Google Micro moments have been around from quite a few years now but still prove to be untapped territories for many marketers.
What exactly are Google Micro moments?
According to ‘Think withGoogle’ Micro moments are nothing but “critical touch points within today’s consumer’s journey. You must be familiar with the concept of a buyer’s journey or a consumer’s journey, Google Micro moments draws inspiration from there only.
The touch-points arise from the need:
- To do something
- To buy something
- To watch something
- To discover something
- To learn something
The four game-changing moments:
- ‘I-want-to-go’ moment
This moment could arise when you don’t have a trip pre planned and looking out options for a quick trip. When you type ‘I want to go’ followed by the place or destination you want to visit Google returns relevant results about the place and amenities associated with it.
- ‘I-want-to-know’ moment
Suppose you are writing something that involves historical data or statistical data to support your document, all you have to do is search for the statistics of the same and Google will return the exact statistics for the information that you are looking for. This is the ‘I want to know’ moment.
- ‘I-want-to-buy’ moment
You are glazing through a store and like a product but you are unsure about it, all you can do is search ‘I want to know’ followed by the product’s review command and you will have all the reviews and user testimonials regarding the product and then you can make your purchase decision accordingly.
- ‘I-want-to-do’ moment
Suppose you have guests coming over and you want to prepare the best chicken recipe for them. Gone are the days when you needed a recipe or cook book for that. Just pick your mobile and search for the best chicken recipe and you will have your results with you. This is nothing but the ‘I want to do’ moment.
Now that you know what the moments are, here’s how you can put them to use:
- Recognize your Micro moment
Depending upon what services you are providing you have to decide your micro moment. Suppose you have an e-commerce site then you’re concerned micro moment should be ‘I want to buy’. Similarly if you are a blogging site then your concerned micro moment must be ‘I want to know’. Knowing your concerned micro moment will help you define the data that you are providing to your customers.
- Know your customer needs
It is very imperative to know what frequent queries regarding your business could be. Knowing your target customers, what their needs are and when exactly they need you will help your customers under specific circumstances and your necessary micro moment will come in handy for them to decide their call of action.
- Be precise with your content
No beating around the bush! Keywords are essential and yes, effective keyword stuffing will give your required SERP but if the user does not find his/her answer due to the keyword stuffing then that is going to affect you adversely. This is why it is important to realize the fact that the information you are providing should be accurate and time relevant. Most importantly have one clear and concise call of action. This way you will win the trust and loyalty of your customers.
- Understand your Mobile Advertising Strategy
With majority of users accessing the web through their mobile, it is important to have a hold of your mobile marketing strategy. The thing that you have to keep in mind is that the advertisements in mobiles are far different from desktop pertaining to the time, visuals etc
- Descriptive media files
With the rapid increase in online marketing descriptive media files have gained importance more than ever. With relevant content in the form of descriptive images and files it is very easy to drive traffic to your website.