Did you know that the average person is exposed to marketing messages somewhere between 3000 - 5000 times per day. Extraordinary isn't it?
As business owners, we are usually pretty good at getting our name and message out there (adding to the thousands of messages already there, of course) and our biggest concern is often how to stand out in the crowd. That's a subject for another blog.
Today, I want to talk about touch points - 'a point of contact or interaction, especially between a business and its customers or consumers'. There are a huge variety of ways in which businesses interact with interested parties - website, email, advertising, networking, events, to name but a few - but also a few that may well slip under the radar. And any missed opportunity to put your message across could be potential revenue slipping through your fingers.
So I'd like to share a few ideas with you:
A client has already hired you, happy with the work you've done no doubt, and now you're sending them the final invoice. You might not see it as a marketing opportunity but trust me, it is. A simple, personalised, line saying something like 'We loved working with you on XX project, thank you! Don't forget we can also help with XX' can be enough to get the client thinking about how else they might be able to work with you.
2. Business cards
OK, this one might come as even more of a surprise. After all, I'm talking about interaction with clients - and surely this is one of the most obvious. But I want to know - do you really advertise what you do on your business card? Or is it just a piece of card with a logo, a name, and an email address/telephone number on it? If so, you're missing a trick. Why not list your services, show pictures of work you've designed/made (if you're a creative), or explain how you can work with clients. It's a perfect opportunity to get them thinking from the first moment they meet you.
3. Personalised letters
I am a fan of personalised letters and cards. They are so simple yet powerful. A client has won an award or been mentioned in the local paper or industry magazine, and you send a card with a few words of congratulations. A client celebrates a birthday, and you send a card. You see an article, an advert, or read something that you think might be of interest to a client - so you send it over to them. Simple, yes? And, oh my goodness, the impact that it has. I've mentioned Superfan clients before, and will be talking about them more in the coming weeks, and this is the kind of thing that makes clients buy and buy again. And spread the word to those who might be tempted but haven't as yet.
Want to know more about developing your business' touch points?