There is an excellent Google interview with Mike Grehan of Acronym Media regarding micro-moments – and while the whole thing is worth a read, one particular line stuck out to us: 'Nobody wakes up in the morning with a credit card in their hand and says, "My name is Jane and I want to buy something.'"
In other words, no matter how much businesses want the sale, what buyers want is the right decision. And that decision-making process happens in steps. Google defines this steps with "micro-moments," brief moments when buyers are in the process of making decisions that lead up to the sale. If you capture buyer attention during this moment, you have a great chance of getting a sale. While much has been made of this concept in the last couple of years (Google has an immense guide here on the topic), here's how these tiny moments are evolving in the coming year.
Tweet: No matter how much businesses want the sale, what buyers want is the right decision. #micromoment
1. They're Getting More Common (Or At Least More Recognized)
Micro-moments are highly associated with younger, fast-moving buyers who want information now, now, now, so they can make decisions ASAP. These new buyers are growing more common even in B2B sectors: They are on the move, expect to hold the power in the transaction, and don't have the patience for poor design or flimsy sales talk. This has led to a broader recognition of micro-moments and how valuable they can be for the team that really identifies and utilizes the moments. Of course, vary greatly by industry, but overall they are becoming more important.
2. They Connect Effortlessly with Customer Personas
If you're wondering how to adopt a strategy focused on these type of moments, we have good news: Customer personas are a great place to start (and please tell us you're using customer personas). When asking important persona questions, simply start asking, "Okay, when are they looking at information? When are they encountering a moment in their daily work schedule?" Google divides these small moments into thoughts like Know, Go, Do, and Buy, but you can further customize moments based on what you know about your own customers.
3. They Are Vital to Mobile Strategies
Mobile and micro-moments are joined at the hip. One of the most important concepts about these moments is that they are enabled by mobile technology, and that people are on the move and in a hurry when they have the majority of these moments. Sure, this varies by industry, but it's a great concept to keep in mind. When planning for micro-moments, plan with mobile solutions first: A combination of targeted ads, well-placed content, and campaigns aimed at the right audiences is usually a good starting place.
4. They Cut Down On Sales Funnel Time – and Cut Ahead of Competitors
Yes, a micro-moment is another way of looking at the sales funnel, but more importantly, it's a way of shortening the funnel to get to a sale more quickly. If you can meet a customer where and when they're at, you won't need to lead them all the way through the funnel (or, at least, it won't take them as long). Instead, they can speed through to the sale. That's the hidden power of micro-moments. Yes, you are giving more power to the customer, but you are also making it a lot easier for them to buy from you. And – no small advantage – you are springing ahead of competitors that are ignoring these small moments and waiting for customers to stumble into their funnels.
5. They Could Replace Keywords via User Intent
Here's a particularly big twist for 2017: We know that search engines are getting a lot better at recognizing user intent, which is taking some of the focus off specific keywords and placing it on answering specific needs. Micro-moments are all about specific needs. As we move more toward a framework of user intent, these small moments could end up becoming a more useful framework for building SEO than the keywords themselves. Just something to think about as you work on your next round of content...