{% set baseFontFamily = "Open Sans" %} /* Add the font family you wish to use. You may need to import it above. */

{% set headerFontFamily = "Open Sans" %} /* This affects only headers on the site. Add the font family you wish to use. You may need to import it above. */

{% set textColor = "#565656" %} /* This sets the universal color of dark text on the site */

{% set pageCenter = "1100px" %} /* This sets the width of the website */

{% set headerType = "fixed" %} /* To make this a fixed header, change the value to "fixed" - otherwise, set it to "static" */

{% set lightGreyColor = "#f7f7f7" %} /* This affects all grey background sections */

{% set baseFontWeight = "normal" %} /* More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set headerFontWeight = "normal" %} /* For Headers; More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set buttonRadius = '40px' %} /* "0" for square edges, "10px" for rounded edges, "40px" for pill shape; This will change all buttons */

After you have updated your stylesheet, make sure you turn this module off

Zero Moment of Truth (ZMOT) (Glossary Definition)

Success, good news

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.

 

Asking Questions

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.

Use content and context to accelerate the sales cycle and think about aligning that Zero Moment of Truth (ZMOT) with your priorities around revenue growth.

 

Are you using content and context to accelerate your sales cycle? Share your thoughts in the section for comments below.  

To learn more about the Zero Moment of Truth (ZMOT), download our eBook "3 Revenue Growth Opportunities Your Business May Be Missing."

3 Revenue Growth Opportunities Your Business May Be Missing

Topics: Glossary