Why A Multi-Touch Strategy is Key to Customer Retention and Sales Growth
In today’s fast-paced digital world, customers rarely make a purchase decision after just one interaction. That’s why mastering a multi-touch strategy is crucial for businesses looking to guide consumers through the complex buying journey—what Google calls the “Messy Middle.” In this video, I’ll break down how a multi-touch strategy can keep your brand front and center as your audience navigates exploration and evaluation phases. Learn how to leverage natural biases, minimize the gap between trigger and purchase, and optimize your website to convert customers more effectively.
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Timestamps:
00:00 - Introduction: Why Multi-Touch Strategies Matter
00:35 - The “Messy Middle”: Navigating the Buyer Journey
01:30 - Why One Touchpoint Isn’t Enough
01:50 - Importance of Multi-Touch Strategy
02:00 - Key Element #1: Awareness
02:27 - Key Element #2: Leverage Natural Biases (Category Heuristics, Social Proof, Power of Now, Scarcity, Authority, Power of Free)
03:20 - Using Biases to Influence Decisions
03:50 - Minimize the Gap Between Trigger and Purchase
04:10 - Common Barriers: Site Speed, Messaging, Product Info
05:00 - Impact of Site Speed on Conversions
05:30 - Personalization: Targeting Customers Based on Journey Stage
06:10 - Tracking & Optimizing Your Multi-Touch Strategy
07:00 - Final Thoughts: Why Every Business Needs a Multi-Touch Strategy
07:30 - Outro: Subscribe and Contact SMA Marketing for Help with Your Strategy
Link:
Think with Google Article - https://www.thinkwithgoogle.com/consu...
