The Secret to Online Marketing: Lots of Touch Points


Filed under: Training Tips


In just a few years, the Internet has become a fantastic tool for business owners and marketers.  It has changed consumers and their buying habits.  In turn, marketers have had to renovate their methods. We can’t expect the things that worked for a 2007 consumer to still work the same today!

If you’re looking to expand and accelerate your business by leveraging the internet, it’s important to keep a few things in mind and think of it as a series of “steps”.

1.  Today’s consumers are immune to the “old” methods of advertising and marketing.

Closeup image of businessman drawing  graph,business strategy asRemember logging onto the internet ten years ago, and reading your email or performing a quick search for information? Within minutes, you were convinced you suffered Candida overgrowth, you had signed up to take paid surveys, or you definitely needed those new shoes that would help you burn more calories. That’s because in the earlier days of Internet, traditional advertising and marketing methods still worked.

These days, though, consumers are much more skeptical. They perform their own independent research, they don’t “hear” old advertising messages in the same way, and it takes a lot more convincing to get them to sign up for your service or buy your products.

When you market your business online, keep in mind that your target audience could be hearing a lot about you, and it’s not all coming from you! They might read a review of your products, a post about your company on social media, or receive a recommendation from a friend. Of course, they also visit your website, read your blogs, and skim your emails. The bottom line is that they will research you fully before taking the next step.

2.  You will typically need to touch base multiple times before making a sale or sponsoring a new consultant.

In the age of information, consumers need time to sort through all of the data in front of them. You can’t rush them to make a decision, so in the meantime, what do you do? When do contacts become good sales leads?

According to the Online Marketing Institute, consumers require a large amount of information before they can be deemed “sales ready”. In the beginning stages of your interactions, a contact is researching to decide whether your company is a suitable choice for them. Rushing them can be disastrous, and result in the loss of a once-promising contact. On the other hand, you certainly don’t want to pass up a sales opportunity. That’s why we often refer to marketing as a funnel, in which your interactions with the audience gradually deepen over time.

3.  You will touch base approximately 6 to 8 times before a contact is ready to make a decision.

Naturally, some people will deviate from these numbers, but they are a good rule of thumb for marketers and business owners. So, rather than using the old methods of touching base and then quickly pushing for a sale or a signup, remember that you’re running a marathon, not a sprint.

Another important thing to remember is that quality of touch points makes an enormous difference. If a contact learns new, valuable information each time they interact with you, they will gradually develop trust in your expertise. If they hear good things about your services, if they read a glowing review, or if you answer important questions, they will begin to see value in your company.  That old-school adage of “ABC- Always Be Closing” has less meaning today as prospects will typically have a more adverse reaction to the person who is always asking for the sale.   You want to craft quality, relevant content that your audience will want to read (or watch, if you create videos).

View these 6-8 touch points as individual chapters in a story that you tell about your company. Each one will impact your target audience, building upon one another until the story (the sales funnel) reaches an exciting, fulfilling conclusion!


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