How Competitors Steal Your Customers
How is it that you have a better product, better branding, a better offering, and better prices than your competitors yet they still outpace you? The gut response is “they have more capital” or “they have been around longer.” These things may be true, but they are more likely the results of success, rather than the drivers of it.
If there’s one thing we’ve successfully grown brands with, it’s the concept of the seven touch points.
What is The Principle Seven Touch Points?
The law of seven touch points quite simply states that it takes an average of seven interactions with your brand before a purchase will take place. Your competitors have figured out that if they want to stay top of mind for consumers they need to have constant touch points. It's how they can have a subpar product but better sales – they are always top of mind. If you can keep consistent touch points with your customers, then next time they want to make a purchase, who’s going to come to mind? You. And this is exactly what your competition is doing.
So, how can you do this on a small budget? Doesn’t it cost tens of thousands of dollars? Not exactly.
Touch Point #1: The King of Touch Points
Most commerce brands are doing between 25-30% of their sales through email alone. Imagine earning a few thousand dollars in a week by sending a set of emails to your previous customers. The great part is that email doesn't have to cost a fortune or a massive amount of time. With email campaigns, you set it and forget it.
Just create a set of four or five emails that will automatically go out to your previous customers, and then you never have to touch it again. It really is that easy.
Don't be fooled though, you can't just send out anything. Strategically designed email flows with the right messaging is key to success. We'll sometimes spend hours on a single email just to make sure it will resonate with the audience it’s sending to. But again, once it's done, you'll never have to touch it again.
So, if you’re not using automated emails to get multiple touch points, then we can almost guarantee there's a lot of money being left on the table.
Touch Point #2: Capturing attention
Reaching new clients can only happen through creating brand awareness. This is where the “build it and they will come” mindset falls flat on its face. With so many brands competing on Amazon, Instagram, and TikTok, your product could certainly be better but still get lost in the mix. One of the easiest ways to capture attention in your ads is through motion ads.
Video ads usually have a 25% higher impression rate than static ads. If you can nail your messaging and appeal to the correct audience, your motion ads can drive far more people to your site than basic static ads. We’ve even seen some people drop static ads completely and only focus on motion.
Running ads on any platform can provide those needed touch points. Running motion ads can increase the conversion rate much more quickly.
Touch Point #3: Level up your brand
While you should always get the fundamentals down first (emails, ads, branding, etc.) a brand video showing off your product can give new customers a strong sense of credibility. Being able to see the product in action helps customers see themselves using your product.
Many brands fail to create a strong brand video. Our's for example took a few weeks to create but is constantly getting views and compliments. It sits atop of our website and gives a strong sense of credibility with new site visitors.
Although this method is a little less of a push method, it certainly pulls people into our company and gives them something to feel like they know our brand well.
Which should you do first?
Every company will have a different focus but there's one of these methods we suggest more than others and that is emails. They are easy to set up, can be directed at multiple audiences, and have consistently sold thousands in product with a single good email.
If you don't yet have emails running in the background, now's the time to start.
