Looking to influence your customers at that crucial decision-making moment? First, you must get friendly and identify the key points in the buying cycle. Called ‘micro-moments’ by Google, these key points take advantage of a mobile-first approach that users employ when looking for information about a place they want to go, a thing they want to do or an article they want to buy. But how exactly can a brand or business capitalize on these micro-moments?

Data speaks money
Pay close attention to how your consumers are finding you. Google research shows that smartphone users spend an average of three hours per day on their device, and not just playing Candy Crush. This presents a multitude of opportunities for you to communicate with your target market, establish brand loyalty, strengthen customer relationships and nurture conversions. Your data can reveal what type of devices are being used and the type of device driving conversions, and this can lead to determining patterns of behavior.

Mobile-friendly or bust
If your site isn’t mobile friendly, you’re losing out big time. Today’s 5G-focused world is short on patience, and your page speed matters. Optimize for speed, search visibility and the user experience to make sure your page has a strong mobile positioning.

Hand-holding encouraged
If your brand is visible at every stage of the user search, you have a much greater opportunity at conversion. This is definitely not a ‘absence makes the heart grow fonder’ situation. The type of content you offer must be useful for your customer at every micro-moment.

For example, if you sell laptops it would be a good idea to have a chart comparing different types of models and how they are right for the user. This way, even if the user is at the info-gathering stage, they have a reason to visit your page. While your chart isn’t designed to explicitly sell, it is a great gateway for the user to discover the range of laptops as they are already on your page and can now move on to the next stage of their online journey – making a purchase.

Understanding and catering to micro-moments is all about streamlining the user’s online journey by providing them with exactly what they need at every stage. This way, they can find the kind of answers they need faster and engage with your brand better to eventually become a loyal customer.