Micro-Moments: The Digital Battleground for Businesses
Are you an industrious healthcare professional looking to grow your practice? A savvy entrepreneur trying to draw new customers to your business? An accomplished financier aiming to attract new clientele? Regardless of your title or field, you need to familiarize yourself with the micro-moment. It is revolutionizing the interaction between business and consumer.
What is a micro-moment? The term is easy to understand. You have likely experienced more than your fair share of them when wearing the hat of consumer. A micro-moment occurs when a consumer is compelled to search for a good or service, after an inciting event makes them realize they need or want it.
Examples of Micro-Moments:
Spotting a blemish on his tooth, a man immediately searches “best teeth whitening products” on his phone. An unexpected snow day prompts a mother to search “where to buy sleds.” A woman searches “mortgage calculator” at a red light after she and her husband decide they want to buy a house. A man looks up “best investment advisors” on the subway after getting burned in a bad investment. The moment at which a person turns their attention to a device, with the sole intent of procuring a good or service – potentially your good or service – is a critical moment to assert yourself, if you mean to gain new business. In fact, it is crucial that you assert yourself over the competition in the rapid-fire setting of a ‘micro-moment.’ Every one of your competitors is eager to win this lead before you do.
Google has held talks and posted myriad articles, waxing poetic about the importance of micro-moments. They’ve called them the “new battleground for brands.” By gaining an understanding of them, how can you, as a business owner or leading professional, use them to your advantage? How can you translate that knowledge into a better, more competitive business that caters to the inclinations of an ideal customer?
Understanding Micro-Moments: Here’s What You Need To Know
Your ideal customer may not have the time to sit down at a desktop and begin a devoted expedition through cyberspace to find you, or learn about what makes your business the better choice. Instead, many consumers will seize stolen moments. They conduct bite-size searches, looking for the information they need in tidbits. This creates a segmented journey to their eventual discovery of your brand and business – indicating that micro-moments, however brief, can still be one step in a long and considered journey, such as the decision to buy a house, retain an attorney, or select a wealth management firm.
A micro-moment is not just a space where consumers procure products/services, they also hungrily seek out information about that product/service. “Because we’re reaching out for information, these are the moments when we’re open to having our preferences shaped. Open to help with the decisions we need to make along a journey to accomplish something. And because this is a decision-making behavior, it is one that advertisers and marketers must pay attention to. Being there and being relevant to consumers is what’s going to help you win their hearts, minds and ultimately their dollars.” says Google’s Director of Performance Marketing, Matt Lawson.
As a business owner, ask yourself, do I come up under a wide variety of search terms that might lead them to me? How am I presenting my good or service in that search result, authoritatively or generically? What are the questions they may pose as a Google inquiry when looking for a product like mine? Do I have blogs and informative landing pages that will answer these questions and lead them to me? Do I present myself as the utmost authority on the subject – the best person to answer their questions?
Mastering Mobile In A Micro-Moment
Lawson points out the rising importance of mobile in the digital searching sphere, although this hardly comes as a surprise. According to Lawson, the number of internet browsing sessions on mobile has increased 20% over the past year alone, while the amount of time spent browsing has decreased 18%. The amount of conversions (number of casual browsers who become leads) have increased 29%. These insights have emboldened many companies to invest more in both mobile advertising and the creation of informative blogs/substantive web content to lure in mobile searchers. They are honing in on efforts to diligently court mobile-generated leads until those leads convert, and so should you.
When consumers are driven to the search bar, they don’t know exactly what they’re looking for. In many ways, they are learning while they are shopping. Countless searchers are inclined to tack on the word ‘ideas’ to their search term. (Bridesmaid gift ideas, bathroom decorating ideas) In doing so, they cast a wide net, “to take in all the information out there, so they know they’re not missing out on anything before narrowing down their options…By understanding how people are searching for ideas, brands have an opportunity to get into their consideration set. Brands can think of all the open-ended discovery moments where someone is totally open to what is out there and make themselves visible and differentiated.” says Google’s Head of Ads Research and Insights Sara Kleinberg.
Next week, learn why Authority Marketing is the single best way to increase visibility and differentiate yourself from the competition during a micro-moment!