Effective Marketing: The 7-9 Touch Process

Author: Rachel Durkan Category: B2B, B2C, Digital & Social Media, Marketing, Nonprofit, Retail Date: December 8, 2016

• Media and press
• Direct sales/networking
• Social media
• Marketing materials
• Website
• Email marketing
• Direct mail

So, how do you ensure that you are reaching your audience appropriately, timely and effectively? Designing a strategic marketing plan that involves multiple touches will create an effective marketing campaign.

As you can see in this chart, there are a number of ways you can reach out to your target audience, all leading them to your website. This is why it is important to have a website that acts as a marketing tool with downloads, conversion opportunities and more. Here are just a few specific different ways you can touch your audience and lead them to your website:

• Traditional media (radio, tv, newspapers)
• Press release
• Inbound marketing campaign directed to your website
• Content marketing opportunity such as writing new blog posts
• Resource downloads – offering visitors the opportunity to download something from your website that will answer questions, but also lead to more questions they must ask you
• Social media
• E-mail marketing
• Event registration

Have you considered how many times you are touching your target audience? Do you have a website just dying to be seen (yes, yes you do)? Consider all the different types of ways you can send people to your website, how they will get there, and the process by which they will arrive. Additionally, determine what it is they going to do when they reach your website. In this blog series, we’re going to speak about the different types of touches and how you can incorporate them into your effective marketing campaign.