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Touchpoints and Touchdowns

Wikipedia defines marketing touchpoints as "any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication. When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion (Stein, & Ramaseshan, 2016)"

People choose to do business with those they know, like and trust, and that does take some time and multiple touches to build that relationship.

Different industries will find the methods that work best for reaching their target market; rarely is only one approach enough. Think of each marketing method as a player on your team and each teammate has an important role, working together, handing the ball over from one to another, touchdowns are made. 

Incorporating different marketing vehicles creates a solid structure that illustrates Aristotle's observation, "The whole is greater than the sum of its parts." When both traditional and digital marketing techniques are used to enhance each other, results are magnified. With an integrated marketing mix, a message can not only be spread across a variety of channels and seen by different kinds of customers who otherwise may not have heard about your business, but it also allows the opportunity for multiple touchpoints and the development of the know-like-and-trust process.

For example, placing an email list sign-up link on your social media pages grows your list, which allows  you to actively stay in touch with prospects and customers, giving them the opportunity to get to know, like and trust you and your business. 

In turn, having social media buttons on your email promotions, website, and blog, leading them to your social pages, offers another opportunity to continue fostering your budding relationship.

As for print, from brochures and business cards handed out at networking and educational events, to meeting leave-behinds and cold call follow-up mailers, printed materials can prompt phone inquiries, drive traffic to websites, and grow email lists.

Combining marketing mediums, each feeding and boosting the effectiveness of the other, maximizes your visibility, keeps you top-of-mind, nurtures leads, and encourages sales far beyond what would result from isolated efforts.

If you haven't already, I encourage you to build a team that plays well together and go for the gold. 


Email, Schmeemail, what's so great about it?

The success of email marketing is multi-faceted.  Email marketing is a relationship builder, it's extremely affordable, can increase your customer base by electronic word-of-mouth (readers "forwarding to a friend"), is trackable, showing you how many opened your email and who, as well as which links they clicked on. This yields concrete data you can then use to continue to improve your marketing, and many aspects can be automated.  It’s immediate; no long lead times and the return on investment can be tremendous.

According to the Direct Marketing Association email marketing has been averaging $38-$44 return on investment per U.S. dollar spent. They also say, "When done well, email stands up as one of the most effective ways to reach target audiences, but it’s changing, and this change is making it more vital, more effective." -  Direct Marketing Association 2015 Report

Maximize your time, effort, and advertising dollars by being where your customers are every day - in their InBoxes.


Use email as your marketing nucleus 

Email Marketing Your NucleusBy having all your marketing efforts lead to and from your email marketing, you can grow your email list and therefore your exposure exponentially. Have an email sign up opportunity at every touch-point. Let's take the most common 5 marketing methods shown to the left. From each of these 5 efforts, if you offer a way for interested parties to sign up to your email list, you will have the ability to communicate with them when you choose, rather than waiting for them to contact you.

Offer something free and valuable for subscribing to your email list; (most businesses can offer a tips sheet which can provide valuable information to new subscribers and doesn't cost a penny to create). Place this offer and a link to your email list sign up on your social media pages. Then you can also place "follow us" links in your emails, leading your email readers to join you on your social pages. When you joint venture with other businesses, your business gets exposed to other businesses' audiences. Sales don't usually happen with one exposure. Make the most of every opportunity and encourage these audiences  to become your audience too. Do this with every client acquisition method you use: article marketing, referral programs, your website, direct mail, etc., and see how fast your list of prospective clients grows - along with your profits.


 


How easily can you create a professional looking email ma
rketing template? 

Using a bulk email service provider has many benefits. One of which is professional looking, easy to use, drag and drop templates. You can use the pre-designed templates as is, or you can customize them to the colors of your logo and create the same feel as your website. Just as in a Word document, highlight the text you want to change, use the drop-down menu, and select your color. Drag in a photo or two and you'll be amazed at how professional your email promotion can look*. Once your template is created, each time you want to communicate to your customers and prospects, simply paste in your new content and send. No technical experience necessary. You can even schedule your email promotions ahead of time and they'll deploy automatically. 
 

Professional looking email promotions can raise the perceived value of your business.
See examples here.





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