The importance of having multiple touch points in a marketing strategy
Five words.
This year’s been a rollercoaster.
And now more than ever, it’s so important for brands to be reaching out to their audience in meaningful ways and getting their message out there. Like me, most of you have probably stayed inside and at home for most of the year… and with this comes a bit, well, a lot more screen time. No judgement here.
But for brands, this increased devouring of the web means they’re more required than ever to stand out from the crowd. My best advice on how to begin? Make sure you’re including multiple touch points in your brand marketing strategy.
A touch point can be any kind of platform you use to reach your audience. Your website, social media accounts and advertisements are all different kinds of touch points in your marketing strategy. It can even be smaller components, like the emails you send or brochures you hand out to customers!
A killer marketing strategy should always look at all of your different touch points and how they work together to make your brand stand out from the crowd.
It might sound a little bit daunting trying to stay on top of everything, but it’s not as hard as you might think and in my opinion it’s one of the best things you can do for your marketing strategy. Let me tell you why.
HAVING MULTIPLE TOUCH POINTS LETS YOU REACH YOUR AUDIENCE IN DIFFERENT WAYS
Like any customer base, it’s likely that your audience is hanging out in all different kinds of spots and consuming different content. Think of it like an octopus (as weird as that is) and the different touch points are like its tentacles. The more tentacles you have, the wider reach into your audience you have and the higher chance of finding them in different places.
IT ALLOWS YOUR AUDIENCE TO SEE YOUR MESSAGES MULTIPLE TIMES
The more your audience sees you, the more memorable you become for them and you’ll start to stick in their brains. Before you know it, when they’re in dire need of a new hair appointment or regional getaway accommodation, they’re thinking of you!
EACH TOUCH POINT PLAYS AN IMPORTANT PART OF THE CUSTOMER JOURNEY
Most customers won’t just purchase something from you straight away. They need to become familiar with your brand and having multiple touch points covering different platforms allows your audience to become very familiar with you.
IT HELPS YOU PRESENT YOUR BRAND CONSISTENTLY
Through consistency grows a more harmonious marketing strategy as everything is now working together like a well-oiled machine.
A holistic marketing strategy can come together pretty naturally once you figure out what makes your brand unique and amazing and begin to showcase that throughout all of your touch points. Now that you understand why to include them, here are some quick tips from me on getting started:
QUICK TIPS:
1. Don’t get caught in channel tunnel vision
People have a tendency to throw all of their energy behind one platform and expect it to do all of the work. Each one of your platforms, whether it be your website and social media right down to your client emails and brochures, plays a part. So make sure you consider them all and how they are working for you.
2. Stay clear and consistent across all touch points
Consistency creates trust and it’s important to maintain it across campaigns. Stay clear on your message, ensuring that it’s always sounding and feeling on brand so as to not confuse customers.
3. Don’t forget to inject your personality into everything
Brand personality is key to meaningful communication between you and your customers. Even if you think it’s not worth it, it is. From your Instagram captions, to the contact us page on your website or your gift card, let your personality shine!
This post was written by Inka Intern Lauren as part of our 12 week Intern Program. If you're interested in interning with us, keep an eye out for announcements on our social channels to be the first to know.