Research from the Zero Moment of Truth in Google’s 2011 eBook produced many findings. Perhaps the most important is the lesson that business owners, whether they are focused on B2B or B2C need to be aware of, and ready for the ZMOT.
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.
Below are a few of my top tips to ensure your product or service passes the vital ZMOT test:
- Make sure that the key information relating to your product or service is easily available. Potential clients will be searching for this key information, including service brochures, case studies, and client testimonials to help them arrive at a decision. Potential clients want reviews from your existing clients, not from you.
- Keep optimisation and ‘discoverability’ in mind. At some point most research will start with a simple search engine search, so your website needs to be optimised for SEO on desktop, as well as increasingly mobile, for potential clients to discover your product or service on the go.
Place yourself in the client’s shoes and search for your brand and its reviews as well as opinions on the services and products in your marketplace or industry. This will show what your potential clients will see, and not see, when they are researching into your service or product.
- Don’t forget YouTube as well as Google. Another interesting find in Google’s ZMOT (2011) is that YouTube is the next most popular search engine.
Consumers are increasingly looking for material to guide their decisions and provide more information, with attractive and eye-catching videos emerging as a great way to provide this.
This means for B2B that your digital strategy should really be incorporating business pitches, product demonstrations or virtual tours as well as webinars in order to catch this market.
Rethink your strategy
Accounting for the principles of the Zero Moment of Truth should not have to mean a drastic overhaul of your current marketing strategy, as it is no great shock that people research products or services before they decide to purchase them.
However, it is important that you are aware of the information potential clients will need during this stage, and how easy this journey is for them to access and navigate.
This is essentially knowing what your ideal clients will want and need and how to best manage this experience to ensure that the process is as positive and simple as possible.
For coaching, consulting or advisory businesses a potential client will typically go through the buying process below:
- Experiencing a business ‘pain’ or have a business ‘need’ and seeking a resolution to this.
- Research either online and/or asking their network for ideas.
- Initial contact is made; a conversation occurs.
- A next step suggestion is made for trialling your business in a way that has low perceived risk for them but gives value and leaves a positive impression to be able to build confidence in proceeding to the next stage of the journey with you.
- If expectations are met or exceeded then move to the next stage for a larger engagement, resulting in them engaging with your core business offering.
It is not often that a potential client who is unknown to you and has no prior built rapport or trust will spend great sums of money without first building these relationships. This process takes longer the greater the price of your core offering.
About the Author
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. You can get a free preview of his book here.