Views: 4803What is micro-moments marketing?
Have you ever had a moment when you want to go somewhere with your friends but you don’t know where? At this point, you are all searching the Internet together for the place you wanted, or you need something specific and don’t know where to buy it, so you try to find it with the help of Google. All these actions are known as Micro-moments in marketing.
So Micro-moment is when the buyer turns to a device to search for a specific need. These needs are divided into four groups: I-want-to-know, I-want-to-do, I-want-to-go, and I-want-to-buy.
Because Google offers tens of thousands of results for any question users ask, users expect more specific answers when it comes to micro-moments. For example, if a person searches for a cinema, he/she expects google to show ones that are near them, not the biggest ones in the country, cause the person has an I-want-to-go moment.
Why is micro-moments marketing important?
Meeting the needs of consumers is the main goal of all brands, but it is becoming more and more difficult to reach consumers at the right time. Micro-moment marketing gives the chance to your brand to be in the right place at the right time. With micro-moment marketing you don’t search for customers, they are searching for your product and you are there when they need it.
Another benefit of micro-moment marketing is that it helps you to raise brand awareness. No matter what industry your brand operates in, it will definitely have plenty of competitors. You can use I-want-to-know moments to introduce customers to your product, then they have your brand on top-of-mind when they move i-want-to-buy stage.
Micro-moments are not temporary hype, as the battle for market share increases over time, the use of micro-moments in marketing strategy will become more important.
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How to use Micro-moments for marketing?
To use micro-moments correctly and with quality, the 5W principle will help you. You should ask these five questions before start working on micro-moment marketing.
- Who
First is Who, to reach your customer you need to identify who is your target audience. Start with creating an ideal user persona for your product. Identify its demographic, geographic, psychographic, and behavioral aspects. This way you will answer the first question perfectly and you will be one step ahead toward a successful marketing strategy.
- What
The next question is What. in this stage you should discover what your target audience searches for. This is a part where you should do keyword research and define what is search strategy for each “I-want-to-” moment.
- Where
Once you know the answers to the who and what questions, you need to figure out Where your customers are searching. If you know where are your customers, you can easily reach them.
Also question where include analyzing where your users interact most when they visit your website. This will help you to make your website more user-friendly and give them exactly what they want.
- When
Another important aspect to consider is When. When your customers are most active, or when they are searching for certain products. This is especially important for seasonal products.
- Why
And after knowing the answers to all of the questions above, you should move to the most essential question Why. If you do not explain to the customer why he should choose your product or service and not your competitor’s, any marketing campaign will lose its meaning.
Conclusion
Micro-moment marketing helps you understand what your customers want and how and when to deliver it. This is the way to improve search rankings for your brand and also raise awareness about your product.
Micro-moment marketing is a way to make a better experience for your customers. Guide them on the journey to your product.
Our agency integrated micro-moments into the digital marketing strategy of one of our clients, thanks to which the revenue of the company increased by 11.6% in just 6 months, as well as search results of their website doubled soon.
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