Why does the zero moment of truth matter?

In 2014, Google said that in the span of a single month it answers over 100 billion searches.

Every one of those searches could be a potential opportunity for a business to win a new client or sell another product.

And with the number of people having access to the Internet increasing, that 2014 figure should be even larger now.

With the Internet at our fingertips 24 hours a day, it has become our go-to when we need advice or answers. If we want to know the best place in Italy to visit with kids or which is the most durable suitcase on the market, we can simply type it in the search box.

But how do you position your business to appear in the right set of results and what is the zero moment of truth (ZMOT)?

What is the zero moment of truth?

The ZMOT refers to the point in the buying cycle when the consumer researches a product.

This person may already be known to you because they signed up to a newsletter or they follow you on social media. But they might be someone completely new.

Having the Internet so readily available has undoubtedly changed the way we shop.

No more do we have to walk around multiple shops looking for the same product and the best price or spend hours looking for something that can’t be found. We can search online and scroll down a page to help us decide where to buy. We can research which product or service will best suit our needs and even discover if it has a good track record of helping others.

But why is the ZMOT so important and how do businesses make it work in their favour?

Do you need to change your marketing strategy?

No complete change is needed here. But you’ll have to make sure that the information consumers need in order to make a buying decision exists.

It also needs to be easy to find and access. How do you do that? Take a look at these top tips below:

  1. Understand what matters to your potential consumers

Do you know what is keeping your customers up at night? If not, then it’s time to try to find out. Use search engines and put yourself in your customer’s shoes. What would you want to know?

If you’re a beautician or a hairdresser, do you know the most frequently searched for hairstyles and the latest research on how to avoid crow’s feet? Do you know why people may put off visiting you? Is it affordability of treatments or available time etc?

It’s not a quick job, but it’s an important one. Once you have a better understanding of what matters to your audience, you can provide the answers across the marketing mix.

  1. Be there when they need you

If you want to be there for your potential customers, it means having a website that works on mobile. It also means having a website that is SEO compatible. If someone is researching local dog grooming options, you want to make sure that you are not too low down on the list. Most people will click on options from the first page of the search engine results.

YouTube is the second most popular social media platform and the second largest search engine, behind Google. So, having available video content is also important. If you don’t have a presence there, then one or more of your competitors certainly will.

  1. Keep your customers happy

As part of their research, people will look for customer feedback and reviews. Your job is to provide great customer service and build good customer relationships. Happy customers are more likely to write reviews for you, and they’re more likely to be positive.

  1. Share what you know

People want to buy from an expert, so make sure you share your expert knowledge in your marketing content. It can be blogs, your website, emails and social media posts. Remember to think about what is bringing your potential customers to you. What question do they need answering? What problem are they trying to solve? Give them relevant content.

  1. Don’t ignore the analytics

If you know how people are finding your website, it can help you to target at the ZMOT.

Google Analytics, for example, will show you where people are finding your website. The most common source might be a trade website or a search engine or it might be that people are coming through to your website from a local directory.

Once you have this information, you can decide if investing more marketing efforts so that you have a bigger presence on these sites is worth it.

Don’t forget you still need to make a sale!

Now, getting this far is already a great achievement.

You’ve provided potential customers with the right content in an accessible way and they are now moving to the next step in the buying process. But when they make that call to you or email you asking for more information, you still need to be top of your game.

Most potential customers should be very interested in using your product or service but they haven’t actually signed on the dotted line.

Providing them with a good customer experience is still important here if you want to avoid them choosing a competitor rather than you.

Did you know that an accountant can give business advice?

Your accountant is likely to have a good level of business insight which could be a valuable part of your research into potential customer needs.

Keep in contact with your accountant regularly as they will be able to advise you on which areas to cut back on or show you the parts of your business with new growth potential.

We love helping businesses young and old to reach their growth potential.

Come and see us at one of our offices in ChelmsfordCheamWansteadSaffron Walden and London City  or give us a call.

Join The Conversation
Member of the Legal Services Guild
Sign up for our Newsletter