Where would we be without our mobile devices? For many of us, it’s our lifeline. Just check out these statistics from Google’s content marketing team, Think with Google:
- 87% of smartphone users always have their smartphone at their side day and night, and 68% check their phone within 15 minutes of waking up in the morning
- We check our phones 150 times a day and spend 177 minutes on our phones per day
- 82% of smartphone users say they consult their phones on purchases they are about to make in a store
- 91% of users turn to their phones for ideas in the middle of a task
- 65% of users agree that when conducting a search on their smartphones, they look for the most relevant information, regardless of the company providing the information
- 1 in 3 smartphone users have purchased from a company or brand other than the one they intended to because of the information provided in the moment they needed it
If you’re a marketer, chances are good that you are familiar with micro-moments and realize that being present in these moments is critical. Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. Consumers are finding information and making decisions that hack traditional customer journeys and sets the stage for innovation in marketing that will shift engagement from selling to telling. When devising digital marketing strategies, marketers need to be able to address their consumers’ needs with real-time relevance.
Be There, Be Useful, Be Quick
51% of mobile users have discovered a new company or product when performing a search on their devices. This is proof that brands must show up for these micro-moments to take advantage of this uncertainty. Take the time to develop a marketing strategy where you can anticipate these micro-moments. Showing up gets your brand in the game and can increase your chances of moving a potential customer further along their decision journey.
To win over consumers, you need to do more than just show up. You need to be useful and meet their needs. Provide relevant information where and when they need it. It is important to first start by understanding the context to consumers’ underlying intent. Use these clues to determine how you can be most relevant and useful for people in these micro-moments.
It is also equally important to be quick. I think we are all familiar with the song, “I Want it Now”, sung by Veruca Salt in Willy Wonka and the Chocolate Factory. Today’s consumers feel the same way. They are making fast decisions for immediate gratification and are in a hurry to accomplish their tasks. Brands need to ensure they can give consumers exactly what they want in seconds.
Image Credit: Search Engine Watch
Optimize for the Mobile User
Remember the statistic I mentioned earlier that we check our phones 150 times a day? It’s clear that optimizing your website for mobile is an extremely important step in your digital strategy. You want to have relevant content that answers your users’ needs so they are able to make quick decisions. Questions to ask yourself in regards to your website include, “How long does it take to scroll do the bottom of the page?”, “Does your website copy contain a clear call-to-action high up on the page?”, or “Do your pages load fast?” According to Google, 29% of smartphone users immediately switch to another site if it doesn’t satisfy their needs.
Invest in Local Search Marketing
Have you ever done a search for Thai food restaurants “near me”? Okay, maybe you’re not a Thai food lover like me, but you get the point. “Near Me” search volume on Google has increased 34-fold, and about 80% of “Near Me” searches now come from mobile devices. Micro-moments can be served when and where they happen by investing in local search marketing. Set up local business listings. If you have multiple locations, make sure each has its own location page. Ensure that your business website displays your correct address, phone number and map. In addition, make it a goal to obtain as many reviews as possible. These play a major role in Google’s algorithm for local search rankings.
Micro-moments require only a glance to identify and deliver information that your viewer can consume or act on. If you want to be successful, you need to have a strategy for understanding and meeting consumers’ needs in these micro-moments. Revenue River Marketing has the experience and dedication to help your business thrive in a micro-moment world.