How many times have you pulled out your phone to figure out where to go eat or to make a quick purchase? (I can’t tell you how many times I’ve typed, “Where should I go for dinner?” in my Google search bar). If you’re doing it, then you can bet your customers are doing it, too. Google calls these times micro-moments.
What is a Micro-Moment?
Micro-moments are small moments in time where it’s easier for you, as a business, to connect with a consumer and make a sale. They’re points in a customer’s buying journey where you can best meet their needs.
During these micro-moments, the consumer is experiencing levels of high intent and high engagement, which gives you a very small window of time to connect with them on a deeper level and make a huge impact on their decision.
4 Key Types of Micro-Moments
Your customers’ specific micro-moments will depend on your business, but Google has come up with four key types that every consumer experiences:
1. I want to know…
2. I want to buy…
3. I want to do…
4. I want to go…
If you want to get an idea of what potential micro-moments your customers could have that could lead them to you, think about the customer journey. At each point during that journey, your customers will have different questions and problems. Figure out how you can address those problems – either for free (through blog posts and videos) or paid (through your products or services).
Why Should I Care about Micro-Moments?
Cell phones are already incredibly important. You already know that.
But, more and more consumers are beginning to rely on them for more than just checking their email or browsing the internet. They’re using them to answer questions, find important information, get directions, and even go shopping. (In fact, mobile sales are expected to account for almost a third of all e-commerce sales by the end of 2018.)
Your ideal customers are shopping on their phones. And, if you provide the right content that answers the right questions at the right time, then consumers will be more likely to buy from you over your competitors. If you don’t answer their questions (or if you ask for too much information up front), then you run the risk of losing the customer forever.
How Can I Take Advantage of Micro-Moments?
When consumers are asking questions during these micro-moments, they want the information as quickly and accurately as possible. If you can figure out what your consumers are looking for, you can provide high quality content that answers their questions.
If you’re unsure how to get started, let’s look at some examples based on Google’s four key types of micro-moments:
I Want to Know & I Want to Buy
If you own a clothing boutique, a customer might want to know how to style a little black dress for work and for a holiday party. If you have a blog post talking about that, they might find it. If the post answers their questions, they’ll keep you in mind in the future. (Try to get them to sign up for an email newsletter so they don’t forget about you!)
Maybe a couple weeks later, that same customer wants to buy that little black dress. Your online store pops up on Google. They remember how helpful your blog post was, so they buy from you.
I Want to Do & I Want to Go
If you own a hair salon, a customer might want to do their kid’s hair for “Crazy Hair Day” at school. If you wrote a blog post with step-by-step instructions on how to do some wacky hairstyles, they could find your post and follow the instructions.
The hairstyle was a huge hit! But, now that same customer’s kid needs to get their haircut. So, they want to go to a kid-friendly hair salon nearby. Your salon pops up on Google, so the customer gives you a call and makes an appointment.