How Many Brand Touchpoints Customers Go Through?
How many touchpoints do you go through before converting with a brand?
On the HubSpot blog, Jeff Hoffman says that at least EIGHT touch points is a good benchmark / baseline but the journey could be longer or shorter.
Eight touchpoints have been the most common benchmark for marketing that I've heard over the past 10 years. But more recently, I've heard others say that for bigger purchasing decisions, a customer might go through 30 touchpoints before buying something!
Whenever I talk about SEO, I always say that your customers WILL search your brand name and most likely the founder's name too. All businesses need to make sure they share their company and founder story online so that you can attract customers who are aligned with your mission and values.
So it's always good to take a step away and go back to basics before going big.
Do you link to your website on all your social channels?
Do you have a clear and simple summary sentence about what you do?
Can customers easily find your social media channels?
Once they get to your website, is it super easy to understand what actions they should be taking?
How else can you reduce barriers to conversion?