One question we get while helping our realtors is about their touch system. What are touchpoints in marketing? How do you do it right? HOW DO YOU MAKE IT AUTHENTIC???
Imagine this: You’re scrolling through Instagram, stopping at a post that makes you laugh out loud. It’s a brand you vaguely recognize, and its witty captions pique your interest.
You click on their profile, impressed by their incredible aesthetic and engaging content. They’ve planted seeds in your brain. Fast forward a week, and you need the service they casually mentioned in a story. Guess who’s headed to their website? (Yep, you!)
My friends, the ability to sell over time is the power of touchpoints in marketing.
Touchpoints?
Sounds complicated.” Don’t worry, it’s not! Think of them as any interaction between you and a brand. For instance, that funny Insta post from a brand you follow? That’s a touchpoint. Or a friendly chat with a customer service rep when you have a query? Another touchpoint. Every time you come across a brand, whether through an ad, a social media post, or a conversation, that’s a touchpoint and another opportunity for that brand to win you over.
Why should you care? Because these little interactions have a HUGE impact on how you perceive a brand. 80% of clients consider the experience as meaningful as products and services (think targeted ads and recommendations!). Great experiences deliver tangible results: up to a 16% price premium and increased loyalty.
Goal
The goal is to create high-quality touchpoints that create a unique client experience. Think of it as building a bridge of trust with them. The stronger the bridge, the more likely they will stick around for the long haul.
Now, let’s dissect those touchpoints. We categorize them into three stages: pre-purchase, purchase, and post-purchase. Before you buy something, you might see an eye-catching ad, read a blog post, or interact with a brand on social media.
The purchase stage is all about making the process smooth and seamless. Purchase touchpoints involve a user-friendly website, helpful customer service interactions, or clear instructions on where to click and what to fill out. Finally, post-purchase touchpoints focus on keeping your clients happy. It could be a follow-up email asking for feedback, a loyalty program that rewards repeat clients, or exclusive content for VIPs.
But touchpoints aren’t just online! Remember that friendly chat with a customer service rep? That’s an offline touchpoint. Any interaction with a brand in the “real world” counts.
The key takeaway?
High-quality touchpoints across all channels are your secret weapon for building trust and loyalty. When you invest in creating positive experiences at every stage of the customer journey, you’re not just making happy clients; you’re making loyal brand advocates who’ll rave about you to their friends and family (and maybe even on social media!). Research shows that businesses prioritizing customer experience see a 10-15% revenue increase – a promising prospect, right?
Here’s the real kicker: High-quality touchpoints don’t just feel good; they pay off big time. Companies with robust omnichannel customer engagement strategies (think consistent messaging across all platforms) retain 89% of their clients compared to a measly 33% for companies that drop the ball.
So, ditch the boring marketing tactics and focus on creating meaningful connections with your clients. Every interaction is an opportunity to build trust and turn strangers into brand fans. Remember, it’s all about those touchpoints!