BBQ season is all about relaxation, but these days it’s not enough to throw a few hot dogs on the grill and wait for your friends to arrive. Nine out of 10 people say they’re likely to turn to their phones in the middle of a task for help planning a special event.2 There are several ways for you to be there for your customers in these I-want-to-know moments:
- Anticipate customer questions, and provide them with the most relevant answers.
- Make sure the answers are easy for users to find.
- Help them beyond their initial information search; continue offering information throughout the decision-making process.
- Deliver a message using search terms that your customers are actually using.
- Measure all of your customers’ actions, including online, in apps, and in stores.
- Use location-based keywords in your advertising strategy.
- Use messages that include your location and on-site availability of products or services.
- Include information that customers might find important when making a decision about where to go, including store hours, directions, and pricing.
- Use online video: With “how-to” searches on YouTube growing 70% every year,5 consider making how-to videos to better help your customers.
- Make sure your online videos can be viewed from any device, including mobile.
1. How Advertisers can Extend Their Relevance with Search, Google/Ipsos, May 2014, n=115-233 for smartphone
2. Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users
3. Google Trends, May 2011 - May 2016
4. Google Data, Q4 2014
5. Google data, Q1 2014- Q1 2015, U.S.