What Are Micro-Moments and How Can I Make Them Part of My Marketing Strategy?
We can all agree that we live in a fast-paced society and people tend to want instant gratification. People make decisions fast and expect results to be delivered faster. It should come as no surprise, therefore, that so many people are relying on micro-moments in their marketing efforts. Yes, many sales are still made because of drawn-out, thoughtful deliberations on the part of your customer—but there are also many sales that are being made in the heat of the moment.
Defining Micro-Moments
The idea of micro-moments has floated around since 2015, but more and more marketers have been talking about them even more prevalently during the past few years, particularly as the pandemic turned many in-person shoppers into online shoppers.
The idea behind micro-moments is that people make decisions very quickly, and they have a device on them at all times. In the past, if they wanted to make a purchase, they would have to sit down at their computer to do it. They might even have to get up several times to get payment information (that is, their credit card) they keep in another part of their house. Making a purchase online took some effort.
Today, people are placing orders from their tablets and smartphones. Their devices even store their payment information, making it easier to make a purchase with just one click.
And that click could happen at any time—even when people are just looking at their phone for a very brief period.
Think of it this way: A person has 30 seconds to pull out their phone and open up one of their social media apps. Maybe it’s while they’re waiting at a red light. Maybe it’s while they’re in line at the grocery store. Whatever the case, they see an ad that appeals to them, and without even hesitating, they hit the purchase button. That’s the power of a micro-moment.
How Do Micro-Moments Change Marketing?
When you’re not relying on micro-moments, your marketing efforts will often take place in what’s known as a conversion funnel—you reach a wide group of people with your initial advertising efforts, then narrow your focus as you court these potential customers all the way to the point of closing a sale. For example, they go to your website, read your blog, check out your testimonials, and finally make a purchase because you have a sale you’re offering.
This process is still effective in many cases, and the surge of micro-moments shouldn’t be a reason for you to discredit the conversion funnel. But these different modes of advertising mean you assume your target audience is going to make a purchase right then and there.
This is especially true if your product or service falls within a smaller discretionary spending range. Most people will not mind throwing $10 or $20 at something that excites them in the moment, though they might be a little more skeptical about the idea of buying something more expensive on impulse. This amount will vary depending on your audience.
How Do I Take Advantage of Micro-Moments?
Now comes the big question of how you’re actually supposed to take advantage of these powerful micro-moments in your customer’s day. Here are five ways you can increase your chances of making a sale in the few seconds when your customer is glancing at their phone:
1) Understand what makes people want to buy—what is it that closes the deal?
While it’s usually best to hold off on this until after you’ve earned a customer’s trust, you can still be successful with this deal-making line from the very beginning as long as you follow it up with the next four steps.
2) Make your online store ridiculously easy
We’re talking one-click easy. The more time people have to spend navigating your store and filling out the information, the less likely it is they’ll get to finish their transaction during a single micro-moment. And if you lose their attention, you might not get it back right away.
3) Maintain an active online presence
This is a great way to increase brand exposure and increase credibility. The more people know your brand and trust your credibility, the easier it will be when they see an ad encouraging them to make an impromptu purchase.
4) Create a sense of urgency if you can
If they x out of the platform they’re currently in and try to come back later, they might not get the same great offer. Make them feel as if they have to make this decision right away—before life distracts them.
5) Always live up to a customer’s expectations
This one seems obvious, as good customer service is always important, but think about it in the context of micro-moments: If people see you as a brand that takes care of its customers, they are likely going to feel more comfortable making a sudden purchase.