When you hear the phrase “Establishing multiple touchpoints throughout your lead generation funnel”, do your eyes glaze over like a Krispy Kreme donut? Does a lone tumbleweed roll past while crickets chirp in the distance?
No stress, we’re here to break this concept down for you in simple terms so you can understand just how powerful it can be for your business, while also giving you some tips to start applying multiple touchpoints from today.
One really is the loneliest number when it comes to lead generation. Only having a single touchpoint for your business is a huge missed opportunity! To convert high quality leads, the more the merrier –but the key is that the ‘more’ needs to be providing value. If you reach out to someone using only one channel, and they don’t bite, that’s it – ding ding ding! You’re out of the game. Imagine it’s like dating someone –you’d have to be pretty confident getting yourself into a relationship after just one date, right? It’s the same with prospects. Giving them multiple opportunities to interact with your business in different valuable ways allows them to understand your offering better and create a deeper connection. It’s not often love at first sight ‘round these parts.
Having multiple touchpoints really just means having more than one type of interaction available for the potential buyer with your business. A new interaction on a new secondary channel, that ultimately provides further value and delivers your message in a new way that may resonate better with the prospect.
Consumers and buyers have their individual channels and methods that speak to them. If you miss out on the channel they prefer, well then, it’s over. Create a journey, tell a story, excite and wow your client through a funnel that rolls across each channel that speaks to your consumer.
Multitouch strategies are also a surefire way to start converting more prospects to lead that you’d otherwise be leaving on the table with one singular touchpoint. With a smart and well refined multi channel campaign, you will convert more leads and increase your bottom line. According to consultancy firm McKinsey & Co, brands with more digital touch points are more likely to be selected by consumers. Therefore, multitouch campaigns are the obvious way to boost sales and generate positive sentiment around your brand.
To see this in action, let’s have a look at the Cognita case study.
Cognita is a worldwide group of 65 private schools that operate in Europe, Latin America and South-East Asia. To gain a deeper understanding of their clients (parents of their pupils), they created a program called ‘Voice of the Parent’, and used multiple touchpoints to execute their goal of streamlining feedback. Embedding customer service leads in all three regions and its largest schools made Cognita one of the first global school groups to deploy a multi-region, multi language program.
It was able to cater to the different academic year cycles in different markets while still providing a consistent dashboard for reporting. A multiple touch point approach built trust within their community and empowered the company to take action where needed, as customer-facing staff were able to use the platform to talk to prospective clients as well as resolve requests with existing parents.
Why is implementing multiple touchpoints important?
- B2B clients often have customer journeys. Some may skip a few stages of your initial marketing efforts whereas others might want a high-touch, consultative experience.
- It’s likely that multiple stakeholders from a single client interact with your brand at various stages in the customer lifecycle. Why would you roll out the red carpet for only one of them, instead of all?
- Customer curiosity (generated through a targeted and memorable marketing campaign) should be easily satisfied, so there are no obstacles to purchase.
- Having multiple platforms through which you can communicate with customers means you can demonstrate the benefits of your product or service over and over.
Put simply, providing potential clients high-quality options of how, where and when to interact with you only gives them more reasons to come on board.
Don’t forget! Once you’ve set up your multitouch campaign, you better keep up to date on how leads interact with your touch points so you can tailor and adapt over time. The trick, of course, is to cull what isn’t working and invest more into what is. Doing this regularly keeps your touchpoints high-value and diversified throughout the sales funnel, resulting in an effective, multi-touchpoint marketing strategy to better service the leads you generate and increase the chances of Closing. That. Deal.
So, how does J2 Group implement a multi channel solution?
Through a simple funnel made up of retargeting, LinkedIn and emails as seen here in our diagram:
Want to learn more specifically about this funnel we implement at J2? Check out our video about it by clicking the link below!
If you’d like to discuss a multi channel solution for your business, shoot us through an email at firstname.lastname@example.org or give us a call and we discuss how this may apply to your business.