5 Tips to Find and Win the Micro-Moments
Micro-moments are critical touch-points in today’s customer journey—they are the moments when a consumer with a smart phone thinks: I need to go somewhere, I need to get something, I need to know the answer to this question right now. Every time someone picks up their phone, there is an opportunity for your company to be the one that gives them exactly what they want in that moment. That split second of satisfaction can make an immediate, and maybe loyal, customer.
Micro-moments create endless opportunities to connect with people, but which ones are worth pursuing?
5 Tips for Finding the Right Micro-Moments
1. Identify the top mobile-centric searches that lead to your company — Are customers coming to you because they are searching for a product in a nearby location, or are they looking for the answer to a how-to question? Tap into your analytics tools and resources like Google Search Console to discover how customers are ending up at your site via smartphone. Then plan relevant and eye-catching content for the particular questions your customers are asking.
2. Analyze the most popular questions asked of your brand and/or product category — Invest in resources to help you find and analyze the most common “what, when, and how” queries for your brand or product category. Know how customers get to your product, but also how they get to similar products. Think about whether your content can give them a more direct, thorough, or relatable answer than your competition.
3. Reframe consumer surveys — Focus on the when, why and where of customers connecting with your products, instead of just traditional questions about brand perception and customer demographics.
4. Leverage your internal team to create new ideas — Pull knowledge from all parts of your team—customer service, merchandising, marketing, or technical. Gather data about customer touch-points including call and chat logs and interactions with existing campaigns. Collaborative brainstorming with all of these groups gives you the best chance of identifying and matching customer intent.
5. Experiment with in-store interviews — If you have retail locations, visit them. Talk to customers you observe using their smartphones while browsing in product aisles: find out what they were looking for and whether or not the found relevant results.
A small device doesn’t mean a small purchase, so don’t miss the opportunity to make the most of it.