Whilst you build and bolster your brand marketing strategy, you will (or should) encounter the concept of touchpoints. Today, we’re defining brand touchpoints and talking about how you can find yours and then use them to build your brand.
Defining Touchpoint for your Brand Marketing Strategy
Firstly, what is a touchpoint? A touchpoint is a person, place, thing, or situation that will facilitate contact between your brand and your ideal clients. Just as its name suggests, it is a point at which your brand comes in contact with all the right people, whether that’s physically or intangibly.
If you’re single and looking for love, a singles’ cruise is a brand touchpoint for the cruise line. If you’re an art supply shop, the local artists’ guild, a prominent art teacher, art students, and art shows might be valuable touchpoints for your brand.
Touchpoints can be as tangible as product packaging or as abstract as social conversations. Knowing your brand’s USP, as well as the characteristics and habits of your target audience, will help you to define your brand’s unique touchpoints.
Building your Brand Marketing Strategy with Touchpoints
Here are the steps that How to Build a Brand recommend you take in order to put your brand’s touchpoints into action:
- Make a list of all of those touchpoints that you know exist. They might include the supermarket, radio ads, your salespeople, and social media.
- Make a list of all the touchpoints your brand marketing strategy should be utilising. Maybe your brand isn’t fully immersed in internet search, or you could use more personal branding in the social media realm or more word-of-mouth advertising at networking events.
- Name your brand’s most valuable touchpoints. This will require data analysis to follow the progression of every sale, from contact to conversion. Which touchpoints are most overwhelmingly present? Which ones serve to advance clients through your sales funnel with the greatest efficiency? Once you have identified these touchpoints, capitalise on them.
- Scrutinise every touchpoint, with an eye for maximising the reach and effectiveness of each one. Do all of them produce notable ROI? If not, how can they be improved? Are they worth keeping? Who can you hire to help you?
- Survey your high-value clients. Ask them how they first came in contact with your brand and what things spurred them to act, as well as to come back again and again. The insights you gather will help you to establish those touchpoints that are most beneficial to your brand marketing strategy. You may also wish to ask your customers how their experiences with your brand (both in initial contact and ongoing relations) can be improved. This will not only give you the information necessary for enhancing current touchpoints, but will provide ideas for new touchpoints.
- Define the primary function of each touchpoint. This involves knowing at what point in the brand experience each touchpoint becomes pivotal. Is the touchpoint most beneficial during initial contact, when communicating a value proposition, or in building client loyalty? Now, determine what can be done to customise each touchpoint to that targeted client experience.
- Strive to identify the dynamics that exist amongst the touchpoints. How does each one interact with, or benefit, the others? Are there some that interfere with the effectiveness of others? Or is there one that cannot exist, successfully, without another? Use this information to create a plan for not only making contact, but walking future clients through your brand experience.
- Establish a goal for each touchpoint; document the data that supports its effectiveness in relation to that goal. Make all involved accountable for the success of each touchpoint, and in time, your brand will reap the benefits.
The touchpoint process might sound complicated to enact, but that complexity should never be passed along to your ideal clients. The simpler a brand experience is to navigate, the more your brand will benefit. The Harvard Business Review has found that brands that offer the simplest decision-making journeys are the brands that are recommended 115 per cent more than the competition. They are 85 per cent more likely to be purchased than their more complicated counterparts and they are 9 per cent more likely to garner repeat business (i.e. client loyalty).
How can you keep your brand experience and its touchpoints simplistic, and therefore acquire all the benefits of increased business and brand loyalty? Do your touchpoint homework, build your brand marketing strategy around it, and commit to managing it with the understanding that audiences evolve, and so should brands.
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