It is believed to take 6-8 interactions with someone before they will become a customer. For sales people this means you have to keep trying and trying and trying, making contact at least eight times before you give up on a lead. For someone like me who’s not a natural sales person, this sends chills of horror down my spine.
The good news for all you non-sales people out there is that web marketing provides you all the touchpoint options that you need–and then some. No, this won’t replace your salesperson, but it will help you improve your reach and open up new avenues of income. The best part is, for the most part, these touchpoints are passive. There is a lot of behind the scenes work to do them right, but most require very little human interaction until the prospect themselves is ready for it.
The following touchpoints are in order of probability. However, many of them can easily be the first-touch with the rest acting as the ongoing reinforcements.
- Content Found Though Social Media – Almost everyone is on at least one social network on a regular basis. While not every social network is right for your business, you can find at least one network where you can connect with your target audience. Strategically posting content can put your company in front of many potential customers.
- Comments on Social Media – There are a number of ways comments can benefit your business. Whether someone is commenting on your company (positive word of mouth) or you’re commenting on someone else’s content (building authority) or simply engaging in conversations to which you can add value, any of these can act as a touchpoint to begin the process of earning a new customer.
- Social Connection – Connecting with someone over social media typically won’t be a first touchpoint, but once you have that initial contact, go out of your way to connect here. This can be a great way to stay in communication with your audience and to find additional ways to provide value.
- Organic Search Engine Ranking – Even just seeing your site in search rankings can provide a valuable touchpoint. Of course, you prefer the click, but don’t neglect the value of having rankings for hundreds of relevant phrases. The more times a searcher sees your site in results, the more you increase the odds of getting that customer.
- Paid Search Engine Ranking – Don’t just rely on organic search rankings. Paid listings, which typically reside above the organic results, get no small amount of looks and clicks. If you can maintain both organic and paid search rankings for a single keyword, your odds of getting clicked increase exponentially.
- Website – Your website itself counts as a touchpoint. This is probably the most valuable one since it is the primary conversion point for many, but it can’t do the job all on its own. You have to use other touchpoints for the assist.
- About Us Page – The beauty of your website is that it can often count as multiple touchpoints, depending on the journey the visitor takes through the site. Pages such as your About Us page add additional value and signals of trust that translate into increased conversion opportunities.
- Remarketing – Once a visitor lands on your site, you have an opportunity to make additional touchpoints through remarketing. Remarketing allows you to remind visitors of your site and encourage them to come back and finish what they started.
- Email marketing – The next best thing to capturing the actual sale is getting a visitor to sign up for your email list. This helps you stay engaged with them on a regular basis by providing information, updates, and even special deals that they will continue to be interested in. There is no better sign that someone may become a future customer than when they sign up for updates.
Familiarity breeds confidence. Every interaction you have with a potential customer allows that customer to establish a deeper connection with you and your company. And since you need to make all these touchpoints anyway, you might as well get them working for you, instead of you working for them.