How SMEs Can Take Advantage of Micro-Moments to Attract Customers
Posted: Sun Dec 22, 2024 6:52 am
In today's digital marketing, micro-moments are key (not to be confused with micro conversions ), to interact with our potential customers by offering them the information they need when they need it.
These moments, when users search for quick answers or solutions from their mobile devices, can make the difference between attracting or losing a potential customer. Taking advantage of these moments is one of the keys to making local marketing strategies work.
Video summary of the article:
These are brief periods in which users generally usa phone numbers list
turn to their mobile devices with a specific need, whether it is to learn something, make a purchase or complete a task.
These moments are loaded with intention and fall into four main categories: I want to know, I want to go, I want to do, and I want to buy:
Being present in these moments means offering the right solution right when the customer needs you.
How to Capture Clients in Micro-Moments
1. Optimize your Local Digital Presence
Local SEO is essential to capture micro-moments. Having a presence in local search results (keyword + location, brand + location) is one of the minimum requirements that every SME must have under control to increase its visibility in critical searches and its opportunities to attract customers.
This involves positioning the main page or home, specific pages, videos, etc. and of course the Google Business Profile (formerly Google My Business) for this type of local searches (lawyers in Madrid, electrician in Altea, marketing agency in Barcelona, etc.).
2. Create Quick Guides and Online Simulators/Calculators
Publishing quick guides or online simulators/calculators is an excellent strategy to take advantage of these micro-moments when the user is looking for information or needs to make quick decisions.
This is something I always recommend to my digital marketing consulting clients. It is useful for any type of business model, but especially for B2B. This type of content will help you get the contact details of your potential clients, making the path to the first business meeting easier .
3. Geolocated Advertising to Capture Micro-Moments
Advertising platforms such as Google Ads or Meta offer the possibility of segmenting your ads geographically (even by postcode and proximity). Taking advantage of geolocalized advertising allows you to capture the attention of customers who are looking for something specific at that moment in the area of influence of your point of sale or store.
In addition to the platforms already mentioned, we have other more creative alternatives, and not as saturated, such as Glovo, Spotify or similar platforms with so much market penetration (these are especially interesting, since they are business models based on mobile applications).
4. Reviews and User Generated Content
Reviews and user-generated content (UGC) are powerful tools for taking advantage of these micro-moments. Users often make decisions based on what other customers have experienced. Encouraging your current customers to leave reviews or share photos of your business on social media can reinforce the trust of potential buyers.
User-generated content can go far beyond shared photos, but reviews and other content are a good place to start.
Plus, positive reviews not only increase trust, they also boost your rankings in local search results, helping more potential customers find you.
Taking advantage of micro-moments allows SMEs to be present exactly when customers need them, which is the main objective of a local marketing strategy , so they are totally complementary strategies.
In this article you have some ideas, but it is a matter of personalizing these
To learn more about how to optimize your digital marketing strategy, I invite you to read the rest of the articles in my marketing guide for SMEs , where I share tactics and tips to grow your business.
These moments, when users search for quick answers or solutions from their mobile devices, can make the difference between attracting or losing a potential customer. Taking advantage of these moments is one of the keys to making local marketing strategies work.
Video summary of the article:
These are brief periods in which users generally usa phone numbers list
turn to their mobile devices with a specific need, whether it is to learn something, make a purchase or complete a task.
These moments are loaded with intention and fall into four main categories: I want to know, I want to go, I want to do, and I want to buy:
Being present in these moments means offering the right solution right when the customer needs you.
How to Capture Clients in Micro-Moments
1. Optimize your Local Digital Presence
Local SEO is essential to capture micro-moments. Having a presence in local search results (keyword + location, brand + location) is one of the minimum requirements that every SME must have under control to increase its visibility in critical searches and its opportunities to attract customers.
This involves positioning the main page or home, specific pages, videos, etc. and of course the Google Business Profile (formerly Google My Business) for this type of local searches (lawyers in Madrid, electrician in Altea, marketing agency in Barcelona, etc.).
2. Create Quick Guides and Online Simulators/Calculators
Publishing quick guides or online simulators/calculators is an excellent strategy to take advantage of these micro-moments when the user is looking for information or needs to make quick decisions.
This is something I always recommend to my digital marketing consulting clients. It is useful for any type of business model, but especially for B2B. This type of content will help you get the contact details of your potential clients, making the path to the first business meeting easier .
3. Geolocated Advertising to Capture Micro-Moments
Advertising platforms such as Google Ads or Meta offer the possibility of segmenting your ads geographically (even by postcode and proximity). Taking advantage of geolocalized advertising allows you to capture the attention of customers who are looking for something specific at that moment in the area of influence of your point of sale or store.
In addition to the platforms already mentioned, we have other more creative alternatives, and not as saturated, such as Glovo, Spotify or similar platforms with so much market penetration (these are especially interesting, since they are business models based on mobile applications).
4. Reviews and User Generated Content
Reviews and user-generated content (UGC) are powerful tools for taking advantage of these micro-moments. Users often make decisions based on what other customers have experienced. Encouraging your current customers to leave reviews or share photos of your business on social media can reinforce the trust of potential buyers.
User-generated content can go far beyond shared photos, but reviews and other content are a good place to start.
Plus, positive reviews not only increase trust, they also boost your rankings in local search results, helping more potential customers find you.
Taking advantage of micro-moments allows SMEs to be present exactly when customers need them, which is the main objective of a local marketing strategy , so they are totally complementary strategies.
In this article you have some ideas, but it is a matter of personalizing these
To learn more about how to optimize your digital marketing strategy, I invite you to read the rest of the articles in my marketing guide for SMEs , where I share tactics and tips to grow your business.