Any time a customer interacts with your brand directly this is usually referred to a touch point. Touch points act as an entry into your sales funnel or as the point where your visitors decide to turn away. It doesn’t matter if you have the best product or service, if you have a touch point that fails, you are losing potential customers before they even get a chance to discover all of the greatness you have to offer them.
Bellow are a few things to consider that could help with your touch point strategy.
Take A Step Back: Touch points include everything from advertisements, flyers, business cards, blogs, networking and trade show presence, to your voicemail manners and anything else your customers come in touch with before, during, and after a sale. Simply just having a touch point in place is no longer an option. Rather, each of your touch points must perfectly represent your brand because this is where potential customers will form their opinion of your company.
Every Touch Point Matters: If every touch point matters, then how do you balance each touch point with your brand? The answer is a simple, three-letter acronym: L.E.T. — List, Evaluate, Take Action. Managing your touch points through this formula will help you make sure each touch point optimizes, satisfies, and invites.
1) List: Begin by listing all of your current touch points. The key word here is “all.” Be sure to list all of the touch points that your brand uses, including websites, emails, customer service, direct mail, and many others. By listing each touch point, you can then evaluate each one based on your brand.
2) Evaluate: The next step is to evaluate every single touch point you noted on your list. It is easier if someone else does this for you so that the results are not biased. Your goal with this exercise is to find the weaknesses and not cover them up with explanations. This is a process of discovery, to enable you to find the opportunities and to make corrections.
3) Take Action: Once you’ve discovered which touch points are your weak links, you can correct any deficits. Remember, deficits are opportunities. Start with your biggest opportunity as that will be your weakest touch point.
When it comes to marketing, every touch point is an opportunity. How well are your opportunities representing your brand?
Until next time.. stay creative.