The Value of Micro-Moments: Being There When Buyers Want To Connect
- Andrew Kita
Sometimes, immediate answers are the only thing that will satisfy. We’ve all experienced this — the uncontrollable need to take action, find an answer, or make a purchase. It’s all-consuming. And in that moment, smart brands met us with micro-moment marketing.
What are micro-moments?
Think about it. When you have that urge to know, do, or buy something, where do you turn? Nine times out of ten, the answer is probably your phone. As voice and mobile search take over as our default way to find information, we are increasingly used to being able to satisfy our desires quickly. And brands must be ready to meet us with what we need, precisely when we’re looking for it. Welcome to micro-moments.
What is Micro-Moment Marketing?
Micro-moments are marketing’s response to those “I want to” moments. And their importance can’t be overstated. When buyers experience micro-moments, they are effectively raising their hands and saying, “Hey, over here! Please influence my decision so I can solve my problem right now.
How do you leverage micro-moments in the customer journey? By creating easy-to-find, digestible information that satisfies your audience’s need for information or action. Micro-moment marketing can take a variety of forms, but it needs to grab your prospects’ attention and provide an immediate way for them to achieve their current goals.
Micro-Moments Marketing Examples
You don’t need to create special assets to embrace a micro-moments marketing strategy. In fact, if you’re doing your job as a marketer well, there’s a good chance your existing content is already doing double duty.
Top of Funnel
- Infographics
- Short how-to videos
- SEO-optimized thought leadership content
Middle of Funnel
- Checklists
- Quizzes
- Case studies
- Side-by-side solution comparisons
Bottom of Funnel
- FAQ pages
- Price sheets/ comparisons
- Testimonials
- Free trials or demonstrations
How and When Should B2B Brands Use Micro-Moments?
Marketing to micro-moments is big business in B2C campaigns, but B2B organizations can’t afford to miss out on the opportunities micro-moments offer.
Did You Know? Google data suggests that 50% of B2B search queries are made on smartphones, and B2B buyers conduct an average of 12 searches before they engage with a solutions provider.
B2B buyers, while they represent companies, are still human — and investing a little to gain their trust and demonstrate that you’re here to help them can go a long way. You may be selling solutions for their business life, but the process they use to find information is the same as the one they use to answer personal questions.
Building a Micro-Moments Strategy
Be there. Be useful. Be quick. The mantra of the micro-moment marketer is deceptively simple but unforgiving. Being there is sort of a given — if you don’t show up, you’re not in the game. But failing to be both useful and quick is an automatic fail. Potential customers who are dealing with the immediacy of an “I want to” moment won’t waste time on content that doesn’t satisfy their needs immediately.
These steps can help ensure the success of a micro-moments strategy:
- Understand your audience and their needs, challenges, and goals. Building detailed buyer personas and tracking behavioural data can help you identify where and when micro-moments are most likely to occur.
- Develop succinct, mobile-friendly assets that pack an emotional punch. Micro-moment prospects aren’t carefully wading through data for a rational decision — they need the answers to their problems, and they need them now.
- Leverage automation for precision content delivery. Optimising your site navigation, running highly targeted ad campaigns, monitoring social media and using triggers to serve up relevant content will ensure your answers are there and easy to find when prospects are looking.
Examples of Micro-Moments in the Customer Journey
Different types of content can support your micro-moments marketing strategy at different points in the customer journey. Make sure you have mobile-friendly assets (optimised for search engines) that fit every stage of the funnel.
Top of Funnel
A prospect looks to social media to get a sense of how many companies face the problem they’re dealing with.
An infographic provides the answers to their questions without requiring them to dig around looking for statistics.
A prospect searches online for answers to a specific question related to your industry.
Your SEO-optimised blog post with answers to their precise question shows up as the featured snippet on Google.
A prospect goes online looking for information on how companies in their field are solving a specific problem.
A 30-second how-to video provides the answers they need in an accessible, engaging way.
Middle of Funnel
A prospect is planning to implement a solution but is unsure if they have everything they need to get started.
An interactive checklist or quiz can help them evaluate their organization’s strategy and determine if they’re on the right path.
A prospect has already visited your site and goes online looking for additional information about the problem they’re facing.
A targeted ad campaign on LinkedIn or Google can serve up a 30-second video that highlights the benefits they can achieve with your solution.
A prospect has identified the solution they need and is now researching companies that provide it to find the best fit.
A side-by-side solution comparison provides all the information they need in one spot (and highlights why you’re better than the competition.)
Bottom of Funnel
A prospect is close to making a purchase from you but has specific questions about your solution that are keeping them from making a decision.
A detailed FAQ can provide the information they need without requiring them to wait for contact with a sales team.
A prospect is struggling to convince their team of the true value your solution will provide.
A free trial or demo offer takes the pressure off them and gives you the opportunity to showcase the features and benefits of your solution.
A prospect has researched your company or solution and is worried that you might not deliver the results they’re hoping for.
Customer testimonials provide the social proof needed to prove you’re able to deliver on your promises and put their minds at ease.
Are You Present When Prospects Really Need You?
The secret to success in micro-moment marketing is meeting would-be customers with the right content — exactly where and when they’re looking for it. It requires a deep understanding of your customer journey, content for every stage of the funnel, and an active presence on the platforms your audience uses. The marketing experts at TPM have helped B2B organizations of all sizes take advantage of the opportunities micro-moments provide. Let us help you. Contact us to discuss your marketing needs.
