Too many times, it goes this way: you run a digital ad. Someone clicks on it. Maybe they complete a transaction, ma...
A few years ago, Google first introduced us to the notion of “micro-moments.” These are defined as “intent-rich moments when a person turns to a device to act on a need - to know, go, do, or buy.”
The advice for brands was to:
With the proliferation of “smart” devices and all that “at-the-ready” information, this advice has never been more relevant. Consumer appetite for finding what they need right here and right now is at an all time high: smartphone users are increasingly tapping “now” to make purchasing decisions. In fact, the expectation of buying something immediately via phone rose 50% in just a year — and that number keeps rising.
Consumers have all the control when it comes to what advertising messages they allow into their digital lives. Their attitude (and actions) say, “Be there when I’m looking for you” rather than “Interrupt me when you want.”
“Be There”: How Local Content Can Help
A local content strategy can help you leverage these vital micro-moments.
So what constitutes “useful content” and how can you generate it? We’ll review that shortly.
These pages will start to build more inbound links on an organic basis. Also, creating internal links between your core site content and relevant local page content creates more strength across your entire site.
“Be Useful”: Making Your Brand Add Value
There’s a little bit of a science when it comes to adding value and being truly useful. Don’t worry: it’s not “science” in terms of splitting the atom: there are tools every marketer can access to figure out just what your target customer wants or needs at the moment. Take stock of the following:
Using these insights will help to make your brand more easily found among all the digital “noise.” And then, you can ensure that you’re there with just the right advice or information that the customer is looking for. Providing helpful information that’s relevant to their micro-moment need gives you a ripe opportunity to suggest a logical next “Call To Action” — without the stigma of “interruption.”
This is the new way to nurture potential customers.
“Be Seamless” Across Your Channels
So you know their location, what they’re looking for, and can infer where they’re at in the “funnel” process. Now, what does a good “seamless experience” for your customer look like?
Let’s use the example of Dunkin’ Donuts “Mobile Ordering,” where you can order your morning “joe” from your phone, and swing by the store where it’s waiting for you to just grab and go. A micro-moment opportunity will take this a step further:
“GM Marketplace” is an internet function in the vehicle that facilitates many apps, like DD Mobile Ordering — as well as allowing you to schedule service for your Buick, Cadillac, Chevy or other GMC model. So thanks to your car, you can order your coffee, then drink it in the service lounge as you wait for your oil change.
This is one example of understanding where consumers engage in certain micro-moments, and the type of linked “connections” that they’re in search of. Here’s another:
A hotel or travel booking site that offers a robust “Things To Do” guide on the same page where consumers make their reservation. Rather than leaving the site to find places to visit, eat or play, a Seamless Experience allows all of that to be explored in one place. Look at the image below: see how that works?
Content Is Still King - 5 Considerations
Now you have an idea of what consumer “expectation” is and some steps to take in order to meet it. Depending on your business and where your consumer is at in the funnel, you’ll need relevant content to keep the experience on your site interesting.
We covered this earlier, but it’s vital enough to bear repeating. These 5 things will make your content valuable and increase the odds that someone will engage with you (meaning: click, share, buy):
Back to the case of Dunkin’ Donuts and the “in-car” experience: using the digital info that’s available, DD can serve far more options, based on where that person is, the time of day and the season of the year (“Pumpkin Spice,” anyone?). This increases the perceived level of helpfulness and trust.
In the case of a travel site, they can make it easier to plan an entire trip versus simply booking a flight and hotel. If content comes from reputable sources and is always up to date that site will become as much a travel “guide” as just a service “purveyor.” That separates them from the competition in an authoritative, trustworthy way.
Considering that consumers tend to view many of these sites as pretty much all the same, your chance to be present, useful and accountable is a powerful opportunity. As consumers take more control over “when,” “where” and “how” they engage with a brand, you have a serious chance to guide them.
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Too many times, it goes this way: you run a digital ad. Someone clicks on it. Maybe they complete a transaction, maybe they don’t. After that, the customer goes away. Once your paid campaign stops, so do your interactions. If you want to re-engage, you need to start at Square One with yet another digital ad.
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