Jamie Adams is the Chief Revenue Officer at Scorpion. He has worked in digital marketing for over 12 years and leads Scorpion’s sales and business development team to recruit and help businesses grow with innovative, strategic marketing.

He works with Scorpion clients across several industries, including home services, and is especially passionate about connecting local businesses with customers.

Media consumption as a whole has increased, especially with mobile devices. In the past, people used to have to use a desktop computer to find an answer to their question or a business’s contact information. But now, all the information you are looking for is in your back pocket, so we are consuming content at every moment on phones.

Today, when customers are at a point of need, they are able to type in the service or use voice command to search for what they need and discover a high-quality solution quickly. Jamie shares the example of when he needed an HVAC technician ASAP, and immediately searched for one near him on his phone.

“I’m thinking about proximity, I’m thinking about what’s their schedule like, and I’m thinking about can I find validation quickly that these guys are good at what they do.”

A micro-moment is the exact moment in time when a consumer realizes they have a need for a specific product or service.

Jamie sees that businesses who are maximizing these micro-moments are present in their consumers’ media channels instead of relying on a memory of seeing a billboard or through word of mouth. These are the businesses who are growing successfully.

Jamie highlights that many businesses only focus on this one moment, but in order to maximize your results, you need to focus on several moments leading up to this one.

The traditional, broad overview of the marketing funnel illustrates the framework for how your brand can get in front of your consumer early on to maximize the micro-moment:

By marketing to these customers and exposing them to your brand and services through various social media platforms prior to this moment of need, you build trust and awareness. You have an opportunity to influence the customer to not just search for a service in their moment of need, but to search for your specific company. Today, this is happening on mobile devices through websites and ads, but also with voice technology, which underlines the importance of having an easy-to-navigate website and clear copy.

For home services businesses, identifying these moments before a moment of need is challenging because customers aren’t necessarily considering a purchase unless they need it immediately. Jamie says that having a presence on social media is an important tool for building this awareness of your business. It will help change your consumer’s moment of need from one of panic to one of certainty. They know who they are going to call to fix their problem.

Jamie shares the approach of one of his clients, S & D Plumbing, as a good example of how home services businesses can take advantage of micro-moments by building awareness on social media. Through content that tells their story and showcases the staff that powers their brand and services, they help their audience relate to and trust their brand.

For example, they ran a Valentine’s Day parody video advertising a free massage to anyone who shared their video. The video featured one of their technicians giving a massage to a co-worker on a workman’s table. They weren’t directly marketing their plumbing services, but they were making a feel-good, memorable impression on potential customers.

“Doing content like that and exposing your brand to people before they need you is going to give you an advantage when that need happens.”