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."
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?
What are the thirteen leaks?
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 leaks at all these touchpoints - you’re in business, so you’re clearly doing a lot right. But, we're willing to bet if you were to assess your marketing activity at each touchpoint, 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.
Address your leaks, in the order above, and your business will make more money. Ask us how.
The Thirteen Touchpoint Leaks™ are copyrighted to Watertight Marketing which Cheryl is licensed to use. Please see their blog on the touchpoint leaks for even more information. Where appropriately indicated, concepts and frameworks on this site are drawn from the Watertight Marketing™ methodology, as captured in ‘Watertight Marketing’, by Bryony Thomas (Human Business Thinking, 2020). Ownership of these are acknowledged and used with permission from Watertight Marketing Ltd.