In our December blog Micro Moment Marketing: Identify the Moment we told you about Google’s Moment Marketing methodology, and how you can identify the Micro Moments that are most important for your business. But once you’ve identified the Moments you need to win, how do you actually go about winning them? That’s what we’re going to look at in this blog post.
What is ‘Being There’?
After identifying the Micro Moments you want to target, the next step recommended by Google is to understand how you can start being visible in those moments – what Google calls ‘being there’.
“Marketers obsess over “being there” for their consumers… But what about on mobile, where there are billions of micro-moments happening every day? Are you devoting the same amount of thought to your mobile marketing strategy and your brand’s role in being there whenever consumers’ needs arise? When someone picks up their mobile device, chances are they want to learn, do, find, or buy something right now. Whether in the form of searches, app interactions, mobile site visits, or even YouTube video views, these micro-moments happen constantly.”
For Google, being there is all about understanding intent. When consumers take to their mobiles to find a piece of information, they are doing so with clear intent. They want to know which coffee shop is closest to them, find out the best price on a new laptop, or understand how to complete a task they’ve undertaken. The only question is: where are they going to get that information? Other factors play into this, of course, including the quality of the information offered, and the ease with which a consumer can understand it, but those are questions for later down the line, once you’ve actually been found by potential consumers.
How can I ‘Be There’?
There are a number of ways your site can ‘be there’. Pushing out good content at the right time through social media is one; creating good quality video content on YouTube is another. It’s all about being where people are going for their information – if you can deliver on that need. The most significant information discovery source however, remains Google Search, and so Search Engine Optimisation is a discipline your business needs to excel in.
Title and Meta Tags
Title and Meta tags are among the most important signals your site gives off to Google as an indicator of relevance (titles as a direct influencer and meta descriptions as an influencer of click through rate). It’s imperative that these tags are relevant and make use of the keywords you’ve identified as being most significant to you; without well-optimised Title and Meta Tags, your site will struggle to make the grade. More than that though, these are the excerpts that consumers see when they search and find your site in the results. They are, in other words, a critical piece of marketing material, so there’s a need to strike a happy balance between satisfying Google’s algorithms and offering genuinely useful, eye-catching copy. There’s no sense in ‘being there’, if your Title and Meta Tags aren’t going to encourage that all-important click.
Answer Boxes and Knowledge Graph
Google has put a lot of time and resource over recent years into creating a simpler, more streamlined service. This has led to the creation of Answer Boxes and the Knowledge Graph. An Answer Box is a segregated result at the very top of the first page of the SERPs that offers a link and a short paragraph of text that Google deems most relevant to the query. A Knowledge Graph can be seen on the right of the SERPs, and by and large will only appear when a brand or company name is searched for. Generally, this will feature a small amount of text, relevant social media links, and core factual information about the company, giving the user all the topline information they need. Appearing in these areas can gain a brand valuable awareness and therefore increase the chance of ‘being there’.
Strong Product Pages
Your ability to rank highly partially depends on how relevant Google deems your site to a query, and the best way to ensure your site is deemed more relevant than competitors’ is to get as much good quality content on it as possible. The best place to start is with good product pages; your products are, after all, the things that consumers are looking for. Just as with your Meta and Title Tags, a middle ground needs to be achieved here: the copy needs to satisfy Google’s algorithms, but always acknowledge that an algorithm can’t actually buy the product, only human beings can. Optimise for Search Engines, but write for human beings and you’ll stand the best chance of not only ‘being there’ in the micro moment but also ‘being useful’ (which we’ll be looking at in more detail next month).
Static content isn’t the only kind of content that can help boost your site’s visibility; creating blog content and engaging in content marketing activity can help as well. This requires much more resource and consideration than simple static content, but the benefits can be much deeper, delivering a constant stream of rich content, a wide pool of keywords, and items to push out through social media. Moreover, when done right, a good blog can offer the opportunity to engage consumers in a more entertaining and personable way than static, more factual content. This, in turn, can help satisfy Google’s Be Useful and Be Quick Moment Marketing metrics, giving you a good opportunity at success through the whole Micro Moment Marketing approach.
A content marketing strategy can also offer fuel for Authority Building activity. This involves getting in touch with like-minded websites and offering them your content; for example, giving them an infographic on the proviso they post a link to your website along with the piece of content. Google sees links to your site as votes for it; a website wouldn’t link to you unless it deemed your site to be of high relevance & quality. Some votes have more weight behind them (e.g. a link from the BBC) and some have less (e.g. a link from a small local blog) and some can even be harmful (e.g. a paid link from a spammy directory website). The more quality sites linking to your site, the higher your site is deemed to be in quality and relevance, the higher Google is likely to rank it for certain keywords. It’s a long and complicated process, but when done right it can deliver great, wide-ranging results.
Why does it matter?
It’s easy to dismiss advice like this, believing a brand’s reputation is enough to help it pull in visits and ‘be there’. After all, proven quality still counts for a lot, and consumers who have had a good experience of a brand in the past are likely to use it again, right? Not really. Google found that 90% of smartphone users are not absolutely sure of the brand they want to buy from when they begin their purchase journey, while one in three have bought from another company than the one they intended to because that brand delivered what the consumer wanted in the moment wanted it.
Such stats are only going to grow in number as mobile use increases and smartphones become an even bigger part of our online purchase journeys. Brand loyalty is on the wane, as is consumer dependence on the brand for information. The power now lies with the customer; if they don’t get what they want from your brand, they’ll look elsewhere and likely get it from another source. By investing in methods to make sure your brand can ‘be there’, you stand the best chance possible of equipping yourself for the Micro Moment landscape.
If you found this article useful, make sure to read the previous article in this series Micro Moment Marketing: Identify the Moment and don’t forget to subscribe to our blog to receive articles straight to your inbox!