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.

Are B2B Buyers and B2C Shoppers Different?

Thanx Media Blog B2B vs B2C shopper

The blurring line between B2B and B2C buying continues to be one of the most popular topics in e-commerce. When we know that B2B consumers have begun to expect a B2C-like experience online, should we just use one model?

Not quite. A B2B buyer is not the average online shopper looking for the best deal on a new pair of shoes. No, B2B buyers are not leisurely browsing commercial furniture or appliances; they don’t “window shop”. Instead, B2B buyers are more directed, want real details about your products and services, and want to build long-term relationships.

The B2B Buyer vs the B2C Shopper

Business buyers are sophisticated and may even understand your products better than you do. They:

  • buy products to stay profitable, competitive and successful
  • are far less likely to succumb to impulse buying behavior
  • have a high interest in educational content about the products and services they buy
  • negotiate pricing contracts
  • may place frequent repeat orders
  • need access to purchase history and account activity

B2C shoppers are increasingly tech savvy and are usually looking for the best price. They:

  • are less directed and spend free time browsing their favorite e-commerce websites
  • are heavily influenced by shipping costs
  • often make impulse purchases (especially when there is free shipping available)
  • do not negotiate prices, but instead research the competition prior to making a purchase
  • are less brand loyal and more likely to buy from a competitor based on price alone
  • often choose guest checkout—access to order information after the order has shipped is less important

Where do they overlap? Both want:

  • high quality customer service
  • an easy-to-use and well designed online experience

So, when building a B2C-like experience to meet the demands of your B2B buyer, remember that in additional to beautiful images of your products you need comprehensive details about the product’s specifications, that your platform should simplify access to user information, and that your customer service contact information should be prominent. Don’t lose B2B buyers with an e-commerce experience that is too sparse for their needs.