Article | Fabulous Women

Touching your customers (without getting arrested)

Posted on 03/08/2012

How often do you touch your customers and prospects?

I don't mean physically in a "why are you stroking my leg?" kind of way.
I mean how often do the people that you want to work with (your target audience) notice you and your business?

As savvy business owners you may well be familiar with the 7 touch theory - if not let me explain.

Marketing textbooks state that it takes on average seven impressions or encounters with your business or brand before someone decides to buy from you. These "touchpoints" as they are often known can range from something as simple as noticing your poster in a shopw window to meeting you at a networking event and having a one to one. Through these encounters people will get to know you, get to like you, grow to trust you and if all goes well buy from you.

This might seems like a lot of work, especially if you look at another take on it that suggests that these 7 touchpoints can be equated to 7 hours of engagement.

The good news is that it doesn't have to be hard work and that many of you are already doing it without thinking about it. Social media channels such as Facebook, Twitter and Linkedin make it so much easier to touch people's lives without even meeting them. Websites and blogs are now a standard part of our marketing armoury that allow us to spread our message far and wide. Add to the mix email marketing, podcasts and online video and we have a full-on multimedia arsenal at our disposal. All of these opportunities to touch and we haven't even left the house and encroached on anybody's private space.

Unfortunately, we are bombarded daily with a seemingly incessant deluge of information not all of which we can process so our clever brains just ignore a lot of it. So how do we ensure that our touches do not go unnoticed?

For starters, being clear about who your target audience is crucial. I want to touch ladies (oh no that came out all wrong... see what I mean about getting arrested!) What I mean is: my target audience are female entrepreneurs and business owners who want to grow credible business brands that still reflect their femininity without resorting to condescending and stereotypical archetypes (what I call it the "Cath Kidson effect")

I joined Fabulous Women as an Inspirer member in order to share my knowledge and experience with a community of likeminded people. I believe that life is more fun if we share and help each other and if in doing so, connections are formed then so much the better.

If this resonates and you would like to know more, feel free to get in touch.

Back Author : Neil Humphrey

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