In the today’s competitive market, simply offering your product and providing information about its advantages is not enough. It’s important to understand and create the appropriate customer journey in order to effectively sell your brand.
Customers want to connect with the products they choose on a deeper level. They want to understand what your company stands for and how choosing your product will impact their lives. Emotional justifications are becoming increasingly important. Therefore, using the right touchpoints can help customers see why your product or service (and not your competitor’s) is the best choice for them.
What is a customer journey?
The customer journey refers to the entire process that a customer goes through when making the decision to buy a product or service. It starts with creating awareness of a brand and goes on through the final purchase and beyond. It includes all the interactions and experiences a customer has with your brand from pre-purchase research to post-purchase support.
What are touchpoints?
Touchpoints are not usually direct points of sale. Instead, they are points of contact or interactions that occur between a customer and a brand throughout the customer journey. These touchpoints can take on many various forms. A few examples include social media interactions, website visits, customer service calls, email communications, in-store experiences, face-to-face networking, post-purchase reviews.
Each touchpoint gives you an opportunity to engage and influence your customer, shaping their overall experience with your brand. Customer experience plays a huge role in their purchase decisions. Choosing the right touchpoints for your specific business and using them well can greatly impact your success.
You may be surprised to find out how many clients chose you over your competitor based on touchpoints. If you aren’t creating touchpoints, think how much more business you could have if you did!
Five Touchpoints You Should Be Considering
Websites
A brand’s website serves as a digital storefront, providing customers with a comprehensive understanding of its offerings and values. A well-designed and user-friendly website acts as a critical touchpoint in the customer journey. It allows customers to explore products, gather information, and make informed purchasing decisions.
Consider an e-commerce website that offers personalized product recommendations based on a customer’s browsing history and preferences. By tailoring the website experience to individual customers, the touchpoints created enhance the customer journey. This in turn increases the likelihood of a successful sale.
Social Media: Engaging and Building Relationships
Social media platforms have revolutionized the way businesses interact with their target audience. With billions of active users, platforms like Facebook, Instagram, LinkedIn, and Twitter offer an incredible opportunity to engage and connect with potential customers. Social media touchpoints enable brands to share valuable content, respond to customer queries, and showcase their products or services.
For example, a clothing brand can leverage social media to share fashion tips and showcase new collections. It can interact with customers through comments and direct messages. By establishing a strong social media presence, the brand creates touchpoints that facilitate brand awareness, customer engagement, and ultimately, sales conversions.
Engaging in social media also allows businesses to learn first hand what their consumers actually want and need so they can tailor their products or services. It’s a great way to keep your finger on the pulse of the modern and ever-changing world.
SEO: Visibility and Discovery
Search Engine Optimization (SEO) plays a vital role in ensuring that a brand’s touchpoints are visible to potential customers during their online searches. By optimizing web content and implementing relevant keywords, brands can increase their organic search rankings, driving more traffic to their touchpoints.
For instance, a travel company can optimize its website and blog content with keywords such as “best vacation spots” or “family-friendly resorts.” When potential customers search for these terms, the brand’s touchpoints, such as its website and blog articles, appear prominently in search engine results. This increases the chances of attracting interested visitors who are more likely to convert into paying customers.
Email Marketing: Personalized Communication
When done correctly, email marketing is still highly effective in reaching a targeted audience. It fosters direct communication, allows businesses to deliver personalized messages, build brand loyalty, and drive conversions in a cost-efficient manner.
For example, a software company can send a personalized email to a potential customer who has downloaded a free trial, offering additional support and highlighting the benefits of upgrading to a paid version. This touchpoint establishes a direct line of communication, builds trust, and helps guide the customer through the sales funnel.
Don’t Get Left Behind!
In the evolving world of sales and marketing, understanding the significance of touchpoints and the customer journey is paramount to achieving sales success. Touchpoints are critical intersections where brands can engage, inform, and persuade customers. By optimizing these touchpoints, you can enhance the overall customer journey, increase brand awareness, and ultimately boost sales.
Remember, each touchpoint represents an opportunity to make a positive impact on customers. By crafting compelling and seamless experiences across various channels, you can create a customer-centric environment that fosters trust, loyalty, and long-term success.
Don’t become a dinosaur! Get in touch today. 😉
