Satisfying the Mobile Customer During Micro-Moments

Brands can no longer consider mobile strategy to be insignificant. Today’s smartphone users check their phone almost immediately upon waking and they keep their device by their side for a majority of the day. Micro-moments, which are the crucial mobile moments of truth during the digital customer journey, influence purchase decisions.

The Four Types of Micro-Moments

1. I Want to Know: The consumer gathers information about a topic or product.

2. I Want to Go: The consumer wants to know where to go and when to go there for either an activity or to find a product.

3. I Want to Buy: The consumer gathers information about purchases, opinions, special deals, facts and comparisons regarding products or services. They may do this when they’re in the brick-and-mortar store.

4. I Want to Do: The consumer gathers how-to information on a variety of topics, like home repair or beauty techniques.

During these micro-moments, brands have the opportunity to serve the customer in three main ways:

1. Be present.

During the “I want to know” micro-moment, make sure it’s your brand’s information that shows up in search results. To do this, the metadata of your content (titles, descriptions, tags) must be optimized. Figure out which terms people are using when searching for the type of content you product. When developing your content, include information about your niche, not just your brand. Consumers often search for a category, not a specific company, when looking for a product or service. Your content should incorporate industry-specific trends, topics and events.

2. Be helpful.

Consumers prefer to choose brands that regularly provide them with helpful information, like how-to guides and unboxing videos. To generate content ideas that satisfy your “be helpful” goal, read comments on your own content or on the content of your competitors. This is where you’ll discover needs that have yet to be filled. What are people still trying to learn? What questions haven’t been answered yet? You can also straightforwardly ask your customers what they want. For example, send a poll or questionnaire to your mailing list to find out their most plaguing questions or what kind of content they’d like to see from you.

3. Be fast.

The purchase process a customer goes through has to be quick. If there are too many steps, they’ll go to another brand. Eliminate as many steps as possible and consider enabling one-click functionality. The opportunity to make a purchase should be obvious and at the beginning of your content.

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