Increase Touchpoints Without Increasing Marketing Budget

Touchpoints are the moments when buyers interact with your brand, whether it's through your website, email, phone calls, social media, demos or other forms of outreach.

The frequency of your touchpoints depends on factors such as your sales cycle, buyer persona, value proposition and response rate. There's no one-size-fits-all formula for how often you should touch prospects, but evidence shows that response rates tend to increase with each touch. Statistically, this number is around eight touchpoints, spread over 2 to 4 weeks, depending on the complexity and urgency of your offer.

So, how can you create more meaningful connections with your audience without spending more?

Increasing the number of touchpoints without increasing your marketing budget can be challenging, but you can address this by maximising your current resources, improving efficiency and leveraging partnerships.

Here’s a guide to help you do just that:

1. Leverage Owned Media

You can repurpose existing content into different formats, such as turning blog posts into social media snippets, infographics, or short videos. This strategy helps you reach audiences across various channels without creating new content from scratch.

Additionally, enhancing your website by adding features like a blog, FAQs, or interactive tools can boost repeat visits. Repeat visitors tend to add 65% more items to their carts, convert 74% more, and spend 16% more per transaction compared to first-time visitors, making website optimisation a key factor in driving more engagement and sales.

• Which existing content has the most potential for repurposing into new formats?

• What specific features can you add to your website that would enhance the user experience and encourage repeat visits?

Maximise what you already have - your content holds more potential than you realise.

2. Maximise Social Media Presence

You can share the same content across multiple platforms by adjusting the format or tone slightly to match each platform’s style, saving time while ensuring your message reaches different audiences.

Moreover, regularly engaging with your followers by responding to comments, messages, and mentions helps build stronger relationships and encourages word-of-mouth promotion, which boosts your brand’s visibility.

• Which social media platforms do your target audiences frequent, and how can you tailor your content to fit each platform effectively?

• How can you create meaningful conversations with your followers that drive a sense of community around your brand?

Turn every post into a conversation that builds your brand’s community.

"You can't buy engagment. You have to build engagement" - Tara-Nicholle Kirke

3. Utilise Email Marketing More Effectively

Segment your email list and personalise your messages based on customer behaviour and preferences. Tailoring your content can significantly increase engagement and make each touchpoint more impactful.

Further, setting up automated email sequences for common customer actions, such as sign-ups, purchases or abandoned carts, will help you maintain consistent communications without requiring additional effort on your part.

• What criteria can you use to segment your email list for more personalised communication?

• How can you automate email sequences to address common customer behaviors while still keeping the content relevant and engaging?

Let your emails speak directly to your customers' hearts, making each message count.

4. Collaborate with Partners

Boost your marketing efforts by partnering with complementary companies for joint promotions through co-marketing initiatives. This can be as simple as cross-promoting each other's products in newsletters or on social media, or more involved, such as hosting joint webinars.

Also, consider working with micro-influencers who may be open to working with you in exchange for products or services rather than cash compensation. These influencers often have niche audiences with higher engagement rates, which can help you increase touchpoints efficiently and effectively.

• What types of complementary businesses could you partner with to create mutually beneficial co-marketing initiatives?

• How can you identify micro-influencers in your niche who align with your brand values and audience?

Together, we can achieve more - build partnerships that expand your reach and impact.

5. Enhance Customer Experience

Encourage satisfied customers to refer their friends and family by implementing referral programmes that offer incentives such as discounts or rewards. Word-of-mouth referrals are a powerful tool for growing your touchpoints organically.

Similarly, consider establishing loyalty programmes that reward repeat customers with exclusive offers or early access to new products. A well-structured loyalty programme can significantly improve customer retention and encourage greater interaction with your brand.

• What incentives can you offer in your referral programs to encourage satisfied customers to share their experiences?

• How can you design a loyalty program that not only rewards repeat customers but also deepens their connection with your brand?

A satisfied customer is not just a customer - they are your brand's advocate.

“The best advertising you can have is a loyal customer spreading the word about how incredible your business is.” – Shep Hyken

6. Utilise User-Generated Content (UGC)

Encourage customers to share their experiences on social media or review sites, and highlight these reviews on your channels to build trust and increase touchpoints.

Furthermore, consider hosting social media contests that prompt users to create and share content related to your brand. This strategy not only boosts engagement but also expands your brand’s reach by tapping into users' networks, exposing your business to a broader audience.

• How can you effectively encourage customers to share their experiences in a way that feels authentic and engaging?

• What types of contests or campaigns can you run to inspire your customers to create and share content related to your brand?

Let your customers' voices amplify your brand - empower them to share their stories.

7. Optimise Local SEO

Make sure your Google My Business listing is complete and up-to-date, and encourage satisfied customers to leave reviews. This practice will increase your visibility in local searches and drive more organic traffic to your business.

In addition, creating content that focuses on local events or topics relevant to your area can attract a local audience and strengthen your brand's presence within the community.

• What steps can you take to ensure that your Google My Business listing is fully optimised for local search visibility?

• How can you create content that resonates with local audiences and highlights your involvement in community events?

Be the brand that your community turns to, both online and offline.

8. Incorporate Offline Tactics

Use your product packaging as a powerful marketing tool by incorporating QR codes, promotional messages or calls to action that encourage further engagement with your customers.

Moreover, participating in local events or sponsoring community activities can significantly increase your brand awareness and help you create multiple touchpoints within your local market. Integrating these strategies can help you connect with your audience more effectively and strengthen your brand's presence in the community.

• How can you use your product packaging creatively to enhance customer engagement and drive traffic to your online presence?

• Which local events or community activities could you participate in to increase brand awareness and strengthen local relationships?

Every package, every event is a chance to create a memorable touchpoint.

9. Track and Adjust Strategies

Use free tools like Google Analytics and Social Media Insights to track which strategies are working best for you. Refocusing your efforts on high-performing channels can maximise your impact without incurring additional costs.

Also, consider implementing A/B testing to experiment with different versions of your content or campaigns on a small scale. This approach can help you identify what resonates most with your audience and refine your strategy without wasting valuable resources.

• What specific metrics will you focus on when using analytics tools to measure the success of your marketing strategies?

• How can you implement A/B testing to refine your content or campaigns while minimising risks and maximising insights?

Measure, learn and evolve - continuously improve to stay ahead.

“Your brand is a story unfolding across all customer touch points.” - Jonah Sachs

How will you turn existing resources into powerful tools for engaging with your customers more effectively?

Remember, while increasing touchpoints is crucial, quality always trumps quantity. It's not just about reaching out more often, but about making each interaction meaningful and relevant to your audience. Focus on understanding your customers' needs and preferences and tailor your messaging accordingly. A well-crafted touchpoint can do more for your brand than several generic ones.

Stay consistent, stay authentic and always put your customer at the center of your strategy. The more value you provide in each interaction, the stronger your relationships will become and the more successful your outreach efforts will be.