Most businesses today understand the importance of getting their products and services out in-front of their target market. Businesses have often tried to do this through a lot of traditional marketing methods, such as print, television, radio, billboards, exhibitions, sampling. Etc. It’s remarkable when I speak to business owners and marketers today, that I would say as a guess, 65% don’t understand the importance of how social media can be an even more productive tool to achieving reach and identification of brand with audiences in the marketplace.
A brand touch point is simply when someone sees your brand/service/product in front of them, so they have visited your website, seen your email campaign, or in social media – have seen your content, engaged with it or visited your social media profile.
So how many touch points do you need as a brand or business, before you start to see any real traction on social media today? Of course, this differs from market-to-market or industry-to-industry, depending upon the overall maturity of the industry on social media and its competitiveness. For us as Attention Experts, at the time of writing this article we have identified it will take for an average company, no matter what industry, around 15 to 20 brand touch points with an audience before that brand/product/service moves forward to becoming front of mind.
This 15 to 20 brand touch points needed currently is higher than previous years. In 2013/2014, it was observed that you needed 4 to 6 brand touch points with an audience before sales/leads and enquiries came in. Today, as mentioned, it is much more. The reason for the increase is today’s social media landscape is much different to that of even six months ago. Marketing strategies utilised today on social media are completely different to six months ago. We are often finding strategies from three months ago, are no longer working today. As a marketing agency it is constantly a challenge for us to continuously find new strategies to ensure we are ahead of the social media trends and rapid rate of change.
So how can you increase your brand touch points with your brand alongside social media?
There are two basic identifiable ways:
1. Utilisation of a pixel on Facebook, to cultivate audiences.
2. The increase of other channels such email marketing, running parallel to social media.
Utilisation of a pixel on Facebook, to cultivate audiences
The Facebook Pixel is an extremely powerful tool to help build audiences on the backend of Facebook. If you don’t know what a Facebook Pixel is or need a more thorough explanation, I highly recommend you give us a call or get in touch with us (Phone: (02) 8001 6289 or email [email protected]). The Facebook Pixel will allow you to cultivate an audience which has already touched your brand. Being able to cultivate those audiences until they have hit at least 10, 11 or 12 brand touch points, is important and most importantly it takes time. Today 15 to 20 brand touch points takes at least six to nine months to achieve.
The increase of other channels such as email marketing, running parallel to social media campaigns
Running parallel to your social media campaigns, should be other marketing channels on similar promotions and communication, which can rapidly increase your overall brand touch points. For example, running email marketing campaigns alongside your social media marketing campaign will ensure you are achieving touch points with an audience through their email inbox as well as their social media newsfeeds. Even if they don’t open your email, just seeing your brand appear in their inbox could be considered a brand touch point. Do not underestimate the importance of getting your brand out there as much as possible, in a highly strategic way. I’m not suggesting to spam your audience, however a clever value-add email marketing campaign alongside a social media campaign can work wonders. This also takes time, but it’s results must not be underestimated.
For help on any of the points mentioned above, please do not hesitate to reach out to us at Attention Experts. Our solutions for your business are often tailored for what you need. Give us a call on (02) 8001 6289 or email me directly at [email protected]