Everyone’s looking for the next big idea, but sometimes you need to stop and pay attention to the micro-moments.
Google says these occur when people “reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something or buy something.”
In 2022, nearly everyone does this multiple times a day, which makes these micro-moments extremely important for any successful business.
Here are a few tips:
You don’t just need to be online today, you need to be where people are. Everything needs to be mobile friendly — because smartphones drove 61% of visits to U.S. websites in 2020, and globally, 68.1% of all website visits in 2020 came from mobile devices—an increase from 63.3% in 2019.
You also need to create content that connects with them on a human level. Purple’s latest marketing video, “Overnight Success” shows people talking about how important sleep is to success. That not only speak to the basic human need of “successful sleeping,” as the commercial says, but it also explains how the mattress works without it feeling like an ad.
Keep it short. Most social media sites recommend video ads stay between 5-15 seconds because people don’t have long attention spans — you may have heard goldfish have longer attention spans than humans, and it’s true. And if you can’t make a video that explains everything in just a few seconds, have it leave people wanting more so that they seek out more information on their own.
Don’t put your teams in silos. Everyone needs to work together to understand your company’s efforts. All departments need to have regular contact to make sure everyone is on the same page.
In short, micro-moments happen every day, and that means your brand has nearly unlimited chances to get in front of people and direct them to your brand through education, fun and creativity.
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