The “3 touches rule” is a concept in marketing that emphasizes the importance of multiple touchpoints or interactions with a prospect or customer to increase the likelihood of conversion. Instead of relying on a single interaction, this rule suggests creating a series of touchpoints to engage and nurture leads throughout their buyer’s journey.
Here’s an expanded explanation of the “3 touches rule”:
Awareness:
The first touchpoint is about creating awareness of your brand, product, or service. This can be achieved through various channels such as social media advertising, search engine marketing, content marketing, influencer partnerships, or traditional advertising methods. The goal is to capture the attention of your target audience and make them aware of your offerings.
Engagement:
Once you have gained the attention of your prospects, the second touchpoint focuses on engaging with them on a deeper level. This can involve providing valuable content, such as blog posts, videos, webinars, or social media interactions. By offering informative and relevant content, you can establish your expertise and build trust with your audience. Additionally, you can encourage engagement through interactive elements like quizzes, surveys, or contests, which not only increase brand interaction but also provide valuable data for further personalization.
Conversion:
The third touchpoint aims to convert the engaged prospects into customers. At this stage, you can leverage strategies like targeted email marketing, retargeting ads, personalized offers, or direct sales outreach to drive the conversion. By nurturing leads and providing tailored messaging based on their previous interactions, you increase the chances of converting them into paying customers.
It’s important to note that the number of touchpoints required may vary depending on the complexity of the product or service being offered, as well as the specific industry and target audience. Some leads may convert after just a few touchpoints, while others may require more interactions before making a purchasing decision.
In Conclusion
The “3 touches rule” emphasizes the significance of building a relationship with prospects over time, rather than relying on a single marketing effort. By providing valuable content, engaging with your audience, and delivering personalized experiences, you can increase brand awareness, foster trust, and ultimately drive conversions.
