Here's something you've probably noticed in day-to-day life, but may not have connected to your marketing: People are often using their mobile devices in short bursts, rather than long sessions.
Maybe it's someone suddenly needing to settle a bar bet. Or fact-checking a claim on a TV commercial. Or doing a bit of product-research during a work break. Or just taking a quick scan of their Facebook feed during downtime.
These are micro-moments and they're changing the way we look at marketing. Every time a user has a micro-moment of online interaction, it's an opportunity to make another impression... rather than letting the competition have it.
Micro-Moments: Zero To Engaged In Sixty Seconds
Most online marketers today are familiar with the "Zero Moment of Truth," that moment when a buyer first realizes they have a need for a product or service. These ZMOT moments are often micro-moments as well. Because mobile devices allow instant gratification, a user will go from a notion, to asking a question in Google, to reading the top result(s) within just a minute or two.
If you know your customers' ZMOTs, you have a leg up here. You understand the need to be predicting your customers' needs. That's the only way to be there when they need you.
If not, we have a few suggestions on how to jump onto those micro-moments and make them your own:
- Keep your content and keywords aligned.
Micro-moment searchers don't have time to flip between many webpages, and they're very goal-oriented, so bait-and-switch tactics don't work. Be sure the keywords you're targeting and the content they link to are fully aligned, so visitors get the article they expect when they click one of your links. - Look in the mirror.
Grab a mobile device, log out of your Google account, and start typing in searches relevant to your business. What do you see? If you aren't near the top of the list for those searches, you need to start targeting them more directly. - Answer questions.
People are increasingly typing natural-language questions into Google, so start thinking about the most-often asked questions pertaining to your business or industry. Having authoritative articles answering those exact questions will bring a boost and pull in more micro-moments. - Think local.
If you have a local presence, increase your local targeting. The vast majority of smartphone users will use their phones to locate local businesses to visit, often while they're in their car. - Make How-To Guides
Searches for "how-to" are increasing rapidly, which makes a great micro-moment opportunity. Whether it's a blog or video, having an authoritative guide to something a customer wants to do can rapidly turn them into a fan of your brand.
Micro-moments are truly blink-and-you-miss-it. You have to be prepared, and have a good knowledge of your audience, to make the most of them!
