Exactly how has marketing changed?
Buying decisions are made online. 93% of Shoppers say they’ve used online resources
Before the internet and mobile devices existed, your customers discovered your business pretty simply!
But now People research your business before they enter your front door!
The moment people are making decisions is happening ONLINE. Google calls this the Zero-Moment-Of-Truth. And it’s happening every single day for your business. Source: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/
Since 93% of shoppers say they use online resources and buying decisions are made at the Zero Moment of Truth, how is your marketing performing?
The typical customer journey looks like this…
It still starts with Interest & Awareness. Television, radio ads, billboards aren’t going away completely… but they’re now being supplemented by the digital stimulus. Things like online advertising, email & text marketing, and YouTube video ads.
Question: What things are you currently doing to generate awareness and interest from new & existing clients?
After becoming aware of your business, consumers start discovering more with search.
There are more places than EVER where people are searching for businesses. It’s not just Google either. There are apps, directories, voice search, GPS… lots of places.
Question: Do you know how findable your business is online? What places are you aware of?
After finding your business, consumers see your reviews. In fact, it’s often the first thing showcased in Google search results.
When a consumer uses ratings, reviews, and recommendations to help them compare choices, this affects the Zero Moment of Truth – where they choose which business they’re going to buy from.
Question: What’s your average review score? Do you have any negative reviews that you’re aware of? How have you taken care of them?