|By Michelle Schweitz, Marketing Manager, Community Brands|
Approximately 50 percent of internet searches today are done on a mobile device. Most of us have our mobile phones within arm’s reach – every hour of every day. Whether we are sitting on the couch at home or waiting in the drive-through of our favorite coffee show, anytime a question pops into our head, our mobile device is just an arm’s length away. With more people than ever working from home, these micro-moments are occurring more frequently.
Think about what that means for your association: People are searching, reading and communicating while they have a thought or spare moment throughout the day.
Now think about how you can take advantage of these micro-moments, or critical touch points in today’s consumer journey, to engage with your members. This approach requires you to deliver messages clearly and concisely – within a span of seconds. Otherwise, you may lose their attention as they move on to the next thing.
Think about what that means: People are searching, reading and communicating while they have spare moments throughout the day.
Consider the following micro-moments, and ask yourself: Do I offer valuable content during this stage? Is it easy for members to find information? Have I enabled them to move to the next stage?
“I-want-to-know” moments – Curiosity can be triggered by anything and satisfied at any time. At this stage, members are exploring or researching options, but have not yet decided if they want to join. They are looking for useful information and inspiration.
“I-want-to-do” moments – We seek instruction for just about everything. These moments may come before or after they join but either way, these members want help getting things done or trying something new. Being there with the right content is critically important.
“I-want-to-go” moments – Our digital lives are breaking down borders and connecting us to our physical world. People are looking for events or online courses to attend to further their professional development. Your association should be considered during those moments.
“I-want-to-buy” moments – These moments are huge. Someone is ready to make a purchase and seeking validation on what or how to buy. Mobile technology helps during this stage across channels. You must be there with the right information to seal the deal. Don’t assume they will seek you out.
Researchers show that the average human attention span has fallen from 12 seconds in 2000, around the time the mobile revolution began, to now eight seconds. Make sure those eight seconds count so that you are consistently delivering and exceeding expectations before your members even expect them.
Your association management software (AMS) can help support this approach to member engagement. For example, YourMembership AMS offers a mobile-responsive online community where your members can know, go, do, and buy anytime, anywhere.
Want to learn more about how to engage with members? Download The small association’s guide to getting started with an online community.