In the world that we're living in today, knowing how to speak to your target audience is not enough to bring the sale across the finish line. To be successful with digital marketing in 2018 and beyond, you now also need to know how to target their search behavior.
There is an art to being able to anticipate consumer searches before they make them. However, to master the art, you need to understand how today's consumers are performing searches online.
The Majority of Online Searches Now Take Place Using Mobile Devices
As of 2018, 77 percent of American consumers own a smartphone. Due to the rapid raise in smartphone ownership, the majority of online searches are now taking place on-the-go using mobile devices. Also, thanks to the built-in voice assistant technology in mobile devices, 20 percent of online searches are now made using voice commands.
In other words, if you haven't optimized your website and content for mobile viewing, your online presence will suffer. Considering the shift in the way that consumers are performing searches online, Google is now in the process of transitioning to mobile-first indexing, meaning that mobile content will be taken into consideration first when determining search rankings.
If you haven't already done so, updating your website to a responsive design that provides a premium user experience for desktop and mobile users alike must be a priority for your business.
To check the mobile-friendliness of your website, take Google's free mobile-friendly test to help ensure that your website meets the criteria.
What is a Micro Moment?
Once you've confirmed that you have a mobile-friendly website design, you're ready to perfect your strategy for capturing the attention of today's mobile consumers. To be able to tap into this base of on-the-go consumers and get them to engage with your brand, you need to harness the power of micro moments.
What is a micro moment? Think about a time that you were out shopping and got a hankering for a slice of pizza. To fulfill your craving, you turned to your mobile device and searched for "pizza restaurants near me." Google immediately provided a few options for top-rated pizza restaurants in the area. Based on the search results, you selected a restaurant and got your pizza fix.
The moment that you reached for your mobile device and performed a search for a local pizza restaurant is what is referred to as a micro moment. As you can see, being able to capitalize on the spur-of-the-moment searches that mobile users frequently have will yield you more traffic and revenue.
How to Capitalize On Micro Moments
To be able to anticipate user searches and capitalize on those micro moments, you need to put yourself in your target consumer’s shoes. Here are several stages in the buyer's journey that you need to take into consideration to help you cash in on those micro moments:
The "I Want to Know" Moments
The buyer's journey typically begins with research. Today's consumers are turning to the internet to find quick and simple answers about products and services. If you can snag a coveted Featured Snippets spot, your website traffic will grow exponentially. In fact, if a consumer is performing a voice search on Google, the Featured Snippet will almost always be the response given. Instead of aiming for the number one Google ranking, today's marketers are striving for a "Position Zero" ranking through Featured Snippets.
Creating evergreen content that addresses the questions that your target audience is typing (or speaking) into search queries is another way to take advantage of the "I want to know" moments.
The "I Want to Go" Moments
Research reveals that 91 percent of smartphone users turn to their device when they need information to complete a task. If you're a business that wants to attract local traffic, it's important to make sure that you're highly visible in online directories to earn local foot traffic.
The "I Want to Buy" Moments
The vast majority of consumers are going to turn to their mobile devices to research a product or service before making a purchase decision. For this reason, it's critical that your business make collecting online reviews a priority. Surprisingly, 88 percent of consumers trust online reviews as much as a personal recommendation from a friend. If you've racked up a collection of raving online reviews, it can push the consumer to make the purchase in an "I want to buy" moment.
How New York Ave Can Help You Benefit From Micro Moments
As you can imagine, anticipating what your target audience is searching for online is no easy task, and that's why you need us. Our team our digital marketing specialists at New York Ave has the expertise and resources to help your business to successfully capitalize on micro moments and turn traffic into sales.
Contact us at New York Ave to learn more about how we can help you generate more traffic and turn your website visitors into paying customers.