Brand touchpoints help in creating the brand experience and the essense of a relationship. Any time a person in the marketing place interacts with the brand, a brand touchpoint occurs. A firm needs to recognize significant touchpoints and implement a program to advance those that are not on-brand, to improve the brand experience.
In today’s world, the very first such interaction will most likely be a digital touchpoint. Digital touchpoint comprises all the interactions across different devices, from smartphones to mobile tablets, and various networks including social media and websites. Customer Experience is defined by all these touchpoints collectively. The chances you have of retaining your customers or selling the prospect, depends on how good the brand experience is.
At Grow, we work with clients on digital marketing initiatives and often concentrate on Digital Touchpoints. We have developed 5 touchpoints for a brand, to improve their Customer Experience.
1. Social media presence
Digital platforms are the new technology-based communication channels produced by Social media and the Internet. A major role in the communication abilities between a company and its prospective buyers have been played by these digital platforms.
Social media presence is extremely important and could be included in every section of this list. However, customer acquisition is where it’s mostly used. The reason being, a large share of your target audience can be reached in a cost-effective way through social media. Social media has various uses, such as promoting products, building relationships with clients, and enhancing the total reputation of your brand.
It is extremely important to remember to keep engaged and prevalent within the channels suited to your market. As significant as face-to-face / phone time is in drawing prospects over the line, the sales cycle begins way before in much more indirect interactions. Finding your channels and fostering digitally offers the chance to build a trusted, open buyer/seller relationship.
The largest marketing project that a business undertakes is the website. Thus, it is crucial to get it right. To entice your audience to want to know more and keep them coming back, it is extremely important that the look, tone, and information are relevant.
Getting people to find your website is not an immediate or rapid job. In fact, It is a long-term, on-going commitment to your digital presence. Due to the change in the needs of the users, websites today are entirely different to those two years ago. While aesthetics is a dynamic to getting people to take a second look, responsiveness, speed, user experience (UX) and exclusive regular content is vital to keep them coming back.
A strong brand can only take a business so far if the website doesn’t function properly. Maintaining a website, keeping it refreshed and regularly updating it is extremely vital to keep people coming back and browsing. Producing engaging content that can be shared is essential to draw in the audience. Content could be videos, blogs, reviews, case studies, etc., and they all need to be planned in, written and filmed well, optimized, published and shared.
A way to offer ample opportunity for community engagement, while improving the perception of your brand is to deliver quality content on your website / blog to be shared across digital channels.
3. Ads approach
A very vital and crucial part of your business marketing is Advertising. It is a way to get your name in front of new people and possibly increase your sales. This makes it even more vital to advertise with proper branding. Whether you choose to use social media marketing, tv commercials or posters ensure you have your logo, color palette and fonts present.
There are many ways of advertising your business online. Social advertising lets you endorse your business on social media platforms with laser focus targeting.
Another area that businesses often depend upon to generate website traffic are AdWords, and other search engine advertising. These adverts are created via Google to allow your site to jump ahead of the queue for selected search terms and keywords. But it isn’t as easy as that. If you don’t want to pay through the nose for bids and want conversions, your on-site SEO and off-site SEM need to come together.
These are the primary online touchpoints that business tends to use. Here at the Grow, we firmly believe in companies putting together a sales and marketing plan that takes into account all the resources they have available to them, on and offline. Also, doing a few of these touchpoint activities very well is better than trying to do them all half heartedly. So, outsourcing is a great way to get going, if you don’t have the expertise in-house.
Let’s face facts; some businesses have started abusing email communications. Inboxes of customers are full of ‘sales’ messages on a daily basis, so what are you going to do differently to stand out and not get ignored?
It is very important to share quality content. You must make sure that the subject is compelling enough that people click on it, rather than delete it. Emojis are the new favorite in subject titles, but while using them, you need to make sure that they are relevant to your content and right for your brand. Make sure that the topic isn’t deceptive; this will be a one-way ticket to the junk box or, worse, being reported for spam!
There is an argument for and against personalizing emails. Personalized emails help in creating a deeper connection between your business and the reader, this way the reader also feels special. Then again do customers really trust that you have sat down and penned them a personalized email? Everyone is different, so do some research, ask, segment and evolve.
Email newsletter of your company is also a great resource for you to foster a community and educate your audience. It’s also one of the only channels that you have total control over. In respect to your social media accounts, there is only so much you can do to reach your audience. With the fast-changing algorithms, it’s vital to have a direct line to your audience that will always continue to stay yours. And that is why your newsletter is vital to your business.
Ensuring that each email is on-brand using proper graphics and brand voice is very important.
5. Brand Slogan
Catchy and short phrases that are used very popularly in advertising are Brand slogans. One of the effective ways to draw attention to the brand and their products are Slogans. Slogans have been used in marketing for a very long time but today they’re everywhere, used by all kinds of brands. The role of a good slogan is to point towards the benefits of a product. Slogans are supposed to highlight your brand image and be memorable.
It is believed that a phrase with meaning strikes more of a chord with the customer than just the brand name alone, because a good slogan not only gives the customer a commitment but tells them what the brand stands for.
Slogans should communicate your company’s “why.” This is when you tell your audience why they should pick your product or service, what you do, or why you do it.
A powerful marketing phrase gives a precise picture of what your business is about and the motto turns into a vital piece of your company.
One way to shape and solidify brand relationships is refining the brand experience at every touchpoint. Customer loyalty can be put at risk and an opening for competitors can be provided if there is any failure of a touchpoint to deliver an on-brand experience. On the contrary, customer loyalty can be made an ongoing source of brand and business strength by shining at the touchpoint level.
Our customers are vital to our business success. How we interact with, treat, and respect our customers plays an enormous role in driving our business forward.
Integrating some of these ideas into your business, will put you miles ahead of your competition.
How do you work brand touchpoints into your customer experience? Let us know in the comments below.