Why A Multi-Touch Strategy is Key to Customer Retention and Sales Growth

In today’s fast-paced digital world, customers rarely make a purchase decision after just one interaction. That’s why mastering a multi-touch strategy is crucial for businesses looking to guide consumers through the complex buying journey—what Google calls the “Messy Middle.” In this video, I’ll break down how a multi-touch strategy can keep your brand front and center as your audience navigates exploration and evaluation phases. Learn how to leverage natural biases, minimize the gap between trigger and purchase, and optimize your website to convert customers more effectively. Don’t forget to like, comment, and subscribe for more insights on growing your business in the digital age! If you need help implementing a multi-touch strategy, visit us at SMA Marketing, and let’s chat about how we can help your business thrive! Timestamps: 00:00 - Introduction: Why Multi-Touch Strategies Matter 00:35 - The “Messy Middle”: Navigating the Buyer Journey 01:30 - Why One Touchpoint Isn’t Enough 01:50 - Importance of Multi-Touch Strategy 02:00 - Key Element #1: Awareness 02:27 - Key Element #2: Leverage Natural Biases (Category Heuristics, Social Proof, Power of Now, Scarcity, Authority, Power of Free) 03:20 - Using Biases to Influence Decisions 03:50 - Minimize the Gap Between Trigger and Purchase 04:10 - Common Barriers: Site Speed, Messaging, Product Info 05:00 - Impact of Site Speed on Conversions 05:30 - Personalization: Targeting Customers Based on Journey Stage 06:10 - Tracking & Optimizing Your Multi-Touch Strategy 07:00 - Final Thoughts: Why Every Business Needs a Multi-Touch Strategy 07:30 - Outro: Subscribe and Contact SMA Marketing for Help with Your Strategy Link: Think with Google Article - https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/