When you operate an ecommerce business, you may think that it is difficult to communicate with customers because there is so much competition online.

But if there was a small example where the opportunity for you to connect with potential customers and make a sale increased ?

They arrive all the time. They are called micro-moments.


Micro-Moments of Electronic Commerce

It all starts with the smartphone of a consumer, on which most of us relied as our own personal assistants. When a smartphone user, for example, performs a voice search “where to eat ribs in Philadelphia,” it’s a micro-moment.

Why? Because it’s a small point throughout the customer journey. This single piece of time could be a winner for you, especially if you own a Philadelphia rib restaurant.

Here is another example: a client uses her phone to look for an alpaca sweater. She gives the usual search results, chooses one and makes a purchase.

Some of these micro-moments only last a fraction of a second, but they are extremely valuable for e-commerce businesses.

Why micro-moments are important

Mobile e-commerce sales are expected to reach 27% of all ecommerce sales by the end of 2018. This alone is one reason why you can not ignore the power to reach your customers via their mobile devices.

The customer journey is no longer a linear journey as it once was. Where in the past, a buyer would have a need (to be hot), search options on a desk (pull), evaluate brands (who offers a discount?), Then make a purchase, now there is a thousand different data points this factor in this decision.

This same customer could visit a sweater store on her desk, and then see the ad follow her on the Internet through retargeting. She could follow a brand on social media and look for coupon codes on Twitter and then make a purchase.

Which of these data points finally allowed him to buy this sweater? It’s hard to say. But one thing is certain: the mobile is part of this process, and these micro-moments are things that no online retailer should ignore.

Identifying micro-moments with your audience

So, how can you, as a business e-commerce, benefit from micro-moments? Start by figuring out what they are. The analyzes come into play in this process, so if you are not already BFF with your website analysis, get this path.

Your goal in identifying micro-moments is to determine where your brand can best meet the needs of your customers. Google, the expert on everything, seems to identify four key micro-moments that your customers have:

  • I want to do
  • I want to know
  • I want to buy
  • I want to go

Each of these micro-moments stimulates a different set of activities. For the buyer who wants to “know” if the alpaca wool is organic, she could search the answer on her phone. If you happen to have a blog post on this topic, she might land on your mobile site, read the post, and then buy a sweater at home.

Or maybe the buyer is planning a trip to Peru, and is researching what she needs to “buy” for the higher altitude. Again, content marketing provides the perfect opportunity to reach it.

Maybe she’s looking to support small alpaca farms in South America (“do”). If you highlight your partnership with such a farm, it will find you like that. If she wants to “go” to visit an alpaca farm, maybe you have a special contest where a customer will win a trip to visit the farm.

Create a map of what the typical buyer journey represents for your average customer, then add micro-moments, if any. At what point in the process do customers have questions or problems? How can you answer it? The solution can be targeted content, special offers, or other mobile-friendly functionality.

Once you’ve identified these micro-moments, implement the solutions to capture your audience. And remember the value of creating a seamless multi-channel experience: a customer can find your mobile site on his phone, but he wants to spend more time on the desktop version or sign up for your e-mails. Make it easy for her to cross borders so that she gets from you the brand experience that she is looking for.

Again, keep an eye on the data and analysis as they will tell you which of your micro-moment marketing efforts are paying off. Use traceable coupon codes to find out exactly what mobile buyers are using and to determine which pages on your website are recording the most mobile traffic.

Invest in mobile SEO efforts so you rank among the tiniest. It’s not because you rank top search results for some keywords on a desktop computer that you’ll get high rankings for mobile searches. Your website needs to be mobile-optimized, so Google sees you’re offering value on mobile devices.

Micro-moments deserve to be considered because they connect you to potential customers via the channel they trust most: their phones.

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