How to Use Micro-Moments to Reach New Prospects

May 6, 2019
Business

The online search is a powerful tool for customers to quickly find what they need. People search not only for specific products; they also conduct searches looking for ideas and suggestions. Maybe they don’t know exactly what they need or want, or they are not sure how to go about finding something.  Perhaps a special event is coming up, and they have no idea what to wear. Today, search is increasingly used as a tool to browse for ideas and information to make informed purchasing decisions.

Mobile-based searches are used more frequently, and the trend to mobile searches will continue to increase. Voice searches instead of typing into the search bar are also rapidly becoming more common.

This increasing use of search to solve a problem, fulfill a need, or find information creates an opportunity for your business for your niche or industry. You can become the authority brand and respected industry leader who anticipates your prospects’ needs and provides the answers they are looking for, and in return, you will have a steady flow of new traffic and strong prospects.

Micro-Moments Marketing

Google’s marketing vision centers on a concept that increasingly the buying decisions of consumers happen in a tiny window of time. Consumers search via their smartphone or conduct online searches because they have a particular need. This creates an opportunity; a short amount of time in which the consumer is making a buying decision, or conversely, a decision to not buy.

Micro-moments are the little windows of time consumers are actively searching online to know, do, go or buy as they make their purchasing decisions. If your business can present valid solutions to consumers during these micro-moments, you gain prospects and new customers.

Fail to respond quickly or provide the answers consumers are searching for and they will move on to another site that has solutions. If your site loads slowly or your content is vague and poorly written, the consumers might never even see your site.

Four Types of Micro-Moments

Consumers conduct an online search when making buying decisions for four main purposes:

1. I Want to Know

2. I Want to Do

3. I Want to Go

4. I Want to Buy

In order to understand how your business can best meet their needs, let’s analyze each of the categories.

I Want to Know

This type of search is conducted to find out information. It is a form of research. The consumer has a question and is looking for the answer or to learn more.

Remember the days when you would enter a store and a knowledgeable sales associate would answer your questions about a product? Now consumers search for product information, solutions, and answers online, and you can position your business as the site for expertise in your niche.

How can your business meet the needs of an “I Want to Know” potential customer?

It is necessary to develop a solid business strategy to anticipate customer needs, questions, and challenges, and provide comprehensive solutions to satisfy their informational needs. Visual material, videos, step-by-step guides, and educational content can answer the normal “I Want to Know” questions of:

• How-to

• Why

• What if

• How much

Creating useful content that meets the needs of your current and future customers is a proven way to generate targeted prospects which will convert to customers. This type of consumer seeking information may not be ready to buy or to commit to your service yet, but you are building a connection which you can then nurture. Doing this also helps to build your brand reputation as a knowledge leader in your industry.

I Want to Do

In order to meet the needs of consumers in the “I Want to Do” phase of searching, you can provide detailed information and demonstrate your expertise. These searches usually contain phrases including:

• Best

• Worst

• Reviews

• Opinions

You can use this micro-moment to share customer testimonials, white papers, and detailed, useful how-to articles. The content must be comprehensive because you want consumers to stay with you in this micro-moment, not bounce to another site because they only found a partial answer to their search.

I Want to Go

The “I Want to Go” micro-moment search often involves searching for a local business. This can be to make a purchase, or attend an event, or finding places and services on-the-go when on a trip. If you are a brick-and-mortar business, your Google My Business presence and other local listings and ads can get your business in front of consumers searching for a local business they can buy a product or service from. Your online business site can also use keywords in content and on your website to rank your company for these types of searches.

I Want to Buy

This micro-moment is what your business has been preparing for and you want to be ready when this moment happens. If you have an omnichannel, you are ready to meet the customer at your retail store or business, or continue the process through to a sale online. A website optimized for speed is mandatory, and your site needs to work equally well on mobile.

Remember, micro-moments are buying decisions that happen rapidly. If your site is slow to load or difficult to navigate on mobile, the prospective customer will leave for another site.

Micro-Moments are golden opportunities for you to market your business to prospects and consumers who are searching for help and solutions to their needs. Develop strategies for each micro-moment and evaluate how they can all flow seamlessly If your business is ready for these micro-moments, you are not only providing valuable customer service to consumers searching for answers. You are also reaching new prospects and positioning yourself to be front and center for the “I Want to Buy” micro-moment.

Connie Yerbic

Connie Yerbic is an San Francisco-based entrepreneur and writer specializing in online tech, marketing, and productivity solutions for businesses. She enjoys traveling and performing with her rock/metal band.

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