In today's digital world, businesses need to have an online presence to reach their target audience effectively. However, simply having a website or social media page is not enough. To convert potential customers into paying customers, businesses need to have multiple touch points on the pathway to purchase. In this article, we will explore the importance of multiple touch points on the pathway to purchase, specifically focused on Facebook, Google Ads, and Email newsletters. Whilst we focus on dierct pruraches with this post, the same principals hold true for lead generation and service related busiensses. 

 

What are multiple touch points on the pathway to purchase?

Multiple touch points refer to the various ways in which potential customers interact with a business before making a purchase. These touch points can be online or offline and can include social media, search engines, email newsletters, in-store visits, and more. The pathway to purchase is the journey that a potential customer takes from initial awareness of a product or service to the final purchase decision.

 

Why are multiple touch points important for businesses?

Having multiple touch points on the pathway to purchase is crucial for businesses because it allows them to reach potential customers at various stages of the journey. Not all customers are ready to make a purchase immediately after becoming aware of a product or service. By having multiple touch points, businesses can stay top of mind and build trust with potential customers, increasing the likelihood of a sale in the future.

 

The role of Facebook in the pathway to purchase

Facebook is one of the most popular social media platforms and is used by businesses of all sizes to connect with customers. Facebook can be used as a touch point on the pathway to purchase by creating engaging content that showcases products or services. By using Facebook ads, businesses can also target potential customers who have shown interest in similar products or services.

 

The role of Google Ads in the pathway to purchase

Google Ads is an advertising platform that allows businesses to create ads that appear in search engine results pages. Google Ads can be an effective touch point on the pathway to purchase because it allows businesses to reach potential customers who are actively searching for products or services like theirs. By targeting specific keywords, businesses can ensure that their ads are shown to the right audience.

 

The role of Email newsletters in the pathway to purchase

Email newsletters can be an effective touch point on the pathway to purchase because they allow businesses to stay top of mind with potential customers. By sending regular newsletters that provide value to subscribers, businesses can build trust and credibility, increasing the likelihood of a sale in the future. Email newsletters can also be used to promote new products or services, discounts, and other special offers.

 

Tips for creating effective touch points

To create effective touch points on the pathway to purchase, businesses should:

• Understand their target audience and their needs
• Create engaging content that provides value to potential customers
• Use a variety of touch points to reach potential customers at various stages of the journey
• Use data to measure the effectiveness of touch points and make improvements as needed
• Continuously test and refine touch

 

Best practices for using multiple touch points

When using multiple touch points, it's important to follow some best practices to ensure that they are effective:

• Have a clear strategy and plan for each touch point
• Ensure that all touch points are consistent with your brand image and messaging
• Use data to measure the effectiveness of each touch point and adjust as needed
• Avoid overwhelming potential customers with too many touch points
• Consider using automation tools to streamline the process and ensure that touch points are delivered at the right time.

 

The benefits of using multiple touch points

Using multiple touch points can bring several benefits to businesses, including:

• Increased brand awareness
• Improved customer engagement and loyalty
• Increased sales and revenue
• Higher customer lifetime value
• Improved customer retention and repeat purchases.

 

The drawbacks of not using multiple touch points

Not using multiple touch points can lead to several drawbacks, including:

• Missed opportunities to engage with potential customers
• Lower brand awareness and recognition
• Reduced customer loyalty and retention
• Lower sales and revenue
• Lower customer lifetime value.

 

Measuring the effectiveness of multiple touch points

Measuring the effectiveness of multiple touch points is crucial to ensure that they are delivering the desired results. To measure the effectiveness of touch points, businesses can use metrics such as:

• Click-through rates
• Conversion rates
• Open rates
• Engagement rates
• Sales revenue.

 

Common mistakes to avoid when using multiple touch points

When using multiple touch points, businesses should avoid some common mistakes, including:

• Overwhelming potential customers with too many touch points
• Using inconsistent messaging or branding across touch points
• Not using data to measure the effectiveness of touch points
• Not tailoring touch points to the specific needs of potential customers.

 

Examples of successful use of multiple touch points

There are many examples of businesses that have successfully used multiple touch points to increase sales and revenue. For example, a clothing retailer might use Facebook ads to target potential customers who have shown an interest in similar products. They might then use email newsletters to showcase new products and offer exclusive discounts to subscribers. Finally, they might use Google Ads to target potential customers who are actively searching for specific clothing items.

 

In conclusion, having multiple touch points on the pathway to purchase is crucial for businesses that want to increase brand awareness, customer engagement, and sales revenue. By using touch points such as Facebook, Google Ads, and email newsletters, businesses can stay top of mind with potential customers and build trust and credibility over time. However, it's important to follow best practices and measure the effectiveness of touch points to ensure that they are delivering the desired results.

 

FAQs

1. What is a touch point on the pathway to purchase? A touch point is any way in which a potential customer interacts with a business before making a purchase.

2. Why are multiple touch points important for businesses? Multiple touch points are important because they allow businesses to reach potential customers at various stages of the journey and build trust and credibility over time.

3. What are some examples of touch points? Examples of touch points include social media, search engines, email newsletters, in-store visits, and more.

4. How can businesses measure the effectiveness of touch points? Businesses can measure the effectiveness of touch points by using metrics such as click-through rates, conversion rates, open rates, engagement rates, and sales revenue.

5. What are some common mistakes to avoid when using multiple touch points? Common mistakes to avoid include overwhelming potential customers with too many touch points, using inconsistent messaging or branding, not using data to measure effectiveness, and not tailoring touch points to specific customer needs.

 

Where to from here?

Not sure  if your marketing is effectivly delivering results for your busienss? Reach out to the GFM Branding Solutions team for a free review.