Why Considering Your Brand’s Interaction Points is Vital for Conversions

September 1, 2022
A close-up of a person holding a phone

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. 

Understanding Touchpoints 

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. 

Examples of Touchpoints 

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: 

Physical Touchpoints 

These are all in-person interactions: 

  • Associates on the store floor 
  • Cashiers 
  • Receipts 
  • Your products on shelves 
  • Word-of-mouth 
  • Trade shows 
A phone screen with multiple social media apps displayed

Digital Touchpoints 

These are popular nowadays and more straightforward to measure than in person touchpoints: 

  • Emails
  • Banner ads
  • Social media posts
  • Social media and search engine paid ads 
  • Online reviews
  • Newsletters
  • Blogs
  • Webinars

Mail and Print Touchpoints 

These are the most traditional, yet still effective: 

  • Newspaper and magazine ads 
  • Circulars 
  • Coupons 
  • Outdoor ads 
  • Transit ads 
  • Catalogs 
  • Business cards 

Customer Service 

These are the most personal types of interaction: 

  • Chat boxes
  • Call centers
  • Email assistance
Two women viewing a laptop screen, workingtogether

Why Your Brand’s Marketing Touchpoints Matter 

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. 

What Should You Do About Your Touchpoints? 

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. 

Need Help Cultivating Touchpoints and Brand Awareness? 

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.

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