You may have never heard of Zero Moment of Truth and then again maybe you have. Although it was coined a few years ago, it’s being tossed around today like it’s some kind of incredible breakthrough. Kudos to you either way.
ZMOT refers to the idea that consumers of your product will find your product when they need it the most.
I found a great slide from Google defining ZMOT:
So that’s great and all – now that you understand what it is – let’s talk about how to “Win” it. (you’ll also hear that bantered about in conjunction with ZMOT)
Step One: Make sure you are found in Google. That means having a properly built website, one that is regularly indexed by Google.
Step Two: Write quality and compelling content directly aimed at the next client.
Step Three: Provide that client with relevant Call to Action.
CONGRATS! YOU JUST WON ZMOT!
Let’s back up a step or three. Just being online with a popup doesn’t win ZMOT.
See that 70% factoid in red? The keyword there is Product Reviews. For most of the business sites I build that means personal reviews, as in “I hired Mike and he was _____”. Does your site have Reviews? What about other sites? A Google search might not show your website, it might show Linkedin as a top result. Does your Linkedin profile have ‘Recommendations’?
How about that second factoid in blue? 79% use a smartphone? Do you think it might be important that your site renders well in mobile? Is your site Mobile Responsive? It better be. Google has already said it’s demoting sites in their rankings that are not mobile friendly. How about another little factoid – this 79% number comes from a report dated 2011. Might you think it has gone up a little since then? Yeah, me too!
As for the green 83% fact – nothing to worry about here as you don’t run TV ads, right? How about Facebook Ads? Google Adsense? I guess it might apply to you if that’s the case.
IF YOU REALLY WANT TO WIN THE ZMOT…
You better make sure you have reviews here, there and everywhere they might look.
You better have a Mobile Responsive website, with great SEO and calls to action.
Want a super duper bonus tip that would really help you in todays ZMOT world?
Have a properly built FAQ on your site, one that starts with the same question the Mom in the Minivan asks Siri. That question is the title of the FAQ. You’ll also want to create a xml sitemap of these FAQs and submit them to Google for indexing.
Mom asks Siri > Siri finds your FAQ > Mom reads your FAQ, looks at Reviews, sees your Call to Action and now you’ve won the ZMOT. (pat yourself on the back) 🙂
* Yes this works for real estate too. Just put on your thinking caps.
He's an avid hockey fan, rides a mountain bike, sometimes rides a road bike, has a few motorcycles (he had a really fast one, bought a cool orange one, rode a really slow one, and wants a really small one). If that isn't enough, he makes cheese and sourdough bread, loves strong beer and good red wine, and poorly plays the Mandolin.