Effective Marketing: The Touch Factor
Chances are, your business has a website, which is a great first step toward launching an effective marketing campaign. But it’s important to understand that it really is only the first step. On average, it takes seven to 11 touches to reach your audience, so on its own, your website may not be enough to make the type of impression you’re hoping for. Instead, it’s wise to craft a cohesive marketing strategy that drives traffic to your website and incorporates other channels of communication that are relevant to your target market. The more chances you have to engage with your audience, the more likely you are to make a lasting impression and ultimately drive a conversion.
The most common marketing channels include:
- Media and press
- Direct sales/networking
- Social media
- Marketing materials
- Email marketing
- Direct mail
Your touches can take on many forms within these channels, ranging from something as simple as the appearance of your logo as a sponsor at an event, to a complex, multi- media advertising campaign.
So, how do you ensure that you are reaching your audience appropriately and effectively? Ideally, you’ll want your touches delivered in a variety of formats, across multiple channels, and over a period of time. It’s important to view this as a long-term process, with the goal of engaging your prospects deliberately and consistently over time. Each touch should serve one of three purposes: building your brand, converting sales, or soliciting additional touches. With each touch, your audience’s trust in you grows, and by the end of the process, your prospects should feel confident enough in your brand to seek you out when they’re in need of your products or services.
To get your audience to engage, your message needs to be clear, concise and properly thought out. Most importantly, however, it needs to communicate the crux of your brand and what you’re all about. Your value propositions, or what makes you valuable to your audience, should shine through with every touch. If your message is lost or communicated inappropriately in even one touch, your “chain of touches” is broken and you’re back at zero. On the other hand, having a defined message, and promoting that message at every turn, is what’s going to help you get noticed and encourage your audience to engage with your content.
Some examples of how to touch your audience while simultaneously leading them to the next touch include:
- Traditional media mentions (radio, TV, newspapers)
- Press releases
- Inbound marketing campaigns directed to your website
- Content marketing opportunities, such as writing new blog posts
- Resource downloads: offering visitors the opportunity to download something from your website that will answer questions, but will also lead to more questions they must ask you
- Social media interactions
- Email marketing
- Event registration
With each of these approaches, you can seamlessly integrate a call to action that directs the user to the next touch. In a radio ad, for example, you may tease your listeners with an interesting tidbit and encourage them to visit your URL to “learn more;” or when sending out an e-blast, you may include a link to your Facebook page, which may then share a video that leads to your website.
Your message is dying to be heard. Consider the various ways you can lead people to the next touch, how they will get there, and the process by which they will arrive – and do it in a way that makes them want to stop and pay attention. Be mindful of what’s working and what’s not, and don’t be afraid to adjust your strategy along the way.
For help maximizing your touches, contact us today to schedule a strategic consultation.