What is the BEST way to connect
with your hottest prospects?
That’s the million-dollar question and, unfortunately, there isn’t a simple answer for it. Most often, a single solution doesn’t truly exist. There is no silver bullet, magic pill, one-stop shop to make your marketing efforts easy. What does work, however, is to use a series of touchpoints to engage your prospects and maintain relationships with your clients.
So the question now becomes: What are these touchpoints and how do I find what will work for my prospects?
Touchpoints are simply the various ways you can interact with your audience, through both inbound and outbound activities, such as:
- Personal visits
- Phone calls
- Direct mail
- Banner ads
- Print ads
- QR codes
- Broadcast media
- Social media
One ad in a trade journal isn’t going to win that new contract. Neither is a single direct mail piece. However, by determining the best time, place and medium to use for each prospect (or ‘type’ of prospect), you can establish the most important touchpoints for your marketing message.
As a distributor of promotional products, we love the idea of giving away items with your logo and contact information, but that’s not a strategy. That’s a tactic. It’s a valuable touchpoint in your marketing strategy, but it doesn’t stop there. It’s a part of the whole.
- How do your clients and prospects prefer to have discussions with you?
- Where would they least expect you to be?
- How do your competitors connect with them? How much more or less effective are they than you are?
- Are there other industries that do something different from what you’ve been doing? Can you adopt it to your industry?
- Where are your clients and prospects when they need your product or service most?
These are the questions that can help you define what the best touchpoints are for your target market.
Time for some self-promo – ROBYN doesn’t just sell promotional items. We help develop marketing campaigns. Branded products are certainly a part of it, but it’s our experience and insight, warehousing and distribution, brand control and ease of management that defines us and creates the value of working with ROBYN.
If you’d like to discover different ways we can help you manage your brand, give us a shout. We love to help.
Posted on Fri, July 8, 2011