The numbers are out. The average mobile user touches his/her Smartphone more than 2,500 times a day.
With the added fact that every day, nearly 3.5 billion search queries are processed online, it’s clear how pervasive Smartphones and search have become in the average human’s life.
Millennial consumers create opportunities for brands to make an impact provided they can latch onto the micro moments.
Let’s explore this art of micro moment content marketing, the secret to convert millennial audiences.
Mobile Search and the Idea of Micro Moments
Marketers have been preparing for the ‘mobile first’ era to arrive, and it’s officially here.
Right from the most appropriate café to have coffee at, to finding the best route and ride to work, to finding the best wine to go with the pizza they order, to comparing prices of coffee makers, millennial consumers are querying the Web for pretty much every answer they need. This creates hundreds of micro moments a day when millennials interact with brands.
It’s a given, then, that consumers are queuing up to give their mind space to brands that can leverage the latest digital marketing tactics and techniques to grab their attention. One such tactic is optimizing your site for voice search queries. Voice search optimization makes sense considering the growing importance of voice driven searches.
However, brands need to devise the right digital marketing strategies to engage millennials, in a manner that creates profits for your business.
Understanding customer intent and developing contextualized content is the key to creating engagement and driving action.
Understanding the Nature of Queries
to Appreciate the Context of the Moments They Imply
To make sense of the massive numbers of searches happening daily, Google has created four buckets to categorize them.
1. Knowledge: These are the search queries that represent the kind of search intent that traditional encyclopedias fulfilled. These queries are answered by the presentation of facts from scientific body of knowledge and historical records.
2. DIYs and Walkthroughs: People look to search engines for practical guidance to complete tasks; for instance, how to get rid of cockroaches from the kitchen.
3. Proximity and Movement: These queries call out all the relevant information to help people reach destinations, find out suitable stores and centers, and compare options. The intent behind these queries is generally backed by a desire to act.
4. Buy: The queries backed by the desire to purchase; these are the real hotbeds for businesses. The catch here is that consumers have the tendency to brush past the top searches, in favor of organic results.
Google Quick Answers:
Leverage Micro Moments Around Knowledge and DIY Queries
Millennials pose a unique challenge for content marketers: their short attention spans. Google has cracked the code of capturing their attention, at least for their knowledge and DIY queries, in the form of Quick Answers. This snippet at the top of Google’s search page gives viewers a sneak peek into the most relevant answers to their questions.
As a brand, you can make the most of this premium space, as viewers are highly incentivized to click on the page appearing in the Quick Answers section.
Because the DIY queries that generally answer questions of the ‘how can I do’ type are followed by the desire or motivation to make a purchase, marketers have tremendous opportunities in placing their branding messages and advertisements on pages that answer these queries.
For instance, Lowes places retail and dealer location ads in the Quick Answer box that answers the ‘how to paint a room’ question, assuming that after knowing how to paint, a Web surfer would want to know the place where he can buy paint at.
In several cases, this micro moment content marketing tactic results in sales. In others, it creates brand recognition and plants the brand in the mind space of the viewer.
Below are some useful tips for marketers wanting to get their brands in the Quick Answers boxes:
- Get your website to rank among top 5 for the target query;
- Address long-tail keywords;
- Make the content authoritative;
- Numbered lists, videos and images also rank highly in SERP for knowledge and DIY queries.
Get the Local Recipe Right
The micro moments when a millennial Web user searches for DIY and ‘proximity and movement’ queries have tremendous potential to drive local sales for businesses. This is where the Google three-pack becomes so important.
The three-pack is the set of three listings that appear at the top of the search page. The listings are prioritized based on proximity to the user’s location. Consider the fact that nearly 56 percent mobile search queries are backed by local intent.
Fifty percent of consumers tend to act on local searches made on their Smartphones within a day. Plus, the three-pack listings are enhanced with information such as telephone numbers, work hours, and customer ratings. To make an impact in the three-pack:
- Optimize your website to make it appeal to the information search and compare behavior of the average millennial;
- Update your Google My Business profile and your business Google+ page;
- Consider buying the No. 1 spot in the three-pack.
Micro Moments on Mobile – The Need to Optimize
To really make content marketing for your millennial audience count, brands need to factor in their business website’s mobile friendliness and speed optimization.
Slow loading pages won’t rank highly as per Google’s tailored mobile algorithms. Google even contextualizes search result pages to geographic factors.
Out of every 100 search results, 73 will differ in terms of what viewers see on desktop versus their mobile phones. To capture the power of micro moments when users make search queries on mobiles, your business website should be optimized in every sense to meet the quality expectations of Google’s mobile search algorithms.
Millennials interact with Web search in the context of hundreds of micro moments every day. The four categories described in this guide help marketers contextualize these moments, and the subsequent strategies help you market your content in a manner that brings real business results, quickly.