Why Micro-Moments Matter To Your Business

In today’s world having it can seem like an uphill battle trying to get your customers attention.

What can be even harder is the ability to get noticed by customers when the way they are searching for solutions to their needs are changing every day.

 

Today I’m sharing a major change in how customers are searching for the solutions to their problems and how you can ensure your business is found.

Micro-moments.

So what exactly is a Micro-Moment?

Here is Google’s definition: “ Micro-moments occur when people reflexively turn to a device to act on a need to learn something, do something, discover something or buy something.”

What this means is that the way we are all absorbing information is changing. We are all aware that phones are now consumers go to device for finding answers. Here are a few examples of how people are using micro-moments to search:

  • You have decided that you are going on vacation this year but you don’t know where yet. While scrolling Instagram you see an image of Palm Springs and contemplate vacationing there. You then search the hashtag #PalmSprings. You then begin clicking on the hotel tags.

    • This is just the first few micro-moments within the longer travel search. How many of these moments does your brand appear? Begin thinking about ways to increase your presence and ability to be found.

  • Standing in line at the grocery store and you forget all of the ingredients for your recipe. Which greek seasoning did the recipe call for? Which is best? The quick micro-moment of need begins.

  • Sam is in the middle of an aisle at a drugstore looking for a new mascara. She is down to three selections and searches “best drugstore mascara” to determine which brand should be her final choice.

Why Do Micro-Moments Matter To My Business?

The way people are searching for solutions to their problems is drastically and quickly changing. Instead of doing hours of research, people are now consuming information and data in micro chunks of time. This makes it pertinent that businesses begin to think of ways to stay more present and helpful to audiences’ daily lives.

Here is an example of micro-moments:

Problem/Need: Sam needs wedding invitations.

Actions:

  • Sam logs onto Pinterest and creates an invitation board. She begins pinning invite examples

  • Later that week she scrolls Instagram photos with the hashtag #weddinginvite

  • She then searches for “Local Wedding Calligraphers” and “Custom Wedding Invites”

  • The next week she searches “How far in advance do you send invitations?”  Here she realizes according to timelines she is “late”. Sam must act fast.This is the moment that all of those micro-moments add up.

Solution: Sam picks a wedding invitation designer as well as a local calligrapher for her envelopes.

 

All of the above micro-moments during Sam’s consumer journey led up to her decision to choose the businesses for her purchase.

There used to be many fewer moments of interaction between the brand and consumer but mobile and social media have disrupted this process.

Now as a brand you are either present or not present. Engaging or not engaging.

Ultimately it’s up to you to figure out what your audience wants and provide it where they are.

Why does this matter?

This matters because there is more power in the hands of the consumer than ever before and there are more opportunities for your brand to win. There are more solutions to their needs. As brands we must strive to be present in as many of these micro moments as possible.

How Does Your Brand Prepare for these Micro Moments?

As a brand you need to design your strategy around these micro-moments. The best way to ensure your brand is present in these micro-moments is to map our your consumer’s journey ahead of time. If you have multiple target audiences you will have multiple consumer journeys. Map out how each person will search for the solution to their problem. Don’t forget to map out what the hangups, considerations and deterrents to purchase will also be.