If you don't know how much to market, where or how often, I've got an eye-opening concept to share that will help you understand consumer behavior better.

If you're like I was, you've tried marketing on every social media platform - you've tried photos, videos, a boosted post or an ad campaign now and again - always overwhelmed by the endless possibilities in the campaign dashboards and always disappointed at the lack of results.

And for the exchange of all that time, energy and money the social media engagement was nothing to write home about?

I've been there.

Years, courses and books later I realize that there is a system you can use to eliminate wasted time, eradicate frustration and build social engagement on a modest budget.

One very important fact I never knew is that almost nobody is an instant buyer. People go through a process before they buy - they weigh their options.

So How Can I Capture People Interested But Unwilling To Buy Right Away?

There is something called a touchpoint in marketing and that's when a consumer interacts with a company. These interactions could be with your ads, emails, website visits or other similar things.

With the developments the internet has brought, the current rule of touchpoints is usually 7 to 20 touchpoints across the customer journey, from initial awareness to post-purchase loyalty, with simpler purchases needing fewer and complex services requiring more.

So What Does This Tell Me As A Business?

This told me a lot I didn't know as a business owner. Most importantly, that I need to be marketing all the time everywhere - whether with paid or organic advertising - and find a way to stay in touch with people interested in what I've got to offer.

It's not a failure not to get the sale right away - that would be more like a miracle.

These touchpoints are the building of trust between your business and the consumer but how to stay in touch?

Most people don't change their email address and this makes it an excellent way to stay in touch with interested consumers. Starting an email newsletter is an effective way to share insights on your product, provide valuable tips to your subscribers and be right there in their inbox when they get to the point that they are ready to buy (at whatever touchpoint that may be) - they will think of you. After a sale, you can stay connected with a thank-you email and continued valuable content to build loyalty and earn referrals.

Whether or not you decide to start an email newsletter, the statistics on touchpoints are to be taken seriously. You've got to get yourself in view of those people looking for what you have, and your patience and enthusiasm will work to your advantage as they go along their consumer path, researching and comparing until they've decided to take the leap to buy. Keeping in touch after their purchase nurtures the relationship and opens opportunities for them to buy from you again.

If you need any help strategizing ways to be more present on social media or you'd like to start an email newsletter and need help marketing it, get in touch and we'd be happy to discuss it on a consultation call - free of charge.