The Digital Buyer’s Journey
How a typical buyer’s journey progresses.
Google has named this search action the ZMOT (Zero Moment of Truth).
When prospective clients are searching for your product, will they find you?
Inbound marketing is the science of ensuring your product arrives at the Zero Moment of Truth and then provides mechanisms for the purchase thereof.
Or it should create a sales funnel that brings the client onboard as a prospect and through ongoing online marketing or direct contact provides every possible opportunity for a sale.
Appearing first when your product is being researched is often called, winning the Zero Moment of Truth.
Looking at the ZMOT process in terms of a buying cycle or sales funnel, it looks as follows.
Prospective buyers can arrive at your website during any stage of the buyer’s journey.
Do not focus only on your products and services, prepare content and lead magnets for each stage of the buyer’s journey.
Think in terms of their pains and problems and potential solutions thereto.