What are they? A 'touchpoint' is the way someone, sees, interacts or engages with your business or brand. A 'leak' is when that touchpoint is not supported properly by marketing. Do you know your businesses touchpoints?
How does a touchpoint leak profit?
Bryony Thomas of Watertight Marketing says "I am yet to encounter a small business that isn’t leaking profit in the way they approach their marketing. If they are not supporting every step in a person’s buying decision, then they are necessarily losing business."
And we agree
Bryony also says that the touchpoints leaks below are the most commonly seen gaps in a new business marketing set up. Being Watertight Marketing Accredited, we know what she means and whole heatedly agree. Can you say that your business has no leaks against these points?
Leak #1 – Forgotten customers
Do you have consistent customer communications that proactively address any service needs that a customer may have and that keeps your business in their minds?
Leak #2 – Poor on-boarding
Is there a structured approach to communication with your new customers as they settle into a relationship with you, which demonstrates that your service is consistent with the expectations they had?
Leak #3 – No emotional connection
Does your visual and written style have a personal touch that’s friendly and allows people to make an emotional connection with your business?
Leak #4 – No gateway
Does your business offer a coherent set of products that lead helpfully from one to the next, with the inclusion of a stepping stone that allows people to understand what it’s like to be a customer before they are one?
Leak #5 – No critical approval
Is there a clear way of educating, or helping your buyer educate, anyone who could veto the purchase decision?
Leak #6 – No proof
Are you systematic about signposting some sort of proof against every promise or claim that you make?
Leak #7 – Information overload
Do you have a steady stream of relevant information that invites people into finding out more?
Leak #8 – How
Is your content available in a range of familiar and novel formats so that people can engage with ease and enjoyment?
Leak #9 – Where
Are there at least three places to put your materials that you know your potential buyers already access?
Leak #10 – When
Have you made a commitment to timing the release of your materials so that people are most likely to notice it?
Leak #11 – Who
Is there a way of getting people talking about your business so that buyers hear something good about you regardless of who they turn to?
Leak #12 – What
Do you have an absolute clarity of purpose in telling people what your business does?
Leak #13 – No emotional impact
Do you strike an emotional chord with your potential buyer that means they can’t help but notice you and they feel compelled to take action?
Anything resonating with you?
Your business won’t have all these Touchpoint Leaks™ - you’re in business, and paying the bills, so you’re clearly doing a lot right. But, we're willing to bet if you were setting each of these leaks to red, amber and green, one or two would be flashing red. And, even those that aren’t high on your list to address, a little tweak here and there could have a healthy effect on your bottom line.