Have you heard of snackable content? It’s the shift towards micro-moments and the use of mobile phones is driving it. Consumers want their needs to be addressed on-demand with complete relevance.
Google tells us that mobile driven website searches are up 20%, and that “micro-moments” are becoming increasingly important as the consumer spends 18% less time on any given website.
These are the moments when we turn to a device — often an iPhone — to take action on whatever we need or want right now. These how-to-know, what-to-do, where-to-go, when-to-buy moments are loaded with intent, context, and immediacy.
How often do you turn to your phone when purchasing something in-store? These micro-moments are critical touchpoints within a consumer journey, and when they are all added together they ultimately determine whether to become brand aficionados… or not.
How to win in a micro-moment world with snackable content:
1. Be helpful –anticipate the snackable content your followers would like to consume, what they need to know and how to find it
2. Be useful – share content that your followers are seeking, and sometimes didn’t even know they were seeking.
3. Be relevant–to consumers’ needs in the moment and connect people to the answers they’re looking for.
4. Be quick – they’re called micro-moments for a reason, and you need snackable content to help guide the customer’s journey. Mobile users want to know, go, and purchase seamlessly and swiftly. Your mobile sales funnel needs to be pain-free!
Consumers are looking for you to solve a pain point or product they are looking for. They often aren’t brand committed, don’t care who the competition is, and just by being present you can drive brand awareness. Be there for the consumer throughout the entire journey, solving their needs, wants, and curiosities. Be helpful! 51% of smartphone users have purchased from a company or brand other than the one they intended to because the information provided was useful. (Consumers in the Micro-Moment, Google/Ipsos, U.S., March 2015, n=5,398, based on internet users)
Studies have shown that you can increase unaided brand awareness by 6.9 percentage points—or by 46%—simply by showing up in mobile search ad results. And more than half of smartphone (51%) users have discovered a new company or product when conducting a search on their smartphones.
So, what are your clients doing while on your website?
What are their shopping habits?
How are they choosing (or not choosing) your services?
A recent article by Google said it best: “Be there across all stages of the consumer journey, not just when someone is ready to buy.” To accomplish this, consider four key moment types that represent the full range of user needs.
The four key moments in the decision-making cycle you need to ‘be there’.
1. How to know –Someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell.
2. What to do – The “How-to” style video searches are growing 70% year over year! 48% of smartphone users are more likely to buy from companies whose mobile sites or apps provide instructional video content and 53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. (Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1,291 online smartphone users 18+)
3. Where to go –People are looking for a local business or are considering buying a product at a local store.
4. When to buy –What do consumers want to know from or about your business and do you provide it in a stackable fashion for mobile?
Take your cell phone out of your pocket and Google your business.
Go ahead …
We’ll wait …
What search term did you use?
Now, click on the link and how long does your site take to load?
Are any of the visuals or words cut off?
Do the same with your Facebook Business Page and your Instagram gallery – images and words should not be cut off.
You can run page speed insights (Google has a great one) to test your website speed for mobile. If you’re not selling via your website, think of how consumers are getting the information they are looking for! They may be looking for prices, sizes, reviews, directions, to download an app, or to directly call your business.
These are the critical questions you need to be asking yourself and crucial content moments to plan for because they will ultimately contribute to a consumer’s decision as to whether or not they become your loyal brand ambassador.
So, be there for them and guide them through a snackable satisfying content journey that is easy and quick to navigate, is helpful, and is relevant.
Be there and discover how much you can grow and foster that key business-consumer relationship through the beauty of well-thought-out social media!
Now – let’s get snackable!
The Carmella Crew