Whether people are shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. Today, we’re all digital explorers seeking out online ratings, peer reviews, videos, and in-depth product details as we move down the path to purchase. That’s the premise of the new ebook titled Zero Moment of Truth (ZMOT) by Jim Lecinski, Managing Director at Google.
The zero moment of truth is the activity of a search on Google or someone reaching out to their social networks to get answers about brands, products or services. For example, will it work? What else do I need to know? Or, is this the best choice for me?
Lecinski acknowledges that ZMOT is still a fairly new concept and provides these seven keys to taking better advantage of the ZMOT for your brand:
ZMOT #1 – Someone should be in charge of the zero moment of truth.
Identify an employee in your company who gets the concept and is close to the customer (maybe someone in customer service already) and have them take on responsibility for how your brand is planning for and capitalizing on ZMOT.
ZMOT #2 – Find zero moments in your category.
You can use the Google autofill search function on Google.com to put in your brand name or category and see what the suggested search autofills are. The results should begin to help you understand how people are searching for your brand or category. Be sure to log out of Google before you do this so your own history doesn’t skew the results.
ZMOT #3 – Provide answers to questions.
Once you understand how people search for you and your category in the ZMOT, make sure you show up in searches and provide answers to people’s queries during the ZMOT. The Google keyword tool will help you understand the volume of the searches that appear. Google has made changes in it search algorithm to rank reviews high, especially from within your social network high along with adding the +1 function to indicate worthwhile information.
ZMOT #4 – Optimize your ZMOT.
It’s important to know where the ZMOT is taking place. Lecinski states that less than 25% of B2B websites are optimized for mobile devices and mobile may be where the search is taking place.
ZMOT #5 – Be Quick.
Potential buyers will react to wildcard stimuli e.g. a mention on TV show or an online article which can trigger the ZMOT search. Even though a brand can’t often plan for these stimuli, you need to be ready when it happens so people find what they need. Lecinski advises calls-to-action in offline communications that point potential buyers to the ZMOT online.
ZMOT #6 – Video is crucial.
There is much data that shows the importance of video in buying decisions. A brand can provide answers to a whole variety of questions on YouTube and video placed on a brand website. Add real-life testimonials and case studies to the video mix.
ZMOT #7 – Jump In.
ZMOT is a new concept but there are best practices. The right strategies are still being defined and understood, but it’s critical to get started to give your brand a competitive edge.
Download the Zero Moment of Truth.
