Summary: In session 30 of A Marketing Podcast, I’m talking about micro-moments marketing and how to execute marketing that focuses on converting consumers in the micro-moments they have every day. By the end of this session you’ll understand what a micro-moment is and how to market in a way that gives you the best chance possible to convert consumers during their micro-moments into customers of your businesses products or services.<br><br> <br> Session 30: Micro-moments marketing for small business<br> What are micro moments?<br> Mobile is heavily involved in the micro-moments environment<br> <br> * 82% of people surveyed check their phones within 15 minutes of waking up<br> * 87% of people surveyed have their phones on them day and night<br> * 68% of people surveyed check their phone within 15 minutes of waking up in the morning<br> * 30% of people surveyed are willing to tell you that they feel anxious if they don’t have their phone on them.<br> <br> <a href="https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf" target="_blank">[DOWNLOAD] Micro-moments: Your Guide to winning the shift to mobile</a><br> Session 19: A chat with Jonathan LaCoste – We discusses micro-moments and mobile first marketing. <a href="http://www.amarketingpodcast.com/session19/" target="_blank">Listening Now</a><br> How to focus on micro moments with your marketing<br> <br> * Developing the right content<br> * Optimizing your website for mobile<br> * Paid Advertising (device specific)<br> <br> Developing the right content<br> When in micro-moment mode – consumers want answers not questions. So give them answers. Here’s some things to keep in mind when creating content specifically to capitalize on micro-moments.<br> <br> * Create content that answers a specific question<br> * Create content that shows how-to do something<br> * Create content that is simple and quick to read<br> * Create content that provides direction (both metaphorically and how to get somewhere – for local business)<br> * Create content that is quick to identify with – don’t make it hard to read or written for a specific audience. Make it general in tone, but valuable at the same time.<br> <br> Even if it’s a sales pitch piece, make sure the pitch is quick and the value is presented as quickly as possible. For example – of you’re selling a product that’s currently in style – say so and identify how to get it and how much it is. Don’t mess around with all the sales jargon – in micro moments we want answers not questions.<br> I referenced a couple other examples in the show.<br> How to optimize your website for mobile?<br> SEO optimization relating to<br> <br> * responsive websites, or mobile sites<br> * load times (must be fast on mobile – less than 3 seconds according to Google)<br> * Simplistic layouts, not just responsive, but clean and only show content that you need<br> <br> Paid advertisements role in Micro-moment marketing<br> Make use of paid advertising specifically to target mobile devices. In addition to targeting mobile devices, develop campaigns and specific messages to address micro-moments directly.<br> Monitoring outcomes<br> As with all marketing, micro-moments marketing requires that we monitor our progress and identify opportunities as we execute.<br> Start by creating a baseline report for your website focusing on mobile traffic and engagement. This way we can refer back to the changes in that traffic and identify if our micro-moment marketing has developed an increase in traffic and a higher level of engagement from mobile devices. Ideally, an increase in conversions from mobile devices as well.<br> As with all paid advertising campaigns you want to make sure you’re comparing your paid results to your websites analytics to see how...
