Micro-moments are what occur when people reflexively turn to a device, like a smartphone, to act on a need. This need is often to learn a specific skill, buy something, or watch something. These are intent rich moments when preferences are shaped and decisions are made by the viewer. In a micro-moment, consumer expectations are as high as ever. Easy access has set consumer up to expect brands to immediately deliver exactly what we are looking for at that exact moment.’
Why is this Important?
The concept of a micro-moment has been a game changer for both marketers and buyers. Most brands have a marketing effort well planned out in a buyer funnel with dedicated content for areas of awareness, decision, and consideration stages. This design is rapidly becoming old news as the increase in dependence on smartphones and other devices has been broken into fractured real time micro-moments. Each one of these offers a critical opportunity for brands to shape consumer decisions and preferences. However, when acting on needs in a moment, the expectations are very high, but the patience levels very low. This means that micro-moments need quality, relevance, and useful marketing more than ever.
As preferences are shaped in those micro-moments, the brands that do the best job of addressing customer needs in that moment will gain a competitive edge. This is because consumers are not brand committed when looking for information online. This also allows you to get a shot at stealing your competitors customers, but they can also steal yours. Using micro-moments, you can drive your brand awareness goals. Basically, showing up gets your brand in the game, chosen over others, not just seen.
Win at Micro-Moments
Given the growing importance of micro-moments, how do you take advantage of such an option and be successful? First you start by identifying your consumer’s ‘I want to buy’ moments. Talk to consumers or watch online discussion in your given industry to figure out when most researching and making buying decisions. Next, make sure you are there in the moments of need. Accomplish this by creating a comprehensive strategy that works across channels like video, social, search, and display. Make sure to deliver relevant content to answer questions and match search terms. Then make it easier to make a purchase through a simple and seamless checkout option with as few clicks as possible. Finally, measure every moment that matters by plotting every customer interaction and analyzing multiple channels to support your customers. By taking this approach you are more likely to catch potential customers in that moment and enticing them to buy from you.
Act Fast
Micro-moments were originally introduced by Google in 2015, but many brands are still using older methods to reach clients. This is good for businesses that are willing to think outside the box and take a chance on something new. There are lots of opportunities that are yet to be discovered and you can leverage this information in your micro-moments. Take the chance and make sure your business and brand show up the next time a potential customer does a search.
Voice Search and Smart Speakers
What are Voice Searches?
If you have ever spoken to your smartphone and asked to see the kitchen camera or find a recipe for lasagna, then you have used a voice search. With today’s technology it is possible to make nearly any request of your smart device and receive an answer. With options such as Siri, Google Home, Amazon Echo, Apple HomePod, and Microsoft’s Cortana, among others, technology is at our command. As devices improve and get more personal and smarter, search habits are becoming much more vocal. It is predicted that by 2020, half of all searches will be voice searches.
Smart Speakers Defined
A smart speaker is an internet enabled speaker that is controlled by spoken commands and is capable of streaming content, communicating with other devices, and relaying information. This is a widely available form of a device that many people are welcoming into their homes.
Business and Marketing Uses
It is not just a tech-savvy group that is taking up voice searches. Smart speakers are becoming preferred devices as far as listening to audio, second to just tablets and smartphones, with just under 20% of people over 18 years old owning t least one. With so many owners and voice activated searches impacting the way people discover goods and make purchases, marketers must adjust both content strategy and SEO efforts to align with user behavior.SEO Melbourne are pioneers in creating SEO strategies to assist with voice-based search.
When marketing to these users, one must remember that voice searches are usually done in the moment when the user is on the go or looking for a specific answer. This means that digital assistants are mainly used during the discovery phase of a buyer’s path, however, most purchases are not made through voice command. So, until these voice generated searches and results become more sophisticated people will continue to start research using voice, but
As voice searches are limited to the early stages of research, you must prioritize your optimization of top of the funnel content which focuses on information. You must research to learn how people use these searches to find information related to your personal brand and focus on conversion over awareness that will lead to distribution. Most people are just looking for information.
Location of a particular company or type of service is also in high volume with voice searches. In order for your name to appear in these relevant local searches, you must make sure your SEO game is top level. This includes owned properties, content, and sources that reference your business like Yelp or Google Business.
Getting Started
If you are already using SEO best practices then there is little you need to change. The only thing you really need to ensure is that you have already provided the information that people most search for such as hours of operation, street address, and even any ongoing deals. Also make sure the actual product or service your company offers is clear and available to find with ease. As you get into voice search optimization, make sure to continue to research the outcomes to make sure your information is drawing in new customers. Voice activation will only improve over time and getting in early will give your company the leg up it deserves.