Micro-Moments, PPC and SEO

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Micro Moments

There has been a lot of talk recently around “Micro Moments” in the world of digital marketing. Think with Google, Google’s content marketing team, explained the different types of micro-moments consumers experience daily (150x per day on average). There are four game-changing moments which you need to know about: I-want-to-know moments, I-want-to-go moments, I-want-to-do moments, and I-want-to-buy moments. In these moments, consumers are looking for brands to give them what they want and when they want it.

So what?
As marketers, we must realise that our content is often seen as a disturbance to consumers who are just going about their day. Consequently, Micro Moment marketing challenges marketers to convey a well-defined and concise message which is relevant and interesting to consumers.

Now what?
All consumers want is content which delivers value and can be consumed quickly. Industry trends are showing content marketers are placing a greater value on content as opposed to production quality, meaning that not everything you put out has to be picture perfect.

Secondly, ‘value-based exchange’ is another central tactic of micro-marketing. Marketers are now asking themselves: Why should a consumer spend time engaging with your brand? What will they gain from the interaction? An interaction needs to offer value, insights, knowledge, and even offers discounts and exclusive experiences which is unlike content consumers have experienced in the past.

Offering a range of short, concise interactions across all channels, with all different intent will not only enhance the customer journey, but also add value and encourage the consumer to learn more about what you do.

PPC
PPC stands for Pay-Per-Click. It is a model of internet marketing where advertisers publish an ad and pay a fee each time the add is clicked, basically paying for visits as opposed to ‘earning’ them organically.

If PPC is working properly, the return on investment makes it worth it, e.g. if you pay £2 for each click, but the click results in £200 in sales, the investment is worth it and we’ve made a good profit.
To learn more about PPC, read our latest PPC Blog: Why PPC? – The Advantages of Pay-Per-Click Marketing Explained

SEO
SEO stands for Search Engine Optimisation. Is it a marketing discipline which primarily focuses on organically growing visibility (non-paid).
SEO uses both technical and creative techniques to improve rankings, drive traffic and increase brand awareness in search engines.
Many things influence SEO, from the content on your web-pages, to the way other sides link your site on the web. It can be as simple as structuring your site in a way that is easily understood by search engines and more importantly, people.

Most web-traffic is driven by major commercial search engines like Google, Bing and Yahoo! And are the main method of navigation for consumers. Not only that, they provide targeted traffic – people who are searching for what you offer. This provides publicity, revenue and exposure. The right SEO can earn you thousands of visitors, whereas bad SEO can bury your site deep in the search results and give you minimal visibility. Even the internet is becoming increasingly competitive and companies who invest in SEO will have a huge advantage in visitors and customers.

To learn more about SEO, read our SEO BACK TO BASICS blog

Want to learn about how these can make a difference to your sales? Get in touch with our team of specialists for a friendly chat.

Ends.