B2B Micro-Moment Search:
Attracting B2B Buyers
You’re flipping through TV channels, see a famous actress, and think, “Hmm, I wonder how old she is now?” You grab your device, search, and have an answer in moments.
Congratulations, you’ve completed an online micro-moment search — and you’re not alone.
If you think micro-moments aren’t important, think again. Google not only tracks micro-moments, but they've defined them as well.
According to Google on their Think with Google site, a micro-moment is “an intent-rich moment when a person turns to a device to act on a need to know, go, do, or buy.” 91% of smartphone users look up information while in the middle of another task.
This includes B2B customers who use micro-moments before they buy or recommend buying.
B2B buyers are people like you. They have the same impulses to know information now. They want the answer when the question crosses their mind, regardless if they are doing something else or not.
The brand that satisfies this need wins.
Why you should use micro-moments for the B2B buying process?
According to Google, 89% of the B2B buying process is completed online. This includes 42% of the research being done on mobile devices, and not always during work hours.
Buyers look at websites, social media, and at other online sales information.
Using micro-moments in B2B content helps Search Engine Optimization (SEO)
Knowing your target market’s micro-moments helps you add content. Plus, you'll add natural SEO to your site.
One part of SEO is connecting readers with your content through familiar terminology. It’s all about the words people use to search on.
And micro-moments are all about the quick questions that cross the buyer’s mind. For the B2B buyer, these questions will be industry driven as well as personal in nature.
The B2B buyer makes the best decision for the company, while benefiting themselves. The product will help the person buying in some way. Such as making them look good to the Board, saving time, making more money for the company and themselves, etc.
By using micro-moment content, potential customers will find you throughout the buying process.
Find your target market’s micro-moment
If you’re wondering who you should ask about micro-moments, go straight to the source. Go to your target market online and in person.
Google different key terms and questions looking for word patterns people are searching on. Be mindful of the suggestions Google gives you as you search.
Check competitor’s sites for quick questions they are either answering or people are asking. A good place to look is the FAQ section and in the comment areas on the website.
Hang out online where your target market asks questions of each other. Places like social media and forums.
Trade shows provide tons of information about your target market. Start with the trade show’s website for information and vendors. Check out vendors’ websites for lingo, questions asked, and information. And go to the trade show where you can listen, talk, and observe your target market.
Use your mailing list to send customers a questionnaire. Ask people on your list about their B2B needs and concerns. Read everything people write and write content that answers their concerns and questions.
Fulfilling potential customers’ micro-moments
What are you going to do with all the great information you’ve gathered? You might be thinking you can’t possibly write content for every question that might cross a buyer’s mind.
Ah, but you can. You don’t have to write a complete post, brochure, or PDF for each question you’re answering.
Write your content to bring people to your website for answers. Once they are there, give them more and more information to keep them coming back.
Place information on the website where it naturally falls.
Sometimes the information will fill an entire article. Other times, several bits of connected information flow together into a single article.
Many times, you can answer questions throughout the site. For instance, questions about the company are easily answered in the About page or in testimonials. Questions that come up again and again can be answered in the FAQ area.
Use product description areas to clarify how, when, where, and why the product is perfect for the customer. Products that are similar can include a comparison so people can see the difference.
You want to give people information and when they're ready, you want them to act.
Call-to-action doesn't equal being sales-y
Including a call-to-action doesn’t mean you’re being pushy.
No, it means you’re positioning calls-to-actions throughout your content as they are appropriate. You're giving the reader the opportunity to go to the next step, next level, or get more information without feeling pushed too hard.
For instance, if your content explains how the software will save time, include a link to find more information about saving time. Or a button to sign up for a white paper on the product. And make sure you have phone numbers and emails readily available for potential customers to contact the company.
B2B buyers complete 70% of their decision-making research before contacting a sales representative.
Your content must keep the B2B buyer engaged until they're ready to contact the company’s sales team or until they buy.
Micro-moments aren’t going away — embrace them and benefit
Each year, more and more B2B purchases are made because of online material and access. B2B buyers use micro-moments to gain quick answers about their business purchases, even when they're not at work.
By understanding what micro-moments your target market has, you can write content to help them. By engaging customers, your company becomes the go-to place for product information.
Now, go figure out three to five micro-moments your target audience has and give them more relevant content to read.
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