Rethink the Buying Process

Over the last eight months, I’ve spent a lot of time in the car traveling to and from a client’s office, and I’ve rediscovered podcasts. I have found so many good ones that challenge widely implemented marketing practices. Someday, I’ll do a post about what some of my favorites are but for now I’m want to focus on just one — Marcus Sheridan at the Sales Lion. Marcus is a content marketing expert who earned the title by saving his struggling swimming pool company by creating useful content. Since then, he has spoken at conferences around the world about the power of content marketing.

I had a chance to see Marcus first hand at a small conference in Southwest Minnesota last month — Social Media Rockstar Event. Right out the gate, he blew my mind with this slide:

Here’s a little more context about what this means…

Google coined the phrase “Zero moment of truth” a few years ago to describe that moment when a potential customer communicates with your organization. That communication might be through an email, phone call, form on your website or in person. It’s the moment that a prospect raises his or her hand and says, “I have an interest in your product or service.”

However, the number 70 is the real eye opener.

According to Forrester Research, 70 percent of people make a buying decision before that Zero moment of truth.

Does your website online presence provide enough information for potential customers to make a buying decision? Do your competitors? It’s time to change the way we think about the buying process.

If you would like to hear more from Marcus, I’ve tracked down a video of a similar presentation he gave at Content Marketing Academy.  Check it out. 

Also, you can subscribe to Marcus’s Mad Marketing Podcast here