We live in a world where packages can be delivered within the hour. Today’s buyers are accustomed to instant gratification. One result of this is rapid decision-making.
What do we have to thank for this behavioral change? Smartphones. People have a plethora of research in the palm of their hands, and we aren’t afraid to use it. Smartphones give your customers the opportunity to learn and do anything they want in just a few rapid taps.
Micro-moments are the exact moments when a customer decides they want-to-know, want-to-go, or want-to-buy. If you are ready to unlock the secret to maximizing your return using micro-moments, this is your time to shine.
What are micro-moments?
The term “micro-moment” describes the instant a person grabs their phone or other electronic device to learn something, do something, discover something, watch something, or purchase something.
These moments are special because of their purpose. Each micro-moment carries an intent. Smartphones are becoming more sophisticated every day. As a result, the consumer’s expectations are high. When they pick up their phone to make a search, they expect brands to deliver what they want, when they want it. It is up to you to harness that expectation, immediately.
Why do they matter?
Micro-moments can transform the way you do your marketing! Access to smartphones is rendering the traditional linear buyer funnel outdated. The customer journey is no longer linear! It is a combination of micro-moments, all fueled by customer intent. This is good news, as it allows you to harness that intent to shape decisions and outcomes.
It is important to note that stakes are high with micro-moments. Customer expectation is high, and patience is limited. Therefore, your content needs to be quality, relevant, and beneficial to the customer.
Micro-moments are also powerful in that they shape preferences and purchases. In order to stay competitive, you need to focus on addressing your customers’ needs quickly in every micro-moment.
It is important to note that most consumers do not have a specific brand in mind when they pick up their phone to search for a product. This gives you the opportunity to sell to a customer who has previously bought from a competitor. It all depends on the quality of the content and the information you provide.
People don’t often spend long periods of time researching products on their laptops these days. They don’t have to. Purchase decisions are made up of a series of micro-moments. A user picks up their phone to learn about something at random moments, you provide them with the information they need, and they inch toward a purchasing decision.
It is also important to note that micro-moments do not only alter the mobile purchasing experience.
Customers these days are spending less time in brick and mortar stores, but research shows they spend more per visit than before. Why is this? Many customers research what they want to purchase online before entering the store. They are educated and they have a purchasing plan before setting foot inside.
Micro-moments have affected desktop sites similarly. While less time is spent on the site itself, conversions are made more often. With this in mind, you can use micro-moments as a path to lead customers to your store or site.
How can you master Micro-moments?
While micro-moments are new to you, the concept of understanding your customers’ needs likely is not. Luckily, this is the key to mastering micro-moments.
Step 1:
Find your customers’ want-to-buy moments. Listen to your customers! Put out surveys, hunt down industry forums, and check reviews to find out when, where, and how your customers are doing research and making their purchase decisions.
Step 2:
Show up. After discovering the where, when, and how of your customers’ purchasing decisions, it is time to form a strategy that works across platforms.
Step 3:
Stay relevant. Getting up to date with the keywords your customers are searching and the questions they ask will help you answer their specific needs.
Step 4:
Make purchasing easy. Include more than one way to purchase. Equip your customer with instructions and make the buying process even easier by minimizing the amount of clicks necessary to complete a purchase.
Step 5:
Keep up with your analytics. Measure your micro-moments to find out what channels serve what purpose for your customers. This will help you target your content even more.
Now is the time to harness micro-moments! Many brands are clinging to the traditional linear buyer funnel. Get ahead of the game by implementing this strategy now.