Smart Touchpoint Benefits
What are touchpoints?
Customer touchpoints influence how clients perceive your brand. This is why your company must perfect the path your clients take to reach you.
A touchpoint occurs whenever a prospect connects with your brand through a message, website, social post, or profile. Clients' interactions with those touchpoints impact how they perceive your brand.
Touchpoints in action
Say you post an article on LinkedIn, and Bill, the CEO of an engineering company, sees it. That is touchpoint 1.
If Bill then looks at your profile, that's touchpoint 2.
He may then look at your website, which is touchpoint 3.
From there, he may look at some of your blogs or articles. touchpoint 4.
Now that Bill is confident that you can help his engineering company, he may email you.
And when you reply, that is touchpoint 5.
And it continues with all your media assets.
More than individual components
A touchpoint is more than a blog, email design, website or advert; it's part of your brand message.
You can have several well-designed touchpoints, yet if they are not aligned, they will fail to provide the rewards you are looking for.
Each touchpoint must be part of a unified chain or funnel guiding your prospect towards a specific outcome. Sign up, email, buy or call.
No matter where prospects enter your funnel, they are guided by a consistent on-brand message.
Top 6 B2B Touchpoints
Each company will have unique touchpoints to match their client's needs and interests. There is no point in having a Facebook advert if your clients are all on Linkedin.
Here is a list of the top 6 most successful touchpoints for B2B companies.
Your website. Websites must be designed with multiple touchpoints that benefit your ideal client.
Outbound marketing. Emails should be branded and refer to your website, lead magnets or contact information.
Lead Magnets. Providing critical information for your ideal clients is vital in providing confidence, but unless they do not include a CTA (Calls to action) connecting them to the next stage in your funnel.
LinkedIn Profile. A LinkedIn profile must appeal to your ideal clients and push the prospect to investigate more about your brand.
Social Posts. Every post should attract your ideal client and encourage them to communicate with you to learn more or buy.
Email Signatures. Each time you message prospects, clients or 3rd parties, it’s an opportunity to share your services. Treat your email as a touchpoint and include the right information.
And the glue . . .
Automation. Prospects view your website and other touchpoints throughout the day and night. Using intelligent automation is essential to keep your brand message front and centre.
However, a client can see your brand is a touchpoint, and the same rules apply.
Nurturing with Touchpoints
Nurturing is often overlooked.
However, selling to a satisfied client is easier than a new prospect.
Nurturing your clients is a simple and highly effective touchpoint. Show them that you care, and they will reward you.
