Three Ways to Apply Google’s Zero Moment of Truth (ZMOT) to Your Accounting Firm’s Marketing Strategy

In 2005 Proctor & Gamble coined the term “First Moment of Truth” (FMOT) to describe the interaction between consumers and products on a store shelf. FMOT referred to the initial few seconds a consumer spent with a product in person, deciding whether or not it was something he or she wanted to purchase, and was considered to be a very crucial moment for marketing and brand messaging.

And although FMOT interactions still take place and are still critical moments, an even more important interaction is taking place between consumers and brands, before FMOT even has the chance to occur – a concept Google refers to as the “Zero Moment of Truth,” or ZMOT.

In a recently released eBook, “Winning the Moment of Truth,” Google’s managing director of U.S. sales and service, Jim Lecinski, explains how, with the proliferation of Internet use, particularly via mobile devices and tablets, another step needs to be added to the traditional three-step process of stimulus, shelf and experience. That additional step is ZMOT, defined as the moment when a consumer begins the process of seeking out information about a product or service.

Before the Internet existed, the process went something like this:

1. Woman sees ad on television for a new laundry detergent. (Stimulus)
2. Woman goes to the store and sees the product on the shelf. (FMOT)
3. Woman buys product, takes it home and uses it to wash a load of laundry. (Second Moment of Truth – or SMOT)

Today, that process is a bit different.

Consider the example we just used. The television commercial still acts as the stimulus – it creates awareness and interest. But now, instead of the next interaction between customer and brand occurring at the store, it occurs when mom opens her laptop or pulls out her Smartphone and types the name of the detergent into a search engine.

That’s ZMOT – the moment a consumer accesses a plethora of online resources, including product reviews, blog posts from people who have tried the detergent, videos from the manufacturer about why the detergent is unique and efficient, product coupons, and any other type of information available in digital form. It’s the moment a consumer decides if the product is really worth checking out at the store, or, more importantly, whether or not to buy it.

Tina Sharkey, chairman and global president of BabyCenter, says in Google’s eBook: “You’ll see the same thing happen whether the topic is the Tooth Fairy or accounting software for a 20,000-person corporation. People look for others who have been in the same situation as they are now. They know that fellow consumers (unlike advertisers) aren’t trying to sell them something.”

What does ZMOT mean for your accounting firm?

How can you take advantage of ZMOT and use that initial opportunity to promote your accounting services to potential clients searching the web for a solution to their needs? The answer is fairly simple: be present and relevant. We’re not just talking about search engine optimization or running Google AdWords – we’re talking about creating a digital presence that answers questions you anticipate your target audience asking.

Here are three things you can do to make sure your accounting firm wins at ZMOT.

1. Create a short video.

Develop a short (1 – 2 minute) video for your accounting firm’s website. Not only will creating a video improve your organic search engine ranking, but it’s a great way to be present at ZMOT. Use the video to introduce prospective clients to some of your accounting firm staff. Let them explain in their own words why your firm is unique and what sets it apart from other accounting firms. Explain what you do differently for your clients and list the reasons they should choose your firm. Allowing your potential customers to make a connection with your staff helps to establish a preliminary relationship and will develop loyalty with your firm.

2. Institute a corporate message board.

There’s no better testimonial than a client who loves your accounting firm and is able to clearly articulate why. Creating a message board for your website and allowing clients to ask questions, start discussions and provide feedback of your services, allows prospective client to view honest opinions about your firm from real people who want to provide helpful information to others, and not trying to sell them anything. It’s also a way for you to interact with your target audience in an honest, constructive way.

3.) Establish a social presence online.

Google’s 2011 ZMOT study found that “37 percent of shoppers found online social sources to be an influential driver when making decisions. That was up from 19 percent in 2010 – nearly doubling in one year.” The top online social activities among shoppers included finding online referrals from friends, seeing the brand mentioned on a social networking site, becoming a fan/follower of a brand, and reading a blog that discussed the product. Making sure your firm has a solid social online presence will ensure your firm is in the places where your potential clients are most likely to seek out information about you.