How to Harness the Power of Micro-moments

Google calls them “micro-moments” – those instances when a person searches online for an answer to an immediate need. Micro-moments fall into four categories of need: To know, go, do or buy. And you may be able to boost your brand signal, if you’re able to help a consumer during a micro-moment.

Take a look at the following tips for crafting content specific to micro-moments.

The questions you should answer

Many of the top “how-to” Google queries in 2015 were technology related, such as:

• How to use the new Snapchat update

• How to upgrade to Windows 10

• How to use Apple Pay

• How to authorize a computer on ITunes

It’s interesting to note – but not surprising – that people were trying to get answers to their questions via search, rather than visiting the product manufacturer’s website. Sometimes companies overlook the importance of explaining how to use their products, which presents an opportunity for their competitors to gain an advantage by creating informative content.

In the first five months of 2015, viewers had watched more than 100 million hours of how-to videos on YouTube. Home improvement videos were highly popular, which would indicate that people need more than just an explanation of how to do something – they need to see a demo.

To create your own micro-moment video, think about where your business overlaps with everyday needs – for example, an automotive parts retailer could produce a short video on “How to change a flat tire.”

Prepare in advance

Anticipate what people will be looking for in the future, and prepare to be there in those micro-moments. Many people every year ask Google the question, “When is Mother’s Day?” If it makes sense for your business, you could create a blurb for your website that answers that question, along with a link to special Mother’s Day offers.

Searches may be highly specific during televised awards shows or sports competitions, as viewers try to remember various actors’ previous roles, or who was the highest-scoring quarterback of all time. The Oscars and the Super Bowl may have no connection whatsoever to what your business does, but brainstorm some ways you may be able to create content that answers event-specific queries.

Follow your customers

Analyze how your existing customers are moving about online. If their micro-moments are leading them to your website, you’re doing a good job of answering their questions. But if they’re not sticking around after landing on your page, you may need to tweak your content.