Have you ever wondered what consumers should find on your website? Or what to write a blog article about, if content markteing is your preferred promotion strategy? Or perhaps you are sitting in front of an ad editor of Google AdWords or Facebook and wondering: how to seduce the recipient using such a small amount of text and image? If so, I have a great tool for you.
Your recipient lives in micro-moments
In the old days, when we wanted to communicate with someone, we wrote a letter. We sent it and had to wait for a response. It took days, weeks sometimes. Today we are living in something that can be described as nano-second culture. Your customer wants answers now and has long been accustomed to not having to wait. He sits at the computer — or more often today grabs a smartphone — and starts seeking.
The customer is seeking something with a clearly expressed intention, often it’s a spur of the moment, and he wants immediate, clear results — this is what constitutes a micro-moment. Google noticed a huge increase in this kind of searches and even divided them into categories.
- I want to do — how to change a headlight in Opel or how to pass the first spider in Limbo. How-to searches have grown 70% year-to-year. Think: if the consumer wants to buy your product, what does he want to do? Answer this question and you have yourself a brand touchpoint.
- I want to know — five-star hotels in Toscania or movies in Chicago Plaza. Almost half of consumers who are looking for information on the product appears in the store the same day. At the same time, 60% of consumers look for more information on the product they’ve seen on the second screen (TV, other browser window).
- I want to buy — half of the customers are buying a beauty product while watching a movie about them. Link buy now to cosmetics blogs, book reviews — it’s a great strategy.
- I want to go — Praha, what to visit or pizza near me — make sure your locations are well exposed (if you have not used Google My Business, do it now) and the customer who is looking for something to do in his or her spare time will find the list you have prepared.
Work on micro-moments
When your potential customer enters a search phrase, what does he expect? Does he want to know, do, buy or go? If you answer these questions properly, you can guide your user through the micro-moments. If you align them well, measure and optimize them, you have yourself the key to your new advertising strategy.