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Web presence&zeromoment
1. Your Web Presence StrategyGet & Keep More Customers Online Presented by Ryan Jack Internet Marketing Consultant
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3. Your Customer is Being Digitized and SO is Your Business Build Presence Acquire Customers Retain Customers Manage Reputation & Engage 10 Years Ago 3yrs Ago Today & Future
5. A Zero Moment of Truth is: A A BUSY MOM IN A MINIVAN, looking up summer camp options on her mobile phone as she waits to pick up her son at school AN OFFICE MANAGER AT HER DESK, comparing laser printer prices and ink cartridge costs before heading to the office supply store A STUDENT IN A CAFÉ, scanning user ratings and reviews while looking for a restaurant for his graduation party A WINTER SPORTS FAN IN A SKI STORE , pulling out mobile phone to look at a video review of snowboards A DAD SITTING AT HOME searching the web for to learn more rebate programs for energy efficient windows
13. 8 Steps to manage your web presence that are free Google your business.. Add the words “best,” & “review”. What does it say? (Based on what it says will somebody buy your product, can they even find you? This is the new digital shelf) Claim and customize your map listings( Google Places, Bing & Yahoo business listings, Manta, CitySearch, Merchant Circle, any associations) Claim dedicated review sites. Monitor reviews. How does your brand appear? (Yelp, Angies List, Epinions, Consumer Search, BBB, Trust Link) Set up content channels & social pages ( Youtube, Picasa, metacafe, vimeoslideshare,Facebook, Twitter, Linkedin) Consistently Create content to answer questions. (ask yourself why would someone follow my page? Original & Interesting, Unique discounts, offers & special , tag content to maximize search discovery , don’t forget video) Determine what your Zero Moments are.. ( use google tools to determine search volumes, keywords etc) Integrate social into your business & ask for the invite ( b.cards, marketing materials, website, storefront , pos, QR codes, receipts, existing advertising) Speed beats perfection. So jump in.
14. 8 steps to ensure engagement at the Zero Moment Paid Search/ PPC advertising* (Control your message , pull advertising) Utilize remarketing technology, stay in front of web traffic. Enable 24/7 live chat technology on your website to increase lead capture Display & social media advertising (Target behaviors and demos) Utilize a content marketing /social media service or technology Create videos to promote your business ( tag properly) Target customers based on prior intent: keyword retargeting Incorporate Email Marketing as a touch point
15. For more information Visit : www.zeromomentoftruth.com www.ReachLocal.com www.blog.reachlocal.com Contact Ryan Jack 916-450-1335
Editor's Notes
My name is Ryan Jack. I work for ReachLocal. I am an expert in creating web presence strategies for businesses. Strategies to help my clients ensure their messages are reaching the right people at the right time in relation to their buying funnel and buying cycles.Until about a week ago I was prepared to come in and talk exclusively about social media. Highlighting facts and figures about it’s growth and the impact on small businesses. However much of it was repetitive. Theres only so many ways to say something is big. Frankly much of it was information that many of you already know. This forum and time frame is also not ideal to dive into complex intracacies of setting up facebook campaigns. It wouldn’t have had any measurable impact on actually growing your business. I believe social media is very important to your business to utilize and integrate, to begin conversations, to market to your current clients and their networks. The ability to find out more about them is also beneficial. However as a practice, social media is only one little component of a much larger comprehensive idea about engaging with potential customers.
I am often asked about social media in the context of helping my clients grow revenuesInevitably the same client question surfaces time and time again.How do I make money at? Frankly I have never seen anyone outside of a few instances of moving inventory; measurably grow their P&L on just social media alone, that’s not to say its not possible, application I just haven’t seen it. To put it in context , Imagine that Social media were the tires on the car. No matter how much tread or how inlignthose tires are ; with out an engine, a drivetrain, steering column, and suspension your not really going very far.
SO WHAT DOES ALL THIS MEAN TO YOU? My answer : a once in a lifetime opportunity to leverage a , fundamental shift of how people consumeinformation,engage and communicate . We have to look no further than the recent impact social media has had in the middle east, the grass root efforts in politics with the election of President Obama, or even our TV’s and how news is now delivered.There is no doubt social media is apowerful but in respect to your business it is not a complete means to an end.. just having a facebook and twitter account will not ensure you move more inventory, increase cashflow, margins, or improve EBIT. However I will go on limb and say that havingand implementing a web presence strategy in relation to your goals will have an impact on your business .
With this I want to introduce a new concept recently highlighted by Jim Lecinski of Google who termed the phrase and wrote an ebookWINNING THE ZERO MOMENT OF TRUTH The zero moment of truth is a new decision making moment that take place millions of times a day on mobile phones, laptops, computers and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of every brand and every business in the world.
A ZERO MOMENT OF TRUTH IS:A BUSY MOM IN A MINIVAN, looking up summer school options on her mobile phone as she waits to pick up her son at school AN OFFICE MANAGER AT HER DESK, comparing laser printer prices and ink cartridge costs before heading to the office supply store. A STUDENT IN A CAFÉ, scanning user ratings and reviews while looking for a restaurant for his graduation partyA WINTER SPORTS FAN IN A SKI STORE, pulling out a mobile phone to look at video review of the latest snowboards.A DAD SITTING AT HOME searching the web for to learn more rebate programs for energy efficient windows ZeeMOTis that moment when you grab that wired device and start learning about a product or service your thinking about trying or buying. Keep in mind there are no barriers to access. Today your shoppers and customers carry access in their pockets. How many of you have smartphones Please raise your hand.
The Old Paradigm was detailed in 2005 by AG Lafley the CEO of proctor and gamble. He said“ the best businesses and brands consistently win two moments of truth The first occurs on the shelf when a consumer decides to buy something over another. The second occurs at home when a customer uses the item and is either delighted or isn’t. The three critical moments include: Stimulus, Shelf ( first moment of truth) , and ExperienceEXAMPLE:Dad watching football on tv, sees an ad for digital cameras… says to himselfthat looks goodDad heads down to local camera shop, sees the camera, some one answers all his questions, buys cameraDad gets home , camera take beautiful pictures as advertised. A happy ending.
Fast forward to 2011 .Now there is a new critical moment of decision making that happens before the store shelf or first moment of truth. Whether you sell yachts or shaving cream, your customers first impression and quite possibly their last will be made in that moment called the zero moment of truth.In addition prior customers second moments or experiences will now actually be future clients zero moments, as they look for review and recommendations.
Now, dad sees the camera commercial and immediately grabs his I pad, laptop or smart phone . Dad searches for digital camera. He looks at cnet or another appropriate review site... He then goes on social media & posts “anybody have a great camera for under a 100 bucks”? He goes to You tube and checks out some demos… Before the fourth quarter and before he gets to the store shelf, he’ s ready to make a decision. I want to ask you … What are you doing to help your business win those zero moments of truth ?This example is not just relegated to stores, or consumer goods. ZMOT applies to all industries B2B & B2C. You can apply it to everything from a bride picking wedding facilities, to buying a safe, adding an addition to the house to picking a mechanic. It’s time to embrace the new mental model and this new conversation. The real challenge is ensuring the information is not pushed but rather on demand , and is an exchange of value instead of just sending a message.
1.Google your business.. Add the words “best,” & “review”. What does it say? (Based on what it says will somebody buy your product, can they even find you? This is the new digital shelf)2.Claim and customize your listings ( Google Places, Bing & Yahoo business listings, Manta, CitySearch, Merchant Circle, any associations)3.Claim dedicated review sites. Monitor reviews. How does your brand appear? (Yelp, Angies List, Epinions, Consumer Search, BBB, Trust Link) On a scale of 0-10 how does your brand appear ( note 0 is nothing or negative reviews)4.Set up content channels & social pages ( Youtube, Picasa, metacafe, vimeoslideshare,Facebook, Twitter, Linkedin)5.Consistently Create content to answer questions. (ask yourself why would someone follow my page? Original & Interesting, Unique discounts, offers & special , tag content to maximize search discovery , don’t forget video) I was looking for ingredients in dog food but all I kept getting was ads and coupons to save $2… who brougt up money, I still have info Im looking for.6. Determine what your Zero Moments are.. ( use google tools to determine search volumes, keywords etc)7.Integrate social into your business & ask for the invite ( b.cards, marketing materials, website, storefront , pos, QR codes, receipts, existing advertising)8.Speed beats perfection. So jump in.
PPC advertising* (Control your message , pull advertising)Utilize remarketing technology, stay in front of web traffic.Enable 24/7 live chat technology on your website for increased lead captureDisplay & social media advertising (Target behaviors and demos)Utilize a content marketing , to be there when customers are lookingCreate videos to promote your business ( tag properly)Target customers based on prior intent: keyword retargeting Incorporate Email Marketing as another touch point Today we're all digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as we move down the path to purchase. Marketing has evolved and modern marketing strategies have to evolve with the changing shape of shopping.All you need to do is to get your business into the conversation. Take risks, say yes.. Are you ready
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