Win Customers in a Micro-Moment

Smartphones have massively changed the way we use the Internet. Our smartphones are nearly an appendage, and we turn to them compulsively in fleeting moments. Late-night searches for “pizza near me” are nothing new. What is new is the complexity of business transactions taking place from smartphones. Indeed, there are billions of dollars to be made in the micro-moments (I-want-to-know and I-want-to-buy moments) when prospective customers grab a smartphone.

Six months ago I purchased a car insurance policy from the lobby of a Ford dealership, simply because I could not drive off the lot without it. I had a dynamic experience with the Geico brand from my iPhone. In fact, I progressed through the research, comparison and buying phases of a sales process in only 5 minutes.

Not a famous brand? Not selling goods from your website? This concept still applies to you! Successful interactions such as mine with Geico, have made it such that I now expecteffective, complete interactions with every business I encounter from my smartphone. Begging the question: can your business win customers in a micro-moment?

Here’s a scenario. Your best prospective customer sits in a conference room today, sneakily using her smartphone under the table before her turn to speak. She has heightened expectations for immediacy and relevance. And she’s looking for something that your business can – in the real world – provide for her easily. How can you show her entire team at the conference table, that your business is the solution…by the time it is her turn to speak?

• Strong presence in Google results (ads or organic results) or apps she uses to find you (ie. LinkedIn, Yelp, Google Maps, Facebook)
• An attractive, well-structured website
• Website content that reflects an understanding of her problem or question
• Offers that are memorable and impressive
• Clear calls-to-action
• The “built-in” ability for her to interact with you after her initial visit

If your business can win prospects in a micro-moment – providing a quick solution that they can trust – you have earned a customer for life.  Even without the need for a phone to touch an ear!