Touchpoints are any point of contact a customer has with your business at any stage of their buying journey. By creating intentional touchpoints, you will elevate your customer’s experience with your brand. Use these three tips to improve your brand experience with more intentionally crafted touchpoints.
If you asked me what the most important aspect of a brand is, hands down, I would say target audience. If you market to everyone, you market to no one. The more specific you understand your target audience, the more you can craft your brand based on their needs, wants, interests, style, etc.
Action Item: Create a persona for your target audience. Give them a name, picture, demographics, and psychographics. Be specific and detailed. I would recommend creating 2-4 target audience personas, any more and your target can get murky. After you identify the audience personas, ask yourself: What are their problems? How can you help them? What do you provide that will improve their life?
And I mean, aaaaaaall the way down. Touchpoints are not comprehensive channels “social media” or “website”. Touchpoints are every single, specific action or item a customer interacts with during their buying journey. For example, let’s take a look at Instagram. The touchpoints could include: post, story, messenger, bio, story highlights, Reels, IGTV, hashtags, and your engagement with your audience, just to name a few.
Action Item: Make a list of your customer process and all of the touchpoints you utilize. Break them down into their most specific form. Think about how you can fine tune each one to make your customer’s experience better.
Some Questions to ask yourself about your touchpoints:
The final step is to take your customer’s journey yourself and evaluate each touchpoint. This should be done regularly to make sure every point is working as it should. Make sure to update the touchpoints when they are not aligned with your brand. Reference your target audience personas and the detailed list of your touchpoints.
Action Item: Outline your customer’s journey from start to finish. Make an outline for every path they may take. Write the touchpoints they interact with at each stop. Think about how each touchpoint will make them feel about their experience.
Now, take the journey yourself. Find a few competitors and analyze their customer journey. What do they do differently? Better? Identify some aspirational competitors and repeat. What can you learn from their experience? What can you implement differently in your customer’s journey?
Implement these steps and I bet you’ll
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