Customers need time and continual exposure to your brand before they’ll be willing to make a purchase decision, which is why you should be ready to capitalize on a variety of touchpoints. Check out our eBook to learn more about why multi-touch marketing is so important.
To design an effective multi-touch marketing strategy, you’ll need to consider your buyer’s journey, cultivate awareness for your brand, and maintain ongoing relationships with your buyers.
Making a sale isn’t just about your consumer’s last touchpoint. A one-touch sale requires buyers to make immediate decisions. Converting a lead into a committed brand ambassador is a long play. Your marketing strategy should give potential buyers the opportunity to see your product repeatedly, rather than just once. For example, someone who clicks on your Facebook ad and visits your website might not buy immediately—but he might sign up for your email list. From there, you can target him with an email encouraging him to take a look at your new products. In this chain of events, each touchpoint is equally important as the next because they all push your lead further down your marketing funnel.
To gain an effective understanding of the buyer’s journey, break down your marketing strategy to determine where each section of your plan falls in relation to touchpoints along the buyer’s journey.
This stage is the first interaction potential buyers have with your company. This could be through ad placement on search engines or billboards. These touchpoints might not necessarily involve a direct interaction with a lead; instead, they are stepping stones in the process of encouraging potential buyers to ask questions and search for more information about your company.
This is the discovery phase, where people continue to learn more about your company and gather ongoing information about you. Social media exposure, emails, and word-of-mouth marketing fall into this category, giving potential customers answers to the questions they’ve been asking—and getting them closer to making a purchase decision.
The final touchpoint happens here, where the sale is made. Ongoing email campaigns and communication play a big role in this stage because they continue to cultivate relationships with your leads. Even though this stage is the ultimate goal, a larger portion of the work happens earlier in the buyer’s journey, as your company endeavors to build credibility and show customers how your product stands out from the competition.
You want your leads to turn into customers, but it’s important to understand that every step in the buyer’s journey has value. One critical mistake many businesses make is putting too much stock into the decision stage of the buyer’s journey. Instead of focusing on the final step, consider all the touchpoints that will build to it.