3 Ways to Make Your Touchpoints More Intentional

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.

Step 1: Truly Understand Your Target Audience

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?

Step 2: Break Down Your Touchpoints

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:

• Are the touchpoints on channels your customer is using? Do you have clear call to actions (CTAs) to guide your customer to the next step?
• Have you optimized touchpoints search engines? Do you have all the info they need available?
• How is your engagement with your audience? Do you respond to comments? DMs? Stories?
• Are the touchpoints reflective of your brand? Do they align with your vision and values? Is the style consistent?

Step 3: Take Your Customer’s Journey

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.

Here is an example of what this outline might look like for a service based business:

1. A potential customer has a problem and begins to search for a solution. They use search engines (Google, Pinterest, etc.) to look for possible answers.
2. The potential customer selects a few possible options.
3. They want to find out how to inquire about the service.
4. The potential customer is awaiting a response to their inquiry.
5. Success! They want to work with you!
6. The customer will interact with your brand frequently during the project.
7. The project is completed, but the journey isn’t over. Maintain communication and make sure your customer is satisfied.
8. The customer is loyal and returns for your services. They refer others to you.

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

• Improve your customer’s experience your touchpoints.
• Feel more confident in your brand.
• Attract and convert your ideal customers.

Have you been considering custom brand design, but aren’t sure if you’re ready? Check out this post where I discuss my top 5 signs it’s time to rebrand.