Photo by 🇨🇭 Claudio Schwarz | @purzlbaum on Unsplash
Marketing touchpoints are any methods or modes of contact between a company and the consumer. Touchpoints can be face-to-face discussions, promotional flyers, online ads, and anything else that involves a business marketing message, brand name, or logo reaching the customer. The amount and effectiveness of your small business marketing touchpoints can determine your level of success and the ways your marketing can be improved.
In-store touchpoints vary by the type of small business you run. If you have a clothing store, your touchpoints are the associates on the floor, the register at checkout, and the receipt every customer receives after a transaction. These touchpoints can be used as marketing tools but will require separate approaches. Your associates can inform shoppers of a sale on jeans, so they know about current promotions. Your cashiers can offer discounts on purchases made with a store credit card to promote its use. Your receipts can print with promotional coupons that provide 20 percent off the next purchase of €50 or more to give your customers an incentive to return.
If your small business has an Internet presence, digital touchpoints can play a significant role in your marketing strategy. Digital touchpoints are more measurable than some others in their efficiency and efficacy because records of clicks, click-throughs, and orders can be obtained in most cases. Digital touchpoints include email communications, clickable banners, social media pages, and any other means of creating contact with your customer base online. The people you attract with electronic touchpoints may be different than those you contact through more traditional means, and your marketing should reflect that difference.
Print materials distributed in local newspapers, by hand or through the mail, bring your marketing message home. These more traditional marketing touch points are effective, as they do not require the client to initiate contact through in-person or webpage visits. Print marketing can be distributed to existing clients as a method of retention or randomly as an attempt to bring in new customers. In either case, print marketing touchpoints are more costly than electronic and in-store campaigns but can bring dividends if your customer base expands.
The customer service experience is a valuable and challenging touch point to manage. It often has a tremendous bearing on the consumer's opinion of your small business and whether or not she will continue to purchase your goods and services. If a customer has a difficult time with a customer service problem or leaves the situation unsatisfied, she will likely be on the lookout for a new place to shop.
The customer service touchpoint involves more personal interaction than most other marketing touchpoints. It usually consists of a client who is already unhappy with his overall experience and who has initiated contact with your business. As a small business, the personal relationship you build with each client can be the most crucial marketing touchpoint there is.
When you've aligned and analyzed all of the marketing touchpoints your small business uses to contact its customers, they can provide you with a guide to what is working and what isn't. An in-depth analysis of this data can help to make your marketing more efficient by revealing which touchpoints are underachieving and which are overachieving, which costs too much and which are more affordable.
A lack of touchpoints in a given area or an overabundance in another can also lead to less than ideal marketing return on investment. Understanding how and why your touchpoints should be spread out will help make your small business marketing more efficient and effective.