It’s the quality of the data that you put in that determines how effective your touch program is. You could have the best touch program on the world, but if you fill it full of suspects who are in the wrong geographical area or are outside your budget, or entirely off-profile your conversion rate will be poor.
Don’t simply fill your program full of people so that it is full, you are investing a lot of time and effort in each suspect, so it is important that each suspect has a reasonable chance of becoming a customer. Make sure you have a picture of your ideal customer, you need to know exactly what they look like, where they live, where they spend their free time, you need to know what sort of social media they use, whether they prefer using a mobile phone or a tablet. All of this information will build up a picture of your ideal customer, so that you can ensure you are targeting the correct people.
Not only should you be putting new people through your sales process, but you should be putting your current customers and your lapsed customers through as well. Current customers may order more frequently, or spend more per order, while lapsed customers may be encouraged to return to you.
A touch program runs over prolonged period of time, which means that you are in the right place when the suspect is ready to buy. It is important to remember that people buy when they want to buy, not when you want them to buy. Good marketing will ensure that it is your name they remember when they are ready to buy, and a good touch program will do just that.
If you would like help designing, creating and delivering an effective touch program for your business, take a look at our Marketing Manager service. Or to arrange your initial meeting simply call us on 0121 222 5743
To learn more about multi-touch marketing, please watch the video below.