How Micro-Moments and Technology are Changing the Rules
Consumer behavior has changed forever. As much as we want to turn off technology sometimes, we just can’t. Mobile is now an essential part of our daily lives and it’s changing the way we consume media. Hundreds of times a day we pick up our mobile devices, we check the time, send a quick text, scroll through social media to see what’s going on, try to cram a thought into 140 characters, etc. We create multiple micro-moments of productivity for ourselves throughout the day.
Google’s content marketing team, Think with Google, started researching and discussing the different types of micro-moments that consumers experience (on average) 150 times a day: purchase moments and discovery moments are just a few. Have you ever downloaded an app like Moment that tracks your phone usage throughout the day? It can be quite a shocker. In fact, consumers spend an average of 4.7 hours each day on their smartphones.
So how do you Market in the Micro-Moment?
Ultimately, it’s important to realize that your brand or product or service isn’t the center of your consumer’s world. The key to successfully marketing in the micro-moment is to accept and embrace the idea that you have just a few seconds (8.25 to be exact) to grab your audience’s attention. In these few seconds, it’s important to convey a quick, clear message that is relevant to your consumer.
Being a part of buyer’s micro-moments can be easily done but it will still get overlooked if it’s not done well. We’ve put together five tips to help you enter the micro-moment.
- Say goodbye to the linear customer journey. Buyers are choosing their own adventure now. According to Think with Google, 90% of smartphone users have used their phone to make progress toward a long-term goal or multi-step process while “out and about” (SOURCE). Mobile capabilities give customers the freedom to choose their own path.
- Focus more on engagement. Start conversations in social networks and ramp up your employee advocacy. Publish videos that stimulate ideas in just a couple minutes. This doesn’t mean get rid of your long-form content. It will still be there when your buyers become more engaged but for now, seize the micro-moment and plant a seed.
- Ensure that your content is mobile-friendly. The same Think with Google study as mentioned above also said that 82% of smartphone users turn to their phone to influence a purchase. Nothing turns a potential buyer away faster than a bad micro-moment experience. If it doesn’t look good on a phone, don’t use it.
- Get used to the pace. B2C customers have been working at breakneck speed for a while now but what about B2B? Even if B2B customers do not engage in prompt purchase as often as B2C, they are more inclined to seek answers in the very moment they stumble upon quality content. And in today’s connected society, B2B executives rarely shut down. This means that every single micro-moment they go through can be a potential business opportunity.
- Build thought leadership. Build it every day. The best way to engage in micro-moments with your prospective buyers is to be trusted and admired by them. This doesn’t mean they must know your brand name. This means they know your people, they like what you have to say.
Bonus Tip – Not Everything Has to be Automated
We’re a marketing automation company so of course we love it! We know the ins and outs of automation and its benefits. However, we also know that sometimes automation of any tool doesn’t fully do the trick. You still have to be present. Make sure you are constantly checking your social channels. Some micro-moments can unfold on social media within moments such as a comment or re-tweet. These moments garner additional responses and it’s with these quick responses that brands are able to drive major wins and show exemplary communication.
Think Small, Like Really Small
Whether you’re able to get your hands on customer intelligence data or not, there are still steps you can take to predicting buyer micro-moments and communicate accordingly. You just need to think about how to engage with your buyers more often without pushing salesy tactics and overused marketing techniques. Be the thought leader, be the one they trust and the one they go to when they need a quick answer. Ask yourself how you can become better at marketing in the micro-moment without getting overlooked. Offering a series of short, clear interactions that add value and help your consumer self-educate drives revenue, quality lead generation and a positive brand awareness.