Optimizing Your Digital Marketing Strategy with Micro-Moments: Know, Do, Go, Buy

Micro-moments have become the latest SEO Toronto trend and they are also being used globally. They are decision-making moments driven by intention and preference, and these micro-moments can occur at any point along a consumer’s journey.

Digital Marketing Toronto

SEO continues to evolve rapidly with new technologies coming forward regularly. Along with state-of-the-art technology, consumers are looking for experiences that are more customized and relevant. Websites must be driven by the consumer mindset and avoid operating with a company mindset.

SEO is most powerful when it is combined with an overall well-defined digital strategy. Consumers are no longer making a journey from a product search to a purchase in a linear fashion. There are a number of different touch points that must be addressed from various channels in order to fulfil a consumer’s needs. The interaction that consumers are having with your brand will take place on different devices and in various locations such as your website, social networks, video sites etc.

It’s important to look at the intent of the user to experience optimum success with the search engines. Micro-moments give you the opportunity to ramp up your SEO efforts to new heights by understanding the intent of the visitors that are landing on your site.

Micro- SEO Toronto Micro-Moments Explained

A micro-moment is a precise moment in time when a person takes a reflex action. A person may turn quickly to a close-by device to make a search for something needed, to buy something or to get information. This is a defining moment that creates a specific behaviour online and it’s your opportunity to encourage interaction with your brand.

4 Micro-Moments Categories

Need to Know Moment –

At this moment, the consumers have been triggered by a need to know moment for certain information or facts. An example of this would be, “What is the population of Canada?”

Need to Do Moments –

This is a moment when a person decides that he needs help with a task. An example of this micro-moment would be, “How can I fix my refrigerator door?”

Need to Go Moment –

This moment is a time when a person needs to search out a certain place or the location of an event. For example, “Where can I get the best chicken wings in downtown Toronto?” would be considered to be a micro-moment search.

Need to Buy Moment –

“I need to get a dress for Thursday’s dance”. This is an example of a moment when a person is interested in purchasing a product or a service.

There can be different micro-moment points along the journey as well. For example, if a person is interested in buying a new hockey stick, he may first want to get more information about the different types of hockey sticks that are available. 

If you take a look at the journey that a consumer takes from start to finish during the buying process, and take all of the different touch points and micro-moments into account, you can better target your niche market. It all comes down to thinking like consumers and then marketing with that in mind.

Narrow down What Potential Customers Are Thinking

Take a look at what a marketer may be thinking from his perspective before making a purchase. The best way to find out what’s on the mind of potential customers is to consider these important questions:

1. What devices are consumers using at the beginning of their searches and does this change as the journey evolves?
2. What types of information will searchers need as they make their journeys before they commit to making a purchase?
3. Which format should be used to deliver the information required? The format may change according to the devices that people are using for their searches.
4. As each piece of content is delivered, what additional information must be provided and how best can this be enabled?

If a person is looking for walking shoes, for example, and has landed on your website, he may want to get more details about the best walking shoes available or he may want to get more details about specific brands.

As well, don’t forget to take into account the power of reviews. You may need to include reviews on your site so that visitors don’t have the urge to click over to Amazon to see what types of reviews are being left on that site.

When you can find the best way to meet the needs of consumers without them having to click away to get the information elsewhere, it will naturally lead to more sales. When you can provide solutions and content that shows your expertise in the niche, you’ll also build up brand loyalty along with website authority.

Google is constantly making progress towards getting a better understanding of consumers and how they value brands. Also, the algorithms are constantly shifting. The best thing to do from an SEO standpoint is to concentrate on the consumer as Google does. Your chances of success will be raised significantly when you think like Google and put customers first.

Mapping out the Journey

It’s time to figure out exactly what the visitor wants and why they may be searching for a specific item. Understanding the micro-moment that led to the initial search can then become the basis of the mapping.

Mapping the journey can be done using the following techniques:

• Micro-moment research
• Empathy mapping
• Stakeholder and customer interviews
• Keyword research

This type of strategy helps to uncover the initial intent of making a purchase. There are many different reasons why a person would want to buy walking shoes and various features that they are looking for in the shoes. Find out everything you can in order to increase sales.

It’s not all about keyword research any longer. Brands need to base their websites on consumer insight, intent and micro-moments combined with a keyword strategy. Spreadsheets of keywords just don’t provide the understanding required to learn about consumers and to provide them with everything they need to make a purchase with confidence. Find out how researching micro-moments and journey mapping can help your business reach a higher level by visiting our SEO Company Toronto, qodemedia.com today.