I am assuming you have heard of the term Word of Mouth … you’ve possibly even said that you get your work that way …
But have you heard of ZMOT?
ZMOT stands for Zero Moment of Truth, a concept introduced by Google to describe how consumer behaviour has changed in the digital age.
Traditionally, the buying journey started with a trigger:
“My car has broken down.”
“I’ve run out of toothpaste.”
“I need a new bathroom.”
“I want to book a holiday.”
“I need business advice.”
Or perhaps someone says:
“You should speak to X – they’ll be able to help you.”
In the traditional model, the next step would be to speak to a salesperson, visit a shop, or review the information on the packaging. This was known as the First Moment of Truth.
The Second Moment of Truth came when you experienced the product or service for yourself – perhaps through a test drive, using the product, or when the tradesperson arrived to carry out the work.
Today, however, something important happens between the trigger and that first conversation.
What is the first thing most people do?
They Google it.
Whether they’re researching a product, a company, or a recommendation they’ve received, they’re looking for reassurance. They’re building trust and credibility before deciding what to do next.
In many cases, people can research so extensively online that by the time they speak to a salesperson, adviser, or tradesperson, they already have a strong understanding of the features, benefits, options, and alternatives available.
And they aren’t just looking at your website or social media channels.
They’re checking reviews. Looking for testimonials. Searching for third-party mentions. Reading articles. Looking for evidence that others trust you and that you genuinely know your subject.
Imagine that, while researching your business, a prospective customer discovers you through a platform that celebrates local communities and uses advertising revenue to help fund opportunities for charities and non-profit organisations.
Rather than simply seeing another advert, they see a business that is contributing to something positive. That can create an additional layer of trust and goodwill before they’ve even made contact.
This is where Work Rest or Play can help.
If much of your business comes through word of mouth, having a strong online presence helps reinforce those recommendations and convert interest into enquiries.
Alongside directory listings and product pages in the Virtual High Street, we provide a news section where you can share updates, success stories, industry insights, and thought leadership content. (We also have a Local Calendar and use Social Media to communicate messages).
Even if people don’t click through, seeing your business featured by a trusted and credible third-party platform can help reinforce confidence and credibility.
All of this helps prospective customers build confidence in your expertise, reassures them that you’re capable of delivering what you promise, and reduces the perceived risk of choosing your organisation.
And that’s just what happens on the surface.
There are many ways this content marketing platform and Social Value generator can help create the positive online signals that strengthen recommendations and build trust.
In short, when someone hears about you through word of mouth, we help ensure they find the trust signals they’re looking for when they search online.
Get in touch to discover how we can tailor our support to your specific goals and objectives.
Let’s arrange a time to chat it over! In a no obligation, unsalesy way.