The Zero Moment of Truth (ZMOT) is an idea that was first popularized by Google a couple of years back. Now that we live in a digital-first world, what people find when they look up your company on search engines and social media is what essentially defines your company.
Your brand is no longer what you say it is. Your brand is the collective wisdom of what potential stakeholders find out about your company when they look for answers in search engines and on social media. It’s the Internet’s opinion of what makes your company tick.
People are doing tons of research on search engines and social media before they ever get to you. Think about any question that you're ever asked in person, on the phone, by email, on social media, or at a conference. If that question is being asked by one of your core buyer personas, the ideal type of client you want to do business with, there's an excellent chance someone else is going to look to Google, Bing, Facebook, Twitter, or Linkedin for an answer to the exact same question.
So, is it a priority when a person who matches your buyer persona asks a question? Do you want that person to find their answer on a competitor's website? Or do you want them to find an asset on your website that addresses their question, provides helpful advice, tips, and best practices -- essentially grabbing them by the virtual shirt collar!
Wow, This is Good Stuff
So what do they say? “Wow, this is good stuff! I've been looking for something just like this for hours. I can't believe I finally found the answer to my question. Who are these folks? What do they do and what else do they have to say?”
And when you get that deep, visceral, emotional reaction, you know you've got their attention. They stick around long enough to notice that there's an ebook that goes into the topic they’re researching in more detail. And they think, “Yeah, I'll tell them who I am and in return for access to an ebook, because they've really impressed the heck out of me so far.”
The Bottom Line
If your company wants to thrive in a world that's governed by the Zero Moment of Truth (ZMOT), it's critical that you make a concerted decision to differentiate, be seen as a thought leader, and improve your competitive positioning.
Are you using content and context to accelerate your sales cycle? Share your thoughts in the section for comments below.
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