8/6/2023 0 Comments Micro moments of truthIf they don’t know where that is, remind them that unlike big business, they talk to their customers regularly. It means that they have to be where their customer is. Reassure them that this doesn’t mean they have to be on Facebook and Pinterest and Twitter and Linkedin and Google+. Talk to the businesses you serve about getting into the conversation online.Being interactive and responsive is more important than having a fancy overpriced website. Urge your clients to turn on and encourage comments on their blogs and social media sites.Every review site has an opportunity for them to “claim” their listing and respond to reviews. Be sure your micro business clients understand about monitoring and managing their reputation online.Teach them to be where their customer is searching online with plenty of good free content and information – it’s called content marketing and it’s vital for ZMOT.4 Ways you can help your micro business owners respond to ZMOT It’s all available in the Zero Moment of Truth toolbox. To help small businesses, Google has created a significant number of ZMOT videos and presentations, and recently came out with the ZMOT Handbook, Ways to Win Shoppers at the Zero Moment of Truth. Realizing that the old fashioned “sales funnel” we marketers used to talk about has been replaced by a decision map that looks more like an airline flight map, those micro business owners must work hard to show up where their customers are looking, online. ZMOT is an encouragement for you to take action. What do potential customers find when they google your clients’ businesses, or their industry in their town or region? Their business success depends more than ever on what their customers are saying about them, and less and less on what they are saying about themselves.īecause of review sites and social media, your micro businesses’ customers have a huge audience for their opinions, and all the slick advertising your client’s are paying for can be flushed away by a silly viral comment.Īll those nice posts on your clients’ Facebook pages don’t hold a candle to a single nasty review that goes unanswered, on a popular review site. How do the micro businesses you serve fare at ZMOT? What all the research behind ZMOT shows us is that marketing and customer relations have dramatically and completely changed. That small business owner may have used a microloan to have that logo designed and those company shirts purchased! He thought he was doing the right thing, and now he needs help getting up to speed about ZMOT.īack to Russ Hennessey and his downed tree… Hennessey went online to research (ZMOT) and couldn’t find any mention of this guy who came to the door in his company shirt, so he chose another company with more social and online authority! Read the story and cringe! The nice guy in the shirt with the company logo who came to his door offering to fix the problem lost out because he LOST the Zero Moment of Truth. In the post Hennessey tells the story about how he chose a business to help him deal with a downed tree that fell across his driveway, taking out his power. In my research I came across a post on Tiny but Mighty by Russ Hennessey called Worth Your Time: The Google Zero Moment Of Truth Report. We’re small and so are our businesses! What could all this possible have to do with us?” “Most of the micro businesses we serve have some kind of website, and we’ve held a few workshops teaching how to use Facebook. ZMOT is the research phase that happens before anyone even gets to the shopping phase or “first moment of truth!” Why ZMOT is something micro businesses and the organizations that serve them should pay attention to. The research they reference shows that the internet and mobile technology has added this new moment of truth. Last year the Google Team identified a new moment of truth they call ZMOT, the Zero Moment of Truth. Procter and Gamble – you know, the soap company – used the phrase, “first moment of truth,” to denote that moment when you are standing in front of the shelf deciding which product to put in your shopping cart. Let me back up and give you a brief history of ZMOT – it’s important to know where this idea came from. It’s another Google brainchild, and for microenterprises, the message is more than interesting it’s a gamechanger. Have you ever heard of ZMOT (The Zero Moment of Truth)? If you’re like most microenterprise development people, probably not, even if your fairly tech savvy. Do Your Micro Businesses Know About The Zero Moment of Truth?
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