The customer journey has always been a tapestry of interactions with your brand and products, but the advent of mobile devices has fragmented that journey to new lengths. As attention is divided into smaller and smaller pieces the importance of maximizing interaction ever increases.
Micro moments refer to the inevitable end of this process where you have a few seconds in a push notification, a social media post or other micro content to hook the customer. These micro moments are so small that you cannot hope to hook the customer during a single engagement, you need to have an entire experience threaded through many of these moments that add up to the message you want to convey.
The danger in micro-moment marketing is that you can quickly become seen as “annoying” and get blocked by the customer altogether. This is why the old methods of frequent mass email marketing doesn’t work for micro moments, it’s a matter of quality over quantity.
First, break down your customer journey into all the key points and when they happen to build a micro moment strategy that works for your brand to build the strategy upwards from there. How do you know if your micro moment strategy works? You need data to track it.
Examples of where micro moments have worked
As a travel service, you don’t just want to send push notifications when there are promotions on airfare, as the chances the user is thinking about a trip at any given time is small. However, if it’s been a few months since their last trip, they might be planning a new trip and a notification can make sure you are top of mind. Then, if that same user is on social media reading about travel destinations and sees another reminder of the value you add, you have begun to build a journey from a series of steps.
To find these best places for micro moments, map out your buyer’s journey with conversion metrics. This can be done with a simple funnel feature. You can start with the Outlier funnel feature to identify conversion metrics or tie your own funnel together with calculated metrics in Excel or Google Sheets. With the Outlier feature, you can use calculated metrics that are specific to your company to quickly identify where you’d like to focus your effort to speed up conversion.
Maybe for your company, you need to focus on conversion between sales cycle stages 2 and 3 or conversion between stages 3 and 4. After you know where you want to focus your efforts, you can segment your audience so that you can run an A/B test to measure your results. You can track these segments progress with an Automated Business Analysis platform too. Finally, optimize your programs based on your results and continue to test your micro moments.
It’s key to map out the customer journey in advance. This way you can look at the whole journey to see where adding in a micro moment fits best.