Have you noticed that many potential customers don’t buy right after visiting your website or seeing an ad? That’s because 96% of visitors aren’t ready to buy or inquire the first time they interact with your brand. Most are still gathering information, evaluating options, and need time before making a decision.
The Importance of Multiple Touchpoints
It often takes 5 to 10 touchpoints for a potential customer to convert. Touchpoints could include seeing your ad, visiting your website, reading customer reviews, or engaging with your social media. Each interaction builds trust and familiarity, helping customers feel more comfortable moving through their decision-making process.
In addition, 47% of buyers typically consume 3 to 5 pieces of content (like blog posts, case studies, or videos) before making a purchase decision or enquiry. Providing valuable, educational content can help nurture potential customers through these stages, guiding them closer to conversion.
How Being Present Across Multiple Channels Helps
Today’s customer journey isn’t linear. Potential customers interact with your brand across various platforms—Google, TikTok, Instagram, Facebook, and more. In fact, 90% of customers expect consistent interactions across all platforms, so your business needs to maintain a presence on multiple channels.
For example, a customer might first discover your brand through a Google search, check out your Instagram, read reviews on Facebook, and finally return to your website after seeing a remarketing ad. This consistent visibility helps keep your brand top-of-mind when they’re ready to make a purchase.
What You Can Do to Capture More Customers
Be Visible on Multiple Platforms: Ensure your business is active where your customers are. Whether it’s Google, social media, or review platforms, maintaining visibility across different channels increases your chances of staying in front of potential customers throughout their journey.
Provide Valuable Content: Since 96% of visitors aren’t ready to buy immediately, offering useful content—whether it’s blog posts, videos, or case studies—can help build trust and educate your audience. Valuable content helps position your brand as a credible resource, making customers more likely to convert when ready.
Track Your Customer Interactions: Use analytics to understand how your customers interact with your brand. Are they reading your blog, engaging with your social media, or returning to your website after seeing an email campaign? This data can help you refine your strategy and focus on what’s working best.
Why Trust Is Key to Converting Customers
When customers are ready to buy, they’ve likely seen your business on multiple platforms and interacted with 3 to 5 pieces of content. Building trust across touchpoints, combined with a consistent online presence, helps ensure your brand is in the running when they’re ready to make a purchase.
