Being There: I Want to Do Moments

     
     

Published: November 13, 2017

When people want to get things done--from cooking to repairs to crafting--they often turn to their smartphones for help. In these moments, companies can demonstrate their expertise and helpfulness to potential customers to start gaining trust and earning a reputation as a leader in the industry.

What Do People Want to Do?
Google performed a survey of users searching for help doing things. Here’s what the most common requests were:
  • General Knowledge. Think about simple things around the house such as stain removal or light repairs such as a leaky faucet.

  • Food and Grocery. People eat all day long, and finding nutrition information and recipes will always make it to the top of the to-do list.

  • Home and Garden. From what to plant in the spring to when to change furnace filters, keeping up with the home and yard are important to everyone.
Of course, people want to know how to do all sorts of things; these are only the most common. I Want to Do moments aren’t just for the home, either. Every industry has people searching for new and better ways to do things, and every employee will turn to the web to find solutions to make their jobs easier.

What Kind of Content Belongs Here?
Why, the how-to, of course! Your main objective here is to help people achieve their goals. When you do this, you’ll establish your brand or company as friendly, supportive, useful and valuable in the eyes of the customer. You’ll be even more effective if you save the hard sell for a different micro-moment.

When people want to do something, they’re not exactly shopping--yet. The purchase may come before the moment, if someone buys one of your products and services and then needs help using it. The purchase may come after, once they’ve determined the steps and supplies necessary and need to acquire them.

In either case, consider content such as:
  • Videos. Searches for how-to videos are increasing at a rate of 70 percent year over year. More than 100 million hours of how-to content was watched on YouTube in 2015.

  • Articles and Blogs. If your solution to a problem can be summarized in a relatively short amount of space, then these relatively short-form pieces of content will not only be helpful to your visitors, but also rich sources of keywords.

  • Guides. For longer or more complex tasks, or for topics that require very specialized knowledge for a solution, consider creating long-form content and using it behind a lead-generation form.
Getting it Right
Providing as much information as simply as possible is the key to nailing the I Want to Do moments. Use diagrams, pictures, videos, and anything else that will make it easier for people to complete their tasks. It’s also essential to understand your audience. Don’t use overly-technical language that regular people won’t understand, or suggest a DIY project that is truly better left to a professional.

Find the balance between keeping it simple and being thorough, and you’ll impress users with your helpfulness and knowledge. That way, they turn to you again and again for solutions.


Categories: Responsive Design
Tags: Mobile Design, Mobile Marketing, Google, Marketing, Mobile Friendly, Micro Moments, Grow Your Business


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