Marketing is everything that touches your customer—your voice mail, after-hours messages, emails, invoices, customer service, shipping department, etc.

Are you doing everything within your power to create a positive experience for your customers? Read our 20 Marketing Touch Points and find out.

1. VMail - Does everyone use the same “script” for his or her personal voice mail? Be consistent. Include these items: company name, tagline, website, and a way to bypass the message in the future. HINT: There’s no need to say “w-w-w” when giving a web address. For example, we’d say this: “Please visit PrecisionMarketingGroup.com.”

2. After Hours Message - Does your after- hours message encourage people to go to your web site? Does it tell people when they can expect a call back? Does it give the business hours? It should do all of these things. Remember, your web site works for you 24/7. Take advantage of this marketing opportunity by sending people there at every step of the way.

3. Invoices - Do you send only an invoice? Or do you include other marketing information with the invoice, such as brochures or coupons? Your customers have to look at invoices—don’t miss another opportunity to reach them. If you ship products, the same thing applies. Ditto for retailers: include brochures in shopping bags, or staple material to receipts.

4. Email - Do you use your e-mail signature effectively? First, make sure your signature is on all outgoing e-mails, including replies (this is easy to customize in Outlook—go to “Tools,” “Options,” and “Mail Format”). Your signature should include ALL contact information—company name, mailing address, phone, fax, web site, and tagline. It’s also a great place to promote “breaking news,” such as an award or a link to an article.

5. Business Cards - Do you carry your business cards everywhere—including the kids’ soccer games and the summer ice cream shack? If not, you should. Keep them in your wallet, purse, and glove compartments of all cars.

6. Business Card Backs - Is your business card effective? Make sure the look is consistent with other collateral materials. Do NOT print your business cards on a laser printer; have them professionally printed on quality stock. Consider using the back of the card. Use this real estate to market your business—include a brief client testimonial or short list of services.

7. Website - Is your web site really touching your customers? If your site markets and sells to different audiences, make sure it effectively identifies each audience and sends visitors to the right page. For example, pretend you’re a widget maker. You sell to widget dealers and you sell directly to consumers. Your web pages should clearly make the distinction and lead these two very different audiences to the right part of the site.

8. Auto Responders - If people contact you through your site, do they automatically receive a reply? If not, they should. This is a two-step process. The first response should be on the web site itself. A screen should come up with an auto response thanking people for their queries. It should also direct people to their e-mail for further information. The auto-email response should be personal and well written. It should thank the person for making contact and let the person know when he or she can expect a response. This is also an opportunity to market—include links to a Frequently Asked Questions page or a New Products page.

9. Phone Number On Website - Do you have your phone number prominently displayed on every page of your site? Even in this electronic age, people still use the phone. Make it visible, preferably at the top of your screen.

10. Calls For Action - Do you have a call-to- action on every page? You attract people to your site. Now tell them what you want them to do: Order now? Fill out a form? Call today? Be clear, direct, and include this info on EVERY page—you never know where someone will enter your site.

11. Envelopes - Are you “branding” your envelopes? We’ve had clients with fabulous letterhead and business cards, and then they use business envelopes from the local drug store. Invest in professionally printed envelopes that include your logo. Consider printing your tagline or value statement on the back. Order #10 business envelopes as well as larger envelopes.

12. Thank You Cards - Do you send thank you cards to clients? Nothing will impress them more than a handwritten note that thanks them for their business. Brand your thank you cards with your logo and/or company colors.

13. Brand Invoices - And speaking of branding, you have your logo and tagline on your invoices as well, right?

14. Phone Etiquette - Do you have someone answering the phones? If yes (and even if it’s you), how does this person sound? For some prospective customers, this will be the first contact they have with your company. Your “gatekeeper” should clearly state your company’s name as well as his or her own name. And your gatekeeper should sound happy—nothing can turn off a prospect more than hearing a rushed or irritated voice. Does your business line have call waiting? Get rid of it—the person on the other line should have your full attention.

15. IVR - For those with interactive voice response (IVR), is your phone menu easy to navigate? Is the voice friendly? Is there any easy way to get out of the menu mire? Does the voice prompt callers to visit your web site? It should do all of these things.

16. On Hold Message - If you do have to put people on hold, do you waste their time with canned music? Or do you take the opportunity to market to captive audiences? This is a great place to have a recorded message about a sale, promotion, or new product or service announcement.

17. Greetings & Goodbyes - How do you greet people in your office or store? Acknowledge everyone who walks through your door with a friendly “hello.” There’s no need to pounce on someone or rush the person with “how can I help you?” The same goes for closings. Don’t say, “Will that be all?” Instead, say, “Is there anything else I can help you with today?”

18. Play Host - Do you know how to play host? You should because you are hosting everyone who walks through your door. If you’re in an office, make sure you or your receptionist offers to take the person’s coat and offers water or some other suitable beverage. Have your own marketing materials—such as brochures—available in addition to magazines and newspapers.

19. Tradeshows - Do you use your trade show booth time wisely? Make sure the booth handler isn’t sitting on a stool in the back looking bored. He or she should be standing, engaged, and professional. There’s no need to hound or grab passers-by, but the person in charge of the booth should be visible and accessible.

20. Be Present - When you’re with your client or customer, you’re really WITH him or her, right? If you work from a home office, this means no barking dogs, crying babies, or the sound of you typing in the background. If you’re in a store or office, this means having the necessary personnel who can offer individual attention to your customers and clients in a timely fashion.

Remember, everything you do that touches your customer is marketing. Use every opportunity wisely and watch how your customers—and you— benefit.

Precision Marketing Group helps companies make more money with their marketing. Call or email us if you are looking for practical marketing solutions, programs or advice that will move your business forward!