Where’s your phone? If you’re like most people, it’s probably already in your hand or sitting right next to you. Now more than ever, people rely on their smartphone for just about everything – from checking social sites to asking Google where the nearest gas station is. And Google has a name for those moments: “micro-moments.”
Micro-moments are “split seconds of time where consumers use their devices to act on a need.”
And these moments can be huge for your brand.
Seventy percent of mobile searches lead to instant action. If you make sure your content is easily found, relevant, and accessible, your brand can capitalize immensely on the micro-moments. Here are four ways to do so.
Understand The Customer
As with any content campaign, you have to really understand who your customer is – what do they like to do? What do they look like? What are their habits? Getting a good sense of who your customer is will help you attract the right ones.
What types of questions are they asking before purchasing a service or product? By creating content with the answers to those questions, consumers are more likely to turn to you during those micro-moments.
Make Sure You’re Relevant
Although following best search-engine optimization practices will help your brand stay relevant, content is still king when it comes to relevancy. Your brand not only needs to answer the right questions through your content, it also needs to be easily readable and digestible. Consumers shouldn’t have to go searching for answers. Making sure your content is educational and not overly promotional will also help.
If you can’t provide the answers our customers are looking for, they’ll have no problem turning to another brand. Fifty-one percent of smartphone users actually purchased from a different brand or company they intended to because the competitor’s information was more relevant and useful.
Distribution is also important when it comes to content. You could create the most beautiful piece of content but if no one can find it, it’s utterly useless. Make sure you share your content on all the appropriate channels.
Anticipate The Micro-Moments
Companies that anticipate micro-moments have a higher ROI in mobile and marketing investment. To be micro-moment-ready, understand the when, where, and why of the moments and how your brand fits into that.
The anticipation correlates to the questions consumers ask prior to making a purchase. If a customer is searching for the best sushi restaurant in Los Angeles, sushi restaurants located in that area need to be ready to make sure customers choose their restaurant.
Create An Experience
Creating relevant and useful content is, of course, necessary but creating an experience is just as important. Focus on creating and implementing a positive experience with your brand to ensure the customer keeps coming back to you – even after those micro-moments.
Eliminate any unnecessary steps or filler to help make the experience as smooth as possible. If they have to fill out long forms to get what they want, they’ll lose interest pretty quickly and move right over to your competitor.
With a little preparation and some killer content, you’ll be micro-moment ready in no time.
If you’re looking for help creating an effective content campaign, let Retaliate 1st help you. We offer everything from help with content marketing to social media to business strategy. Learn more about our services here.