You went from having zero visitors to attracting thousands of potential buyers thanks to traffic-generating campaigns and SEO strategy. Is it enough to drive sales and build long-term relationship with your customers?
According to HubSpot even 98% of your first-time website’s visitors aren’t ready to make a purchase. Don’t miss out on the opportunity and create a convincing content marketing strategy based on Google micro-moments to make them stay for longer and get ready to buy.
1. How micro-moments work
According to Google micro-moments can happen anytime, anywhere. In those moments, consumers expect brands to address their needs with real-time relevance.
You can distinguish four micro-moments:
- I want to know moment and search, e.g.: “which email marketing system is the best for bloggers?”,
- I want to go moment and search, e.g: “24/7 dental services”,
- I want to buy moment and search, e.g.: “woman running shoes”
- I want to do moment and search, e.g.: “how to create a perfect newsletter”.
Remember to craft your content in accordance to these moments and provide your traffic with the most relevant information possible at the appropriate time.
2. Use Google micro-moments to identify the most advantageous content
Just imagine that it’s raining, your flight is canceled and you are in a foreign city desperately looking for a hotel room. Or you want to repair your old bike by yourself and you don’t know what to start with.
Congratulations, you’ve just defined two micro-moments.
Today’s consumers’ buying path consist of interconnected impulses and they are not always related with product purchase. Sometimes visitors are just looking for information or inspiration, to buy is a second thing that comes to their mind.
According to Google your customers will come in contact with a brand about 10 times before making a purchase so leveraging lead nurturing campaigns to keep in contact with them is always a good idea.
So how to create the content that will attract customers in their micro-moments?
First keep in mind that Google favours web pages and puts them in SERPs when their content provides users with as many detailed answer as possible with a minimum of clicks.
Keep your content simple and collect all required information in one content piece like a blog post or product description. Create helpful FAQs and “how to” tutorials.
Focus on long tail queries and answers to conversational questions and your content will match deeper into the sales funnel.
According to the micro-moments approach you need to be quick and helpful so research for customer’s insights that will help you “be there” in the right time. To illustrate this with an existing example Red Roof Inn company realised that they can gain the highest web traffic when airlines cancels their flights and potential customers search for accommodation and have to choose somewhere immediately. The Inn used geo-targeted Adwords campaign to reach leads with their related offer and noticed 60% more reservations from organic traffic.
To find long tail queries that customers put in Google when searching for a product or service use the Google Keyword Planner or Übersuggest. Then implement these appropriate keywords in your content.
Social listening is another tool that will help you define your customer’s needs and expectations. You will be able to identify people and places that are talking about you or your products on the Internet.
3. Leverage traffic coming to your website
So you did your homework and you’ve optimized website content using micro-moments and the traffic starts to grow. Don’t put your efforts to waste. Design an email sign-up form and capture leads.
Anonymous visitors can get the information and forget about your site. You need to convert them into leads – email will help you build longer lasting relationship with them by nurturing communication.
Use a visually stunning sign-up form on your blog or product page. The most important part is to use the right incentive to make people coming to your website join your mailing list. Carrot content is a good example. You can offer a valuable piece of content in exchange for an email address. Think of your visitors needs and prepare buyers guides, useful check-lists or a downloadable e-book which will present value in the eyes of your customers and convince them to stay in touch with you.
After the successful sign-up remember to explain how your subscription works. Use welcome emails and tell your new subscribers how often you send messages and what kind of content they can expect. It will ensure first-time visitors that you won’t provide them with irritating spammy emails.
4. Convert subscribers into customers with stunning newsletters
Lead nurturing with newsletters is a powerful tool to monetize your subscriber database thanks to engaging content. It will help you win a sizeable part of those who subscribed at every stage of the sales funnel.
Is it just content or is it’s relevancy more important in nurturing email marketing campaigns? The second one, of course.
First, try to define a micro-moment which will direct a visitor to your webpage, use surveys or carefully track links that are the most clicked.
It can be hard to attract different subscribers with the same messages so when you collect your addresses don’t forget to segment the list in accordance to gender, interests, previously opened messages or different factors that will help you precisely target your communication at a healthy and customer-focused pace.
Create personas reflecting customer’s expectations and use this canvas and point recipients to the buying path. Use premium content to tell subscribers more about your products via case studies or testimonials. Also discounts make them more eager to make that first purchase.
The most important guideline for keeping your subscribers engaged is promotional and educational content balance. Write 80% nurturing messages to only 20% sales information, otherwise your recipients will unsubscribe.
Email marketing is still considered the most effective digital marketing tactic for bloggers and marketers. Combine Google micro-moments guidelines with it to reach more visitors and build stronger relationship with them.
This post was written by Joanna Wojcik, who is a Content Manager at FreshMail. She is a fan a new media and online communities and keeps FreshMail plugged into them. You can contact her at firstname.lastname@example.org.