Let’s get touchy-feely.
Okay, maybe just touchy.
(And not in the way you’re thinking.)
I’m referring specifically to getting touchy with your BUSINESS.
(Nothing against you, I’m sure you’d be great to touch, but this is a blog about how to run a business after all, not spice up your love life. *Ahem.*)
What I’d like to discuss today is the touch-points your business has with your current and prospective customers. Can you identify them? Let’s take a moment to brainstorm where they all could be.
A touch point could be seeing a link to your website or blog in a list of Google search results, viewing an update from you shared by a friend of theirs on social media, opening an e-mail newsletter from you, making a purchase from you, getting their product in the mail, and beyond.
Identifying all of these touch-points gives you a starting point for how you can present and define your brand along the customer journey in a way that instills trust, loyalty, and ultimately, more sales.
To begin mapping out your touch points, you’ll first want to think of all of the ways someone who doesn’t even know your business exists is introduced to your brand. Maybe it’s on social media, maybe it’s via word of mouth through a mutual friend, maybe it’s a craft show, maybe it’s through a blogger or local news media outlet, and so on. In any case, you want to start off with a good impression. Think of the controllable, specific ways you can contribute to that first impression that will leave your business as something the be remembered and returned to.
Next, there is the process between when a customer becomes interested in your offerings and actually buys. Maybe she signs up for your e-mail newsletter, reads your blog, follows you on social media, etc. This is a crucial stage where you build trust and loyalty, letting your potential customers know whether or not you are the right fit for them.
If your touch-points are inconsistent, confusing, and send mixed messages, you’re a lot more likely to turn potential customers away – including the ones you mean to be attracting.
Then there is the actual purchasing and delivery process. What is it like for someone to make a purchase from you? Do you send a follow-up note thanking them for their order and letting them know when it will be shipped? How do you package the products? What experience happens on the other end, when your customers excitedly open their order and get to finally see their Shiny New Thing in person?
Finally, there is the follow-up. Because the relationship isn’t always over when the initial transaction is over. Are you giving your customers a chance to sign up for your e-mail newsletter so you can stay in touch with them? Do you give them a loyalty discount in their order for them to use when they make a second purchase? How do you encourage reviews, and once you get them, how do you use their feedback to improve your overall business?
All important things to consider, plan for, and systematize.
Also, I feel like its the perfect time for this song:
What are your thoughts? Can you think of any touch-points between your business and customers that could use a little reinforcement? Please share in the comments below!