitors, let go of that.
4.Use Micromoment Mapping to Meet Your Customer’s Needs
For each of the four “micromoment” situations (know, go, do, buy), you must create your own custom map. Use these simple questions to guide the creation process:
What would potential customers like to know about the products and services you offer?
What might customers search that would lead them to physically visiting your location?
What would customers come to your location to do, and how might they search for that?
What would customers buy from you, and how would they compare that to the competition?
As you can see, these questions don’t have simple or fast answers. And the answers will certainly change over time.
But, the more intensely you study them, the better. That’s all for now… and all the best to you as you work on optimizing your website for customer “micromoments.”