Touch Points are an important concept used in marketing. But do you know what a touch point is and why it is important for your marketing strategy?
We use various media or channels to reach your clients, it is at this place that our customers interact with your brand, product, service and business. A touch point affects the way our client feels about your offering. Touch Points must therefore be relevant, meaningful and consistent to reach the client.
The interaction needs to create a bond between your brand and your client. Identifying the problem and being able to provide a solution through story is the best form of reach for your touch point. Touch points can and should be used across all media in such a way that they tell the same story about your business.
Your client will more than likely encounter your business in many different ways. This is one reason why having a thorough marketing strategy is imperative to achieving consistency in your messaging. Knowing where your clients will connect with your brand is the first step to mapping out how you will ‘tell’ your story.
It takes multiple interactions with your brand, product, service or business before many clients will move from prospective client to a convert (sale) and either accept your offering (buy) or become an advocate for your offering. First impressions count but in terms of touch points, every interaction counts for moving that client from voyeur to committed user.
Optimizing touch points means knowing who your clients are, where to find them and then learning how to utilise that channel or media effectively. Touch Points may be digital such as through a website, social media platforms, online testimonials or emails. Or it could be through in-person events such as conferences, workshops, meet-up groups, promotional flyers and even a well-placed word-of-mouth referral.
When considering your marketing strategy make time to consider your touch points and round off your strategy by addressing how you will optimize how your client will have a positive interaction at each touch point.