We’ve all been in the situation before where we need to find something quickly online. It might be a product or service you need locally or you need to find the nearest coffee shop in an unfamiliar city.
Whatever it is, you’ll most likely be a) using your mobile on the go and b) going directly to the most trusted online source for your answer…Google.
Thankfully Google are great at keeping us updated with the latest trends in online search behaviour and one of the key trends they refer to is “micro-moments”.
What are micro-moments?
They are short moments in time where customers are searching for products, services and information (most often in their locality) on their mobile device.
The problem is, even though many small businesses have so much to offer, they are simply not easy to find online and over complicated or badly designed websites make it difficult for potential customers to find information quickly.
If you did an online search for products and services you offer in your area now, would your business feature? Can you confidently say you’re doing enough to drive people to your business in their “micro-moment” of need?
What can businesses do to capitalise on micro-moments?
There are so many things you can do but for now, we’ll focus on three basic areas to help you capture the attention of your customers and ultimately lead to conversions:
If someone walked into your shop or office and there were no shop assistants or reception staff there to help them or provide information they need, they are likely to walk straight back out.
Customers searching online in that “micro-moment” will do the same – if you’re business isn’t there or you’re not providing relevant information, they will go elsewhere.
In fact, 1 in 3 mobile users have purchased from a company or brand other than the one they intended, because of the information provided by that company or brand in their moment of need (Smart Insights, 2016).
It is so important that your business has an online presence, which means hiring someone to build a website and creating profiles on relevant social media channels.
By relevant, what I really mean is…if your target audience is aged 50+, don’t waste your time using Snapchat. Make sure you know your customers and where they are online!
Your web designer will obviously need to focus on building your site with effective SEO (search engine optimisation), making sure the right keywords and phrases feature throughout your site. If you already have a website, it’s worth doing a review in this area to see if there is room for improvement, in order to increase your search rankings.
Creating profiles on Google owned products like Google My Business and YouTube will help to feature your business on Google search results so don’t forget to use those.
In addition, try to gain as many online citations as you can. For example, Yell.com offer a free business listing option which not many businesses take advantage of.
2. Be relevant
Your customers are looking for their needs to be met in real-time, to obtain information as soon as they need it.
Clear, concise and relevant content will stand you apart from your competitors. It is not enough to just have an online presense, you need to continually work on keeping your content fresh and relevant across all of your digital channels.
So many businesses spend time and money developing websites and digital channels but once launched, they fail to update them and they become stale.
Make sure you are regularly creating news posts and keeping your website and social channels up to date with fresh content about your products and services.
Whether it’s a blog post, a news story or content on your website, you need to make sure you are using the right keywords and phrases to target potential customers.
If you don’t know where to start, sites like Buzzsomo, Answer The Public or Google Trends will help you understand what topics your customers are most interested in.
You can find out which keywords or phrases customers are using most to find your business from your own Google Analytics (Acquisition > Search Console > Queries). Or if you want to be really sophisticated, you can use Google’s Keyword Planner tool. This can be quite daunting, which is why it pays to hire a consultant to do this for you.
3. Be quick
Let’s be clear….mobile is NOW and if your website isn’t mobile optimised, you’ll be losing out on potential revenue.
A whopping 50% of all global searches are now conducted on a mobile device (Search Engine Land, 2015) and just last year, Google announced that its new algorithms would favour websites which work well on a mobile device.
Contact your existing web designers to discuss how you can make this happen. Or maybe it’s time for a new website, you can come to MiTSO for that.
If you do offer a mobile optimised site, do you know how long it takes customers to find information they need? If not, test this with friends, family, ask existing customers or use Google’s page speed test tool.
Think about customer goals and cut down the number of steps it takes for them to get there. As a general rule of thumb, it should take no more than three clicks for customers to find what they need on your site, especially considering the average mobile session duration is around 72 seconds! (Nielsen, 2015)
If you want customers to get to you quickly, don’t make it difficult for them to find contact information for your business online. It is essential that you claim your Google business listing. Create a Google My Business account and you can update your contact information from there.
In fact, make sure all of your online listings are up to date with correct opening hours, phone numbers etc. You should also regularly add images to show physical evidence of your business.
So there you have it, three simple yet effective ways to capture the attention of your customers whilst browsing on their mobile device.
If you have great products and services but you’re not doing enough to get in front of your customers, then its time you took a step back.
Figure out how easy it really is for customers to find you and get the information they need in that “micro-moment” and keep making improvements so that you can continue to attract, convert and retain them.
If you don’t have the time or resource to do this yourself, feel free to give us a call on 07784291111 or say hello to firstname.lastname@example.org.
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