5 Digital Marketing Tips for your small business to win Google’s Zero Moment of Truth game
80 per cent of today’s shoppers do online research before buying the product. Is your Digital Marketing presence fit for that challenge? 5 steps on how to stand out – or lose badly if you don’t!
ZMOT, What?
But first things first. ZMOT, or the Zero Moment of Truth. Just another wannabe important marketing buzzword, you might think. Advertainment, freemium, gamification, disruptors and now ZMOT. But ZMOT matters and here is why: The Zero Moment of Truth model is a phenomenon that was introduced by Google. It defines the moment when the consumer has a need that he or she wants to find out more about using an online search. So, when an online search is made for your services or products near your store, you must appear at the top and persuade with a strong Digital Marketing presence. Here is how:
1. Content strategy
You need to be aware of what you are doing, why you are doing it and especially for whom. Focus on translating your business goal into a plan which uses content as a primary source of reaching these objectives. When doing that, always be aware of who you are trying to reach and how you can reach them – creating a brand persona can help.
2. Search engine optimization – SEO
Google only loves you when everyone else loves you first.
Wendy Piersall
The best content strategy is useless when nobody can find you. Your search engine optimization needs to be on fleek! How do potential customers interact with search engines? You want to improve the quantity and quality of traffic to your website by optimizing your online content. The best part is – it’s free. So, on your mark, get set, optimize!
3. Reviews – 5 stars for the win
Yes, your business is great, you’ve said that on your web page already. But now, we also want to hear that from a third independent party – your customers! Adding online reviews is the perfect way to deliver additional information to confused customers. Furthermore, it helps them find reviews that reinforce their opinion and get to a decision. So, showcase the feedback from your customers on your social channels, encourage customers to share good experiences they’ve had with your company and leverage reviews in search to improve your visibility.
4. What matters is your brand
The eternal vastness of the internet is drowning in bad content. You need quality content! Be informative, entertaining, engaging, inspiring. Tell a story about your brand. Why are you special? Stand out from the crowd!
5. Evaluate
Congratulations, you just got your first campaign right! Unfortunately, that does not mean that you will do everything right in the future. Keep a close eye on your analytics. Investigate what worked and what didn’t. And just because it worked once it does not always have to work. Keep an eagle eye on your brand persona and adapt your ZMOT strategy when necessary.
Storytime
Finally, a fairy tale. Once upon a time, there was a customer who walked into a store and browsed the shelves unprepared. A friendly salesperson helped him to narrow down his choices and select the right product. The customer bought it, brought it home and showed it to his friends. And they all lived happily ever after. What my little, exaggerated excursion into the world of fairy tales should make clear is that this era is over. People inform themselves about products and services and with these simple steps your small business will be ahead – find your Zero Moment of Truth.
References
https://www.pardot.com/blog/the-zero-moment-of-truth-what-is-it-why-should-you-care/
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