Why Client Trust Takes 11 Touchpoints—and How We Can Help You Win Each One
You know that feeling when something good is coming to an end? Whether it was the decline in service at your favorite coffee shop, issues with your go-to running shoe brand, or your accountant closing their firm, we’ve all experienced the need to find a new trusted source.
But how do you choose where to go or who to work with?
Research shows it takes about 11 touchpoints to feel comfortable trusting a new business or advisor. A touchpoint could be meeting an accountant at a Chamber mixer, seeing a social post for a financial advisor on LinkedIn, or receiving a helpful legal newsletter from an attorney, all of which increase the likelihood that you’ll choose to work with that advisor or buy from that business.
When your ideal clients are ready to use your services, you need a multifaceted approach to stay top of mind. Being remembered is just as important as being found. In this blog, we’ll discuss what touchpoints are, why they matter, and how we can help you build a meaningful brand that leads to quality conversions.
What Are Touchpoints, and Why Do They Matter?
A touchpoint refers to any interaction a potential client has with your brand. This could include a social media post, targeted ad, e-newsletter, visit to your website, in-person conversation, or referral. All of these matter because people buy from brands they know, like, and trust—and trust isn’t built overnight.
Think about the accountant example. If you had worked with the same accountant for 20 years, but they were retiring and you needed to find a new firm, it’s unlikely you’d just Google “Accountants near me” and pick the first result without knowing of them. You need to feel familiar with and trust the new firm. The same applies to your clients—they need to trust and believe in you before they’ll contact you.
You may wonder why it takes 11 touchpoints before someone is ready to work with you, but that’s because decisions aren’t made in a straight line. They might scroll past your post today, click your email next week, and watch a video a month later—each interaction brings them closer, but it’s the overall effect that builds trust.
From a behavioral psychology standpoint, repetition increases familiarity, which creates comfort. Simply put, the more someone sees and hears from your brand consistently and positively, the more credible you seem. You stop being just another option—you start feeling like the right one.
Your ideal clients are bombarded with messages from all sides. If you aren’t showing up consistently, it’s easy to be forgotten—even if you offer exactly what they need. That’s where strategic touchpoints come in.
The goal isn’t to overwhelm people. It’s to appear in the right places, at the right times, with the right message. Over time, these intentional interactions turn browsers into believers, and eventually into buyers.
11 Common Touchpoint Examples
To stay top of mind, your brand must appear in various ways across different channels. Not all touchpoints are equally effective. The most successful ones work together to foster recognition, credibility, and trust, without coming across as repetitive or pushy. Below are some of the most impactful touchpoints to consider adding to your marketing strategy.
Website + SEO: Your website is one of the first impressions your brand makes. It should be clean, easy to navigate, and communicate your value. The goal is for your website to be SEO-optimized so that your ideal clients find you, not your competitors. Ensure it has clear calls to action, lead forms, and showcases trust-building testimonials.
Social Media Content: Maintaining an active and authentic presence on platforms like Instagram, LinkedIn, or Facebook helps keep your brand visible and relatable. Share client stories, behind-the-scenes peeks, educational tips, and industry insights to position yourself as a thought leader.
Email Marketing: Nurture campaigns, monthly newsletters, and lead magnets help you stay in your audience’s inbox and on their radar. This is your chance to deliver value directly, build trust gradually, and boost engagement.
Online Reviews + Testimonials: Today’s clients do their homework. Social proof from real clients—on Google, your website, or third-party platforms—builds credibility and confidence faster than any sales pitch.
Paid Ads: Strategic digital advertising, especially retargeting campaigns, helps reinforce your brand. When someone visits your site and then sees your ad again on social media or Google, it keeps you top of mind and moves them closer to conversion.
Blog Posts + Resources: Creating educational content like blog posts, guides, FAQs, or toolkits helps you share your expertise and address common questions. The more value you offer upfront, the more trust you build.
Video Content: Whether it’s a quick tip, an intro to your services, or a behind-the-scenes look, video helps people connect with your personality and brand on a deeper level. Plus, as an added bonus, algorithms love video content, too.
Podcasts or Interviews: Guest appearances on podcasts, webinars, or in industry publications allow you to borrow the trust of others’ audiences. This builds credibility and expands your reach beyond your immediate network.
Networking or Speaking Events: Virtual or in-person, these interactions can create lasting impressions. Even a short introduction or workshop can turn a casual connection into a potential client.
Referrals or Word of Mouth: Still one of the most powerful (and cost-effective) ways to grow your business. The key is to stay top of mind so happy clients can easily recommend you when the opportunity arises.
Print Collateral or Swag: Sometimes, the most memorable touchpoint is something tangible, such as a branded notebook, postcard, or thoughtful gift. These leave-behinds help your brand linger long after the initial interaction.
How to Strategically Use Touchpoints
Having multiple touchpoints is important, but how you use them makes all the difference. Throwing out content here and there without purpose won’t get you far. To truly stay top of mind and drive action, your touchpoints need to work together intentionally.
You don’t need to be on every platform or in every channel. What matters most is showing up consistently where your ideal clients already are. A steady, predictable presence builds trust and familiarity—sporadic bursts of activity don’t.
Each touchpoint should serve a specific purpose based on where someone is in their decision-making journey. People don’t want to be sold to—they want to be helped. Ensure that your touchpoints offer valuable information, inspiration, or practical solutions to real-world problems. Educational blog posts, how-to videos, and client success stories—these build far more trust than constant self-promotion.
Touchpoints don’t have to be time-consuming. With the right tools and workflows, you can automate and schedule content, track engagement, and repurpose materials across channels. This helps you maintain a strong presence without burning out.
How We Can Help You Create and Manage Effective Touchpoints
Building meaningful, strategic touchpoints doesn’t happen by accident—it takes a clear brand vision, a consistent message, and the right mix of marketing tactics. That’s where Correnti Marketing comes in.
Here are a few of the ways we help our clients stay top of mind with the right people:
Brand Strategy + Messaging: We help define your voice, clarify your value, and ensure every touchpoint reflects your brand with intention and consistency.
Content Creation: From blog posts and social media to email newsletters, we create content that educates, engages, and converts.
Design + Visual Identity: Your brand should look as good as it sounds. We create cohesive, professional design elements that elevate your presence across every platform.
Final Thoughts
If your ideal clients aren’t hiring you yet, chances are they just haven’t had enough meaningful interactions with your brand. With the right strategy, you can guide them from awareness to action, without feeling pushy or salesy.
At Correnti Marketing, we help you show up strategically, consistently, and memorably, so when your clients are ready to say yes, you’re the only choice that makes sense.
Ready to make your brand unforgettable? Contact us at hello@correntimarketing.com or call 860-878-4321 to get started.
