We all know that people buy from people, but how do we get there using digital media?
Using the tools available to you in the right way can help you develop the relationships you need in business.
If your clients are businesses, then Linkedin has a network waiting for you to get involved with. However, if you’re B2C (business to consumer) then the likes of Facebook will hold the key to relationships.
Whichever tribe is your bag, the 7 points of contact will still work for you. And developing a plan for implementing the touchpoints will deliver benefits for your business.
Example Case Study
Let’s use Company A as an example of how the 7 touchpoints can work.
Company A is a manufacturing company with over 40 years in business and through those years they have developed a great customer base. However, one particular client stopped using them. It wasn’t a fault of the quality of the work they produced but instead how they had serviced the client.
So the relationship was lost, the client hadn’t put any enquiries in for years and no work was produced for them.
Marketing the business
Company A realised that whilst they were still producing great quality work, they weren’t telling people about it. They also weren’t actively developing their network to grow their business. They wanted to address this.
It had nothing to do with their lost client from years ago and little did they think that implementing the 7 touch points would have a positive effect on this client.
Setting the scene
In order to make the 7 touchpoints work they needed to have the following in place:
This needed to reflect the business and have a page where they could add blogs/news.
Email marketing tool
To use their customer list in a proactive manner and be able to send out e-shots.
To have a business page which reflected the brand of the company and carried the message
To have each key team member on Linkedin giving the right company message and making sure they followed the company page. Team members also needed to understand why the company was using Linkedin in this way.
They also needed an agreed process for using their website, Linkedin and email marketing.
They needed to understand how working together they could strengthen their relationships with both existing and new contacts using these online tools.
Implementing the touchpoints
Being a B2B company they knew that Linkedin would be a good starting point. With a network of 27 million UK users this was a huge opportunity for them to connect with potential clients.
Company A had a business development director and he jumped right in, developing his Linkedin profile.
He made a connection request to the ops director of the lost client.
The ops director accepted and because they were talking, the ops director was placed on Company A’s email list.
Over the next few weeks, the ops director received three e-shots. These e-shots didn’t sell but instead informed how Company A had a great team of experienced customer-facing and production orientated staff all wanting to help.
A blog post was placed on Company A’s website talking about the new Customer Service Director and how the team was helping customers. This was then shared by the key team on Linkedin.
Company A’s business director kept in contact with the ops director and invited him along to meet the team.
After seeing how they could help his business, and only being 30 minutes’ drive away, he decided he would like to explore further how they could work together.
Following the visit, enquiries started coming in from the lost client and the first order shortly followed.
Making the touchpoints work for you
The 7 touchpoints will be different for every business, but can still deliver results similar to those shown in the case study above.
If you want to learn more about how to implement the 7 touchpoints as part of your marketing strategy give me a call on 07554 000806 or complete the form below.