On the Web, marketers discuss SEO, SEM, and PPC as “micro-targeting.” But what does this mean? It’s pretty simple.

Basically, digital advertising allows for more precision targeting than ever before. Conversely, think of traditional channels available to you as a small business owner:

• Yellow pages
• Newspapers
• Radio
• TV
• Flyers
• Brochures
• Local bulletin board posts
• Billboards

How precise are these advertising methods? That’s right: they’re fairly scattershot. While you have a general idea of who you’re talking to, they don’t target a specific audience: meaning you’ll see a lower ROI because you need to spend more money to bring in the right customers in copious amounts.

Now, compare this to “micro-targeting.” With PPC, you can create an ad specifically targeting people searching for “HVAC Repair Dallas,” for example. Thus, you know exactly what they’re searching for and can deliver a relevant ad experience: achieving a much better ROI because you know you’re advertising to someone who wants the services you offer.

And So It Is with Micro Moments…

The explosion of smartphone use to meet daily needs has created “micro moments” during which consumers want four basic things, according to Google:

• To know something
• To go somewhere
• To do something
• To buy something

This represents a huge opportunity because consumers quickly fall in love with brands that meet these needs.

3 Keys to Micro Marketing Success 

Google outlines what you should do when consumers have a micro moment need to fulfill:

1. Be useful – You must be able to solve the problem.
2. Be quick – You need to solve the problem quickly. Users want a solution now or—at the latest—just a few seconds from now. Don’t blabber on about the history of air conditioners if you want to sell a new AC, for example. Instead, mention the price, efficiency, and why the AC is a great purchase and move on.
3. Measure and optimize for all screen types – This includes smartphones, tablet PCs, and desktop computers.

How do you know consumers will move on quickly if you don’t meet their needs? It’s simple: the entire Internet is right at their fingertips. If you don’t give them what they want, someone else will.

This influences search rankings too, because, after all, Google measures the number of visitors to your website who visit once and leave or come back. Even one click makes a difference. The less browsing your customers need to do, the more likely it is they’ll buy.

Wrapping Up

Make “micro moment marketing” your focus now and beyond, as the online landscape is only bound to get more competitive in the years to come.