Google is the most popular search engine in the world with a mandate to keep that title using algorithms. Every time we use Google to search for something, we’re providing data on our habits. The tech giant uses this information to identify trends, improve search services, and draw conclusions about consumers. To that end, Google has identified micro-moments through research analysis.
So…Small Moments?
What is a micro-moment? They are the right now moments when we search for answers. People are picking up their phones to act on a need to get information right away—a kind of instant gratification. And because of Google’s powerful abilities, we’ve come to expect our urge to be satisfied quickly. Research shows that consumers average 150 micro-moments daily.
Four Micro-Moments Identified
Micro-moments are broken down into four categories.
- I want to know. Someone is scrolling through pictures of side tables. This person is researching, but not quite ready to purchase.
- I want to go. You’re in the car and you need a paint store, stat!
- I want to do. These are how-to moments. The searcher wants to know how to get the whitest teeth, fix a broken washing machine or make pad thai. They’re looking for instructions.
- I want to buy. It’s your sweetheart’s birthday and you want to buy flowers and you want to know which ones will last the longest.
Each of these moments can be satisfied with video. In fact, here’s a video on how to do just that!
https://www.youtube.com/watch?v=SroFv81EpxA
The Consumer Role
Here’s what the research on consumers reveals about micro-moments: 53% of us will give up on a mobile site that takes longer than three seconds to load. Once a site loads, we want to be offered something of value. That can take many forms: insights, knowledge, offers, discounts, etc. We’re less likely to return to a site if we’re not getting anything out of it. Even though we spend three hours a day on our smartphones, we’re still unwilling to waste time.
Marketing for Micro-Moments
We already spend so much time on our phones, we’ve learned to tune out the constant bombardment of ads, offers, and sales pitches. Enter micro-moment marketing. The idea is to capture the few seconds of a consumer’s attention they’re willing to give you. Use the opportunity wisely to deliver a clear, concise, relevant message quickly. Ideally one that’s optimized for mobile.
Each micro-moment can be seen as an opportunity to reach your customer. As a business, providing information that’s useful at that moment will increase engagement. It’s a chance to create lead generation through brand recognition in a kind of supportive role that can pay off in the future.
Here are some ways to take advantage of micro-moments:
- Optimize your site for mobile. This is where the moments happen most.
- Provide useful content. If you’re a sock manufacturer, post a chart on the kind of socks that work best for different activities.
- Search Google for your brand, and even competitors, to see what questions people are asking. Answer those questions in an FAQ, blog posts, or customer testimonials.
- What are your front-line employees being asked by customers? Again, provide the answers in an online format.
- Make it easy for the consumer to flow through the marketing funnel across all channels.
By thinking the way your customers think, you can anticipate their needs. Having answers to their questions establishes your brand as an expert in the field and a trusted resource.
Capitalize with Video
Video is a great way to connect with your audience during micro-moments. How-to videos are one of the six most popular types of videos on YouTube with 91% of smartphone users watching them. Videos that include “review” in their title have amassed 50,000 years of watch time just on mobile. Key West Video can work with you to produce the kinds of videos that will be there for your customers when they go searching. Contact us today for a free quote.
