Technology has become an inescapable part of everyday life for most of us, with millennials checking their phones at least 157 times per day. Building a strong online reputation means being consistently present and ready to engage your target audience at exactly the right time. Thanks to mobile technology, it’s now possible to reach out to potential and existing customers anytime, no matter where they are.
Micro-moments refer to brief, intent-driven actions or inquiries on an internet-connected device. As far as businesses are concerned, they present the perfect opportunity to reach out to their target audiences and influence decisions in real-time. Today’s consumer expects instant gratification, and your business can use micro-moment marketing to be in the right place at the right time.
How Can Micro-Moment Marketing Help Your Reputation?
Micro-moments have become one of the most pervasive characteristics of modern consumer behavior. However, not only do they define purchase decisions; they can also have a direct effect on a company’s reputation. For example, a smartphone user may receive a notification after they have just left a restaurant asking them to leave a rating. All it takes is a couple of taps to leave a star rating, and some will also take the time to write a review.
Thanks to the ubiquity of mobile Internet, consumers can now take a quick look on their phones, no matter where they are, for shops and venues near their locations. These proximity searches are constantly on the rise, and people make their decisions based on the ratings displayed in Google. If you don’t have enough positive reviews, your business will likely be buried in the search results.
Many businesses aren’t too keen on the fact that consumers have far more control over their reputations than they used to. Nonetheless, user-generated content (UGC), such as online ratings and reviews have become by far the biggest influencers on purchase decisions. Learning how to leverage UGC to its fullest potential has become a critical area of digital marketing.
Micro-moments present an opportunity to ask people to leave reviews or even just a star rating. You can also use them to simply thank people for dropping by. This might not sound like much, but such a personalized approach does demonstrate that you care about your customers which, in turn, will help you increase brand advocacy and improve your reputation overall.
How Can You Implement a Micro-Moment Marketing Strategy?
Micro-moment marketing presents enormous potential for local businesses to grow their brands by encouraging customer engagement and building loyalty. However, in the impulse-driven battleground of mobile marketing, businesses need to have a sound reputation in the first place, or they won’t even appear in the top of the mobile search results. That’s why you may first need to strengthen your brand with an online reputation management strategy, which should include a strategy to respond to negative feedback while encouraging people to leave positive feedback.
Implementing a micro-moment marketing strategy is all about being there when your customers need you, and that starts with a thorough examination of every stage of the customer journey. You’ll also need to identify your customers’ needs in the moment, whether that’s a place to eat, buy gas, or anything else. The micro-moment itself should be based on contextual signals, such as physical location and time of day. This will allow you to deliver relevant messages at exactly the right time and place.
Reputation Resolutions helps you take back control over your reputation so you can leverage powerful modern strategies like micro-moment marketing. If you’re interested in building a positive image for your brand in the search results, contact us today to schedule a free reputation consultation.