12 September 2018
Every purchase is emotional. Even the most logical, sensible, business-to-business transaction carries a certain level of emotional attachment. As humans, we can’t help but react to products on an emotional level. Any time you’ve looked something up online and thought, “that’s cool,” you’re engaging with a business with personal sentiment. What’s more, savvy marketing teams know how to use these emotional moments –– micro-moments –– to construct better ad campaigns. Here’s how:
Google likes to define micro-moments in terms of “I want” phrases. (The four types of micro-moments are: “I want to know,” “I want to go,” “I want to do,” and “I want to buy.”) Again, transactions come down to a desire, or need on the behalf of the buyer. Gone are the days when businesses made cold calls and tried to force themselves into their customers’ personal space. Instead, progressive marketers build content that addresses these “I want” moments within the buyer’s journey. This includes advertisements. For instance, when someone searches a general keyword related to your business, they probably need more information before they make a purchase. Alternatively, if someone is searching for a specific product, they might be closer to making a final decision. (Note: not only should your ad copy reflect what your potential customer is looking for, but the corresponding landing page should as well.)
More than ever, businesses need to strike when the iron’s hot. By that, we mean companies need to market themselves at strategic intervals –– i.e. when consumers are most likely to experience a micro-moment. Consider this scenario: your company runs a TV commercial at 4:30 p.m. It stands to reason that a number of your consumers will see the commercial and will also search for your product on their phone at around 4:30 that day as a result. This sort of thing happens all the time. Now, imagine if you could somehow boost your digital ads in sync with your broadcast commercials. The good news is, you don’t have to imagine. You can do that with MicroMoment+, our flagship product. Check it out here.
We just described a micro-moment example where consumers moved from one device (TV) to another (smartphone). This is just one possibility of how micro-moments can inspire consumers to move across channels. As such, the wider your reach, and the more platforms you can advertise on, the better your chances are of catching consumers at just the right interval. What’s more, work to ensure your location is correct on Google. When people search with the phrase “near me” it almost always indicates they’re ready to buy. Thus, if your business listing is incorrect you could be losing out on sales as a result.