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  • Writer's pictureLindsey Burda

The 5 Essential Touch Points of Digital Marketing for Effective Lead Generation

Updated: Apr 9

Digital marketing isn’t just social media, it’s not just email, it’s not just a website. Digital marketing that actually works requires multiple touchpoint to work together. Because your potential clients are doing their research. Your potential clients expect to find you online and not just in one place. This doesn’t mean you need to be everywhere, or on every social media platforms. It means you need to have the main consumer touchpoints linked together so you can funnel in new leads.

It’s like building a bridge from point A to point B. If any slats are missing, prospects will fall through the cracks and can’t successfully make it to the other side.

Your digital marketing is your bridge, your sales funnel. We want your digital presence to be as strong as possible to guide those prospects from point A to point B successfully.

In high-trust fields, like within financial services, it’s crucial that you do everything in your power to guide prospects from that initial introduction, and provide an easy reliable experience online to help build trust and credibility. The client experience starts from that first introduction online, not just when they become your client.

You get one first impression so let’s make it a good one.

Each interaction online plays a crucial role in guiding potential clients through the consumer journey. These 5 main touch points of digital marketing must work together to drive client acquisition.

1. Brand Messaging: The Foundation of Your Digital Presence

Your brand messaging sets the tone for all subsequent interactions with your audience. It is your unique value proposition, brand voice, and key messages that resonate with your target market. IF they don’t feel they are addressed they won’t stop to listen in the first place, they won't feel or even realize is meant for them. So, messaging is everything. And it is everything that you will market online. With consistent brand messaging (and visual identity) you establish credibility and build trust from the onset, laying the groundwork for meaningful engagement with the right audience (your ideal client) going forward. Your messaging affects every single touch point online. That's why it is number 1.

2. Your Website: The Digital Storefront (aka your online office)

Your website serves as the Grand Central Station of your online presence, acting as a virtual office for potential clients to visit and get to know your business. It should speak directly to them, address them where they are and the issues they are facing, make them reflect on their own situation to see where there could be improvement and show how you can help them do that.

It should not only reflect your brand messaging, identity, and speak to your ideal client, but also provide a seamless user experience that guides visitors towards conversion. They may book a call right away, sure, or they may want more information, to sleep on it. So we want to catch them while we can. But generic newsletter signups aren’t going to do the trick to get leads. You need something they really want to entice them to give you their contact information. You can do this with a lead magnet.

3. Lead Magnet or Free Resource: Adding Value from the Start

Offering a valuable lead magnet or free resource is a great way to attract and engage potential leads. Whether it's an informative guide, a helpful webinar, or a downloadable checklist, providing valuable content upfront demonstrates your expertise and willingness to help at no obligation, this builds a better connection with your audience. By exchanging valuable resources for contact information, you can grow your email list and nurture leads over time.

KEEP IN MIND a prospect’s currency is their time, attention, and contact information. So don’t give them buyers remorse from the start.

If you are going to entice them with a free resource, make it worth their while. Make it so valuable that it leaves them feeling helped and wanting more. The last thing you want is for leads to subscribe then immediately unsubscribe. Keep them around with a quality and valuable email nurture sequence, followed by strategic weekly email marketing.

4. Your Email List: Nurturing Relationships Through Email Marketing

Email marketing remains one of the most effective channels for nurturing leads and driving conversions. In fact, it has THE highest ROI in marketing. This is not a place to cut corners, this is not something to sleep on.

Having a strategically written automated email nurture sequence to follow that lead magnet ensures you stay with them from the start. It should meet your prospects where they are, make them feel seen, make them reflect on their current situation, present your solutions to their problems, and get them to take action. Valuable consistent email marketing will get them sticking around and hopefully taking action sooner rather than later. The last thing you want is for a warm lead to go cold. So this step is crucial to keep them interested.

Further, by segmenting your email list and delivering personalized content tailored to each subscriber's interests and preferences, you can build stronger relationships and guide leads through your sales funnel. For example, the email content you send to prospects, should be different from what you are sending to clients. Clients are already clients. So you want to nurture those relationships in a different way, make them feel appreciated, leverage that relationship to gain referrals and more. With prospects your sole mission is to get them to take action and become a client.

Those two email strategies should look very different!

How do you get prospects to your website and onto your email list in the first place? By building awareness.

5. Social Media Content and Networking: Building Awareness, Community, and Engagement

Social media platforms offer the best opportunities for building brand awareness, engaging with your audience, and driving website traffic to capture leads.

How lucky we are to have such tools at our fingertips, tools that the public is using to search for services. It’s amazing when you think about it.

Just 15 years ago this wasn’t an option. Now you have the potential to reach thousands, millions, every day… for FREE! Yes, you need to spend your time there, or hire someone to help you, but the fact remains, it’s still free. You don’t need to pay to post. If you wanted to run small add in a national or worldwide publication, you’d be looking into the tens of thousands of dollars per month for one ad.

I know because I tried! Back when I was working as VP of marketing in finance we wanted to place one small quarter-page ad in a national publication. The grand total for one month, for one small ad? $10,000. We also wouldn't have any data or stats to look at afterward to know if it actually worked. Online you know almost instantly what works and what doesn’t and can adjust your strategy.

By sharing valuable content, participating in conversations, and networking with industry peers and potential clients, you can expand your reach and establish your brand as a trusted authority in your niche. If you’re not sure how to engage your audience online, check out this guide.

Bonus Touch Point: Google Business Profile to Increase Local Search Visibility

Your Google Business Profile is often the first point of contact for local customers searching for your services online. Those who use a Google Business listing are more likely to show up in local results, maps, and more. By optimizing your profile and regularly updating it with accurate information, updates (like blogs and resources) you can increase your visibility in local search results and attract more qualified leads with little effort. It's a must have! Within just weeks of setting up a profile for a client, she was ranking as the top financial planning firm in her area. Also increasing website clicks, calls, and more. It's easy, it's free, and it's effective.

It may seem like a lot to pull together, but it’s not difficult! It just takes initiative to start putting it all into action. Start with one and build upon the next. Mastering these five essential touch points can more easily drive lead generation and business growth online for your business and get your efforts working for you.

If you’re not sure how to get started book a free call. You can get it all inside the Marketing Partner Program™. Do it yourself with a guide or have it done for you.

Build a strong digital presence that wins you leads online!


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