ZMOT and Why Printers Should Care About It
The Zero Moment of Truth–or ZMOT–refers to when buyers research products or services before making a purchase. ZMOT occurs during your prospect's buying journey between the initial stimulus (an alert that triggers the prospect's interest or need) and the First Moment of Truth, a term coined by Proctor & Gamble referring to the actual purchase decision. (1)
In the printing industry, ZMOT is the point where the prospect visits your website and compares it to the other 3-5 brands in their recall. Prospects and existing customers are constantly comparing you to their other choices.
At this critical ZMOT stage, how does your company compare to the other 3-5 sites they will visit? This is the most crucial stage of the buying process. It's not about SEO; it's about how they feel about your brand after they have found and engaged with you. Most printers will never be aware of this engagement. Any subsequent contact by the buyer will be because you compared favorably to the other sites.
The buyer's perception is your reality. Brand building content on your website and social media sites is too critical to forgo.
We still have some open territories for our content marketing programs!
(1) Root 3 Marketing
