Effective Marketing Meets Consumers Where They Are: On Their Phones

It's the Friday afternoon before your road trip to Florida and you need a quick oil change. You grab your phone to Google the fastest oil change with late hours. 

Your sister's wedding is tomorrow and you need a quick haircut but you don't have an appointment. You grab your phone to Google the best local walk-in salons. 

After a thunderstorm, you notice a leak in the corner of your living room. You grab your phone to Google the most trusted local roof repairman. 

In all of these scenarios you need help quickly, so you choose the first company to pop up in your Google search that provides the best information to help you solve your problem. This is the concept laid out by Google in their latest report about this new consumer behavior called Micro-Moments.  

Google defines Micro-Moments as "the moments when we turn to a device-often a smartphone-to take action on whatever we need or want right now." And according to their report, buyers do turn to their devices often, very often:micro moments blog photo 2.jpg

  • 68% of smartphone users say they check their phone within 15 minutes of waking up in the morning. (Google Consumer Surveys)
  • 87% of millennials always have their smartphone at their side, day and night. (Mitek and Zogby Analytics)
  • 91% of smartphone users turn to their phones for ideas in the middle of a task. (Consumers in the Micro-Moment, Google)

How can your business benefit from this mobile-first mentality of consumers today? Three points from Google: 

#1: BE THERE. 

You can increase unaided brand awareness by 46% by simply showing up in search ad results.
(Google/Ipsos Media CT)

Great online marketers rank highly in online searches, so that when buyers search online to figure out how to solve problems, they'll see their company first. 

#2: BE USEFUL.

Only 9% of users will stay on a mobile site or app if it doesn't satisfy their needs, and 66% of consumers will take actions that have some negative impact on the brand. (Consumers in the Micro-Moment, Google)

According to Google, consumers gravitate towards brands with educational content that can be digested efficiently, rather than brands giving the "hard sell". Great online marketers try to help their buyers with useful content, rather than trying to sell their name online. 

#3: BE QUICK.

29% of smartphone users will immediately switch to another site if it doesn't satisfy their needs, for example, it's too slow or it doesn't have helpful information. (Consumers in the Micro-Moment, Google). 

Yes, websites should load quickly to keep buyers interested. But being quick also means being efficient. Great online marketers get consumers from a homepage to the information they need quickly-with the least amount of steps or clicks possible. 

micro moments blog photo 3.jpg

What can you take away from Google's report?

Meet consumers where they are by developing your SEO using keywords that buyers will use to search. Create lots of content in the form of blogs and downloadables to stay relevant in search engines. Syndicate that content across social media, so that users will find you in other places, too. 

Help consumers out by giving potential buyers content that is useful and can help them solve their problems. Focus less on selling your company's name and focus more on being the source from which consumers are educated on their issues. Develop buyer personas to understand their buyer's journey, and get an idea of the questions they will be asking. 

Practice website efficiency by developing a mobile-first website that is easy to navigate when a buyer is on their phone.  Eliminate the steps that get consumers from the front page of your website to scheduling appointments or contacting you by placing call-to-action buttons and landing pages on your site.

To read Google's full report, "Micro-Moments: Your Guide to Winning the Shift to Mobile", click here. Learn more about how inbound marketing can help grow your business via our downloadable guide below: 

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