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Feb 06 2021

Marketing to direct clients using a touch point system

If you’re marketing to direct clients, setting up a “touch point” system –where you “touch” them in multiple ways, on multiple platforms — can help you contact them in a structured way, while gathering information about them, and without feeling like you’re pestering. Here’s an example:

–Let’s say my dream client is a large NGO. First, I’d go to their website and learn a bit about them and where they work. I’d also see if they have a blog or a news section, and if you can comment on their posts. Do they include the authors’ names? If so, that’s a good “hook” (connect with the authors on LinkedIn and mention that you enjoyed the post).

–Next, I’d go on LinkedIn, and search for their name in the categories “People,” “Jobs,” and “Companies.” When you type their name into the LinkedIn search box, you’ll see a series of bubbles above the search bar that allows you to filter on those categories.

–First, I’d choose “Companies,” and follow their company page if they have one. I’d also see if they post frequently, and if you can comment on their posts.

–Then, I’d choose “Jobs,” and see if they have any jobs posted that might indicate the need for a translator. For example if I translate English to Spanish and they’re hiring for a Latin America regional manager, or a Honduras country director, then I know that they might need a translator.

–Then, I’d go to “People,” and see who I find. Anyone who might work with my language? Anyone in communications? Anyone who’s a regional or country director for an area that speaks my language? Anyone who’s a staff translator and might know if they need freelancers?

–Finally, I’d search them on other social media platforms: are they on Twitter? Facebook? Instagram? TikTok (no kidding: lots of NGOs and even private-sector companies are starting to have a presence on TikTok).

Now, I’m ready to implement my touch point system. You should make your system your own, but here’s an example.

Week one: Send LinkedIn connection requests to three to five of their employees, always including a note, such as, “Hello Melissa, I hope you’re doing well. I’m an English to Spanish translator specializing in the development sector, and I really enjoyed the recent post on (name of organization)’s blog about your polio vaccination project in Honduras. I’d love to connect!” Try to incorporate a detail that you found in your research: I enjoyed your blog post; I noticed you’re hiring a Honduras country manager–might that project need a translator?; I was impressed by the interactive map on your website; I loved your Instagram post, etc.

Week two: Comment on one of the organization’s posts on any platform: LinkedIn, Twitter, Instagram, Facebook, their own blog, etc. Something like, “As a translator specializing in the development sector, I really enjoyed this post and your attention to the issue of (xyz).”

Week three: If any of the organization’s employees accepted your LinkedIn connection requests, send them a message and directly ask if you could be of service to them. Something like, “Thank you so much for accepting my connection request! Would you happen to know who at (organization) handles translations for your Latin America projects?” or “Would you happen to know if my English to Spanish translation services might be useful to any of your colleagues?”

Week four: Write a post of your own on LinkedIn, Twitter, etc. and reference one of the organization’s own posts, such as, “As a translator specializing in the development sector, I really enjoyed this article on the issue of girls’ education in Honduras. Thanks to (organization) for the excellent overview!”

And now, you’ve got a system, instead of just throwing the spaghetti against the wall! Contact some more employees; comment on some more blog posts; write some more quick followup messages. The other nice thing about LinkedIn is that the messaging can be very casual; you can write less, and less formally, than you would in an e-mail.

If you try this system, I’d love to know how it works for you!

Written by Corinne McKay · Categorized: Marketing

Reader Interactions

Comments

  1. Clara Avrillier says

    February 11, 2021 at 8:02 am

    Hi Corinne,

    This post came at a great time as I am trying to implement my own touch point system and this has given me lots of ideas, so thank you!
    It’s also really helpful as I live in the EU so GDPR rules make it a bit trickier to contact companies.

    Thanks!
    Clara

    Reply
    • Corinne McKay says

      February 15, 2021 at 9:35 am

      Thanks, Clara! Yes, I agree about the GDPR: many people in GDPR countries were never really that receptive to e-mail marketing anyway, so I think LinkedIn is a better way to go.

      Reply
  2. Natalia Karlina says

    February 16, 2021 at 12:38 pm

    Thank you Corinne for sharing this post. I love this idea and will definitely implement it in my business.

    Reply
    • Corinne McKay says

      February 16, 2021 at 12:40 pm

      Glad you liked it!!

      Reply
  3. Dorota says

    February 17, 2021 at 4:33 am

    Thank you for sharing such useful tips. I will definitely implement them.

    Reply
    • Corinne McKay says

      February 17, 2021 at 9:47 am

      Great, glad you enjoyed it!

      Reply
  4. Rahul Sharma says

    March 8, 2021 at 11:25 pm

    Hi Corinne,

    I liked the way you explained the touch Point System.

    I have a question regarding the tracking tool how to keep track on these activity and so that I know when to comment on their post.

    Do you use any Activity tracking tool or task management tool?

    Reply
    • Corinne McKay says

      March 9, 2021 at 2:53 pm

      Hi Rahul! I’m pretty low tech and I just use a Google Sheet or do whatever I feel like doing that day, but you could certainly try something like Trello or Asana and see how that works for you.

      Reply
      • Rahul Sharma says

        March 10, 2021 at 11:27 pm

        Sure, thanks for letting me know!

        Reply
  5. Kamal says

    April 13, 2021 at 1:13 am

    Hi Corinne,

    Thank you for the tip.

    I guess this depends on the culture that company or culture is from.

    I tried this for a PM I had interaction with via email, and she never accepted my request.

    Some just keep it strictly email communication.

    Any other tips you could recommend?

    Many thanks.

    Reply

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