Have you heard of the marketing rule of seven? A person has an average of seven interactions with your brand before buying your product or service.
What are those seven interactions? They are interaction points or touchpoints, and you need to know when and where they happen. If you don’t clearly understand your business’s touchpoints, how can you be confident you’re leading a potential customer down the funnel and closer to a purchase? Easy answer. You can’t.
A marketing touchpoint is any point of contact between your business and a consumer. Each of these touches has the potential to influence how the consumer feels about your brand. They may walk away more aware or less interested.
Don’t confuse touchpoints with marketing channels, though. A channel is where an interaction takes place. For example, your Facebook page is a channel, and a consumer could have various touches with that profile.
Brands’ touchpoints can differ. However, you can consider many common interactions when figuring out the touchpoints you do or should have.
Here’s a non-exhaustive list:
These are all in-person interactions:
These are popular nowadays and more straightforward to measure than in person touchpoints:
These are the most traditional, yet still effective:
These are the most personal types of interaction:
A consumer becomes more or less likely to buy every time they interact with your brand. If you understand your marketing touchpoints and craft them intentionally, you improve your likelihood of conversions. If you ignore them, you may have touchpoints turning potential customers away and losing sales.
Consider a video you’ve published on your blog. A well scripted and produced video can engage and delight a lead. But a poor-quality video is more likely to create a negative impression of your brand.
It’s essential to know your marketing touchpoints for each channel, and better yet, each buyer persona. If you map your brand’s potential interactions, you can find the gaps and weaknesses in your marketing strategy.
The next step is to make sure consumers have positive experiences. Cultivate a deep understanding of your ideal customers and create content specifically for them.
Finally, you need to measure the touchpoints’ effectiveness. Where are potential leads dropping off? Where are leads converting? Decide which metrics make the most sense for your business, measure them consistently, and strategize based on the data.
Charting your business’s touchpoints and improving your marketing strategy from this perspective is challenging. Our brand experts at JUICE are ready to help consumers see how great your brand is.