What Is ZMOT? Winning the Zero Moment of Truth

What Is ZMOT? Winning the Zero Moment of Truth


ZMOT Zero Moment of Truth

Zero Moment of Truth

During a past  S.M.A.R.T. Group meeting, Christopher Porter mentioned a book that he was reading, ZMOT, Winning the Zero Moment of Truth by Jim Lecinski of Google.  I downloaded the free book on my Kindle over the weekend.  I found it extremely helpful and have been incorporating its suggestions into my social media and search engine optimization strategy.  I highly recommend it!  Here is a brief summary that will give you an idea of what you will learn.

“ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (boyfriend) you’re thinking about trying or buying.”

“Are you winning the Zero Moment of Truth?”  You want the consumers that are looking for your type of product or service to find you when they search.   Here are seven smart ways outlined in the book to start winning at ZMOT:

  1.  Put someone in charge—One person needs to be responsible and empowered, as well as have a budget.  In other words, one person needs to be thinking about this all of the time.
  2. Find your zero moments – How do people search for your product?  Google Keyword Tool is an excellent beginning to find the search terms people might use to search your product.
  3. Answer the questions people are asking – First you have to know what interests people.  Some sources are:  Google Trends (what searches are hot now) and Insights for Search (more detail), WebTrends, Adobe’s Omniture, Google Analytics.  If you are answering the right questions, your bounce rate will be under 30%.
  4. Optimize for ZMOT
  5. Be Fast!  Current topics and interests move fast in today’s world.  Be aware of what is going on and how it relates to your product or service.
  6. Don’t Forget Video!  YouTube is the second highest used search engine. .  Videos are easy to share.  Highest drawing videos are:  1)product showcases and demos and 2) how-to’s and expert advice
  7. Jump In! “Showing up is 80% of life.” Woody Allen

This should be enough of a summary to help you decide whether you should read the book.   Comments?

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