by Alecia Wright

We are bombarded with ads daily — there is no question.  However, despite marketers’ attempts to reach us, consumers are actually the ones in control.  Find out why here.

What is a zero moment of truth, you might ask?  In 2007 Google coined the term referring to the online research users conduct before making a potential  purchase. [Which, admit it, we all do].

As marketing expert Heidi Cohen puts it, the zero moment of truth is when a prospect recognizes need and goes online to gather information.  What’s tough is that brands must be ready for this moment, without knowing when customers will reach this stage.

So, how can brands be prepared and work smarter to meet their prospective customers’ future needs?

1. Have Content Ready

  • Make sure information about your product or service is readily available across relevant platforms for your target audience.
  • Have a FAQ page on your website.
  • Feature how to use your product on YouTube.
  • If relevant, have social media accounts.

2. Keep Information Simple & Focused

  • If customers are doing the research, this is their first step in the door. They need to see highlights of your product to get informative, concise information.

3. BE ON MOBILE

  • Our cell phones are always with us, and they’re our first reference when we’re seeking for information on the go.
  • In fact, 60% of consumers use mobile exclusively to make purchase decisions.

4. Catch Their Eye – Make it Creative

  • Pique potential customers’ interest by making your website’s design and product stand out in any way you can. After all, you’re competing against other sites just like yours.

How To Draw Them In To Make a Purchase:

*Highlight Your Competitive Edge*

  • How do you stand out amongst your peers? Why should they buy your product out of all possible options?

*Make Customer Experience of Utmost Importance*

  • This can be an overlooked step. Never underestimate the power of a simple, streamlined experience. No one wants to jump through hoops (and several landing pages) to find out important information about a product.
  • If possible, have a CONTACT US feature so potential customers can reach out to you with questions.
  • Listen to customer feedback about how to improve your site, product, whatever. They’re the ones you’re selling to, so give them what they want.

Conclusion:

Moments of Truth are fleeting – you only have so many opportunities and seconds to make a positive impression on a consumer to drive them to the next and most crucial step in the decision process: purchasing.

Hopefully this post makes you think about the last time you paused and thought “I could use that product. I’ll do more research online first.”