Making It Know

Identify Your Brand Touchpoints

Building a strong brand isn’t just about having an engaging visual identity or distinct brand voice. It’s also important to stay active in the same spaces as your target audience so you can raise and maintain awareness of your business. The spaces where you connect with your audience—whether they’re on specific social media channels or in the offline world—are called customer or brand touchpoints. 

Read on to learn how to identify your unique brand touchpoints and leverage them to build your business.

Define your brand touchpoints

Brand touchpoints are the places along the customer journey where you make contact with your target audience.

That could be on a search engine when they perform a particular search. It could be via a branded email campaign, using a tool like Squarespace Email Marketing. It will most definitely be on your website, which is the virtual shop window for your business. It will also be on social media, where people can enter into an ongoing two-way dialog with your brand.

Knowing how to build a brand through social media, and at all other stages of the customer journey, helps businesses embed themselves in their target audiences’ lives. It makes your brand part of the audience’s cultural ecosystem, and increases the likelihood of engagement.

Map the customer journey

By fully understanding your target audience—especially their behavioral patterns online—you will be able to develop a good idea of where online they will be and when. This is what’s known as customer journey mapping, and it will help you to plan your social media and other marketing activities.

The customer journey has five key stages:

Stage 1: Awareness

Learning that the product exists—via your social media pages, your advertising or from the search engine results page.

Stage 2: Consideration

Clicking through to the page of your site listed on the search engine results page and engaging with your content, e.g., signing up for an account or claiming a free trial.

Stage 3: Purchase

Registering with your site for paid content or buying a product from you — also known as conversion or acquisition.

Stage 4: Retention

Coming back to your website to look for new or similar products, because they trust your brand.

Stage 5: Advocacy

Becoming a vocal supporter of your brand, telling friends about your products, and sharing your content on their own social pages.

A detailed customer journey map should show you the specifics of how a customer gets to where they’re going. For instance, knowing the keywords they’re typing into search engines when looking for brands similar to your own will inform your SEO strategy. A reporting platform such as Squarespace Analytics will even tell you which social media site they were on when they clicked through to your website and on what day. You can leverage this information to drive your activity at those points of contact in the future.

Perform touchpoint analysis

Regularly analyzing your existing brand touchpoints will help you to stay up to date with how customer interactions change shape over time. It will also highlight where and how you need to make improvements.

When customer engagement drops, it’s tempting for businesses to rush straight into changing their brand message or their mission and vision. That, however, is big-picture stuff. Start by eliminating easily fixable aspects—such as how customers experience each touchpoint—before you make bigger changes.

Perhaps your Instagram presence could use a boost by incorporating custom story templates with a tool like Squarespace’s Unfold App. Or you could improve time-on-site for your website by incorporating a new design template. Think about A/B testing your marketing campaigns so you can identify which messages, tones of voice, and color palettes generate the best engagement.

Brand leveraging starts with the process of eliminating what your target audience doesn’t like to experience so that you can narrow down what it does like.

Collect customer feedback

Wondering what your audience thinks of your brand across touchpoints? Ask them.

It could be something as simple as a customer experience poll on your Facebook or LinkedIn page. Or you might want to build a form block into your website that asks visitors to complete a survey on their experience—how they got there, what they thought of each stage of the journey, or how they might improve it.

Build a database of social media interactions. Create a spreadsheet or document to record comments and social performance and update it routinely. This is a core function of good community management. It will help you to understand how customers feel about your social presence, your products, and your brand in general.

Enhance the customer journey across all touchpoints 

It’s important to deliver a positive brand experience at every stage of the customer journey. So, consider every last one of those stages and how it might be developed. Here’s a quick checklist to help get you started:

Social media

What channels are you using, and which have the most engagement?

Interruption marketing

How well does your interruption marketing—like your pop-up and banner advertising—perform, and which messages play better with which audiences?

Digital content

Look at your blog, podcasts, and videos. Where is most engagement occurring, and who is engaging?

Review sites

What do people think of you on review websites? How can you leverage this feedback to improve the brand experience?

Customer support

What’s the experience people have when they actually choose to buy from you? Is there after-sales support? What kind of feedback do you get during those interactions? Gather and measure that feedback.

These are just a few of the essentials. When you analyze your own communications, you’ll be sure to identify more. Consider every last one and you’ll be in a much stronger position to deliver a brand that resonates positively at every stage of the customer journey.

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