Most B2B marketers agree that it takes between eight and ten touchpoints to generate interest with a potential prospect. A touchpoint happens when the product or service comes into contact with the potential customer. It is the place where the customer sees, hears, or interacts with what the company has to offer.
As I mentioned in the past, customers today are well-informed and know how to navigate through all the “blah blah blah” delivered by some brands. They have heard hundreds of thousands of ads from the milk box to the high-end car. They know all the keywords that make them cautious of an advertisement. Words like: unique, better than the competition, authentic. Those can be true in the advertiser’s mind, but they are counterproductive when crafting your touchpoints.
There are a few rules to consider when you want to generate interest through a touchpoint. These rules are similar to the way you first received interest from your life-long partner. In business, like in real life, technology has made people lose basic ways and reflexes.
Engage the Target
People are not dumb. They are interested in specific things. If they are taking the time to look at your website and review your offer, make sure you are giving them the information they desire; this can be a white paper, ROI calculator, or freebies when they give their email.
Don’t Call After the First Interaction
You can send a soft email or a newsletter to follow up with your target, but calling is annoying. This week I have been unfortunate to download a white paper from a website, and the company has been calling me non-stop to try to sell me stuff. Now I only remember the annoying phone calls, not even the product they were offering. This approach is old, and should not happen in B2B companies. Get proper lead scoring! Eight touchpoints does not mean eight cheap and “salesy” emails or phone calls.
Go Out of Your Way
Tell your audience how you can help them. Invest in few Google ads that you will push at the right time and place depending on target customer activity. Be honest and create internal systems and processes that will measure the interest of your visitor.
Don’t be annoying. Let your light shine. It may take longer, but the financial reward will be worth the wait. It is possible today to build rewarding customer journeys while measuring and optimizing them with lead scoring, attribution models, re-targeting emails, and hyper account targeting, all while being open to teaching your target. Develop your Digital EQ!