By Alan Perkins
Managing Director
SilverDisc
THE New Year is traditionally a time to reflect and look ahead, consider the big picture … think long term.
But that’s not how your customers and prospects are behaving on mobile. With each person checking their phone more than 100 times a day on average, micro-moments have become the timespan in which mobile marketing takes place. Google defines a micro-moment as an intent-rich moment when a person turns to a device to act on a need. When it comes to marketing your business, there are four intents that really matter – buy, go, do and know.
‘I want to buy’ moments take place when somebody is ready to make a purchase and may need help deciding what to buy or how to buy it. ‘I want to go’ moments are when someone is looking for a local business to provide a product or service. ‘I want to do’ moments happen when someone needs helps completing a task or trying something new. And ‘I want to know’ moments are when somebody is researching, but not necessarily ready to make a purchase.
Customers are drawn to brands and businesses that are there for them in these moments of need. So, how do you make sure that you are?
Start with great content. Think about your customers’ needs in those four intent categories and write content that helps them in those moments. For example, on the LinkedIn app, you may see someone who needs an exact combination of services that your business offers. How perfect if you can refer them to a page on your website that addresses their specific need. All too often, though, the website either does not address the specific need at all, or you need to read about 20 different pages of the website and piece it all together in your head to figure it out. That approach does not work for micro moments.
Mobile marketing, then, is not simply having content that is readable on a mobile. It’s about having content that people want to read on a mobile – precise, concise, all in one place, addressing their need. Your blog is a good place to create this content. There are others.
Once you have the content, you must market it. There are lots of options available to you: SEO, paid search and social media being just three. Use mobile to build closer relationships with customers and prospects, and your business will go from strength to strength in 2018. Make that resolution to grow your business this year. Cheers!
Find out more about SilverDisc by calling 01536 316100 or visit www.silverdisc.co.uk