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How to Use Micro Moments to Double Your Sales from any (Nearly) Business – eCommerce, Local or Online

Google serve over trillions of search queries every year and out of them over 15% are new search queries they never received before. Day by day the way consumers behave in the digital world is going through a huge change. Especially with more internet searches now taking place on smartphones than desktop or other devices, more shopping searches being conducted from mobile and more local search queries being conducted on the go than ever before. That is why the worldwide ad spends for mobiles have also been immensely increased.

While working with big ecommerce brands, I have seen this swift very closely, especially in last two years. Research says, “We estimate global expenditure on mobile advertising at US$107 billion in 2017, representing 52.6% of internet expenditure and 19.8% of total advertising expenditure (this total excludes a few markets where we don’t have a breakdown by medium). By 2020 we forecast mobile advertising to have grown to US$180 billion, nearly double desktop’s US$94 billion total, having overtaken desktop in 2017. Mobile will account for 65.6% of internet expenditure and 29.3% of all expenditure in 2020 – more than all the traditional media except television put together”. This reflects the amazingly rapid growth of ecommerce marketing on mobile which has brought a revolution among the advertisers and the consumers.

mobile internet growth

It has been noticed that consumers make decisions according to mobile content that serves the appropriate purpose at the appropriate moment. Content, hence, should be addressed to users intentions and accessible everywhere – throughout different device types, various platforms, and varied channels. And in this context, the importance of micro moments comes.

Are you thinking what micro moments are? Well, in this post, that is exactly what I am going to discuss today. After going through today’s post, you will come to know how ecommerce business is dependent on micro moments and in which way these moments can change the game of sponsored advertising. If you really understand these micro moments of your prospect customers, you can definitely increase the sales through your eCommerce website.

Micro Moments - The Game Changer in Online Business World

What is Micro Moments?

Google has nicely classified the Micro Moments which is an intent-rich moments, occur when people turn to a device, especially a smartphone, to act on a need – to know, do, buy, or go. This is a unique way to influence consumers or to get more customers which lot of marketers are still unaware of or don’t leverage it.

Micro MomentsLet me tell you more elaborately what these Micro Moments are:

  • “I want to know” moments – These occur when people research or explore something, but are not really in buying mode.

For example, after adopting an Abyssinian cat, a user has started wondering “what type of food should I get for this cat?” Instead of asking somebody in the family or among friends, the user intuitively picks up the phone and types “best food for abyssinian cats”.

Here the audience is still not in buying position but He may become your customer in the future. If you are looking to expand your brand reach, you can also target “I want to know” users. Here the conversion rate will be low but you can re-target such audiences during “I want to buy” moment.

  • “I want to do” moments – These occur when people require assistance in finishing a task or trying something new.

For example, a user just finished a woodwork for decorating his or her house interior. Now the user wants to stain the wood but is not aware of its actual process. Instead of taking advice from a professional, the user turns to the smartphone and type “how to apply wood stain.” If you are working on content marketing campaign to target such audiences, building such content may result in better ROI for the longer run.

This type of audience generally seeking help but sometime they may need professional services to complete the task and you may generate more business. Building DIY guides and resourceful content promoted through the proper channel can help you to reach proper audiences in specific region.

  • “I want to go” moments – These occur when people search for the local businesses or consider purchasing something or availing a service at a nearby store.

For example, if somebody from a small town in New York wants to increase some muscle mass, the person will naturally pick up the phone and type “gym near me”. This is the best moments for the businesses operating local services. Google provides tremendous opportunity for the business to target these “I want to Go” audiences through Google adwords.

  • “I want to buy” moments – These occur when people decide to buy something and probably require help in what to buy or how to buy it.

For example, on the way back to home from the office, a user feels hungry and wants to grab a bite of pizza. But incidentally all the nearest pizza places are either too noisy to place an order or have no seats available. Instinctively the user picks up the phone and types “order dominos pizza” or “order from pizza hut”.

This micro moment can be best target for an eCommerce website where you specifically run the ads for the “I want to buy” related search queries. Here the conversion rate will be higher and you can generate better ROI too. I know that Shopping ads does not provide the facility to target keywords but you can definitely control them by optimizing shopping feed and using negative keywords list.

Hope you have understood that these acts or moments help the consumers make decisions and shape preferences. In these moments, the expectations of the consumers stay at the highest pick. Thus the marketers should be aware of the micro moments to meet the ever-changing expectations of the consumers and capitalize those moments through flawless consumer interaction.

Micro Moments - The Game Changer in Online Business World 2

What Opportunities Micro Moments Bring for an E-Commerce Marketers?

Research says across numerous major industries, the volume of online searches, especially from mobile devices, is growing year after year. For example, in the home and garden industry, mobile search volume has been increased around 45% year-on-year, whereas the year-on-year growth of mobile search volumes is around 40% in electronics and apparel sector and around 30% in food and beverage industry.

This growth certainly brings a handful of opportunities for the emarketers to communicate with their target audience, build brand loyalty, make customer relationships stronger and nurture conversations. And in all these major areas, a detailed understanding of micro moments can help immensely and can be used as a marketing resource.

If you have a brand to promote, you should turn to micro moments to uplift your brand’s search marketing performance. By being there and staying useful precisely when it is required, you can utilize micro moments as the means of elevating engagement and Return on Investment (ROI).

To be successful in this process, the marketer needs to be aware of the methods to leverage the micro moments the best possible way and what those moments actually look like for their respective brands and the customers. If you make sure that you will be able to be there, give useful answers to every customer and offer a good user experience, there is nothing that can stop you to reap the benefits.

Micro Moments - The Game Changer in Online Business World 3

How to Optimize Adwords Campaign According to Micro Moments

As we already discussed four key micro moments in first part of the article. Now you need to understand that for each moment, users search for particular piece of information. Now, let’s talk about how you can optimize your Adwords campaign and map your ad to the users’ search intents in each of those micro moments.

1. Optimize Your Ad for “Want to Know” Moments

An ideal ad that maps to the query of this kind of micro moment denotes the users that they will get the information they are looking for once after clicking the ad. Such ads can comprise product comparison charts, a click to call link for more information, user-friendly information on a landing page etc. And make sure the pages, having all the information, are mobile-friendly.

comparison between

Detailed comparison data with your competitor product will do the magic here. Representation of information is the crucial part for this type of audiences.

2. Optimize Your Ad according to “Want to Go” Moments

An ideal ad to meet the query of this type of micro moment shows local result and highlights that it can be conveniently mapped out. This micro moment can give you a competitive advantage if you make your ad local in the best possible way.

Google location map

Are you thinking what are the best ways to make your ads local? Well, there are two basic strategies that you should follow:

  • Harness the benefits of location extensions. Connect your Google AdWords account with your Google Places account to active the extensions.
  • Add the location in the ad title.
  • You can also run the call only ads

This way you can tell your users that how exactly your ad is relevant to their “I want to go” micro moments.

3. Optimize Your Ad according to “Want to Buy” Moments

If you want to optimize your ad according to this specific type of micro moment, you need to provide information that matches such queries or show to the users the ways of buying directly from their own devices, especially cellphones.

You can use Adwords shopping campaign to implement local inventory ads, providing details about your business, store, and products. Here you need to user negative keyword lists to stop appearing your ads for other type of micro moments and should focus more on “Want to buy” moments.

4. Optimize Your Ad according to “Want to Do” Moments

An ad, which matches the best with the search query of this type of moment, proffers clear-cut step-by-step directions about the ways to achieve the task a user is looking for. Make sure your ad should be informative rather than mere promotional.

One of the great formats to meet such queries is video content. However, you must ensure that your ad can take a user to a properly optimized mobile-friendly landing page with particular instructions. You can also run video ads to target this type of audiences.

Believe me, this type of ad can help you attain a certain level of goodwill with the users and introduce them to your products.

Over to you

Hope this post has given you a detailed idea about micro moments and their impact on the marketing strategies. So, what are you waiting for? Take your Adwords campaign to the next level by optimizing it according to the micro moments those are relevant to your business. If you have already started using tactics to optimize it, do share your experience with us in the comment section. We’d love to know.

How Social Commerce Can Change the Future of eCommerce Industry

Opinions always matter when one is about to spend money on a product or service. According to the Google Data, mobile searches for “product review” has grown around 35% in past two years.  Here buyers want to understand what people are saying about a brand before purchasing it online. This is very similar when we ask for help from our family and friends on social media before purchasing a product. This is one example of Social Commerce where a brand is directly benefited from their existing buyers sharing reviews with their friends and families!

Mobile product review“The world is a global village” is a phrase that is commonly used when referring to the advancement of technology. Things have become easier in a way you can access services from the internet from the comfort of your house just by using your phone or laptop. But when it comes to eCommerce, most of the merchant are still not using social media to improve customer confidence. By displaying a reviews of their friends or families, merchant can increase conversion rate of their eCommerce website. Social commerce trend is growing rapidly and will change the future of eCommerce industry if incorporated properly with an eCommerce brand.

The new form of trade involves buying and selling of products and services by use of social media websites as trading platforms. They give consumers and producers a chance to interact conclusively on their brands. This concept can also be defined as the process of using shopping tools to enhance social commerce sales. The concept is mainly to give clients a blueprint of the product or service they wish to buy. These tools also advise clients on the product they wish to acquire. By connecting people from different parts of the globe, it is right to say that E-commerce brought forth social commerce.

Breaking the Norm

Since products are easily accessible once you have the internet, it is easier to know what is trending and at what price. Consequently, a huge demand for the products online is created. While browsing the internet, creatively managed dynamic re-marketing display ads also create a thirst for owning certain products.

Social commerce also has a great advantage of targeting right audiences at the right time. Lets for example, if your product is mainly targeting female audiences, you should be at Pinterest. Out of all adults who use social media in US, 38% of women are using Pinterest as compare to 15% of Men. Here you can plan a precise data driven social media marketing strategy to increase sales from social media websites.

Here is the list of popular social media websites based on their market shares. One can choose the platform by considering macro metrics of their target audiences to convert them into customers:

Source: Statista (January 2018 data)

Endowed with social media marketing tools

This form of doing business is socially driven as it has to use social media sites to further it. It is evident on sites such as Facebook, Instagram and Twitter which are largely used for commercial purposes. Social Commerce also involves the use of platforms under which users have one on one conversation with other users and can sell their products to them. Statistics show that many customers buy products due to recommendations given by their friends. It also has a peer recommendation where the user can use recommendations of other users before making a purchase. Some also have social shopping where the user is allowed to interact with friends and other users on their opinion of a product.

With the help of social media marketing tools, you can improve the way you use social media to promote your products online.

Well-defined prospects on various Social media sites

Social media and social commerce have a mother and child relationship as they coexist. Different sites have features that make the involvement of social commerce unforgettable. Facebook, for example, has the dynamic ads as a feature for social commerce. The feature connects merchant with consumers from advertisements on the site or from the mobile application. The feature has seen more retailers use Facebook and increase their sales as it connects retailers with millions of consumers on a daily basis.

ASOS has increased their orders 3 times and their return on ad spend by 2.5 times with the help of Facebook Dynamic Ads. Checkout this ASOS case study to learn more about this opportunity:

Facebook has also launched Marketplace where anyone can sell their products like classified websites. This has allowed clients to enjoy social media as they buy products. Pinterest also offers great feature for ecommerce via Buyable pins that allows the client to purchase an item once shared on the platform. The item often comes with reviews and images that allow the customers to make informed decisions about the product.

Instagram is also testing shopping feature since long and hopefully they will launch for all business very soon. You can always run a paid marketing campaign to promote your product using Instagram ads. Once the user clicks on the button, she will redirect to the same product page on your mobile app / website and a transaction can be made easily from that. The feature is easy to use and has encouraged consumers to purchase items as a variety of products are displayed for the picking.

Instagram ad example

Unlimited benefits

Social commerce does provide opportunities to buyers and sellers as it provides a link to both. It gives both an upper hand of interacting with tons of people from all over the globe. The platform favors everyone in the supply-demand chain. Social commerce has become more social in that the purchase of a product is not only done by the buyer himself but by other parties. Traders have a social circle in which they consult one another on different deals that are about to be made.

A buyer may for example post on Facebook for advice or reviews on a product they are willing to purchase. Family and friends often give out their opinion and help the buyer in decision making. Social circles of traders have also been created as this lets them meet on the social platforms where they can easily carry out their deals. Buyers get to know from other buyers on who has high-quality products at affordable prices. Brands also have online platforms where they allow customers to post their reviews and ratings on the brands they have purchased. This gives the buyer a sense of belonging without going all out to experience this.

Some online shops have also given their clients the chance to be more confident as it allows them to fully express their experience with the brand. They are able to post their personal experience using the product on the respective platform. This shows other potential customers why they should use the product and what experience they should expect. For example, GoPro is regularly sharing their customer’s videos and experiences on their official Facebook page. Have a look at one of such video:

https://www.facebook.com/GoProIndia/videos/2015533948701456/

It is all about shopping without limits and therefore making your shopping experience memorable. It also gives brands a more global outlook. This allows traders who are buyers and sellers to connect from anywhere in the globe.

Social media is a source of money as with just a simple click millions of people are exposed to your brand. With the good reviews and exposure, your product could be sold out to millions in a short period. During the NBA championship, the Warriors were able to sell shirts worth $125,000 via Twitter. This has become possible with the presence of different social media sites.

Final Words

Finally, while engaging in social commerce, research is vital as the merchant needs to know whether they are targeting the right channel or not. Being there when your prospect needs you can increase the chance you make a sale. Effective utilization of social commerce can give you an edge over your competitors and to always satisfy your customers. It is a new dawn of commerce.  Adapting to the new technological advancements would favor your business as manufacturers and service providers so as to improve customer experience.

10 Marketing Skills To Double Your eCommerce Sales in 2018

Do you know which was the first ecommerce business? Or which eCommerce business first achieved profit in the industry? Jeff Bazos launched Amazon back in 1995 but they achieved first yearly profit in December 2001 (Fourth quarter). Amazon survived after dot com burst and became a giant player in online sales business. Each and every day new eCommerce business launches and shutting down and only they survives in the industry who knows how to grab and retain customers with effective eCommerce marketing strategies. Let’s talk about some marketing skills which help you to double eCommerce sales in 2018.

If there is any business which sells products, makes money and in most cases, even making profits; it should be eCommerce business. But this was not the case for some time. Five years ago, eCommerce was quite different from what it is today.

The bottom-line was not so robust as it is today. Ecommerce Stores have embraced new ways to market themselves. And if your ecommerce store is struggling to join the league of profit making online stores, here are some skills you must develop right away. As 2017 is already gone, it is better you start now so that 2018 can be marked as an year of record-breaking sales in your timeline.

#1 Content Marketing for eCommerce

Bill Gates predicted it in 1996 and rightly mentioned the importance of content. The truth is no different today. Content is undoubtedly the King in today’s marketing. No business can hope to win customer’s attention without content.

Why content wins?

content-is-kingImage Source

Well, there are various reasons behind this but when it comes to eCommerce, content can be helpful in different ways explained below:

  • Compared to the cost involved, other forms of advertisement are not feasible in generating leads or conversions
  • Telemarketing has literally hit a dead end, thanks to call identification and blocking mobile apps
  • Networking is soon running out of its shine as a potential mine for leads

Pro Tip:

For eCommerce businesses, it is always challenging to keep unique and compelling content for their product pages. In such situation, the right content strategy will make your website unique as compare to your competitors selling same product. Proper implementation of user generated content can be best bet for you. Here is the best example of BestBuy.com utilizing this opportunity by asking for product reviews from the buyers:

In other words, content marketing can become best marketing weapon for your eCommerce stores if planned and implemented properly.

#2 Data Collection and Decision Making

“He who wants to have pearls must dive below. “

~ John Dryden

Putting that age old adage in today’s context, he who wants to know customers up close must search for data. As the old age saying goes, if you want to know how to make customers buy and what excites them into a buying frenzy, you must first know their preferences.

Thanks to advanced web technologies like user heat mapping, Data Mining, etc. it is now easy to read customer behavior like a textbook. There is plenty of data coming in from various sources which, if segregated and analysed properly will help one find pearls, or in this case, customer behavioral pattern.

Once you have a clear picture of your customers’ preferences, fine tuning your online selling strategy to satisfy them is a task easily done.

Especially when you are marketing for specific festival, data provided by agencies on customer intent can play best role.

#3 UI/UX Design for All Different Devices

The year of 2018 will repeat like any other previous years, but with better design. UI and UX have become critical checkpoints for customers to like or dislike an online store. If your store has a brilliant UI that can deliver engaging UX, you are saved.

On the flip side, go back to drawing board and fabricate a new UI design that will delivery high on UX. keep perfecting it until the UX goes from being good to great. Be informed that missing falling short of delivering an upscale UX will cost you more than 38% of online customers (Source: Adobe). Recent study shows that the mobile sales has already surpassed the desktop sales and it is growing rapidly, you must optimize your UI for all different devices.

#4 Web vs Mobile App Version

Don’t ignore mobile app! Yes, if you are not having mobile app for your eCommerce business, you may loosing good amount of business. It will help you to stay connected with buyers with push notifications about your offers and exclusive promotion for mobile app users.

If you are having limited budget and want to manage A basic understanding of HTML and CSS can go a long way in maintaining and modifying your online store. Moreover, how long can you spend money hiring a web designer or a freelancer for every single modification?

A better proposition will be to learn few hacks in web development that will help you prep your website, both in terms of design and functionalities. Further, once you learn to code, you will be able to exercise more control over your marketing and SEO optimization.

#5 Shopping Ads + Dynamic Re-marketing Ads = Best Combination

If done right, eCommerce stores can reap several benefits from shopping ads. Although it seems to be complex on the onset, its functioning can be easily understood with some effort. Once you understand how shopping ads works and how its results can be measured you will see big improvement in conversions and can save on cost per conversions as compare to search ads.

Google shoppings ads iphone x

You can explore the various possibilities of display advertising through dynamic display ads, video ads, search network ads, display banners, etc. all of which can be done on your own using free and paid web tools. Some Internet platforms to try display advertising include eCommerce websites, high-traffic websites, blogs, video sharing websites, social networks, etc.

Pro Tip:

Start building remarketing list audiences based on different actions and serve dynamic display ads optimized for specific audiences. It can dramatically improve the view through conversions can result in better ROI. Here is the best example of how amazon is showing ads (Dynamic remarketing) of the product I visited recently.

#6 Email Marketing

Email marketing has the magic potion to lure back those customers who abandoned their carts mid-way. You can do email marketing in three modes:

  1. As regular promotions for ongoing sales offers
  2. Scheduled shooting of targeted offers to specific customer groups
  3. Re Engagement campaigns that will sustain the brand loyalty of customers

email marketing

Image Source

Now, the difficult part – should you outsource or do it yourself? In 2018, we suggest you take the DIY route. If you manage to do email marketing on your own, it will not prove to be cost-effective but will also help you pitch to your customers in a personal tone. Outsourced agents may not help you achieve that personal tone in an email pitch.

See how Petflow multiplied its conversions through personalized and targeted email marketing campaigns.

As you can see from above, they have set a fetching email subject line, a visible display of their product rating, a very prominent discount offer, product recommendations followed by real customer feedback. Now, as a customer can you resist ignoring this email campaign?

Steps for email marketing (When ecommerce store should shoot emails)

#7 Importance of SSL certificate for eCommerce

Norton, Symantec SSL Certificate, AVG Security and the other members of the online security industry are raising warning sirens about growing eCommerce frauds and scandals. If you thought cyber security is all about securing your data, you are wrong. It also has a marketing edge to it.

Your organic SEO ranking is largely dependent on your online store’s security. Google, since 2014 has been tweaking its algorithm to rank those websites with proper security higher than those without proper security measures.

That is why we recommend investing in a well-chosen SSL certificate that will encrypt your website. It will not only secure your domains and sub-domains but will also go a long way in boosting conversions.

Moreover, cyber security also earns customer trust. It gives them an assurance that their personal data is kept safe from hacker’s prying eyes. Displaying trust seals in your website will also help boost customer retention rates.

#8 Search Engine Optimization

Search Engine Optimization, popularly referred to as SEO is the cornerstone marketing tactic that is helping online businesses grab customer attention by the collar. SEO primarily revolves around the use of targeted keywords and phrases that customers commonly use for getting work done.

Why is SEO important for you? First of all, it is free! If you can create organic traffic to your website through SEO activities you stand to profit quite a lot in terms of marketing spending.

Secondly, it is highly productive. Google and other search engines have created a level field where in those web pages with the right SEO marketing tactic can rise above without any difficulty. eCommerce marketing should always have SEO strategy at first place as it drives the maximum traffic and sales.

SEO is easy to understand and master, thanks to tons of free materials available online. Right from scratch to advanced SEO techniques, you can master the Internet and make it work for you.

Pro Tip:

Traditional SEO technique will not help much when you are working to promote eCommerce website with 100s or 1000s of products. Here, formation of URL structure and categorization with highly targeted products along with properly utilization of canonical tags is very important.

#9 Video Marketing

“Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.”

A video can convey a message better than a full-page article. Video production is ramping in scale across the digital marketing universe. Moreover, a video can easily communicate with a viewer easier than a written article or a designed graphic.

Video creation has become easier and affordable thanks to the many apps that are available in app stores and video sharing websites. In fact, YouTube itself offers a Video editor and Photo Slideshow creator with which one can create 1080p videos for marketing purposes.

Can it drive conversions? Unbounce reports that including video on a landing page can increase conversion by 80%. Now you know why video marketing is a skill you cannot afford to miss in the coming days.

#10 Social media marketing

Do you know? Social media has evolved as an entire marketing tool of its own. Social listening is the next Big Thing that will change the way we shop and browse for everyday things.

If you thought getting likes, retweets and favorites for your posts were nothing significant, think again. For an online brand like Amazon, eBay or even PayPal, social media is a powerful weapon to beat competition and to mark their own market share.

Here are some social media channels worth exploring to build your online presence in 2018:

  • Facebook
  • Twitter
  • LinkedIn
  • Pinterest
  • Instagram
  • Quora

Users always find it compelling to share with their immediate social circles about their recent buys or wish lists. In such a scenario, social media can also double up as a virtual platform for word of mouth publicity. Stores that provide public sharing of customer purchases have a fair chance of winning more traffic & conversions.

Conclusion

In 2018, eCommerce industry is all set to sail into a higher turnover range. Is your online store prepped to take a share of the market? Most importantly, are you in tune to market your store better? These 10 online marketing tactics will boost your store’s presence way more than what you can do with a paid agency.

Start learning right away and put yourself on the launch pad to eCommerce success. Do not forget to keep in mind the needs and wants of your end users when you are scheming for new marketing campaigns. In the end, Customer is King.

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