"Micro-Moments": How Is Your Business Capturing These?
Updated: Jan 14, 2020
Turning split second interactions with your website into positive experiences for your customers.
According to Google, A micro-moment is an instant when someone turns to a device "to act on a need to learn something, do something, discover something, watch something, or buy something." On any given day, people unconsciously make thousands of decisions. They decide to look at their watches, grab water, take another sip of that sugar-loaded latte, venture out for a walk, call a spouse, and so forth.
And then there are moments when a pressing need arises. The "I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments." These are critical moments that affect your business. These moments are increasingly important in your customer's journey as they lead to decisions that affect some of your business goals.
With so much noise vying for the attention of your customer, how are you as a business breaking out? Today's customers follow numerous journeys before they get back to their original path (if they get back at all).
The traditional reliance on being the "go-to" business in your industry is now challenged by new and savvier business owners who slowly but surely are disrupting traditional models. What's a company to do in this environment? You can't beat them, so join them or risk extinction, and here is how to join them:
1. Optimize Your Website
Oh, say, can you SEO? It seems obvious, but many business owners fail to invest in this critical need for their websites. You can build it, but unless they know you are there, no one is coming. It is, therefore, essential to make sure that your website is not only discoverable but that it's content is designed in a way that provides your visitors with what they are looking for. As a business, you should anticipate what your customers are looking for, so when they show up, your business is the obvious choice for them.
2. Be Available for Your Customers in Real-Time
Oh, say, can you chatbot? Is there something or someone at the end of that fiber cable? If not, there should be. There are so many tools available on the market that businesses can easily integrate to connect with their customers directly. At the very least, a thoughtful and well crafted Social Media Strategy can provide an ongoing avenue that your customers know how to reach you, and yes, you must respond promptly. Some social media platforms tell visitors how soon and how often you respond. I have done business with businesses simply because someone immediately responded to my message. In short, get your messaging game on top.
3. Diversify Your Content
So, we all know people react differently to how a message is delivered. A large animated meme screaming "New on the Market" will not hold my attention, but I will read the full product description and white paper with enthusiasm. Similarly, your content needs to appeal to all learning types. The spatial learners probably need to see more illustrations, doodling, and infographics, while the aural learners will appreciate any music on your site. Your verbal customers will love the catchy phrases you come up with while your social customers will enjoy the opportunity to be invited to be part of something big. So go on and learn about all the different ways you can diversify your content; it will all tie back into your SEO strategy as well.
4. Be Human
One of the things I like to think differentiates me from my competition is that my Websites are designed for humans. I like to think that when I interact with clients, I'm human too. More than selling, I want to learn about the business. How do your clients behave? Who are they? What makes them come to you? I enjoy getting into the nitty-gritty of personal journeys because when I go off to design, I have a clear understanding of who you are. Likewise, with your customers. If you make them feel special and think a business curates its mission with them in mind, you have won their hearts and minds. No one wants to believe they are just a metric.
5. Create Key Metrics.
Which is precisely why you need to have useful metrics and analytics at the end of the day, so you know what's working and what's not. There are many tools to do this, but personal favorites are SemRush and Hubspot tools that monitor everything from display ads to how strong your brand is. By creating key performance metrics to measure your impact, you will know if you are successfully taking advantage of those micro-moments that impact your business.
Tell me how innovative your digital strategy is and what are some ideas you use to capture these micro-moments?