Measuring the Value of Touchpoints for Optimal Return
A marketing touchpoint is any point of contact between your business and a consumer. Each touchpoint has the potential to influence how the consumer feels about your brand. They will walk away more aware or less interested based on these interactions. But how do you measure the value of your touchpoints, and what makes a touchpoint effective?
Measuring Touchpoint Effectiveness
There are many ways to measure the effectiveness of touchpoints.
- Sales data like tracking revenue can provide insight into how certain initiatives are performing over time.
- Conversion rate (percent of people who complete a desired action like making a purchase or subscribing to a newsletter) can be tracked at different touchpoints to see which types of media and which channels are generating the most positive results.
- Compare the effectiveness of different types of touchpoints on the same channel with A/B testing, which will provide insight into your customers and what appeals to them.
- Engagement rate measurements will focus on how long a user spends interacting with your touchpoint, or how many times they circle back and revisit it.
- Requesting customer feedback, issuing surveys, and checking on the health of your campaigns are good opportunities to measure the success of touchpoints.
Negative and positive touchpoints
Keeping in mind that touchpoints and brand interactions can also leave a negative impression with a consumer is something that all businesses should actively monitor and quickly remedy as issues arise. If you ignore touchpoints that are leaving a negative impression, you are potentially turning customers away, damaging your brand, and losing opportunities to create lasting relationships.
A marketing company that advertises services with low-quality media does not assure their target audience that they are capable of creating quality content that will drive conversion. In fact, this attempt at generating positive ROI could have the opposite effect and drive people away.
For companies that hope to direct customers to their website only for them to be met with negative reviews means they were successful with one touchpoint but failed at the latter on a different channel. This is why having a comprehensive approach to touchpoints and omnichannel marketing is the best way to make sure that interactions are effective and positive.
Being able to identify weaknesses and gaps in your approach to touchpoints is the best way to guarantee that you are not missing opportunities for conversion or turning leads away.
Need Help Cultivating Touchpoints and Building Brand Awareness?
Outsourcing your marketing strategy to brand experts ensures that your approach to touchpoints is effective and well informed. JUICE is here to help you reach your target audience and drive conversion with a refined strategy and measurable results.