Touchpoints with Customers

Marketing is not one thing or another, but the total impression you make on customers and prospects. Every time someone comes in contact with your business — from the colors, design and words on a window sign or your website to how an employee answers the phone — is called a customer touchpoint. Each touchpoint provides you with an opportunity to market your product or service, enhance your reputation or build awareness.

For many small businesses, keeping a high profile in community events can really pay off. Many people like to support local businesses, and your presence at school functions, neighborhood activities, community service programs and even local sporting events can help create a positive impression of your business. A small amount of time and money invested in your community can sometimes pay big dividends for your business.

Marketing is also the way you present yourself and your company — how you answer the phone and what you say, even how quickly you pick up — or the appearance of your shop or the language you use in a letter or mail campaign. While covering all of these bases may be a challenge at first, in the end, the effort you put into marketing may prove to be one of the most critical factors in the long-term success of your business.