Posted by Eric Frye & filed under Digital Marketing, Touchpoint Marketing.

You often hear the phrase “digital touchpoint,” but what does this mean? Find out how to use and define touchpoints for marketing excellence.

What are Digital Touchpoints?

Broadly defined, digital touchpoints are any and every interaction that your business has with customers or leads. Taken as a whole, your touchpoints represent your customer experience. You may know that customer experience is key to keeping customers happy and loyal, to grow your revenue.

How to Define Digital Touchpoints

At Upright Communications, we developed a 5-step method to define digital touchpoints for our clients.

1. Identify each touchpoint and evaluate the interaction
Places to look for touchpoints include your website analytics and search results for your business. What appears in the snippet when leads search for your brand name or your top keywords? Which pages and posts on your website are the most popular?

2. Set best practices and ask yourself if the interaction could be improved
Let’s say your conversion page has a high bounce rate. Obviously, you would prefer your landing page have a high conversion rate. You know something isn’t working on your landing page — or you would see more conversions — so step back and think about what may not be working right.

3. Make those improvements
Tweak your landing page using one idea from the list you brainstormed. For example, change the wording on your CTA button.

4. Measure effectiveness
After a couple of weeks, check the bounce rate. Has it decreased?

5. Celebrate your win or try another fix
If the data is in line with best practices, celebrate! If things aren’t where you want them, try another fix.

If all of this is jargon to you, get marketing help from an experience digital marketing leader like Upright Communications.


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