Zero Moment of Truth – What it means for your business and how to win it
The phrase Zero Moment of Truth may not mean anything to you. But, if you want to stay in the game it’s something we all need to be aware of.
I want you to imagine that you’ve just decided you need a new hoover. Yours has finally given up the ghost (must be all the dog hair) and you were never that impressed with it anyway, so you know you definitely want to look for something different.
What’s the first thing you’re going to do? Are you going to jump straight in your car, take an afternoon out of your busy schedule and visit all the appliance centres in your nearest town?
My guess is probably not. What I think you’ll do is wait until the kids are in bed and you’re settling with a nice glass of vin rouge and head to Google.
I bet you’ll type in things like, ‘best hoover for dog hair’, ‘most powerful hoover’ or perhaps ‘cylinder vs upright hoover’. By the way, to grab the attention of people who search for these types of term see this article on the Big 5.
You’ll start to research and explore all the different options available to you. At some point, you’ll probably start to feel a little bit overwhelmed by all the options – you may even see some conflicting information and start to feel a bit lost.
But while you’ve been doing all this ‘Googling’ you’ve come across a website that seems to address all the different questions you’ve been typing in. They’ve written an unbiased blog post on the pros and cons of upright and cylinder hoovers. They’ve also written one on the top 5 hoovers for households with pets.
What you now don’t know about hoovers is, frankly, not worth knowing, you know exactly which make and model you want and you feel such confidence in this particular company that you order it from them online.
This my friend is content marketing in action.
So what is the Zero Moment of Truth (ZMOT) and where does it fit into all this?
The Zero Moment of Truth is the process that you’re going through above when you’re researching your next hoover.
The phrase ZMOT is what Google describes as ‘the moment in the buying process when the consumer researches a product prior to purchase’.
It’s called the Zero Moment of Truth because the first moment of truth is the point at which the consumer makes the decision to make a purchase. The second moment of truth is the experience that they have after buying the product/service.
The important thing to remember here is that the Zero Moment of Truth occurs often before the you – the seller – even know that they exist.
Are you giving yourself chance to found by your potential clients in their Zero Moment of Truth?
When people are researching products you offer, or looking for solutions that you can help with online, are you going to show up in their search? If you don’t have a blog or website content which is geared towards helping people with their problems and questions, the likelihood is not in your favour.
If you do have a blog, are you producing the type of content that people want to consume when they’re in this ‘research phase’? People who are researching online are particularly interested in customer testimonials, case studies and buyers guides and ebooks. It’s important that people can find unbiased reviews in order to have confidence to buy from a particular company.
Remember that if people don’t find you, they won’t buy from you. It’s as simple as that.
“If you’re available at the Zero Moment of Truth, your customers will find you at the very moment they’re thinking about buying, and also when they’re thinking about thinking about buying.” (ZMOT, 2011)
Search Engine Optimisation is key being found in the Zero Moment of Truth
Search engine optimisation is a crucial part of being found in the Zero Moment of Truth.
Of course you have to produce the type of content that people want to consume when they’re researching and looking for answers to their questions, but you also have to give that content the very best chance to be found in search by optimising it.
Be mindful of the desktop and mobile versions of your site as so many of carry out this kind of fact-finding on the go, more than likely using our mobiles.
Try searching (in an incognito window) for your brand, reviews of your brand, and opinions on the best product/service in your industry and see if you are visible.
You can read more about the Zero Moment of Truth here.