What are micro-moments? And how can you use micro-moments in 2020 to boost your sales?
Google’s never-ending quest to make the web more mobile-friendly has led us to this phenomenon. Mobile use has exploded to 96% over the last decade with more people relying on their smartphones to do just about anything – from researching products in the market to Googling random facts.
Billions of times a day, consumers pick their smartphones and turn to Google for “I-want-to-buy, I-want-to-do, I-want-to-go, I-want-to-know” answers. These are known as micro-moments, and here’s a comprehensive guide of how you make use of micro-moments in 2020 to increase your conversion rates.
What Exactly Are Micro-Moments?
Micro-moments can be defined as intent-driven moments of preference-shaping and decision-making that can occur at any point of a consumer’s buying cycle.
For instance, there are moments when Google for the best fast food restaurant in your area for a quick lunch. When you run the quick search, you’ll most likely land on a website with quick loading times, short copy, easy checkout options, and ads tailored to boost the mobile user experience.
As smartphones become an indispensable part of our day-to-day lives, there’s a fundamental change in the way people are consuming media. What used to be predictable, daily online sessions are now fragmented interactions on mobile devices that occur instantaneously.
But micro-moments shouldn’t be confused with mobile moments (or mobile minutes). Mobile moments are the fragment interactions with our smartphones, for instance, texting a friend, checking the time, checking social media, and browsing some online shops.
Micro-moments, on the other hand, are moments where people use their smartphones with a strong intention to know something, to do something, to buy something, or to go somewhere.
If you want to make good business in 2020, make micro-moments your friend.
Succeeding With Micro-Moments in 2020
According to a 2016 study by Google, one out of three mobile device users ends up buying from a brand different from their initial choice when they were conducting a search. Most of the brands that sold to these consumers readily provided what mobile users want in terms of specificity and content.
So how can you leverage on micro-moments is 2020?
Here’s a helpful guide:
1. Understand Your Target Audience
Before creating any type of content, you need to know what your customers want. Research about their demographics, preferences, and habits to get the buyer persona you’re trying to attract and sell to.
Next, consider common questions that your customers ask before buying your product/service. Creating content that’ll answer these questions will make visitors turn to your brand in those micro-moments.
2. Create a Robust SEO Strategy
Don’t assume that a visitor on your website knows what they’re looking for. As a content marketer, it’s your role to guide visitors by showing up on their search result pages and providing them with valuable content.
To do this, utilize online tools like Google Keyword Planner to find keywords and phrases your customers are searching. Next, embed them all over your website so that your content and landing page are optimized to rank high on search engines.
3. Consider Using Paid Ads
If you’re struggling to rank on the first page or would like to target customers in other platforms like social media, then paid ads are a great way to be there for your customers’ micro-moments. Get creative with your messaging and visuals to stand out and engage your target audience.
4. Prioritize Visual Content
Infographics and video marketing are more engaging than traditional copy. Thus, ensure you have lots of them when curating content for your customers. For instance, you can liven a cosmetics blog with makeup tutorials using a set of newly launched makeup kits. This will help you capture “I-want-to-do” micro-moments from your visitors.
Micro-Moments is the Future
Smart content marketers should always make their presence felt online at strategic locations and times with valuable content. By leveraging micro-moments in your content marketing strategy, you’ll significantly increase your conversion rates.
For more insights on how to make the most of micro-moments in content marketing, check out this blog post.