Look at some of the marketing services we provide our clients: websites, blogs, e-newsletters, video FAQs, social media, and podcasting. These were not random choices but were designed to work together.
Imagine all of your past clients and connections are in the center of your circle. A touchpoint is when one of them comes in contact with one of your marketing efforts. However, not all of our services would land under the heading of a touchpoint—and there is a reason for that. To better understand what a touchpoint is, remember the old AT&T commercial where the tagline was “Reach out and touch someone.” (This was an old line they used in a print campaign in the 70s.)
The marketing services that “reach out and touch someone” are touchpoints. Blogs and websites are stationary, in a sense. To see either, a prospect would have to visit you. Conversely, social media posts, podcasts, and e-newsletters get sent out. They show up in feeds and inboxes. They are transference vehicles because they drive traffic to your websites and blogs.
Pair Your Marketing Services Correctly
If you were only to get one of our marketing services, I would stress the e-newsletter. It’s an easy way to stay in touch with your network and drive referrals. However, that doesn’t mean it’s a complete plan. Pair an e-newsletter with a blog. This way, you will have a touchpoint (e-newsletter) and something on your website (blog) for people to engage with once they are there. The same goes for social media (touchpoint), which leads prospects to video FAQs where you answer commonly asked questions.
Thinking Beyond Our Core Services
We publish this blog—and all of our content—to provide helpful marketing tips you can incorporate into your firm. You can take the concept of touchpoints and apply it to things outside our services. For instance, look at webinars and workshops. Although we can’t create either for you, they are excellent things for you to build into your next marketing plan.
You can use touchpoints such as social media and an e-newsletter to promote a webinar you’re putting together. The webinar serves as another touchpoint that you will have with your network. They may even know friends and colleagues who want to attend a webinar hosted by an attorney.
If a webinar is a touchpoint, how do blogs, videos, and your website pair with it? If you have ever attended a webinar, there is typically a call to action at the end of it. As a lawyer, this would allow you to tell the people in attendance about your services and how to contact you. You may likely get someone who wants to book a consultation because of the information you gave during the webinar. They’ve seen you as a credible expert and are willing to meet with you.
Others will be considering booking a consultation. While they may not yet be willing to spend time or money meeting with you (a high-threshold ask), they may be willing to read your blog or watch some of your videos (a low-threshold ask). Instead of losing the people on the fence forever, have content demonstrating your credibility and experience. It brings them one step closer to wanting to work with you.
Simple Marketing Is Effective
Speaking of calls to action, we create websites and make value-based content for attorneys. Our systems involve interviewing attorneys, getting their insights, and writing blogs and social media posts in their voice and approach. Because your time is valuable, we have learned to generate three months of content from one thirty-minute phone call with you once a quarter. If you have more questions about touchpoints or content marketing, contact us and ask away. Our Business Development Manager (Jana!) would happily speak with you.
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