Over a year ago, Google had an article about creating Micro-Moments for your customer to ensure a favorable experience. Effective strategies change so quickly, you may be wondering if this strategy is still relevant today.
What are Micro Moments?
Back in the day, things that people do were pretty predictable. Now they are instantaneous, fragmented interactions thanks to the growing use of the mobile phone.
Micro Moments can be described as the “I-want-to-do, I-want-to-buy, and I-want-to-go moments that your customer experiences. It’s when they turn to their mobile devices to act on those statements or learn something. It is during these times that decisions are made and preferences are shaped; and you want to be a part of the action.
As business owners, we’re expected to immediately deliver via mobile exactly what the consumer wants when they are looking for it.
If you could capture that exact moment when your customer is thinking about just what you offer, you can put the right material in front of them at the right time.
Now, for this, you’ll need to know your customers Persona. Who they are, what they like, where they hang out, and what are their challenges.
When I was in the food business, I often visited companies armed with menus and a few “Free” lunches. I also used the fax machine (yes, it was that long ago)..
This often resulted in many new orders. My secret? I discovered that people who work in offices think about food all of the time, but especially around 10 am. That’s when they start thinking about what they are going to eat for lunch, and often spend a few moments discussing this with their colleagues.
It is in that micro-moment I would fax the menu with the daily specials… and it worked 95% of the time. For my walk-about, the goal was creating catering clients and for this, I would visit the office and hand the “Free” lunch and the catering menu to the gatekeeper. After all, I knew that in most cases, that is the person who would be ordering any meal for any meeting.
You see, I knew a lot about my customers and though it wasn’t really a named strategy back then, I captured those micro moments and successfully used them to increase my sales and get new customers.
According to Google,
“Being there and being useful in these moments won’t only improve your customers’ lives; it’ll improve your bottom line.”
Take a look at the following infographic from Google to see how Micro Moments can work for you.