Over the past few months, we’ve been giving you a crash course in Micro Moments and Moment Marketing, Google’s methodology for adapting marketing techniques to suit the way customers are finding products and using their mobile devices. We’ve run through the different elements of this methodology, discussing how to Be There, Be Quick, and Be Useful so you can implement the learnings and use your eCommerce analytics to understand customers and boost revenue.
In this final instalment in our Moment Marketing series, we run through four key points you should be taking away from these articles.
1.Understand your customers
You can’t do anything in marketing without understanding the people you’re trying to market to. That’s obvious. But Micro Moments and the approach that Moment Marketing takes means that you have to understand your customers in a certain way. Micro Moments are all about speed, ease, and usefulness for the customer. So when assessing your eCommerce analytics, make sure you’re looking for areas of your site where you might be under or over-performing in those regards. Maximise the areas you’re performing well in, and seek to enhance the areas you’re struggling in. By doing this, you’re not just making for a better eCommerce site, you’re getting to know your customers better.
2.Speed isn’t just technical
It’s easy to think that being quick is all about delivering a website that loads with no delay. Though that’s undoubtedly part of the ‘Be Quick’ metric, it’s not the full picture. Your eCommerce site can load quickly, but if you’re not guiding customers through the site, helping them understand where the things they’re likely to be looking for are, your site still isn’t quick. Think of your eCommerce site as a physical store. You could have the best supermarket in the world, with the best products and the best prices, but if your signage isn’t guiding people around the shop, helping them to understand where the products are, and what they are, and doing so quickly, your shop simply isn’t the best. Speed is not just about being fast, it’s about allowing your customers to be fast.
3.Think beyond your products
You’re in the business of selling your products, but you shouldn’t think too narrowly when working out a content marketing strategy that can help you do that. It’s absolutely imperative that your product pages have strong content on them as that’s what’s going to help contextualise and explain them, as well as deliver keywords that will allow your product pages to be found through Search. However, creating a blog that helps customers understand more about those products (Why they need them, how to use them etc.) provides additional value. It also makes your brand look helpful, therefore positioning you as more than just a business, but a genuine friend of the customer.
The digital world moves quickly. What may be true one week could have completely changed by the next. So, adaptability and evolution are crucial. To ensure you’re evolving in the right direction, you should always be keeping a track of your eCommerce analytics. By understanding how your site is performing you can get a handle on what it needs to improve and make better business decisions. So, for example, if Twitter or Facebook have introduced some new piece of functionality that could be used to drive traffic to your site, you should analyse your traffic to not just understand how many people are visiting from social, but what value those customers are giving you. Do they visit and convert, or do they just visit and drop off? Your eCommerce analytics are there to help.
Micro Moments and Moment Marketing aren’t exact science, but rather things you need to understand so you can apply to your business and its needs as you see fit. By getting to grips with how customers engage with eCommerce sites in an always-on world, you can understand how you can meet these customers in those key Micro Moments, and deliver exactly what they need. This won’t just work for them, it’ll also work for you, boosting traffic, engagement, and ultimately conversions.
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