The goal of every brand is to create a strong bond with customers whenever they need them. Keeping your brand visible before your potential customers during various micro-moments is crucial for your brand success.
Micro-moments refer to a short term of attention any potential customer uses on a mobile device in order to buy, search or watch something.
Mobile is no longer just a tendency and micro-moments are here to stay. Here are some effective ways to target mobile micro-moments and boost your sales:
1- Identify the Right Micro-Moments For Your Brand
As per Cassandra Wesch, Founder of the digital media agency, Upward Ecommerce, “Identifying opportunities to share relevant micro moments with your customer make it easier, faster, and more fun to connect with your brand”.
For a hotel owner, it would be great if the customers are able to check in immediately without having to wait in the queue.
From the customer point of view, the micro-moment happen when they are traveling and wanting to get into a hotel room without having to wait in line to check-in.
Well, you can do just that with the help of Starwood app. The customers are able to check-in right on the app.
As soon as the customers enter the hotel, the beacons recognize that the customer is there. Verification is done with the help of a fingerprint (if you're on an iPhone), the app provides a room number, and then you simply hold your phone up to the entranceway and can go right into your room. That's an amazing way for a brand to help the customers in a micro-moment.
2- Your Brand Should Be Seen Whenever the Potential Customer Needs You
As a brand, being present in all phases of consumer journey, not just when someone is ready to buy, is where the biggest opportunities exist. Google has defined four micro- moments that represent the full user needs.
I want to know moments – The consumer is exploring and researching but not yet in the purchase mindset. They are looking for useful information, education resources or an inspiration.
I want to go moments – Consumer is searching for a local business or considering buying a product at a local store.
I want to buy moments – The all important buy moments are when shoppers are ready to make a purchase and may need help determine what, how, or where to buy.
I want to do moments – These refer to moments when shoppers are looking for help getting something done or learning something new.
3- Mobile is the New Shopping Assistant – Your E-Store Must Understand This
Americans are shopping online, allocating their shopping budgets to browsing, expanding a regularly of five hours per week purchasing online.
The telecommunication company sprint discovered that one in four people who click on their mobile search ads actually end up being physically present in a sprint retail store.
As a business, you need to get your website mobile friendly and have an app that will help you to connect with your customers in real time.
It is essential to find out the different mobile search queries that the potential customers are using while locating your brand and further optimize your business presence in order to reap in more sales.
4- Deliver Relevant Messaging and Tap Into the Power of SMS Marketing
In this age of mobile connectivity, it is important to leverage the power of SMS marketing to improve your business visibility and increase sales.
8.6 Trillion text messages are sent every year on average and such messages are read within 5 seconds. This is a tremendous opportunity to explore where people are able to read your message within seconds of receiving it.
Tools like TextMagic are excellent in automating the SMS efficiency and reach. You can easily build one to one dialogue with your customer using dynamic inbound SMS messages.
While sending messages, it is recommended to follow the below tips:
Segment your audience and send the right message to the right customer.
Send messages that have time bound deals which are set of expire soon. This will drive instant actions.
Send triggered messages based on the action of the user. For example, if the customer has placed some items in the shopping cart and didn't ordered them then you can send a triggered message with a special discount in order to persuade the customer to make an order.
Mobile is no longer in its teens. Your brand must understand the real power of mobile micro-moments and must ensure to be present at all times depending on the needs of the customer.