Remington BeggWhen modern consumers look for answers, desire to discover new things, or make decisions, they're typically turning to a digital device for help. Google refers to these instances of getting help from an online source as “micro-moments.” They can happen anywhere online, including in an organic search, on your brand's website, in an app, and even on YouTube. These crucial moments of intent are redefining the purchase journey, replacing interruptive, outbound advertisements with the inbound funnel.
People want the right information right away, which gives brands the opportunity to connect with consumers through videos that answer their queries. Users searching YouTube for their micromoments has exploded into millions, so if you’re not using it to your business’s full potential then you are missing out on a lot of potential customers. But to win at video micro-moments, you have to know how to identify them and how to act on them:
“I Want to Watch What I’m into”
Feeding passions or interests
Expand your focus from just who your buyer personas are (for example, a mid-30’s career-focused woman) to what they want ("spring fashion trends"). In a micro-moments world, intent trumps identity. To capitalize on these type of searchers, make sure your brand shows up when they need you, with both organic listings and shopping ads on YouTube.
“I Want to Know”
Learning, exploring, or researching
Even when people aren't actively looking for answers, brands can delight them by showing up with messaging that's relevant to what they’re researching. Become a resource for your customers' micro-moments by creating a variety of helpful video content. Reaching customers who are involved in this type of micro-moment must be more subtle. That means going beyond demographic targeting and connecting with viewers based on signals of intent or context.
“I Want to Do”
Seeking instructions
This is where your “How-to” videos will come in handy. Do your research, create a quality script, and then have an expert tell watchers how to perform actions that are industry-relevant. For instance, if you’re a plumber, you may want to create a video title How to Flush Your Water Heater Tank. Becoming an expert in your field is one of the best foundations of an inbound marketing strategy.
“I Want to Buy”
Deciding what or how to buy
Millennials have also said that YouTube is the best place to learn about a product or service that interests them. These consumers are past exploring a product and ready to make a purchase. Hopefully, a purchase with you! Since many consumers aren’t brand-committed, being visible at the time they’re ready to make their purchase makes all the difference.
If your brand isn't there in your audience's moments of need, another brand will be. By being there, your brand has the chance to address consumer needs in a real-time situation, help move a potential customer along their decision journey, and deepen their loyalty. For more expert tips and suggestions, download our free eBook The Beginner’s Guide to Inbound Marketing.
