The Power of Multiple Touchpoints: Converting Prospects into Paying Customers

Introduction

Immigration is a highly sensitive subject that requires a great deal of trust between an attorney and a client. One of the primary challenges in this domain is the low conversion rate with just single-touch interactions. This blog post aims to address why multiple touchpoints are vital in converting a wary prospect into a trusting, paying customer.

Why Multiple Touchpoints Matter

The psychology behind multiple exposures—commonly known as the Mere Exposure Effect—shows that repeated interactions create a sense of familiarity and comfort. In the realm of immigration law, where each case involves a unique personal story, building a relationship is not just about business; it's about understanding and valuing the client's individual journey. Multiple touchpoints provide the attorney the context needed to develop an effective case strategy while giving the immigrant the confidence that their story is being heard and considered earnestly.

Types of Touchpoints

• Initial Outreach (Email, Social Media, PPC): The first step to grab attention; this could be a targeted ad or an informational email blast.

• Educational Content (Webinars, Blogs, E-books): Provide value by informing prospects about the immigration process, legal requirements, and potential pitfalls.

• Onboarding Consultations: The more personalized stage where specific queries are answered, and initial case assessments are made.

• Follow-up (Email Sequences, Calls): Keep the prospect engaged by delivering updates and answering questions until they're ready to become a paying client.

The Ideal Number of Touchpoints

Research suggests that it often takes at least 7-8 touchpoints for a conversion to occur. Given the sensitive nature of immigration issues, prospects may require even more interactions to build sufficient trust to proceed.

Case Study

A paralegal firm specializing in job-related immigration found that despite the straightforward nature of their service, prospects typically needed at least three answered messages on platforms like Instagram and TikTok to proceed to payment.

With a service cost of only about $150 per applicant, manual processing wasn't economically viable.

The implementation of an automated onboarding platform allowed the company to respond to 483 messages in just September 2023, resulting in the onboarding of 96 new customers.

Creating a Multi-Touch Strategy

1. Identify Target Audience: Know who you want to reach—age group, occupation, immigration status, etc.

2. Choose Appropriate Channels: Opt for channels that your target audience frequents—website, email, or social media platforms.

3. Develop a Prospect Journey Strategy: Map out the different stages a prospect goes through and tailor your touchpoints accordingly.

4. Implement Follow-up System: Use automation tools to manage follow-ups without losing the personal touch.

5. Measure and Adjust: Track the effectiveness of each touchpoint and make adjustments for continuous improvement.

Conclusion

Having multiple touchpoints is not just a strategy; it's a necessity, especially in fields that require establishing deep trust like immigration law. Whether you're a prospect considering immigration services or an attorney looking to improve conversion rates, implementing a multi-touch strategy is a game-changer.

Assess your current approach and consider implementing a multi-touch strategy with Exsy to yield better results.