Everyday you run across a brand touchpoint; actually almost every second of everyday you interact with a different brand touchpoint.
A touchpoint is every experience that you: the consumer, investor, partner, member, viewer, employee, educator, etc. has with a particular brand. From there you form a decision and perception based on that experience you had with that brand.
For example, you might be using your MacBook right now, having no issues. Next thing you know, you look up and s...
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Everyday you run across a brand touchpoint; actually almost every second of everyday you interact with a different brand touchpoint.
A touchpoint is every experience that you: the consumer, investor, partner, member, viewer, employee, educator, etc. has with a particular brand. From there you form a decision and perception based on that experience you had with that brand.
For example, you might be using your MacBook right now, having no issues. Next thing you know, you look up and see a witty Mac commercial on the T.V. that makes you chuckle. All of a sudden you hear your e-mail ping, and notice an offer from Apple, that frustrates you to no end, but doesn't change your opinion. These are all touchpoints or interactions you are having with the Apple brand, slowly but surely creating your overall perception about this brand.
The thing about Apple, that you may not notice, is how they've created a great product and visual voice that resonates throughout their touchpoints. Completely tied together visually and with their positioning statement (perfect design, hence why their packaging and store bags are awesome!) If Apple can't get their visual voice across, aka a cluttered touchpoint, they don't even bother to compete. They are being efficient and remarkable in all aspects of their marketing.
Now, how do you parlay this in to your small business' social media marketing campaign? These will be your main touchpoints, especially for business that are online or have a small marketing budget.
Here are 5 ways:
- Use the same visual cues (fonts, colors, imagery, and unique message) throughout all your social media.
- Focus on your small business content/media that really illustrates your differentiation from the competitors.
- Maximize Your ROI. Especially when it comes to your time. Don't submit stuff to Digg, if you see the market incredibly crowded. Move on to niched social media websites that can help your message sail without being shot-down.
- SHARE! Think of your small business social media touchpoints that users can share and interact with at the same time (video, pictures, micro-websites).
- Communicate and Participate in the most local and central area to your small business. For example, if your industry is technology, stay near the tech sites (DigitalPoint, Slashdot or Digg). If your retail store is located in Los Angeles, participate in online areas with a Los Angeles flair (LAist, Mixx and CurbedLA).
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