Learn how to leverage the Zero Moment of Truth (ZMOT) to boost your company's digital marketing strategy.
Using digital marketing strategies at the ZMOT (Zero Moment of Truth) — the moment when a consumer researches a product online before buying it — gives your company a competitive edge. This ensures your business is present to solve a consumer's problem quickly, which is something not everyone is doing today.
Understanding ZMOT
The Zero Moment of Truth is a new consumer behavior where, instead of just receiving a stimulus and going to the store to experience the product, consumers now research information about the merchandise before purchasing it. It's crucial for your company to capture this moment by providing the data they are searching for.
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1. Don’t Forget Videos
An enormous part of the ZMOT is visual, especially with the widespread use of smartphones. People prefer to watch and listen to content rather than read it. Therefore, your company must be ready with videos that answer consumers' questions, regardless of the industry. Surprisingly, many people watch videos on seemingly dull subjects like semiconductors or cement, so create useful content.
These are the types of videos consumers often search for:
Product demonstrations and presentations
Instructions and expert advice
If your business is B2B, also consider:
Case studies
Leadership insights
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2. Answer the Questions People Are Asking
Have you ever searched for information and only found ads that didn't answer your question? For example, you type "what are the ingredients in dog food" and get only promotional content about discounts from a specific brand. This is a ZMOT failure. To overcome this, a pet food company needs nutritional information on their site. This not only answers the consumer's question but also creates a bond with them, leaving room to offer a discount, potentially leading to a sale.
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3. Identify Your Zero Moments
To identify your Zero Moments, assign a professional to handle the ZMOT. This person will research the questions consumers are asking online and create content to address them.
Your team needs to understand precisely how consumers search for your product. Start by typing your product or service name into Google and see the related searches. This shows how a client would look for your offerings, revealing ZMOT hooks, future video themes, and blog content ideas. It's a simple yet effective action.
To dive deeper into related terms, use the Google Keyword Planner. This tool highlights the essential keywords for your business plan, provides bid estimates, shows search frequency, and compares volume over time. Always consider your target audience and persona when conducting these searches. The more focused the research, the more engaging your marketing content will be.
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4. Optimize for ZMOT
Are you paying attention to how your customers talk about your company? Are you creating engaging and shareable content? If you have a physical store, are you using products like FourSquare and Google Places? Only if all your answers are "yes" will your company succeed at ZMOT.
Before addressing these questions, consider how your website appears on mobile devices. If users need to click through multiple items and constantly zoom in, the mobile version is flawed. Optimize this aspect and track mobile access separately from other campaigns, as mobile campaigns perform 11.5% better on average than hybrid desktop-mobile campaigns, according to the ZMOT book.
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5. Be Quick
You can’t rely on a classic yearly marketing plan with launches scheduled 12 months in advance if you want to win clients with ZMOT. Be quicker and more flexible. The consumer stimulus may come from your ad, but often it won't. Stimuli arise from news, public issues, or even a competitor's ad. Your company must adapt swiftly and have a high presence when consumers search online.
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If you liked these tips and want to use ZMOT for your company's products and services, do your digital marketing with Bendita Filmes! We create the content your clients are looking for.
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