It is much easier now for people to find out lots of information about your business, your products and services before they make contact with you.

When a potential customer, or prospect, first contacts your business, they often have had a number of ‘touchpoints’ with your business before-hand.

Let me explain.

Touchpoints come under the banner of marketing and communications. Prospects may have seen your social media posts or your advertising. They may have received your newsletter or found your website from a Google search.

These are all touchpoints and all the time your prospects are building an impression of your business.

Common prospect touchpoints:
• Your website appears in their search results
• A Facebook post
• A Facebook comment
• A Facebook group conversation
• Other social media eg Twitter
• Profile views in LinkedIn
• Images from your business in Instagram
• Phone call to your business
• Coupons or discounts
• An email or newsletter from your business
• Your shop or office
• Your business signage on buildings or cars
• Another person’s mention of your business
• A listing in an online directory
• A review website with a review of your business
• Staff members at a networking event
• An advertisement on television or radio
• An advertisement or editorial in a newspaper or magazine
• Your sponsorship of a team or event

Prospects get an idea of the type of business you are by the tone, look and feel of your website and your social posts, what you do and don’t say both online and offline.

Consider this scenario:

A couple of weeks ago, Sarah was searching for a new beauty therapist. She liked to have relaxing facials which helped her destress. She was happy to pay a mid-high price and the surroundings were important.
 
Sarah searched in an online directory and found a few beauty therapists in her local area. She Googled ‘beauty therapists’ and adds some more to her list. She then checked out the various websites and any availabile pricing.
 
Any beauty therapists that had an unprofessional website were eliminated and Sarah has a short list with three suitable therapists.
 
She then searches the three businesses names. The first therapist has some negative reviews so it is eliminated. The second and third therapists reviews are positive so she checks out their Facebook pages.  Both Facebook pages are active with friendly faces and lovely images.
 
She decides to phone both to check availability. On the first call, it goes to voicemail and there is an automated voice message. She leaves a message but thinks it doesn’t sound very professional or friendly.
 
The second call she makes also goes to voicemail but it is the business owner’s friendly voice. Sarah leaves a message about booking in for a facial. She receives a phone call back shortly after and the woman asks her about what she would like and goes through the options available. Sarah books in for a facial the following day.
 
The next day the therapist with the automated voicemail calls back and leaves a message on Sarah’s mobile. Unfortunately, Sarah couldn’t take the call because she was having a facial at the time!

The moral of the story is to create positive touchpoint experiences so that your prospects become your customers. I know its easier said than done, but first impressions really do count.
What are the touchpoints in your business? Are they representing you as you would like?

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