In the fast-paced world of digital marketing, engaging a cold audience can be challenging. Traditional tactics like the immediate "Call Now" appeal often fall flat because they skip the essential steps of building a relationship and understanding with potential customers. That's where the 3 Touches Marketing Strategy comes into play. This approach focuses on gradually warming up your audience through a series of interactions, ultimately leading to a more effective and receptive sales pitch. In this article, we'll explore why this strategy works, provide real-life examples, and show how you can implement it to transform your marketing efforts.
Understanding the Cold Audience
A cold audience is one that's unfamiliar with your brand or product. They're not yet ready to make a purchase because they don't know you, trust you, or perhaps even understand what you're offering. A direct "Call Now" command often fails with this group because it's too much, too soon. It's like asking someone to marry you on the first date.
The Power of 3 Touches
The 3 Touches Marketing Strategy is about creating a journey for your potential customers, with each "touch" serving a specific purpose:
- First Touch: Awareness
- Objective: Introduce your brand and values.
- Real-life example: A landscaping company might share a post on social media showcasing a beautifully designed garden they've worked on, capturing attention with stunning visuals and introducing the brand to new eyes.
- Why it works: This initial touch is about catching interest and getting your name out there, not selling.
- Second Touch: Education
- Objective: Provide valuable information related to your product or service.
- Real-life example: The same landscaping company could then share a blog post about the top 5 trends in garden design or tips for maintaining a healthy lawn.
- Why it works: By offering knowledge and value without a sales pitch, you're building trust and positioning yourself as an expert.
- Third Touch: Engagement
- Objective: Encourage interaction and deepen the relationship.
- Real-life example: Finally, the company might invite followers to a free webinar on landscape design, offering a chance for potential customers to engage directly and ask questions.
- Why it works: This touch is about making a personal connection and understanding your audience's needs.
Why "Call Now" Doesn't Cut It
Asking for a sale from a cold audience with a "Call Now" is like skipping to the end without building the story. It's impersonal and often irrelevant to where the customer is in their journey. Without the foundational touches of awareness and education, the call to action feels abrupt and unwelcome.
Implementing Your 3 Touches Strategy
- Know your audience: Understand their interests, problems, and where they spend their time.
- Plan your content: Map out how each touch will lead to the next, ensuring a natural progression.
- Be consistent: Regular interaction keeps your brand top of mind.
- Measure and adjust: Monitor how your audience responds and tweak your approach accordingly.
Conclusion: The 3 Touches Marketing Strategy is about building a relationship with your audience before making a sale. It replaces the ineffective cold "Call Now" with a warm, welcoming journey that builds trust and interest. By implementing this strategy, you're more likely to turn a cold audience into engaged customers who are ready to listen, trust, and eventually, buy.
