One common misconception we run into is that many people consider content marketing to be synonymous with social media. That is far from the truth. Social media is simply one medium used to implement a content marketing strategy. Content marketing is a marketing technique that involves creating and publishing valuable, relevant and consistent content to earn the trust and loyalty of your targeted audience; most importantly your content marketing strategy should include a variety of mediums to get your content seen
As Scott Langdon, Managing Partner at HigherVisibility, said, “We’re living in a very digital world, but people still like to have something tangible to hold or feel when making a purchasing decision.” You need to add more touchpoints to your marketing strategy – online and off – in order to keep your brand on-top-of mind and to keep your audience engaged.
Missed touchpoint opportunities
Touchpoints are essentially contact points – moments when your message reaches your customer. Together, all you touchpoints create the customer experience. The following are ways to add touchpoints (that are not social media) and create a better-rounded, positive customer experience:
- Customer Service – Every email, phone call, bill or text is a touchpoint. Every one of these influences the way your customers view your brand. Make sure all these are optimized to be valuable and relevant. Example: Even a billing email can include helpful content like a “how to read your billing statement” article.
- Business Cards – Business cards are how people remember you after meeting dozens of people at a networking event; you want your business cards to promote your brand in a memorable and useful way. Example: Make sure your card matches your brand (colors, fonts, voice etc.) and include several ways for the recipient to follow up – email, social media, phone or even a QR code that leads to your website.
- Autoresponder – Really? Yes. It’s great that you are having fun out of the office, but that is not helpful to the customer trying to email you. Example: Brand your out-of-office email and always include additional ways the customer can find help ASAP (other staff, useful blog articles, etc.)
Remember to always measure and analyze the success of your touchpoints. Just like any marketing endeavor, you want to makes sure you are taking advantage of what’s working and improving what is not.