A ‘touchpoint’ is the way someone interacts or engages with your business or brand. A ‘leak’ is when that touchpoint is not supported properly by marketing. Have you got leaks?
Cheryl is a licensed practitioner at Watertight Marketing where author and founder Bryony Thomas has identified the most commonly seen gaps in a new business marketing set up. She calls them Touchpoint Leaks™ and there’s thirteen of them. Can you say that your business has no leaks against these thirteen touchpoints?:
When you do not stay appropriately in touch with customers, they are likely to forget about you. When it comes to buying again, or recommending to others, your name may not come to mind (see page 58 in the Watertight Marekting book).
There is a critical time period between when a person has bought something, and when they consider themselves a loyal customer. This is the Welcome Window, and is your chance to make a lasting impression (page 59).
When there is limited personality or human touch in visuals and written style, or inconsistencies in experience across the organisation, trust is undermined, leading the potential customer to question whether or not to buy from you (page 60).
When the first purchase seems like a really big leap or potentially risky decision, people will delay or defer their decision to get started. This is where you need to create smaller stepping stones (page 61).
Before spending a lot of money, or making a decision they consider risky, a buyer will often consult a third party, for example – a partner or colleague. In many cases, their approval is explicitly required. If that person says no to the purchase it will rarely proceed (page 62).
When weighing up alternatives for a purchase of considerable risk, people will look for evidence to back up claims that are being made. Where no proof can be found for the promises you make, the buyer is likely to look elsewhere (page 63).
At the early stages of a sale, or simply when someone is curious about a topic but not ready to purchase, piling in with sales information, or deep knowledge and expertise, can be overwhelming and off-putting (page 64).
Different people consume information in different formats depending on who they are, and where they are. If your material is not formatted in a way they find easy, and enjoyable, they are unlikely to access it (page 65).
If you see the same information (or brand) represented in multiple places, or from sources you already trust, you are more likely to act on it. If you are not showing up where your potential buyers naturally look, you’re missing out (page 66).
Not showing up, or being accessible, when the buyers are looking for the kind of things you sell. People will often research or browse information outside office hours, or in different time zones. If you are not there when they are looking, you’ve missed them (page 67).
At the early stages in a buying decision, people often ask for recommendations from people they loosely know, e.g. a peer in another division, an industry expert, a friend at the pub, in a Facebook status or Tweet. If your name isn’t thrown into the mix at this stage, you may not even be considered (page 68).
If you are not crystal clear and consistent in telling people what you do, and why you do it, people will contact you for things you don’t offer, or rule you out for things that you do. You may also attract customers you don’t enjoy, or can’t profit from, working with (page 69).
If the first thing people see from you doesn’t immediately grab their attention, and isn’t meaningful in relation to the emotional context of their lives, your marketing becomes wallpaper, and goes unnoticed (page 70).
“I am yet to encounter a small business that isn’t leaking profit in the way they approach their marketing. If they are not supporting every step in a person’s buying decision, then they are necessarily losing business.”
BRYONY THOMAS. Author & Founder, Watertight Marketing
We know how to identify where a business might be leaking profit. Please feel free to get in touch if you would like to find out more about Watertight Marekting touchpoints and leaks, and how to plug them.
Or, see below for some options on what can be done about it with the help of a Watertight Marketing licensed practitioner.
A review of the marketing activity you are currently doing and recommendations to tweak-up performance.
A full audit of your business, processes and expenditure that will kick-start a 12-month marketing transformation programme.
© Watertight Marketing Ltd. The key concepts, frameworks, illustrations used in this context remain the intellectual property of Watertight Marketing and are used with permission and under license.
Cheryl is fast, pragmatic, and engaging. For a small business like ours, the breadth and depth of her marketing expertise seems to knows no bounds. As well as a lightening quick and hands-on consultant, she’s incredibly decent, generous and good humoured. She lives and breathes marketing and cares deeply.”
ALAN HOCKING. Systemic Coaching partners