Tag Archives: multi-touch

What you put in…

What you put in…

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.

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What’s the magic number?

What’s the magic number?

So, you are designing your multi-touch marketing program, you have created some really first-class content that is informative and engaging and has been designed to show you to be a leader in your field. You have then used this content across a variety of media, perhaps you have created a flyer, or a video, or put together a series of emails for your campaign. But how many touches should you do?

There is a magic number. This number has been reached by research carried out in the US and in the UK. It is based on when a sale happens in a B2B relationship, and how many points of contact have happened before the “yes.” The magic number is twelve.

So, when you are designed your multi-touch program you need to bear this in mind. Obviously, you will have some quick wins, and you will have some customers who take twice as long as this to come to fruition, but as a basis on which to build your campaign twelve is ideal.

These touches don’t have to all be very elaborate, they can be as simple as a LinkedIn connection, but together they become very powerful. It takes people a while to become used to you, to trust you, before they will even consider buying from you. Taking the time to work through your multi-touch program will enable your prospective clients to accept you, trust you, and ultimately buy from you.

There are quick fixes that can be made, but in the long run it is better to build a good marketing program that will deliver you a steady flow of good quality leads, who are poised to buy. If you are struggling to either devise a long-term marketing program or to implement it, why not take a look at our marketing manager package? Or to arrange your meeting today call 0121 222 5743

If you would like to learn more about multi-touch marketing please watch the video below.

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Aardvark marketing | When will it be the right time?

When will it be the right time?

When will it be the right time?

You’ve identified a potential new customer, you’ve battled through out of office messages, voicemail and gatekeepers to speak to the decision maker, you’ve won some time for a face to face meeting in his or her jam-packed diary and you’ve had a great meeting where they agree that you look like the type of supplier they could do business with – yippee!.  And then the prospect says “but it’s not the right time”!
Where does that leave you – a qualified prospect with a genuine interest, but not buying right now.  Sometimes they will tell you when you should contact them again – 3 months, 6 months, next year, but even if you diligently make a note of this and call them on the precise date they suggested, most times you’ll find that’s not the right time either.  That’s probably not because they were intentionally deceiving you, it’s more likely that they didn’t really know when it would be the right time!
The reality in most business to business (B2B) conversations about a future need is that it’s the prospect’s business that decides when the time is right.  The risk is that as the potential new supplier, you don’t find out until just too late.  How many times have you heard a good prospect say something like “I wish I had been talking to you last month!” because they have realised they have made the wrong decision?
Typically, what raises your product or service from a “that makes sense” proposition to a “we need that now” is something that changes in the prospect’s business.  You probably don’t know what it is going to be and certainly don’t know when it’s going to happen, but that change in their world will create a window of opportunity to you to have a conversation that could secure the sale.
The best chance of realising the opportunity is to be in their mind when that window opens.  That doesn’t mean pestering them every week with a thinly disguised sales call – that will almost certainly disqualify you from the process!  A carefully timed regular contact that isn’t a hard sell, but demonstrates an interest in their business, and their challenges plus what makes you a good choice for them can keep you on their ‘buying radar’.
In my experience, this is a perfect role for a marketing drip or multi-touch campaign.  We call our campaigns ‘Sales Generators’ because they are designed to engage, qualify and warm-up prospects ready for the sales team to jump into action “when the time is right”.
You can find out more about the Sales Generator at our website, or give us a call on 0121 222 5743.
Chris

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