Multi-touch campaign activities

How can I keep nurturing interest of my pipeline?

Multi-touch marketing campaign activities

Unless you’re incredibly lucky with the timing of your first touchpoint… a multitude of contacts points is often necessary to build interest & convert new business.

To ensure your brand stands apart & remains in the mindset of your prospective customers, you will need to build a repeat series of touchpoints across a variety of marketing mediums (including email, social, paid ads, content and importantly – a human follow-up).

Be considerate with your timing – there’s nothing worse than being hounded, especially if your profiling has indicated that the buyer is genuinely not in the market due to current contractual commitments elsewhere.

Appropriately manage your data & silo your contacts in the right funnel – keep them on the right cadence of messages for them. Avoid beating that same drum – ‘variety is the spice of life’ as they say, mix up your messaging over time.

Follow-up

People buy from people, and that’s still relevant today.

The marketing engine is great for brand awareness, education and to convert commoditized type sales, but without a human intervention – you’re missing out on learning whether your marketing messages are working, what your competitors are up to and the opportunity to handle any questions or objections.

If your product/service is not entirely consumer mass market & it’s a game of playing the numbers, you’ll likely have a refined set of target customers that you need relationships with.

From a human follow-up, ensure you gain insights to refine your messaging and critically set a next-action step to re-engage with each prospect – moving them along the pipeline.