Consumer behavior has evolved from long drawn-out buying cycles to quick, frequent interactions that all add up to an end point, ultimately a conversion in a DTC environment. Using these micro-moments based on user intent is critical to optimizing a lifecycle marketing program.
What are Micro-Moments
Think through the day of an average consumer – get the kids ready, work, visit family and friends, and all the numerous things that make up a busy day. Throughout the day, there are short moments of downtime where consumers hop on their phone to check out something they’re interested in.
There are four high level micro-moments –
- Know: Information seeking moments such as “What is a widget”
- Go: Look for a destination, local business, or something nearby related to “widget”
- Do: Accomplish a task or learn how to do something which might incorporate the “widget”
- Buy: Find a place to purchase or look for reviews and other details related to “widget”
These quick micro-moments add up throughout the customer journey and need to be accounted for in your lifecycle program.
How To Set Up Intent Based Targeting
A great lifecycle program uses micro-moments to do intent-based targeting throughout the customer journey. Loyal customers love brands that delivery relevant, real-time answers and experiences. So how can companies meet those expectations –
- Classification – first, classify micro-moments. Example – someone who clicks on an email link to more information about a new feature would be a “Want to Know” moment
- Data – now, we need to take that classification and store it in places where it can be used. Add this “Want to Know” user to a “new feature” segment in your CRM, create segments in Google, and other areas that can be accessed for advertising, website, and lifecycle channels
Now that we know the user, have their micro moment classified, and the data stored in relevant areas, it’s time to create a lifecycle campaign that gives your customers the real-time answers and experiences they crave.
Create an Intent-Based Campaign
Now it’s time to wow our customer with information and experiences that take them from Know to Buy. Let’s use our data to grow our LTV with intent based campaigns –
- Website Personalization – start serving mid funnel content to the user when they visit the website. Replace home page hero shots with content that speaks to the “Want to Know” micro-moment. Link to mid and lower funnel content but avoid hard selling at this point – the goal is to get them to mid-funnel, not close the sale
- Custom Audiences for Advertising – use our first party data and GA4 segments to create ads and social content that speak to their “Want to Know” activities. Use retargeting ads that show blog posts about important features or a short video that highlights the widget solving user problems
- CRM Automation – start a nurture campaign for these “Want to Know” individuals. Test into timing, content, and CTA’s that go from top of funnel to the cart.
- Other Opportunities – there are many channels, whether paid, owned, or earned, where this data can be used to create personalized and memorable experiences for your user. Brainstorm with your team to come up with a program that your customers will love.
Build a Culture of Evangelists
Lifecycle marketing is rapidly changing along with users and micro-moments are critical to beating the competition. Increase your conversion rates and customer satisfaction, and build a culture of evangelists for your brand and products.