Simple ways to mine ‘micro-moments’ to your marketing advantage
Thursday, October 24, 2019
As a marketer, you're always looking for key nuggets to help you better target your audience. But do you have a consistent strategy when it comes to managing "micro-moments?"
Simply put, "micro-moments" are those spontaneous consumer declarations about their online behavior that, if caught quickly, can help you retarget your audience quickly.
How do you swiftly and smartly identify and mine a micro-moment? Let this research-driven advice lead the way:
Listen for key phrases.
When analyzing search content, phrases like "I want to go...," "…near me," or "closest" are worth their weight in gold to your brand. Google research indicates that 91% of us consult their smartphones for information while doing something, too.
So, take advantage of the consumer’s need to access your location: ride the wave and revamp your ads to emphasize how easy and convenient it is to get to your store.
Use live content.
While you've got the attention of those consumers who want to shop your store in person, show your audience what their physical experience will be like once they get there.
A fun live feed from your store in which employees give virtual tours or show off sales stock can be a very unique and friendly enticement to make customers feel they understand your layout and terrific offerings.
Pump up the push notifications.
Research from Baymard Institute shows that 58.6% of shoppers abandon their carts because they were browsing or were not ready to click "buy." A fun and friendly reminder to a customer that they've left something in their online shopping cart is the perfect micro-moment strategy.
Your customer is most likely to grab what he or she set aside quickly and head for the checkout if your product is of great quality. Streamline your checkout process so customers see that they can buy their goods fast, and you'll take advantage of another important micro-moment desire: saving time.
Be friendly in just the right way.
BIA/Kelsey research projected that businesses would receive 162 billion calls annually by this year. Your consumer response needs to be positive and conversational.
What you don't want to do is sound cloying or fake. Using a consumer's first name once at the top of a response message is a great attention-grabber but using it throughout a message is manipulative. The same goes for targeted messaging.
Engaging, warm, fun language is key to include throughout your entire copy, too. Try to construct your brand message in the same language and style that you'd use to tell a friend about a great new product you've discovered, and you'll be on the right track.
Survey, survey, survey.
Ask your customers to tell you how they make spontaneous decisions when searching for products online. Do they just want an item on a whim, so they search for it and buy it?
Do they focus on researching quality for a longer amount of time before clicking to buy? Any and all insight you can get regarding behavior that spurs a micro-moment is a win.
Keep monitoring trends in how your audience thinks in the moment, and you can't go wrong!
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