These days that number is much higher due to the massive amounts of sales messages we see in email and on the web. Even in the B2B space – there are lots of newsletters and Google ads, LinkedIn messages, blog posts, etc. Even if that number is now 50, the key is still the same: the more and more kinds of points of contact the better.
What are points of contact?
Any time or way in which someone comes into contact with your company. Including: business card, networking, call from your office, newsletter, website, they see you speak, an ad, blog posts, articles you write, Twitter messages, etc.
The reason I say the more kinds the merrier is because, for example: if they met you once and only continue to receive your company newsletter, it gets monotonous an
d they start ignoring it. Meanwhile, if they also see an ad, an update pops-up on LinkedIn, then notice you’re speaking as an expert, or spot your brochure on a colleagues desk, then get the newsletter again; suddenly you are top of mind for whatever you do. Plus, you provide more opportunities for them to sell you to decision makers and more ways to refer you (ex: send your newsletter to a peer). You provide more opportunities for them to see your brilliance and understand all of what you do.
I want to do something bold!
This is what a very action-oriented and adventurous client said to me. Doing a specific campaign, something one-time and flashy i
s great for bringing people into your funnel – the most fun projects for Rapport actually. However, if you succeed in bringing people in, then what? You need to have other points of contact ready to go to keep them engaged and coming back, or leading them to your pre-sale action step. For this particular client once she brings them in en masse, she needs to build trust with them to move to the next step in the buying cycle, so we have to make sure mechanisms for doing that are there to support the initial big effort.
Sounds like a lot of money and effort.
This is also why variety is good. The best thing to make it easier is include items that happen more automatically and can impact a large number of people at once, like a newsletter. The second thing is to decide what marketing things you’re going 
to do and then plan and budget for them over a quarter, if not a year. An action plan really makes things much less daunting.
Remember, if you don’t plan for and support one effort with other points of contact, you’re probably wasting time and money on the first one anyway.
Bring all that marketing together.
Be strategic and smart. Spend your time and money wisely by planning, making sure you’re talking to ideal clients in the right way, but also by ensuring all your points of contact are leading prospects on a consistent and compelling path towards your pre-sale action step. Rapport has developed a great tool for helping you do this: the Rapport Marketing Map.
t as effective as they should be and recognizing a lack of consistency in look and language from one item to the next. But, they haven’t really identified and built their brand character yet.
The why is important so you can start to identify specific characteristics. Maybe the graphics are really impactful, the headlines are compelling, etc.
Terri suggested in her post 
For some, getting rolling with social media, is mission critical. But for many, social media can undermine other marketing efforts that could be far more effective for the organization. For those selling to other businesses, this is particularly true. Clients are busy. Really really busy. Research we have done on behalf of our clients shows that, particularly at the executive level, people can’t even begin to keep up with their business email, let alone reading articles, going to webinars and conferences and doing the other things that are necessary to keep ahead of the curve in their given field.
Design presentations used to be made in person, art mounted on boards and accompanied by a detailed rationale. Concepts had reason and were sold to the client so that they understand the nuance and logic of a concept, beyond just liking it or not. What designers work on in the studio – which can be many different ideas – is the basis for what’s eventually presented, but should not be seen outside. The designer and/or creative director must review all ideas and choose the one that suits the clients needs best, then develop that version for the presentation. 
Clients don’t usually know much about why a design works or why it should be executed in a particular way, or how to avoid letting personal taste intrude on decisions. It easily leads to numerous rounds and a design with what they admire as their personal stamp, but which may well make the design not right for the company and its audience. They just don’t get the great results they could if left up to the experts.
Being a good designer takes more than knowing how to operate a computer. It takes talent, knowledge and skill. Experienced designers know what makes for good, effective business-building design! That’s why the designer has to sell the merits of creating the right fit for the future of the company not the individual. By telling the client what it takes, and presenting what the designer believes is the best option, taking client comments into consideration without letting personal ideas over-ride good design that fits the need, builds confidence and rapport between the client and the designer.
ortant to them?
ers.
Compare Apples to Apples
As a B2B firm, that calculation may shock you, even at 1 or 2%. This leads to my favourite method of calculating your marketing budget – look at what you spent the last year, or three – you may be surprised. No two companies are alike, so use your own history. This would include all graphic design and web development services, copywriting, printing, electronic and print ad space, sponsorships, internal time writing blogs and the like, pens with your logo on it, domain registration and hosting, mailing services like MailChimp or Constant Contact, etc, etc. – probably more than you realize.
Factor in what you want to add to the mix this year. Even forays into social media aren’t free, though they’re often touted as ‘free marketing’. You may not have to buy ad space but it takes man hours. What’s your strategy? Who would do it? Do you need outside help in executing or setting it up (like an editor or ghost writer for your blog). The ROI on this type of marketing is harder and slower to recognize as relationship building takes time.
Finally, build in a buffer for unexpected opportunities. Many clients decide to participate in a tradeshow or sponsor something and are surprised with an offer of ad space they need to now fill. Or, your professional association suggests you provide branded tchochkes for giveaways at a conference. Maybe you hire new people or plan to move and will need more stationery. If you set aside a little extra, it will give you the breathing room to do it well, which often means professionally.
business? When you achieve that kind of consistency it creates a continuity that, if not there, can be confusing.
or association and the copy focussed more on the other side of their business. They had program information in the website, but one would have to dig for it. If you landed on this page and weren’t even sure you were in the right place, would you search for it?
