Micro Moments: The Marketing Strategy That Actually Converts

Megan Yelaney:

Let’s talk micro moments, baby. Welcome back to business. Not as usual. Sorry, I’m in a weird mood. Don’t, don’t come at me. I’m wearing a Mickey shirt as I record this and it’s like putting me in this, I don’t know, this crazy mood today. So let’s get to it though. I am really excited to talk to you about this topic today because this is something I’ve really been honing in on with clients lately. And one of my clients sent me the stats for her recent launch of her low ticket offer that I’m so pumped to share with you. And a big thing like she literally, I’m bringing the text up so I can quote it, but she literally said I credit I really believe the difference in the numbers I’m going to share the difference in her numbers was me honing in on my domino belief, which is a huge thing we work on inside my program and speaking to very specific moments. And so I call these the day to day moments or micro moments. And basically this is like moments in your client’s day. Specific scenarios that they experience from the second they wake up till the second they go to sleep that your offer helps them with. That your offer starts to shift and change. And when you get really specific with your moments, it’s kind of wild what can happen. And her account has grown over 20,000 followers in the last few months, which is just so incredible. She knows her person so in and out. And she went from having 36 sales at $97 from her April launch to 54 sales at $137. It’s low ticket offer, so it’s over 7,000 total in sales. So she went from 3,492 to 7,398 within a couple months. Raising the nurturing her people in a big way. She nurtured them was through these moment types of stories. And when people say stories sell, I say it all the time. This is what I mean. It’s not sharing your origin story every day, every second that’s exhausting. Right. I do believe in sharing one like Avenue one angle of your origin story pretty much weekly if you can. But this is those micro moments. And so I’m going to take you through a couple exercises or ask you a couple questions to mull over that’s going to help you with this. But before I do, before I get too in the weeds, if you have not signed up for Wildly in Demand summer sales edition, make sure you go to meganyelaney.com/wildly-in-demand. The link is in the show notes because we are going to go over this in more depth and give you so many more like nuggets before and after this that you need to really have the full picture to actually make sales in the summer and in the fall in that event. So make sure, stop, pause, go sign up. If you have not. I promise you it’s going to be ten times worth it. It’s going to be so, so, so worth your time. There’s a free version, there’s a VIP version if you want hands on coaching every day after the training. And one thing I just want to like make a real clear point of is fall launches, right? People have fall can be some of the best launches for people. Fall launches are made in the summer. You don’t just magically have a great fall launch, you prep it during the summer. You get your messaging on lock during the summer. That’s why people have really good fall launches, right? And I’ll, I’ll probably do that in a future, future episode and definitely in my, in my launch content. We had such an incredibly successful June round of my program last year. Like clients who went on to have their best months in business, some who are in my mastermind now, like so much fricking growth. And I really believe it’s because they actually spent the summer getting their message really on lock and had really great fall launches. So even if you’re one of those like, no, Meg, I don’t want to like, oh, I don’t wanna work this summer like at all. I don’t wanna do any front facing stuff. Okay, I won’t, I won’t fight you on that. Although I wanna fight you on that because you can totally have a really relaxed summer and make money. So you don’t have to choose between the two. We’re gonna show you that, improve that in this training. But let’s just say you wanna go with that, that’s fine. But spend the summer really mastering your message that when you come back in the fall you are like hitting the ground running. You have a great launch, you really come back with a vengeance. So that’s just my aside. Okay? Go sign up. You already did great. You’re good. Good student. Now micro moments. This should feel like someone is in like your ideal client, the person you really want to bring in. It feels like they, you have a video camera in their home. It’s creepy. You want it to feel a little creepy in a sense that like, whoa, this person is so. It’s actually Double they’re in your head or, sorry, they’re in your house. Like someone’s watching you, right? So if you are a health coach, for example, it’s like the second you, the kids down, you go right to the pantry, you grab the stack of Oreos, you grab your water and you head into bed and you just get under the covers and you just numb out. Maybe I have done that before, which is why I’m using that specific moment. But that’s an example, right, of like a health coach or someone, maybe if it’s a binge eating coach, depending on how extreme you want to take it. And so you’re getting so specific in the moment that it’s like, wait, I literally did that last night or I did that yesterday or I’m planning to do that. I know myself, I know going to do that, right? So getting so clear on the, it’s like you have a camera in their home kind of moments. The next kind of moment are the things you can’t see because it’s between their head or it’s between their head. Oh my gosh, I told you I’m in a weird mood. It’s in their head, it’s between their ears. That’s what I meant to say. It’s thoughts. It’s their thoughts which affect their beliefs. Right? What we think affects how we believe are what we, what we believe to be true. Right. You know, that our thoughts affect our beliefs, affects our actions. And so what is actually going on in their head? What is the running thing? What is the running fear, worry, question, doubt that they have like, oh my gosh, I’m going into work and I am, I cannot stop replaying this client conversation or this conversation I had with my co worker yesterday. And I feel so nervous to see them so uncomfortable because I feel like they’re just gonna judge me. They’re not gonna think I’m worthy of my job and the promotion I just got. Let’s say you’re helping people who are to get promotions, right? Just throwing this out there off the cuff. That is an example of like an internal thought that they’re like, you’re driving up, you’re parking your car, you’re getting into the parking lot, you put the car in park and you just take such a deep sigh, you just take such a deep breath, your heart is pounding. And you were so nervous to see that, that coworker because you know, you know they are going to talk about you with their friends at lunch because they don’t think you deserve the Promotion. Cuz you got it over them, right? Again, very specific. That’s the point of it. And this is where you can target maybe a more wide niche, let’s say, and yet still feel very niche. Still feel very specific, right? And I think this is, you know, something I want to take from my time. I built my Megdas twin motherhood account. I haven’t touched in over a year. A goal of mine this summer is to get that going again because I do miss it. It’s creative outlet so that now that my show is done, I can focus on that. But one of the reasons that account grew so quickly and so like with so much engagement, like people were forwarding it, it was getting tons of shares, all of my content, it was doing so well is I was literally experiencing the moment and recording it. Like either right away or the second. My kids were napping, right? Because they were, that was newly postpartum. They were napping all day. I would have something happen. I would either write it down and go record it later or I would record it in the moment. So a really great example is I was pumping milk exclusively and I was talking to a lot of exclusive pumpers and just, you know, breastfeeding moms in general, to a lot of my audience especially became exclusive pumpers. As we know, we have a very unique experience. And I had a night where I literally cried over spilt milk. I. My, my actual breast milk that I just spent 30 minutes at 3am pumping. I spilt it. When I tell you I legit cried tears, full blown crying. I was so upset. I was like, are you kidding me? Now I am literally crying over spilt milk. This is so, so just if you’ve been there, you know what I mean? It’s like the worst because you’re just exhausted and you’re like, really? That was so. I could have been sleeping. Like that was so useless. Anywho, I wrote that down so it kind of like helped me get through the moment too. I was like, you know what? This is very relatable. This is probably something a lot of moms have experienced. I’m gonna write this down. And then the next day I recorded like basically a cup or one of the bottles with like a drop of milk left. Don’t worry, I didn’t spill it. I actually fed it to my child and left a drop to. And I was holding my baby and it was like when you literally cry over spilt milk or when you pump your milk at 3am and then you actually, you accidentally Spill it. That went wildly viral. It had millions of views. It grew my account so much and it took five seconds to record. And so it just. When people say I don’t have any content ideas or I don’t have any, you know, nothing’s doing well, are you really getting in their head? Are you actually speaking to their biggest fears? The thoughts that replay in their head constantly? One that comes to mind right now for one of my ideal clients especially. I have like many different types of coaches that I help and I coach moms and non moms in their business, right? I have like probably like 70% of my clients are moms, but I have content now because ever since I became a mom, that is going to speak very specifically to the thoughts that moms have, especially as business owners. Like, I am feeling this torn guilt between wanting to work on my business more and really wanting to be with my babies and feeling so, so guilty. I have a very specific moment that just happened to me literally 20 minutes ago. I went in to the house from our, our office. We don’t have a bathroom here, but I went in to go pee and my son Aiden saw me and he was like, mommy, mommy, mommy, pick me up, pick me up. So I picked him up, he came and peed with me. Because at two years old, they follow you into the bathroom. And then after I was like, okay, I have to go finish some work. And I was with him a ton this morning. I like didn’t get much done. And so I was like, I have to go finish some stuff. And my husband was with them, all was fine. And then he just had this voice of like, mommy. And of course, like even saying it now, like, I don’t want to leave you, I don’t want to leave you. I just want to be, you know, like, I didn’t, I have to get this done. I want to get this done. And like, hey, one of the reasons I can be with you so much is because of this business, right? And but it still tug at me. I was still like, oh man, man, I just wanna, like, I just, just wanna be with you the second, right? And so just an example of like, I could say that, like, tinge of a little bit of guilt the second I walked away when he was saying, mommy, mommy. Because I had to go finish something, right? And so I want you to. One exercise I want you to do. If you were your ideal client or are in some way shape or form, you’re obviously ahead of your ideal client. They’re hiring you because you have experienced Something and you have a process and you’ve gone through it so you can solve. I want you to write down to make an exercise of this. And if you’re actively your client and again, you’re ahead of them, but you have a process, right? This is, that’s a great example. Just because I have a process and just because I’ve been in business for years doesn’t mean I don’t experience those things that like the mom guilt, right? So go through a week in your life and write down every single moment that you experience a thought like that, a guilt trip, a fear, a repeating thought that won’t stop a spiral. If you will write it down as your own self, then I want you to do the same thing. But I want you to do it for your ideal client. If you feel like you’re not fully them. Because ideally you’re not fully fully them. You might have some overlapping thoughts, right? But you’ve, you’ve gone through it because you have a process. So I want you to try to take yourself back to a client. It could be a current client, it could be a, ideally a recent client who signed so that it’s like fresh for them. And I want you to write down a day in their life and try to write down as many micro moments throughout the day that you can. Again, inside, wildly in demand. I’m adding a whole exercise on this. It’s probably going to be in day three, which is the proof points. So we’re going to add it to that. It’s not probably. It is. I just made that decision right now. There you go. And so we’re going to dive deeper into this because you need some to like do it correctly. Need some background. But you, you should know your client a little bit, right? Or, or a lot of it, hopefully. And I want you to really go through what’s a day in the life of them and what are very specific micro moments. And don’t underestimate where your process and where your coaching and service can help them. So that’s one thing I really. Or two things I really want you to do your own experience as well as your ideal clients. And this is where, when you’re executing, when you’re actually going to post this content. I get this all the time. Should it be a real, should it be a carousel? Should it be an email? It should be all of the above. It should be all of the above. Whatever is the easiest for you to execute. I will say what I notice is that these are easier to execute. Usually in a Carousel because you can like do the hook of the moment and then keep them going throughout. That being said, you can totally hook them in with the moment in the carousel text and then do the rest in the caption. 100% email. Pretty simple. Just gonna be all in the email and hook them in with like one of the. The moments or the thought in the. In the subject line. But this was such a huge part of so many of my clients growth lately. I have another client who’s like, she’s averaging a few hundred followers almost every week. She even said, let me bring up the screenshot because I like to have. Oh my gosh. As I brought up my phone, I recorded. I started to record so many videos today because I like my shirt and man, only one of them is really useful. Just one of those days. I was like, no, no fluid thoughts right now. This isn’t, this isn’t good. So over the weekend she said, here we go, here we go, here we go. Got it. Also, I took the entire weekend off. Socials came back to another 500 followers, mainly from a reel I threw up before my weekend off. So again, she knows her client to a T and she does such micro moment messaging, like very specific, like only her ideal client would understand what she’s saying kind of thing. And this is where I want you to test because I remember talking to both her and the other client I’m referencing right now and them both being nervous to do this because it’s so specific. It’s like, oh well, well my. Will this like exclude someone? And it’s like, no, no, no. The person you’re trying to attract, they know what that means. For example, that this one client, I got 500 followers over the weekend. She works with healthcare workers and specifically rad techs. I’m not a rad tech. And so sometimes I’m looking over content, I’m like, I have no idea what that means. Like that term, you. It went wildly viral for her. Another client who helps moms and kids who have ADHD get off Adderall and use supplementation in a different way. And she’ll use certain terms like mthfr. I don’t even know if I’m saying that correctly, but I feel like, I feel like I did because I’ve seen it so many times now. And certain terms that like, I don’t know what that is. I mean, I do now, but I didn’t know what that was when I first heard it. Yet for her person that she’s attracting, wild did so incredibly well so also because social media, because marketing in general is such an experiment. That’s what it is. It’s testing, testing, testing. Okay, this hit. Let’s do more of it. Right? That’s true. You have to go into it like that. There is no right one size fits all. There’s no formula. There’s no, like, oh, my gosh, this is the secret sauce. We’re gonna talk about that in a second. By the way. Tangent I want to go on. So you have to be willing and open to test and not give a crap about how it performs. Like, that’s the key is if you are attached to every single post, oh, my Lord, my friend, you’re gonna have a real tough journey because your emotions are gonna be high. Dopamine hit it. When you do, when you get a post that goes crazy and then majorly low. And I actually just had a client who did her framework post. And framework posts are basically posts where you share your process, you share your framework. They’re not meant to go viral. They’re not meant to get a lot of engagement. Right? They’re. The whole point of it is to pin at the top of your page. When you get new people, they can see your process. They see the proof of your process. The way I format it with my clients. And she was like, oh, man, I didn’t get that much engagement. And then she sent me a dm. She and I talked her through. Hey, that’s not the point of it. It’s not supposed to. Right? It’s not. It’s not meant to get you that. That much traction or engagement. And she said. She sent me a screenshot and she basically said her clicks were over 300% more and her views over a hundred percent more to her website. And. And really the top traffic source was from that post. And so it’s like, oh, look, it did its job. That’s the point of it. It’s not for people to like, I don’t care about likes. We want people to go to your website. We want people to actually buy. We want them to apply. We want them to join your list. Right? And so really, we have to, like, pay attention to what metrics we actually want to measure. Okay, tangent. So write your micro moments, go through those two exercises. And then of course, your first and foremost is go sign up for Wildland Demand. If you’re not next week. Oh my gosh, it’s next week. Next week. That’s wild. It’s so soon. I’m so excited. Also, as this episode is out, I am now 39. I turned 39 on June 14th. So in my last year of my 30s, which is. I can’t believe it. I feel like I’m 20 in some ways. I’m like, I still feel like a child. I’ll look at my boy sometimes, and I’m like, I’m not old enough to have you. I’m like, you’re 39. You’re old enough to have children. I’m like, wait, is it. Can I raise you? Am I qualified to do this? Anywho. Okay, so tangent. I said something about like, the. This is the thing, right? If you hold on to any one tactic in general in marketing as like, the thing, that’s where you’re gonna get really frustrated. So, Jesse Jean’s yap challenge, major success 1.2. If you’re not familiar with what I’m talking about, go to Instagram. Just type in Jesse Jean, J, E S S I J E A N and you will know what I’m talking about. She had a $1.2 million launch of her Yap Challenge program, low ticket offer, and she has over 300,000, maybe 400,000 now followers. And she just started her account in January. Now, I’m not going to go into all the backstory, but she had another business and she built a very successful business from another account, but closed it. Started this over. It’s really like, I highly recommend going and checking out her account. 1. She’s just got great content. She’s awesome. I really like her as a person. And I think she’s just. It’s such a cool. It’s just so cool because she just seems like one of those very genuine, real people, like, I want you to win type of people, so go check it out because it’s just really cool. But the one thing I get nervous about with like, any trend or any, like, anything like this that pops off right, is that people will look at that and go, okay, yap videos equal success. That’s what I have to do now. I think out of anything, not anything, but I do think that yap videos are great to test. I think if you can lean into it, you’ll yap enough that eventually you’ll start to find your flow. So I think out of most things, it’s kind of the best thing to. To experiment with and just kind of throw spaghetti at the wall in a sense. That being said, it’s not gonna be for everyone. And if you are yapping with no end, unless you’re on a podcast like this and go on tangents, it’s different. But if you’re gapping with no real clear point and no end and no clear message and all of those things, if you don’t have a very clear message, you know who you’re talking to, you know what they need to hear to be activated. All of those things. It’s not gonna land just like any tactic won’t. It’s not gonna land if it’s a tr. If you do a try just cause you do trial reels, right? Oh, well, I’ve been doing trial reels. Great. And they haven’t been working. Okay, great. Let’s go look at the actual message of the trial reel. Let’s go actually look at the content. What are you saying? Are you speaking to the ideal clients? Pain points and fears and micro moments like we just talked about? Are you really sharing your edge and why you’re different? You know, all of these things have to be in place for it to start to work. That being said, experimentation and just going and doing it is better than not doing it. So I’d rather you just go and do it than overthink it and make it perfect before you go do it. But I only say that because I just see people do this. I see them cling to one thing. So even these micro moments right Now I will say with micro moments though, you can do a lot with. When you get your micro moments nailed down, you can do yap videos about them, you can do B roll with text about them, you can do a carousel about them, you can do an email about them. Micro moments isn’t a tactic. It’s really a marketing angle that I think is essential. I think everyone has to. It’s mini stories. It’s mini little vignettes that you are sharing that make your client go, oh my gosh, this person’s in my head. They understand me, they get me. I feel seen equals I have more trust equals I’m paying attention equals. Okay, I need to go possibly work with this person. At least find out more about them, right? That’s what you want to happen. That’s the journey you want your person to go on when they get to your page or when they find you. And so no, no matter where you apply that what tactic, I just want you to remember that that’s what you really need to establish and then you can go take it to all the tactics. So I just say that because I see that, I see that happen where people cling on. This is the thing. Oh, this is the secret that I haven’t had. Right? And so when you go to her page and you look at it, realize that, like, she’s not having success just because she’s yapping. It’s how she’s yapping. It’s what she’s yapping about. It’s how she’s talking to people. She’s showing her personality. She’s showing behind the scenes. Take that from it. Not just the fact that yapping is happening, happening. It’s hard to say. Okay, go check her out. I think it was incredible. I just, I love when stuff like this happens because it’s, like, so encouraging, I think for other people, especially because her account was brand new at the beginning of the year. It’s pretty freaking cool. So shout out to Jesse Jean because I think what she did is amazing. So go check it out. After you sign up for Wildly In Demand, of course. I hope this helps you. I want to make the short and sweet and, like, really get you going in the micro moments and start to brainstorm that before we have the event in a week, come say hi to me and happy Post birthday. I am a birthday snob. I love my birthday. I just, I’m not gonna lie. I’m a Gemini. Like, I don’t haven’t met a Gemini who doesn’t like their birthday. And if they say they don’t, they’re l lying. Like, we like our birthday. That’s just how we are. And I’m not going to hide it. I’m not going to hide it. I am who I am. So come wish me a happy birthday. It’ll make me very happy. I’ll see you inside Wildly In Demand next week. Omg. And I hope you have a great rest of your day. All right. Bye, my friend.