In today’s heightened “information now” mentality, the population expects to be engaged across all sectors of the marketplace. Entertainment is on-demand, curated, and recommended; employee retention and productivity requires employees to be actively “engaged” with their work and their employers; in healthcare – patient empowerment, shared decision making, and informed consent through patient engagement are key metrics of success; the 2016 election requires party members’ support, activated grass roots efforts and debate turnouts. Across the board we’re talking about an increasing level of “engagement” from stakeholders.
Micro-Moment- We’ve been hearing this buzz word from Think with Google for a few years now. Is your marketing campaign designed for the Micro-Moment?
Is this you when you think of your ad campaign? “My campaign gets a lot of clicks, but not enough conversions. My bounce rate is higher than ever and my cost per lead is too high.”
So why are you losing the customer at the click?
Let’s talk about what a Micro-Moment means and why it’s important. Consumers are spending more time on their phones than ever before and consuming more content than they really can process. They are checking their phones often throughout their day and in between tasks, but getting their information in short bursts, all while seeing even more content and ads for other products along the way. But they are still making buying decisions from their phone, just quickly, with fewer details needed. This means that they are spending less time with your brand and site and want the critical information quickly.
Micro-Moment Marketing means that your message needs to get in front of your customer during the right micro moments that makes your product relevant to them.
Here are some tips to market for the Micro-Moment.
- Have your ad campaign include a mix of digital media to get in front of as many relevant micro moments as possible. Include search, targeted display, retargeting, social media, and video.
- Make sure to reach across all devices and digital channels to cover search, social, sites, apps, and connected TV. Also explore running different messages at various relevant times and places.
- Make your ad creative simple with a clear, enticing offer at the forefront of the message and make your product stand out above all others. If you’re running video, have your main message be within the first 5 seconds.
- Develop a landing page where the customer clearly sees the offer you are promoting in your ad rather than sending the user to your homepage. Users are not likely to explore beyond one page to buy your product.
- Don’t send your customers to catalog or inventory pages when clicking on the ad for the same reasons above. Instead, the landing page can have a button linking back to your catalog if they want to explore more. The exception to this is if your products are low-cost impulse buys, a landing page with 8-10 different items to buy quickly should be fine.
- Make the conversion easy for the customer where they can buy right from the landing page easily. Incorporate Venmo, Apple Pay, Google Pay, and Paypal into your e-commerce site.
- If your campaign goal is based on a larger purchase decision or a service that’s not going to be decided in one click, adjust your goals to lead generation where ads can go to a landing page that has a simple form submission.
- A lead generation form should include just 2-3 fields. Name, email and optional phone number will work, then continue the conversation over email marketing and retargeting.
Make sure you clearly express your goals and success indicators with your digital marketer and understand ad expectations. In order to get conversions in this Micro-Moment market, you will need a compelling offer, simple but well-designed creative, and easy transaction steps. For larger purchases, you’ll need to identify your customer through lead generation and then continue the conversation with ongoing messaging.
Micro-Moment Marketing is all about making an easy user experience to drive conversion without taking up too much of your customer’s time, while at the same time getting in front of the customer when it’s relevant to them.