How To Win Over a Customer’s Zero Moment Of Truth

schedule 01 Oct 2016

 

by Randi Chiah | Digital Lead, eBusiness at Maxis

 

We use the word ‘second’ extensively in our daily lives without even thinking twice if we are adhering to the brief span of time or moment it represents. For instance, when a colleague asks “When can you mail me the document?”, we often say “in a second.” But we all know that’s not the case.

 

Why Moments Matter

The poor word--seconds--doesn’t always receive the respect it deserves. Well, that might change if we tell you that Google processes over 40,000 search queries every second on an average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. And every such second, that is accompanied by a query, is an immense opportunity for business to build their brand, engage with potential customers and also sell their products. And ‘seconds’ like these are where your customers’ journey to Zero Moment of Truth (ZMOT) begins.

Although the concept of Zero Moment of Truth has been around for quite some time now, but just to refresh your memory let’s revisit the definition. Google defines ZMOT as the point in the buying cycle when the consumer researches a product, often before the seller even knows that the customer exists. So, where’s the catch in the definition? Yes, the second part!

 

Understanding ZMOT

Since the inception of the concept, businesses across the globe have learnt that it is time to change their marketing rulebook. It’s important for businesses--especially the ones trying to make the most of this digital era--to know that ZMOT influences customers on which brand to buy products from, organisations they like engaging with and business they are loyal to.

So, how does a business be on top of a customer’s ZMOT? There are no shortcuts to this. Businesses need to be a step ahead of customers every time they crave for information.

Now let’s imagine this. You sell health insurance online and a potential buyer is thinking of buying one. She is frantically searching for information on what kind of insurance she needs, what is the correct amount to invest, from whom should she buy and things like that. This is the time to impress her with neutral and agnostic content, on health insurance, that are educational in nature. Businesses can use blogs, articles, customer stories, whiteboard videos, infographics and quizzes to engage with buyers and build trust.

Here are three steps that business can follow while trying to win over a customer’s ZMOT

Be Present at the Right Place
According to a Hubspot survey, today 90% of media consumption occurs in front of a screen. The survey also found that modern tech-savvy consumers are using smartphones, tablets, PCs and televisions together to achieve their goals. This multi-screen behavior is quickly becoming the norm, and understanding it is crucial for businesses. Hence, businesses should make sure that the content they are building online to loop in customers should be available on multiple screens.

At the same time businesses should keep in mind that their brand messaging is also consistent across tablets, PCs, mobile and also television, if that applies.

As online shoppers are mostly impulsive buyers, it’s also a good idea to have some sort of a call-to-action on content pieces to make sure you don’t miss an opportunity to sell.

 

Be Present at the Right Moment
Being there at the right moment refers to being present when a customer is seeking for information regarding products or solutions that fall under the umbrella of your business. While doing so, it is important to remember that, the content that is being passed on should be non-branded in order to gain a customer’s trust.

Also, it’s important to analyse the performance of your content. In other words, finding out how clicks (on your content) are turning into sales opportunities.

 

Providing the Right Content

Building appropriate and relevant content is extremely crucial. Even if a business manages to achieve the above two goals, if the content it’s providing is irrelevant to a potential buyer, then all the efforts will go in vain.

So what’s appropriate content? For instance, according to infogr.am blogs, case studies, video and whitepapers are some of the preferred ways to reach out to technology executives. In order to capitalise on a customer’s zero-moment-of truth, businesses can accelerate engagement by using tools like instant e-mails, live chat and how-to videos.

These three are tried and tested ways of winning over a customer’s ZMOT, but they will trigger your organisation to come up with even more innovative ways to tap onto a customer's buying journey. All the best!

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