Mobile users reach for their devices an average of 150 times each day to check messages, answer the phone, get on social media, play games or just to have something to do. Some of those moments are spurred-on by specific intent, though, as someone might look at a device to find information about a particular subject, products to buy or places to go. Google is leading the charge on maximizing these times, which it calls micro-moments.
1. Create content that meets the needs of specific micro-moments
To catch audience attention, you have to have content that meets the need of the moment. Google data shows that searchers for how-to content on YouTube grew 70 percent between 2014 and 2015, and 82 percent of smartphone users say they look up information about purchases while in a store. Understanding what drives users to mobile devices during micro-moments lets you cash in with proactive content.
Micro-moments call for content that is quick to ingest, easy to understand and useful. Videos less than 30 seconds long, post summaries, social media posts and infographics are all examples of content that are perfect for leveraging micro-moments. Mobile users who do pick up a device during their moment of need aren’t already committed to a brand or product, so this is your chance to convert from the competition.
- Be personable but direct; your message has to fit in a few second window
- Make sure you show up in mobile searches for relevant phrases so you get a chance at the conversion
- Create mobile friendly content for the entire sales funnel. It’s not enough to simply be present when the consumer is ready to make a purchase or decision, because by then they might have already developed a relationship with someone else
2. Design content with mobile users in mind
Make sure your website is optimized for mobile users and consider creating content specifically for this growing audience. Test your content on a variety of platforms and devices; it has to perform equally well on Android, iOS and Microsoft devices to meet the most consumers in micro-moments. Make use of responsive design and storytelling to engage and impress mobile users. There’s a lot at stake during micro-moments: over half of mobile users say they won’t recommend a product or brand that’s associated with a poorly designed site.
3. Meet the consumer’s need for speed
Mobile users move on even faster than desktop users; 70 percent say they leave a site or app that takes too long to load, and 2/3 say they switch to another site if they can’t find information easily or if purchasing steps are cumbersome. Test your site speed and performance on mobile to ensure consumers can get to your site quickly and navigate it easily, even from a 4-inch screen.
Finally, make sure your content is interesting and relevant at all times. Keeping things short to fit the moment isn’t an excuse for tossing out everything you know about good content marketing, and your goal should always be to convert the short visit into a longer relationship with the user.
Need great content to back up your micro-moment promise, or are you looking for winning social media posts that engage mobile users? Check out our simplified content creation solutions.
