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What is the Zero Moment of Truth?
The Zero Moment of Truth is basically painting a picture or telling a story on why you are the best Chiropractor for prospective clients. You are building up a character that needs to look more impressive, the most kind, more professional, more whatever it is that sells your service or product in a better way than they other guy. I split digital marketing up into 2 camps.
This is what you see some marketing "gurus" on YouTube claim is their claim is the "secret to digital marketing". This can be summed up as the actions taken to get ATTENTION. Gary Vee talks about this, attention as a commodity, but that's not the end of the story. That is only one part of the equation, because you have the second camp.
This is the all important why that influences the buying decision. In 2020 especially(we have seen statistical increases in this since the inception of the internet), we see how access to information at our fingertips naturally changes how people make buying decisions. ZMOT is wallets. Before the internet, there was a traditional 3 step model of marketing.
This held true for generations of marketers. The consumer sees a tv commercial for a product or service at just the time they needed it, they go to the business and buy the product or service, then evaluate their experience by the value they derived from their purchase. The advent and development of the internet, and the massive increase in information accessible to consumers, has radically altered this model. Some of the most successful companies in our world today have taken advantage of this change in some way. - Amazon sell products with hundreds of reviews and star ratings. - Netflix provides top 10 lists and star ratings. - Yelp, Google Maps and Apple really thrive on presenting consumers with information from others that alters what the next consumer will do with their money.
The NEW Marketing Model
The Zero Moment of Truth is an additional step in the dropped right into the traditional marketing model between stimulus and shelf. Marketing has become more complicated when eyes alone don't mean customers. That's basically what specialize in, turning eyes to wallets at a higher percentage and with more reliability.
My name is Paul Mackiewicz, and I have been providing digital marketing services for medical professionals and attorneys for nearly a decade. In my experience, I have seen time and time again, companies wasting money on paid advertising when the overall impression prospective clients see is unimpressive and incongruent with the experience in house.
#Smart is designed to be the missing component for businesses who are ready to ditch the dumb old ways of marketing, and start being strategic and more importantly, efficient in their digital marketing efforts. We run monthly webinars with free information on how to capitalize on how prospective clients are making buying decisions today, and on how your practice can capitalize on it.
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