Have you ever used your phone's search function to find a restaurant nearby for an unexpected business lunch? On the other hand, maybe you've used your commute to study and compare providers by looking at their profiles on LinkedIn.

Then you've probably experienced the impact of micro-moments before.

Because of the wealth of knowledge available to us, we can investigate any thought or issue as soon as it comes to us. People have become accustomed to expecting immediate solutions whenever they need them, thanks to ubiquitous mobile technology.

Due to their transient nature, marketers often fail to recognise the importance of micro-moments. Yet in today's digital-first society, they play an essential role in the buying process and provide insight into the buyer's mind. You can take help from a linkedin lead generation agency to learn more about your buyer's mind.

What Are Micro-Moments?

Google came up with the phrase "micro-moment" to describe those brief, intent-driven times when consumers use their phones to solve an urgent problem. Every time a consumer needs to know something, do something, buy something, or get somewhere, they pop up as a punctuation mark on the customer journey.

At these points, it matters whether you're investigating an issue, verifying a rating, or buying anything. They provide an opportunity to influence the decision-making process for every purchase, even for your ideal customers.

During these times, consumers prioritise meeting their needs over being loyal to a particular brand. According to Google, 65% of smartphone owners believe that while searching on their devices, people prioritise finding the most relevant results regardless of the source.

Buyers in micro-moments are thus more responsive to ads that cater to their immediate wants and needs. During these moments, brands can acquire an edge and cut through by effectively meeting people with the proper message.

Micro-Moments Create the Customer Journey

You must first grasp the function and typical sorts of micro-moments before you can effectively include them in your brand's approach to critical buyer touchpoints.

There are primarily four categories.

I Want To Know

These occurrences take place when the customer is still actively looking out for information. They could or might not be aware of the precise location of their discomfort. Still, they're curious and want to learn, so you could say they're open to new ideas and knowledge.

Here are examples of search queries that are more problem-oriented or exploratory.

• "What is Software as a Service (SaaS)?"

• "Best practices for remote team management"

• "Cybersecurity challenges in healthcare"

Now is the time for brands to create educational material that tackles typical problems in the business and highlights possible solutions.

I Want To Do

This happens when customers know what they want but need a roadmap to get there. For guidance, they could consult their social networks or look for starting-point resources online.

Here are examples of action-oriented searches.

• "How to implement a CRM system"

• "How to build a digital marketing strategy"

• "How to conduct a competitive market analysis”

By providing a straightforward way for customers to accomplish their goals, brands may take advantage of this micro-moment. Blogging, video material, or interactive webinars can help you assist these buyers by providing step-by-step instructions, lessons, and practical insights.

I Want To Go

When consumers are seeking in-person purchasing experiences, this type of micro-moment is common. This group is looking for information about local solutions.

The following are examples of location-specific queries:

• "Office supply store open near me"

• "Where to find HR consulting firms in Manchester"

• "Best B2B marketing agencies in London"

Companies with brick-and-mortar stores or regional offerings may be present for customers when they have an "I want to go" moment by making the most of location-based data.

I Want To Buy

Now is the time for people to buy anything. When it comes to lead generation and customer journey advancement, B2B organisations can't afford to ignore these micro-moments.

A search query is a sign of an impending purchase or service engagement:

• "Pricing of cloud storage solutions for businesses"

• "Best deals on office furniture"

• "Enterprise resource planning (ERP) software vendors"

A consumer who has an "I want to buy" moment is more inclined to be in the market and prepared to make a purchase. Brands must now highlight the advantages of selecting their solutions over competitors and address late-stage queries. Answers to frequently asked questions (FAQs), case studies of successful implementations, comparative analysis, and client testimonials can all help with this.

Unleashing the Power of Real-Time Interaction

The challenge during these important periods is meeting your customers' needs with the right expertise and experience.

Use them to simplify, clarify, and locate your content. Three simple techniques to succeed in certain situations, according to Google:

• Show up: Be prepared to assist your potential customers in their micro-moments.

• Do good: At each given time, provide folks with the answers they're seeking.

• Act swiftly: Make everything easy and quick.

Connecting content, distribution, technology, and teams lets you reach buyers at key times with the right message.

Conclusion

Micro-moments are changing B2B marketing. Without changing their strategies, brands risk becoming obsolete and losing consumer connections.  Strategize micro-moments and optimise content and experiences with data and technology to beat your competitors. Instead of treating micro-moments as standalone techniques, incorporate them into your customer journey strategy to keep your business relevant in your buyers' "always-on" world. Get to people when it matters most by providing experiences that are relevant to their situation, which can foresee their requirements and influence their decisions. A B2B Lead Generation Agency can help you get to know your buyers better.