Have you ever considered conducting a touchpoint audit within marketing? It’s a good idea to be doing this regularly. This helps to ensure that every time your customer interacts with your brand they are receiving the correct messages. Connecting touchpoints allows you to see where you should make changes and ensure that you are delivering the right message. Therefore, how do you conduct a touchpoint audit?
First, you should make a list of every place that a customer may come into contact with your brand. These channels include your website, social media and any adverts you may have, however, have you thought about the transference from digital to physical touchpoints? This could be the packaging of your item or the entrance to your shop, depending on your business. Make sure you note down every time your guest interacts with your brand across their full customer journey.
Thinking about the strategic intention of each of these touchpoints helps you with the next step. Consider each of these channels in turn and consider whether they are in the consumer journey. What are you trying to get your audience to do at each step of the journey? What is the action you want them to take? Really trying to get to the core of your ideal consumer helps here too!
Having laid out the touchpoints and understanding what they should be doing, consider the messaging or imagery used. Complete a mini-SWOT analysis to understand the strengths, weaknesses, opportunities and threats of each of these areas. Further, when looking at your website, consider what content is working well, what can be improved and how. Does your image match the copy you are using? Does it persuade, inform, or get the customer to take action?
Finally, when you’ve made a list of the things that you should change, put it them into action! Try to continuously improve your touchpoints across your consumer journey. The smoother the process, the more likely they are to re-use your service.
Completing this audit helps you to ensure you are constantly thinking about your customer. It helps you build your brand and avoids any conflicting or confusing messaging which could put them off future interactions. Strong brands have strong touchpoints!