How “micro-moments” help customers find you
My dad loves his music.
When we’d go out into town as a family, he’d happily spend hours flicking through the racks, searching for albums that seemed good value. He wasn’t necessarily looking for anything in particular when he walked in, but he sure had his arms full when he walked out.
We hope that our present and future customers are just like that; happy to pore through all of our content on the off-chance that they’ll find stuff that might interest them, just because they know that they normally do.
But we’re pretty sure they’re not like that. Because we’re not like that either. Especially when we’re on our phones.
Here’s how a lot of searches work: Your toaster breaks, and you need a new one. You tap “best toasters” into your search bar, pick out one that looks suitable (or shiny), get a rough idea of the best price, and buy.
Or maybe you’re in town, and you fancy a coffee, or a book, or an inflatable kayak (don’t ask). You search for that thing, expecting it to tell you the nearest ones to you (I’m sure the coffee shops in Sweden are great, but they’re a heck of a bus ride from Bath).
And when do you do these things? In the gaps between Task A and Task B. In queues, while walking down the street, in the car. In those fleeting moments when you’re either heading to something, or working out whether to turn left and right.
Research by Google last year revealed that 91% of smartphone users look something up when they’re in the middle of a task, while 82% check their phones while they’re standing in a shop mulling over a purchase.
Now, if you were doing that, what would you want to see when you clicked on a link? A direct answer to your question, or a large haystack that might have a needle in it. Maybe.
Last year, Google started talking about how important it was that brands thought about “micro-moments” when trying to reach customers. The big examples of these are:
“I want-to-know” moments, in which people are looking for useful information about a product as part of research into something they might purchase at a later date.
“I want-to-go” moments, in which people are looking for a local store or business that sells something they might want, from cars to ice cream.
“I want-to-buy” moments, in which someone is looking for advice on what to buy, like a toaster or a games console, and may be looking for the best option.
“I want-to-do” moments, in which someone might be trying to fix a tap, repair a car or make a cake shaped like Spider-man.
If your content can help answer these questions clearly and directly, you’re more likely to win a customer.
So how could you think about micro-moments when designing your content?
WHAT ARE YOUR CUSTOMERS SEARCHING FOR?
When people are searching for a new product in the aisle of a supermarket, they’re not necessarily just typing in “anvil” or “internet router”. They’re typing in something like “best internet router”, or being more specific and writing something like “dog-friendly hotel” or “family holiday”. Think about the sort of things that your for customers are looking for, and ensure that you’re in the mix when the results pop up.
But what about comparison? While some people will be approaching a search completely blind, others will be agonising between two or more options. Media sites – and brands – are aware of this, and often offer head-to-head or cross-referenced reviews instead of just tackling a product on its own merits.
If your customers are always asking a particular question, why not design your content to answer it head-on?
HOW CAN YOU MAKE THE PROCESS EASIER OR MORE NATURAL?
When FIAT re-introduced itself into the US market with the FIAT 500, it used online and mobile search advertising to attract customers searching for terms such as “city car”. However, desktop users were also able to configure the car to the colours and style they wanted online, giving them an even better idea of how they might be able to personalise their chosen vehicle. Mobile users were directed to the nearest dealerships so they could see the cars for themselves.
Instead of putting up a big roadblock saying “call us”, how might you be able to guide your customers through their journeys? This could involve choosing the right running shoes for you, finding a sports club nearby, or calculating the right mortgage for you. With a bit of creativity and insight into your customers, you can make their search so much easier.
Want to find out more about creating great content your customers will love? Get in touch with us.