Ignoring Micro-Moments? You're Leaving $$$ on the Table

woman holding phone and credit card with laptop in front of her

Struggling to capture your target audience's attention? Wondering why your conversion rates are in a slump? Your marketing woes could be stemming from an under-optimization of micro-moments.

These fleeting instants are prime opportunities to send a clear message to potential customers, so if you're overlooking them, then you're missing out on some serious exposure, conversions, and revenue.

 

What Are Micro-Moments?

It's no secret that smartphones are now a big part of most people's lives, especially in tech-saturated regions like the United States. But even knowing that, the amount of time that most people spend on their phone per day is still surprising.

As a February 2021 survey revealed, 46 percent of American adults spend between five and six hours on their phone every day:

 

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For context, that's over half of a standard eight-hour workday and approximately equal to a typical school day. How is that possible? A high percentage of people use their smartphone apps while doing other things entirely, including spending time with family, commuting, shopping, waiting in line, and even using the bathroom.

As a result of this high daily screen time and multitasking mindset, many of the potential customers you're targeting simply don't have the time or patience to spend hours or even minutes consuming your brand's content.

Instead, they may see glimpses of it while habitually checking their email, scrolling through social media, going through their notifications, or clearing unread texts.

And when they're purposefully setting out to get an answer, find a place, or purchase a product, they want their glimpses to be as fruitful as possible.

Those specific, purpose-driven instances are called micro-moments, and the impressions they leave can have a lasting impact on the success of your brand.

 

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Why Should Micro-Moments Matter to You?

Sure, micro-moments are important in theory. But what does the data have to say about it?

As Google pointed out in 2017:

  • 91 percent of smartphone users look up information on their phones while in the middle of a task.
  • 82 percent look up products when they're in a store actively deciding what to buy.
  • 69 percent use their smartphones to search for travel ideas during their spare time on trips.
  • 69 percent say the quality, timing, or relevance of a company's message affects their opinion of a brand.

And more recently, a 2020 report from IBM revealed that:

Rather than being a planned, discrete activity, shopping occurs whenever and wherever the mood strikes today’s always-on consumers — and this is increasingly while they are doing something else. Seven in ten consumers surveyed say they shop in these so-called “micro-moments,” and 35 percent do so at least weekly.

 

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The takeaway is clear: Statistically speaking, your own target audience is making many of their digital purchase decisions not in minutes but in micro-moments. So if you're not striving to reach them in those moments, then you may not be able to reach them at all.

 

How to Incorporate Micro-Moments into Your Marketing Strategy

You know what micro-moments are and why they matter, but how can you realistically optimize for them in your brand's marketing strategy?

The answer lies in a multi-pronged approach:

Study Your Own Data

To capitalize on micro-moments, you first need to pinpoint the moments at which potential customers are viewing your brand. Be sure to find out:

  • Which devices people are using to access your brand's site and social profiles
  • How much time they spend consuming your content
  • The specific types of search queries they use to find you

Prioritize Mobile-Friendliness

Frequent smartphone usage underpins the entire concept of micro-moments, so you'd be wise to start paying special attention to your site's mobile-friendliness. And since Google now uses mobile-first indexing, doing so is more crucial than ever.

Not sure where to start? Simply run your site's URL through Google's Mobile-Friendly Test and you'll receive customized recommendations almost instantly.

Consider the Marketing Funnel

When customers expect to find the information or product they're looking for right now, it's essential to ensure that your brand's content is tailored to target different components of the marketing funnel. These include:

  • Top of funnel (TOFU) content, which is designed to build awareness among people who are primarily seeking information
  • Middle of funnel (MOFU) content, which serves to encourage people to view your brand's products or services as viable solutions
  • Bottom of funnel (BOFU) content, which helps convince users to go from being visitors to paying customers

By crafting content for each part of the funnel, you'll be able to give people exactly what they want, whether they're totally unfamiliar with your brand or on the verge of making a purchase.

Break Content into Bite-Size Chunks

If you invest time and money into creating in-depth content such as original research, ebooks, and long-form articles, it's not enough to hit "publish" and call it a day. After all, you can't count on your multitasking readers to sit down in the middle of a grocery store to read your 20-page report.

The solution? Turn your brand's dense content into bite-size pieces that users can consume and understand anytime, anywhere. For instance, you can try publishing the most interesting statistics from your recent report on Twitter or including attention-grabbing snippets of articles in your email newsletter.

All in all, optimizing your brand's marketing strategy for micro-moments isn't terribly complex. It simply requires an understanding of exactly how and when your potential customers are coming across your content and finding ways to grab their attention and provide value during those brief periods of time.

If you do, your distracted readers (and your bottom line) are sure to thank you.

 

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