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!