The Zero Moment of Truth is a term coined by Google in its 2011 ZMOT eBook. It claimed: “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.”
Here are some top tips to ensure your service or product passes the important Zero Moment of Truth test:
1) Ensure as much relevant information as possible about your service or product is freely available. Clients will be actively looking for case studies, service brochures and client testimonials to inform their decisions. They want reviews that come from your existing clients, not from you directly.
2) Focus on your discoverability. Most research will start from a simple online Google search either on a computer or phone, so it is important your website is optimised for SEO on both desktop and phone to improve your discoverability. Start by searching your brand on Google, finding opinions on the best service or product in your marketplace/industry and looking for reviews of your brand. This will inform you directly of what any potential clients will see (or will not see) when they are researching into your service or product.
3) Do not underestimate video content, especially considering that YouTube is the second most popular search engine around. Consumers are after attractive, simple information that stands out and helps inform their decisions. For a B2B this means business pitches, video testimonials, product tours or demonstrations and webinars should be part of your digital strategy.
Creating an effective strategy to account for the principles of the Zero Moment of Truth should not drastically alter your existing marketing strategy, as we already know that people often research the products they are going to buy or services they are going to use before they do so. But it is vital that you know what kind of information potential clients need during this process, and how easy it is for them to access. It’s all about the client journey. This is about knowing the wants and needs of your ideal clients and ensuring that the buying process you take them on is completely aligned with it.
For a coaching, consulting or advisory business a potential client will typically go through the following buying process:
1) Experiencing a business ‘pain’ or have a business ‘need’ and are seeking a solution to it. 2) Research either online and/or asking their network for suggestions. 3) Initial contact is made; a conversation takes place. 4) A next step suggestion is made for trialing your business in a way that has low perceived risk for them but delivers value and leaves a positive impression to build their confidence in proceeding to the next stage and continuing their journey with you. 5) If expectations are met or exceeded then move to the next stage for a larger engagement, hopefully resulting in them engaging with your core business offering.
It is rare that a potential customer who is unknown to you will spend large sums of money without going through a thorough familiarisation process to help build trust and a rapport. The higher the price of your core offering, the longer the process tends to take.
Kelly Clifford is a profit specialist and the author of ‘The Profitable Professional’. He is the founder of Profit in Focus and on a mission to help businesses to profitably THRIVE. Get a FREE preview of his book Image:Shutterstock
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