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How To Use Google Micro-moments In Your Content Marketing Strategy

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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.

Turning No Into Yes to illustrate persuasion and conv

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:

  1. I want to know moment and search, e.g.: “which email marketing system is the best for bloggers?”,
  2. I want to go moment and search, e.g: “24/7 dental services”,
  3. I want to buy moment and search, e.g.: “woman running shoes”
  4. 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.

be_there_be_useful_be_quickSource

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.

newsletter_freshmailSource: FreshMail

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 joanna.wojcik@freshmail.com.

My name is Foxy, and my job is to sniff out the good guest bloggers from the ones who aren't. This post was written by a contributing author to Blogging Tips. If you would like to learn more about becoming a writer (not one-time guest blogging) for BloggingTips.com, please contact us.

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Advanced Blogging Tip: Have a Poor Link Memory

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I create oodles of content daily. One tip to being prolific is to have a poor link memory. I forget what I published content-wise and link-wise to keep publishing content frequently. Do you know how most bloggers publish one blog post, include a link to a product and/or service, and keep checking the post again and again, to see how the link performs as far as clicks and conversions and sales and profits and money? I never do that. I have no time and energy to check how my links perform because I have a terrible link memory. I am always on to the next piece of content to create and the next link to place and the next person to help because I have a poor link memory. I forget links. This works perfectly for me; makes me super duper prolific.

Most bloggers attach to and cling to particular business links. What happens if you attach to a link? You give attention and energy to checking the link again and again instead of creating more content from a generous, prolific energy. How can you appear to be all over your niche if you check links regularly throughout the day and if you are not creating helpful, new pieces of content? You cannot be super successful if you are not prolific and you cannot be super prolific unless you have a poor link memory. Be generous, abundant and detached by forgetting links you place in posts; especially links pointing to business opportunities.

I link to my blogging course quite a bit but never get attached to any one link or blog post or guest post through which I link to it. Why? I have more fish to fry. I have more content to create and more bloggers to bond with and more folks to help and more bloggers to connect with and heck, after converting 50 more of my eBooks to paperback, I will have over 200 products about on Amazon, under the Blogging From Paradise umbrella. That is a lot of products to promote! We need to have a poor link memory to forget the prior link we promoted so we can move forward and promote more links, more content and greater blogging success. Envision yourself having an abundant mindset. What happens if you do not feel like anything seems short, scarce or running out? Being prolific is what happens. Being generous is easier if you are not burdened by any link to promote, to review and to assess regularly. I am not opposed to scanning metrics if doing so feels good and relaxing but most bloggers never take the time to assess their genuine feelings when it comes to how they feel promoting links.

I do. I am ruthless in assessing, observing, embracing and moving along my energies because watching your energy is the key to blogging success. Blogging from abundance, relaxation and trust leads to success while blogging from fear, scarcity, tension and anxiety leads to failure.

Which road do you prefer to take?

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How to Get Over the Fear Nobody Will Buy Your Product

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Ship. Publish.

Promote the heck out of the product. Unearth fears. Feel fears. See fears come true. Release fears. Sell your product. More and more folks buy your product only if you face, feel and release fears aligned with the product. If you hold the fears ya ain’t selling the product. Even if you publish a blogging product – like my blogging course – and sell it for a little bit you will not generate big sales until you fail enough to finally feel fears triggered by failure. Feeling fears clears fears which clears resistance which helps you inspire more people to buy the product.

Getting over this fear is messy. Do you enjoy feeling like a complete loser? Nope. Do you enjoy feeling like a complete fraud, or huckster, or embarrassed or ashamed? Nope. You hate trying so hard and then, no freaking people buy the course you promoted 10,000 times but doing so and feeling fears triggered simply makes it easy to promote the product, because feeling and getting over the fear makes you promote the product like you breathe. Being in that space, plenty of people see the product and more folks buy the product.

I promoted my blogging course to the tune of 8,000 page views before someone bought it. 8000 page views was nothing. I had to clear fear-resistance during the 8,000 page views to show the world how fun, freeing and inspired this course was. Fear cleared, more people bought it at 10 times the initial price versus the initial cheapy price. Raising the price ten fold? Yep; another fear for me to conquer. But I did it, and far more people bought it at $350 than at $36. See how funny fear works? You fear something, refuse to feel the fear, and struggle. But feeling the fear and doing it anyway leads to increasing success. Buy the course for a fun, entertaining, inspired blogging guide. Tis the season for celebration and joy and love and fun, helpful blogging courses.

I have no tips for nudging into fear save meditating and doing yoga frequently. Following each habit expands your awareness which helps you become intimately aware of your fears, so you can feel fears and release fears. Feels rough but this is part of the blogging journey if you want to get over the fear of selling your stuff. Hey; do you want to hurt people, mislead people or lie to people with your blogging product? No? Then just sell the thing already. Ship it. Publish it. Fear is so insidious. Fear makes you do what you do not want to do, if you trust fear. Fear causes you to tune into an alternate, illusory universe, where nothing is true and everything is lies, smoke and mirrors. Do you really want to take that road? I did not think so.

All I can do is be a cheerleader. You need to be the athlete on the court, not the fan on the sidelines. Get on the court. Publish your product. Promote your product. You will eventually face, feel and release all the fears you need to release to become a successful blogger and to sell your product successfully, too. Get in the game. People will buy your product when you get clear on it.

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Pro Blogging Tip: Release Expectations

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Ouch.

Am I asking you to be a Blogging Buddha? Nope. Not really. No one save enlightened beings completely releases expectations but us mere mortals clinging some to a worldly life can largely release expectations, to become successful and to enjoy the blogging journey. 10 minutes ago, I checked my email. I received a few. I clearly make it difficult to get in touch with me through email because I want to give most attention and energy to building a passive income empire. Every second I spend in email, I could be spending creating content and building connections. Knowing this, it feels good to receive few emails because it helps me scale and move forward from an abundant energy.

Unfortunately, most bloggers have heavy expectations when it comes to receiving email. Bloggers expect a chock filled inbox, with all types of clients, Paypal payments and sponsored post deals. What happens if you get 3 emails daily, all responses to comments? Your expectations not being met levels you, depressing you, making you sad, sapping your energy. If you expect some sweet outcome and reality is not delivering you the outcome to fulfill the expectation, you eventually lose your blogging motivation and quit. Or you make the massive mistake of quitting after seeing your expectations fall short, then, you begin blogging again, quit again after expectations are unfulfilled, and you suffer through this vicious cycle until you fail and quit for good.

Release expectations. Begin blogging with an intent to live your dreams but let go the anchor of expectation because either you feel hopeless after not getting what you expected or you feel average when expectations line up or you feel super high and excited after exceeding expectations, leading to an imminent crash after your emotions settle down. Expectations are anchors, pulling you down, holding you back, preventing meteoric blogging growth. I expect little to nothing blogging-wise because my day is about having fun helping people to blog successfully. I cannot go wrong whether I sell a copy of my blogging course or not because I have no expectations; I just promote the course in a seeming billion places (coming soon) and leave things at that.

If anything, allow a little part of yourself to desire some expectation but make it tiny. Why? If the expectation does not come true quickly, you will keep blogging from an energetic, relaxed, abundant vibe, positioning yourself to succeed. Harboring wee expectations means you remain unstirred if the expectations do not manifest; no crushed, hopeless feeling. Meanwhile, most bloggers with grand, wild expectations often slam into tons of resistance because no spectacular dream comes through and manifest overnight. Living your dream life through blogging requires years and thousands upon thousands of hours of generous service.

Blog for an absolute love of blogging. Be passionate about the blogging process. Release largely on outcomes because weighing yourself down with expectations slows you down. Imagine desiring big blogging bucks only to see an empty inbox for the next 3 months? 90 plus days, zero dollars. After the 90th day, most bloggers quit blogging for good, because they came up so short on their expectations, being frustrated, disgusted, and tired of wasting their time.

Fall in love with the process – not outcomes – to fuel yourself for your blogging journey.

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