2. Find Your Zero Moments: Find out exactly how people search for your product. Where do they go? Who do they trust to give them information?
3. Answer the Questions People Are Asking: There’s no point meeting people at ZMOT if you’re not giving them the kind of information they want, as and when they want it.
4. Optimize for ZMOT: Show up more when it counts by making your content super-relevant, and being where you need to be (Lecinski makes the point that having a great mobile presence is a big part of this).
5. Be Fast: Know when something’s making people search for your product, and do something quick to capitalise on it. Speed beats perfection.
In my view there is another thing missing from this list. That is to ensure you WOW existing consumers so they become advocates. This is a vital component because positive social commentary and conversations from delighted consumers will fuel your brand's on-line reputation.