Our goal as a business is help promote your business.
Ever heard of Micro-Moments? If you sell a product then you definitely should and we urge you to read on! It’s difficult as we don’t offer a product – it’s a service. It’s often difficult to pay for something you don’t hold, but what we do becomes apparent. Although we don’t offer a ‘product’ we want to get involved in Small Business Saturday as we did last year. What would make #SBS a success for us is helping you succeed.
Marketing to existing customers is as important as attracting new ones.
The way people shop has changed. There’s nothing more satisfying than human interaction but the fact that people want everything, now, is something that cannot be overlooked. The way we see it, Small Business Saturday is a great platform for us to help you from tomorrow onwards.
You understand what the customer wants – but we know how to get your customer to want what you have.
There is much more effort needed to market and ultimately sell your product online. More so than it is for someone to walk into your shop and buy something because of its immediate, physical appeal. This relates to our presentation we did at the Hereford Tweet Up on Tuesday – understanding ‘Micro-Moments’.
The customer will know why they want your product, but if you’re not the only one selling a particular item, this is where we need to get clever and make the customer want to buy from YOU. Consumers expect their experience to be immediate, relevant and frictionless. If your way of selling is even a fraction drawn out, unclear or convoluted – you will lose that customer.
Micro-Moments Explained
We’re taking advantage of this Small Business Saturday to not try and sell our products. No. Instead we want to give you a little insight about making the customer buy from you if you are selling online. There’s more to it than just putting yourself in the customers shoes, you have to anticipate the ‘Micro-Moments’ for your industry then be there for the customer when the moments occur. Mobile users especially want to know, go and buy. Their experience has to be fast and frictionless.
We did a presentation on how Google and digital marketing fit into the world of modern business. If you missed this then you may be lost at the term ‘Micro-Moments’ (unless you have researched it and know already then we salute you!). We talked about 4 key moments to be ‘There’, these moments are what you should be considering for your customers and are as follows:
I-want-to-KNOW moments
Someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell.
Remember curiosity can be triggered by anything and satisfied at any time.
I-want-to-GO moments
People are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment.
Our digital lives connect us to our physical world.
I-want-to-DO moments
These may come before or after the purchase. Either way, these are “how to” moments when people want help with getting things done or trying something new. Being there with the right content is key.
We seek instruction for just about everything.
I-want-to-BUY moments
These are huge, of course. Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.
Mobile assists in purchases across channels.
Hopefully now we’ve got you thinking about not only selling your product but instead how the customer wants to buy your product.
So how do you make this fit your business? The key is to be at the beginning of these micro-moments and guide the consumer through the journey. We’ll briefly summarise a few important points:
Advertising (AdWords) – create campaigns to show when a micro-moment happens.
Local listing through Google for Business – appear on local searches and google maps so users can find you.
Content distribution through Google+, website & social media – create content that allows the consumers to find you on their devices.
Drive intent through email marketing – think about how your audience works and develop email campaigns to begin their micro-moment journey.
Reviews – reassure clients/consumers with Google reviews, so when they begin researching for companies you already are ahead of the game.
Analyse & test – each page, each moment has to have an impact on the users, if not you’ll lose them, maybe forever.
Measure across devices – a journey might begin on a mobile but finish on a desktop or vice versa.
You may be doing a couple of these anyway without realising their overall significance in the user’s experience. If this is confusing you, let us break down everything for you. It’s what we’re good at. It’s what we’re passionate about. There is much, much more now than just appearing in searches.
Here are a few things you can implement to help not only with Small Business Saturday but long term:
Focus less on keyword rich anchor text instead on content relevance of the linking page
Build your brand and SEO visibility will come naturally
Ensure your site loads quickly
Content is high quality and unique
Understand your business’ Micro-Moments and unlock it’s full potential! Intrigued by this but can’t get your head around it? Please contact us. We’ll help you realise your business’ Micro-Moments and understand your customer’s journey.
