“I just happened to be there at the right time and right place.”
Did you know that 1 in 3 consumers will purchase from a company solely because they provided the right information, at the right time, in the right way?
To provide the right information at the right time, and in exactly the right way, you need to know about micro-moments.
What are micro-moments?
Throughout a customer’s journey, they’ll have moments where they’ll either want to know something, want to go somewhere, want to do something, or want to buy something.
These four moments are referred to as micro-moments.
How do micro-moments work?
Micro-moments are tiny, microscopic instances of time where decisions are made and preferences are shaped by the need to know, go, do, or buy.
When a consumer is in one of these micro-moments, their expectations are high and their patience is low. They need to know, go, do, or buy… NOW.
For example, say you wanted to buy a pair of shoes online. But, when you go to the checkout it tells you they’re out of stock. How do you feel? Disappointed. What do you do? You buy them elsewhere, right?
Thanks to the internet and a subsequent rise in competition, you need to offer your customers exactly what they’re looking for at exactly the moment they’re looking for it. You need high-quality content to satisfy each of these micro-moments.
This is what we’ll look at in the next section.
“Micro-moments have become the footsteps that lead people to [convert] at your store or desktop site” – Mention
“I want to know!”: What to offer customers in this micro-moment
“I want to know” micro-moments are fleeting moments where the desire to know something is so strong, you have to know more, immediately!
Say you needed to know what “customer success software” was. All you need to do is type a query into Google and you’ll get the answer in seconds.
Consumers have these “I want to know” moments when they’re in the research/investigation stage of their customer journey. They’ve got a problem and they’re trying to find a solution.
As 81% of people use search engines to research a product, service, or brand to find the answer to their problem, to make sure you’re there in your consumer’s “I want to know” moments, you need to create optimized content.
This post is a good place to start when you’re writing optimized copy. Or, try the SEO tools mentioned in this post. But, in a nutshell, all you need to do is find out what words and phrases people are using to search and craft content that includes these terms. Without any ‘keyword stuffing’, of course.
“I want to go!”: What to offer customers in this micro-moment
This is the moment you need to go somewhere that you haven’t been to before.
For example, you might experience an “I want to go” moment when you fancy trying somewhere new for dinner.
Again, as most of the population use search engines to fulfill their “I want to go” moments, to make sure you’re there in these micro-moments, all you need to do is make sure your Google listing is packed full of information and is up-to-date.
Include clear directions, lots of information, good photos, and glowing reviews. You need to stand out from the crowd.
“I want to do!”: What to offer customers in this micro-moment
You know the feeling you get when you want to do something, but you don’t know how? That’s an “I want to do” micro-moment.
I get a lot of “I want to do” micro-moments when I cook, for example. I’m relatively new to cooking so whenever I do it, I need a lot of help. Even roasting a chicken brings up an “I want to do” moment, for me.
I know what I want to do, but I don’t know how to do it.
I don’t know where to start, I don’t know what I need, I don’t know how long it will take, and I don’t know what’s involved.
Or, keeping it work-related, maybe you’ve been tasked with completing an internal audit, or automating your sales processes but you have no idea how to do these things.
If you know how to do something that your customer doesn’t, this is where you can really add value to their journey.
As 91% of people use their phones in their “I want to do” micro-moments make sure your content is quick, easy to digest, and mobile-friendly.
Videos, cheat-sheets, clear instructions, and top tips, tricks, and hacks are great ways to fulfill your customer’s “I want to do” moments.
“I want to buy!”: What to offer customers in this micro-moment
This is the crucial moment when a customer goes from being merely interested to be really invested. They’re ready to buy.
But, there’s still time for them to back out. They’re still looking at options and deciding which product, version, brand, or price meets their needs and budget.
For example, 65% of consumers spend over 16 minutes ‘shopping around’ and comparing similar products, brands, and services before they make their final purchase.
So, find ways to show your consumers that you’re the best, easiest, most hassle-free solution out there. Include demo videos, testimonials, benefits, and most importantly, make it as easy as possible for them to buy from you.
Do you know how easy it is to buy stuff from Amazon? You can find a product, add it to your basket, and checkout in around 10 clicks. That’s what you’re up against!
Consumers are drawn to brands that can give them what they want, the micro-moment they want it.
Whether it’s answers to questions, solutions to problems, places to go, or things to buy they will choose the brand that’s there, right in front of them, giving them what they need.
Now you know what the four micro-moments are, all that’s left for you to do is start creating content that satisfies your customers in their micro-moments of need.
Amanda is a content writer for Process Street. Her main mission in life is to write content that makes business processes fun, interesting, and easy to understand. Her background is in marketing and project management, so she has a wealth of experience to draw from, which adds a touch of reality and a whole heap of depth to the content she writes.