Many entrepreneurs imagine setting up a pretty website and leads immediately coming in left right and center. Well, sorry to break it to you, but it’s a little more complicated than that.
See, a website is one contact point. And that’s basically answering the question of why a website is not enough. It is one contact point in an ocean of others. Plus: a website is usually not the first contact point. Users need to somehow learn that it even exists.
The hard facts:
A general rule of thumb is, that
for a positive purchasing decision, you will need 7-12 contact points.
Depending on your industry and how critical the purchase is, these stats obviously vary but it’s a good benchmark to have in mind. It’s something to quite easily check-in about with your own marketing.
Go over your strategy and look at the number of contact points your target groups, or anyone has with your brand. Do they see you on social media, on Google, on the train to work, on TV, on their favorite influencers channels, on posters while shopping, and so on and so on? Are you actively leading them to that great website of yours, or are you having the unrealistic expectation that someone sees a single ad on Facebook, will click on it, come to your website and buy 10 of whatever you’re offering?
If you feel like you are failing at digital marketing, that is probably not true. At least overall. It is more likely the
- lack of contact points,
- the lack of consistency and
- the lack of consequence
that is the issue.
Think about a soccer game.
If the team kicks the ball across the field and just gives up after 8 kicks, 8 ball contacts, even though the 9th or 10th one might have kicked the ball into the goal… that’s an issue right?
You don’t want to be that team!
So for the future,
just be aware that you may need seven or 12 or maybe even 15 or 16 contact points before someone buys from you.
If you are in that 12-contact-point kind of business and you stop running after the eighth one, you are missing out! You stopped just a few steps before the goal!
The reason many people stress out is simply that they lack this knowledge.
They stop before the necessary amount of contact points.
They don’t get the deal or the purchase and start doubting themselves or their product.
In reality, the only problem is that they aren’t running the whole distance!
It doesn’t matter how amazing your product is or how great of a salesperson you are. You still need those contact points to build the trust and familiarity it takes to buy most products.
The Kardashian Brand – Queens of Contact Points
A simple example of a successful contact point setup would be the Kardashians.
Yes, they can seemingly start a business and whatever they sell, they pretty much sell it out overnight. Lipsticks, lingerie, even badly formulated skincare.
However, they have been building this brand for over a decade now.
They are basically one big omnipresent contact point cluster.
Anyone who uses social media at all will probably have had well over 15 if not 50 or 100 contact points with the Kardashian-Jenners, whether they like them or not. For most of us peasants, well, that just doesn’t apply, so we’ll have to keep kicking the ball.
Plus: They did have their fair share of failed beauty brands as well, or does anyone remember “Khroma Beauty” from 2012?
Neither do we.
But apparently, they learned their lessons from that (and several other fails) and are extremely business-savvy ladies today.
So next time you struggle to get sales: Check out your contact points and make sure you are aware that it is not about you or what you are doing, it is likely just that you need more patience and you need to keep your eyes on the ball a little longer.
Patience and perseverance are not always easy, but they are the combo that’ll turn those contact points into sales.
If you need help figuring out the best setup of contact points for your business field or target group, feel free to contact us ? here. We are happy to help wherever we can!