Google recently urged local bricks and mortar businesses to embrace the micro-moments of experience that people have on mobile devices. How often do you turn to your phone to find an answer to a question, look up a business or research a product? Whether you are in a queue, in a shop, on the sofa watching TV, at your desk or in a meeting, these brief interactions or ‘micro-moments’ all have a meaning.
I-want-to-know moments, I-want-to-go moments, I-want-to-do moments, and I-want-to-buy moments happen all the time.
I Want to GO / DO
Do you remember the days when you found a business in the Yellow Pages, then phoned them and maybe then turned to your A-Z to locate them? How much effort would that seem now when you can simply search for them and let your maps application take you there.
People are using words like “near me,” “closest,” and “nearby” in their searches. Google search interest in “near me” has increased 34X since 2011 and nearly doubled since last year. The vast majority come from mobile—80% in Q4 2014.2
“50% of consumers who conduct a local search on their smartphone visit a store within a day, and 18% of those searches lead to a purchase within a day. If they’re unsure where to eat, nearly half of people won’t search for a restaurant until within an hour of going. (That number jumps to almost 60% for millennials.) And it doesn’t stop there. Once at their destination, consumers are searching to help make good choices. Another survey showed that 40% of millennials looked up information about their food while in a restaurant within the last month.”
I Want to KNOW / BUY
There is no need to make a purchase decision on the fly with no background information any more. Everything you need to know is at your fingertips.
Because we know that this information is immediately available to us we have much higher expectations. We can review and evaluate with urgency. As a business this is your chance to get your product or service in front of us and sell, sell, sell.
Tips for Local Businesses
Deliver on the needs of consumers in these micro-moments and focus on the impulse that has prompted the moment. Is the customer looking for a place, service, product or information
Make sure your website is mobile responsive so when you capture your audience’s attention it is not swiftly lost because of the size of the font or images on the page.
Check your Google local listing. Make sure the address is correct so that people can easily click the link to get directions to you. Is your website linked to the listing so they can easily click through to your site? Is your phone number correct so they can use the quick click to call option?
Think about how you can engage with your customers when they are nearby or visiting your premises. Could you respond when customers check in and welcome them to the store or venue, perhaps even offer a loyalty reward on repeat visits?
Develop profiles of your customers and think about how, when and why they might use their phones and whether each of their micro-moments could be an opportunity for an interaction with your brand.