Zib Classroom: The Power of Multiple Touchpoints in Digital Marketing

ZIB CLASSROOM: THE POWER OF MULTIPLE TOUCHPOINTS IN DIGITAL MARKETING

In the fast-paced realm of digital marketing, capturing the attention and trust of potential buyers is no simple task. Did you know Google research has found, on average, it takes around 11 touchpoints for a buyer to finally engage with your brand? It might surprise you to learn that it can require up to 7 hours of continuous content consumption or exposure to your brand for a potential customer to develop the confidence needed to make a purchase decision.

For businesses in New Zealand, understanding the significance of these statistics can revolutionise your digital marketing strategies. Consistency, building relationships and trust are the cornerstones of successful conversions. This is where the concept of multiple touchpoints takes centre stage.

The journey to conversion

In a world inundated with digital content and competing brands, the journey from a curious prospect to a loyal customer is intricate and multi-layered. Every interaction a potential customer has with your brand contributes to their perception and trust level. This is where the rule of 11 touchpoints comes into play. Whether it’s a social media post, blog article, email newsletter or even a recommendation from a friend, each touchpoint acts as a stepping stone, inching the potential buyer closer to engagement.

Consider this scenario: A business owner in Auckland is looking to build their brand awareness online. They stumble upon a Facebook post from zib digital about social media marketing in Auckland. The initial interaction might not lead to an immediate conversion, but it plants a seed. Over the next few weeks, they encounter our brand again through a Google search for “digital marketing NZ”, a helpful infographic shared on Instagram and a comprehensive guide to Meta ad formats shared from our blog.

The role of trust and consistency

Google’s research reveals a crucial insight – it takes not only multiple touchpoints but also a diverse range of interactions across various platforms to build the buyer’s trust and confidence. Let’s continue with our example: the potential client has now seen our brand in multiple contexts. They’ve read our insights, engaged with our content and observed our commitment to providing value.

By being present across social media platforms, search engines and other online spaces, Zib showcases our authority and reliability. This presence is a testament to our dedication to our audience, which in turn fosters a sense of trust. When the time comes for the buyer to make a decision, they’ll be more likely to turn to a brand they are familiar with and feel they can rely on.

Crafting your digital marketing strategy

As a digital marketer or business owner in New Zealand, it’s clear that a well-rounded approach to digital marketing is essential for success. Here are a few key takeaways to incorporate into your strategy:

• • Diverse Content Strategy: Create a mix of content across different formats – articles, videos, infographics, email newsletters and more – to cater to different audience preferences and engagement platforms.

• • Localised Engagement: For businesses in NZ, targeting local audiences is vital. Use location-based keywords to connect with potential customers in specific areas.

• • Consistency is Key: Maintain a regular posting schedule to keep your brand fresh in the minds of your audience. Consistency shows your commitment and professionalism.

• • Data-Driven Adaptation: Continuously analyse the performance of your touchpoints. Utilise data to refine your strategy and focus on platforms that yield the most engagement.

• • Collaboration and Partnerships: Explore partnerships with influencers or complementary businesses to expand your reach and tap into new touchpoints.

In the world of digital marketing, understanding the significance of multiple touchpoints is akin to wielding a powerful tool. By recognising the value of consistent brand presence, nurturing relationships and building trust through a spectrum of interactions, you can drive successful conversions and cultivate enduring customer loyalty. Embrace the journey, one touchpoint at a time.