Monday, 20 October 2014

4 Ways ZMOT Can Help Your Small Business

Most entrepreneurs and small business owners are so busy working in their day-to-day business that they don’t have the time or knowledge needed to do the branding and marketing required to build their business. However, understanding and implementing modern marketing techniques can make a big impact on your marketing productivity and effectiveness, the growth of your small business, and ultimately, your bottom line.

The Zero Moment of Truth (ZMOT) is a relatively new marketing model developed by Google that can help you, as a small business owner, improve your marketing strategy. ZMOT is the moment of informing, educating and reaching customers before they decide to purchase.  For example, when consumers hear about your business, the first thing they will do is look for information online before even considering to visit. Therefore, you have to be relentless about providing consumers with straight-to-the-point, engaging information that will peak their interest in your business. Now, how exactly can you do this? Here are 4 tips that can help you take complete advantage of ZMOT for your small business.

1. Website
The first place a consumer will visit during the ZMOT is probably your website. Set up a website that is visually appealing and includes videos and graphics. Too much text on a page can drive visitors away so be sure to describe the nutshell of your business in just a sentence or two.

2. Social Media
Make sure that your small business has the maximum online exposure on the right social media platforms such as Facebook, Instagram, Pinterest and Twitter. In ZMOT, these places are usually visited after your website to get an idea of how you interact with customers and the community.

3. Video
Consumers hardly ever want to read paragraph after paragraph about your business. You can increase the chances of visitor staying on your site longer if you include a brief 1-2 minute video about what your business is and what you sell. According to the Online Publishers Association, 80% of Internet users recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took some action after viewing the ad.

4. Maintenance
This is probably the most important part of ZMOT. Once you have the right information available on the right platforms, it is crucial to maintain them updated and accurate. Unfortunately, small business owners are often too busy and fail to stay relevant. Outdated websites, Facebook pages without engagement or YouTube accounts without videos are prime examples of not taking advantage of ZMOT.  When consumers encounter vague online pages, they are more likely to become disinterested in the product or service, and start looking for alternatives. Don’t let this happen to you! Develop a marketing strategy and be consistent on its execution.

Takeaway: All in all, ZMOT is the first point of contact between a consumer and your business. Be sure to take advantage of this moment by providing consumers with quality information in engaging formats. Are you already implementing these ZMOT strategies in your marketing strategy? If not, go on and give it a try! I will leave you with this video of a real-life small business owner sharing her ZMOT experience.

Do you think ZMOT is an accurate marketing model? Which of these four steps do you find the hardest to implement? Let me know in the comments below! 


  1. How informative! Love it!! Great job Brojo:)

    1. I'm glad that you found it informative. Thank you for reading and leaving a comment, Brenda!