Using micro-moments to your brand’s benefit

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Gaining new customers can be a challenging endeavor for businesses new and old. Recognizing and taking advantage of consumer’s decision-making processes can make all the difference.  

One thing brands are beginning to focus on are micro-moments, defined as the moment a person turns to a device in order to act on an impulse to go, do, or buy something.  

There are four key micro-moments in a person’s day-to-day life: I-want-to-know moments, I-want-to-go moments, I-want-to-do moments, and I-want-to-buy moments.  

I-want-to-know moments 

A consumer is in an I-want-to-know moment when they are testing the waters of a new product or service but aren’t exactly ready to commit or make a purchase. 

As a business, this moment can be crucial as it sets the stage for both immediate and long-term reliance on your brand. Being able to showcase what value your brand can have to a consumer is imperative.  

Focusing on how and why your brand or product can personally improve the lives of consumers will go a long way in satisfying their curiosity. Being able to present your brand in a positive light — whether it be through a slick website design or viral marketing campaign — portrays value and will leave a lasting impression.  

I-want-to-go moments 

I-want-to-go moments are a critical stage in a consumer’s decision-making process. These moments are defined by when a consumer is looking for a business that is local or is considering buying a product from a store in the area.  

The key to taking advantage of these moments is to have your location and business information updated online. Your consumer will likely jump on a device and enter what they are looking for into a search engine. You will want your business to show up at or near the top of the list of options.  

Make sure all of your business information is correct, including your address, phone number, and hours of operation.  

I-want-to-do moments 

I-want-to-do moments are when a consumer wants help completing a certain task or trying something they haven’t done before. Similar to I-want-to-know moments, it is crucial that your business clearly and accurately portrays how you can be of service.  

Consumers are wanting immediate gratification in these moments, so you have only a split-second to demonstrate your value by offering instant assistance.  

Understanding your brand’s clientele and demographic is crucial in this stage. Getting ahead of the curve on what your customers will likely be interested in can give you a head start on figuring out ways to assist them in those endeavors.  

Paying attention to I-want-to-do moments also gives your brand an opportunity to strengthen and grow by implementing new strategies and processes that will make you more useful to your consumer base.  

I-want-to-buy moments 

Once a consumer has reached their I-want-to-buy moment, your brand better be ready to make a good impression. These moments are defined as when a potential customer is definitely ready to make a purchase and simply needs help deciding what exactly to buy or how to go about buying it.  

Having clear information about your brand and products or services is vital. A customer is in the mood to buy and is willing to give you their business.  

Making the buying process quick, painless, and straightforward is important in these moments. A customer who doesn’t know how to fulfill a purchase from your website will likely take their business elsewhere.

Having helpful, friendly associates or easy-to-access information online will also nurture a customer’s needs and increase the likelihood they will do business with your company. 

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