Meet consumers halfway by anticipating their searches before they make them.
You might know how to speak to your target audience — but how do you target their search behavior? Pinpointing consumers who are searching outside of their usual spheres is an invaluable tool for marketers. After all, in a market in which mobile usage accounts for more than 50% of hours spent online, digital advertisers have to stay on their toes to keep up with on-the-go consumers and their spur-of-the-moment searches. That’s where micro-moments come in.
Imagine you’re driving in a friend’s car, and a song you can’t quite place comes on. All it takes is a quick Google search, and bam! Not only do you know the song name, but you know the year it was released, the name of the artist, and quite possibly the breakfast they ate the morning they recorded it.
That moment — when you reached for your device to answer an on-the-fly question — is known as a micro-moment. Of course, while Googling song lyrics may not be relevant to all marketers, many micro-moments provide incredible opportunities to increase traffic and capitalize on consumer interest.
Have you ever settled an argument by simply saying “let’s Google it?” If so, you’re familiar with an ‘I want to know’ moment — a moment when we turn to the internet to find quick, informative answers. To take advantage of these moments, your company’s SERP ranking is crucial: try snagging one of Google’s featured snippets or producing more evergreen content. Expand the ground you cover — the broader your coverage, the likelier it is you’ll have the information these consumers are looking for.
According to Google, the number of “near me” searches has more than doubled in recent years. That statistic alone should highlight the importance of ‘I want to go’ moments — moments when consumers are on the hunt for nearby goods, services, events, and locations.
To put this in perspective for business owners: if your establishment doesn’t rise to the top of that ‘near me’ search, potential patrons will likely choose to take their business elsewhere. That’s why search-savvy companies like Best Western create hyper-local content, detailing not only the best things to do in a city, but the best things to do in a specific neighborhood. The closer you get to home, the more likely you’ll be to see a good ROI on your localized marketing efforts.
Of smartphone users, 91% turn to their devices when completing a task. These ‘I want to do moments,’ consisting of DIY and how-to searches, offer a great opportunity to direct traffic to your site. By creating highly visible informational content that relates back to your company (or at least to your target audience), you’ll be able to reach more of these ‘I want to do’ searchers. If you want an example, look no further than the article you’re reading right now!
Even for in-store purchases, smartphone owners frequently search online before they decide to purchase a product. So regardless of what you’re selling, it’s important to accrue rave reviews online — and plenty of them. Take Lockbusters NYC, for instance. This one-man business has become one of the most reviewed (and most beloved) locksmiths in New York, rated 5 stars by nearly 400 reviewers on Yelp.
So next time you’re evaluating your content marketing strategy, ask yourself this — is your content truly accessible to consumers no matter where they are, or what they need? If not, it might be time to hone in on those micro-moments.
Longneck and Thunderfoot offer brand publishing services and strategies to transform your company blog into a sophisticated trade publication that drives visibility and influence in your market. Learn more about brand publishing here.