To gain micro-moments, you need to have a thorough understanding of your consumers’ intent and context. Here are some questions to ask yourself to put both at the center of your strategy.
1-CONSUMER TRENDS AND MICRO-MOMENTS
Companies that understand and respond to the interest of all their potential customers are better positioned to get their attention, not just those that fit a demographic profile.
Remember to review what you know about your customers and get more detailed ideas about the specific moments and interests that matter to them.
Why is consumer interest more powerful than demographics?
You are lucky enough to have customers who solicit your websites and social media themselves, so you know what interests your customers, so use these tools to target the specific moments or their needs and offer solutions to their needs. picture.
Take action: Use tools like Google Trends, Google Consumer Surveys, and YouTube Trends to discover valuable information about what your customers are looking for and watching.
2- WHAT ARE THE MOMENTS THAT COUNT THE MOST?
There are many moving moments, but not all are suited to your business. Concentrate on those who matter.
Think about what are the key moments when you must be present so that you do not give opportunities to your competitors. The times when you can take breaks are just as important so you do not overexpose yourself to your customers.
Create a table. Identify a set of times when you have to pass your messages. Examine all stages of the consumer to map when people are more likely to shop, learn about your products or make a quick purchase.
3- WHAT ARE THEIR QUESTIONS AND THEIR NEEDS IN THESE KEY MOMENTS?
For businesses, being present and being useful is essential to gain micro-moments.
For every moment you want to win, put yourself in the consumer’s shoes. Think about the specific needs of the consumer at this moment. What are the main things people want to know about the products you sell? What do they want to do with it?
Quantify: Review key research, trend research and research in terms of issues relevant to your market. Interacting with your customers is often the best method.
4- HOW DO THEIR NEEDS VARY WITH THEIR CONTEXT?
Once you know the intent of your customers, it’s time to set the context.
Ask yourself how the needs of your consumers can change depending on their situation. For example, change of season, holidays, fashions …
Look for research peeks in your category to see if there are unique patterns that are unique to the device, time, or location.
Your customers are likely to expect different messages or features depending on these different contexts.
5- DO YOU ENJOY ALL POSSIBLE OPPORTUNITIES TO COMMUNICATE WITH YOUR CLIENTS?
An agency like NERD Marketing can help you identify the right micro-moments and implement a strategy.
Today’s consumers move seamlessly across multiple devices and channels. Understanding this behavior gives you a more complete view of the purchasing process of your consumers.
Think of all the ways people use mobile to connect to your business. Do they use multiple devices to perform a task? Do they start their search on one device and finish the purchase on another?
Start taking into account the influence of all touch points on a customer’s journey: online, offline and on all devices.
A good starting point is the conversion report in AdWords, which allows you to measure the total impact of your digital spend on mobile and desktop, at sites and in apps, and even in stores.