Micro-Moments: What to Know About These Vital Interactions


When you want to know something, go somewhere, do something, or buy something, what’s your first step?

If you answered “Grab the nearest mobile device,” congratulations! You’re a human being.

Each time you reach for your smartphone with the intent to know, go, do, or buy, you’re having a moment — a micro-moment, to be exact.

Google defines micro-moments as “intent-rich moments when decisions are made and preferences shaped.” And as a business marketer, it’s your job to ensure that these moments don’t slip by unnoticed.

The 4 Types of Micro-Moments

Micro-moments can be broken down into four different categories:

  • I want to know …
  • I want to go …
  • I want to do …
  • I want to buy …

Here are some examples of each micro-moment.

I Want to Know

I want to know searchers aren’t necessarily looking to make a purchase right this second. They’re still in the data-gathering stage. People in this micro-moment will benefit from rich informational content like blog posts, white papers, side-by-side comparisons, and more.

Someone searching for “best smartphones 2023,” for instance, is likely not yet sold on one brand. They want to know information about multiple brands so they can make a decision.

I Want to Go

I want to go searchers are looking to get from point A to point B. They’ll benefit best from maps, turn-by-turn directions, local search and businesses in their own neck of the woods.

Someone searching for “library” is probably not interested in the Library of Alexandria or the Library of Congress; they just want directions and hours of operation for their own local library.

I Want to Do

I want to do searchers are looking for help with a specific task. They want DIY posts, YouTube videos, how-to blogs or step-by-step instructions.

Someone searching for “how to calculate compound interest” isn’t in the market for a better interest rate right now. What they’re looking for is a simple formula (or even better, interactive content like a calculator) that will help them solve their problem.

I Want to Buy

I want to buy searchers are ready to seal the deal, and they want to do it in the quickest, easiest and (in many cases) least expensive way possible.

Someone searching for “size 12 men’s black Converse” wants to buy exactly that. Now is the time to hit them with deals, coupon codes, free shipping, or anything else that gives you the edge over your competitors.

Micro-Moment Marketing Tips

Now that we’ve covered the basics, here are some tips to help you create a successful micro-moment strategy.

  • Meet your audience where they’re at. If your customer is in an “I want to know” moment but you’re treating them like they’re in an “I want to buy” moment, there’s a disconnect. Search intent matters!
  • Optimize everything. People find and connect with your brand in a ton of different ways, from your website to your social pages to your brick-and-mortar location. Make sure they find a stellar first impression waiting for them no matter how they come to you.
  • Provide fresh, relevant content. If your content looks like everyone else’s content, what value are youreally providing? Set yourself apart with rich, original content that informs, educates and engages.
  • Protect your brand reputation. In an online world, your reputation will always precede you, so make sure it’s a good one. Google your business and see what people are saying about you. Remember: If you can see it, potential customers can see it, too!
  • Make things easy. No one wants to work any harder than they have to, so make it simple for your customers to navigate your website, find the information they’re looking for and make a purchase. Slow loading times, broken links and/or lengthy checkout procedures drive customers straight into the arms of your nearest competitor.

It’s Time to Seize the Moment!

The average American checks their phone once every 10 to 12 minutes. Any one of those touches can lead to a micro-moment for your business! By providing the right information at the right time, you’re setting yourself up for success.

At Mischa Communications, our only job is to make sure that your business is the best it can be. Do you have a (micro) moment to chat?