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The rule of seven is that the prospective buyer should see at least seven marketing messages about a product before buying it.
The marketing rule of seven is one of the oldest in the book.
The principle, in essence, comes down to building customer relationships. Marketing experts believe that this degree of exposure is essential for several reasons.
Interacting with a potential customer long enough (and frequently enough) for them to see marketing messages seven times is generally going to be long enough that you’re able to build up trust.
You can also use each exposure as an opportunity to build on the last– advertising more benefits, solving problems that could’ve arisen from the previous advertisement, etc.
However, despite being an old concept, it still rings true in today’s digital marketing landscape.
This blog will discuss what this rule is and how you can apply it in your overall marketing plan.
The Rule of 7
If you’ve been in marketing for a while, you’ve probably heard of the rule of seven. The marketing rule of 7 is widely known and respected.
It’s been proven over and over that the more positive contact you have with customers and prospects, the easier it is to develop and sustain relationships and ultimately, close more sales.
The basic idea of the rule is simple.
The marketing rule of seven states that a potential customer must see a message at least seven times before being provoked to take action.
In the first few times, a person will not notice the message. People are usually resistant to marketing messages by nature.
Otherwise, people will be overwhelmed by the noise made by the marketing companies. You have to compete in this noisy market.
So, you need to repeat your message until they hear you out.
But there are chances that they may not need your product yet.
If they see your marketing message once, they may not remember you when they want to buy the product by next week or next month.
Therefore, you need to keep your marketing message in sight. Out of sight for marketing is out of mind.
This marketing principle is a marketing maxim developed in the 1930s by the movie industry.
Studio bosses discovered that a certain amount of advertising and promotion was required to compel someone to see one of their movies.
How Can You Craft Marketing Messages Around The Rule Of 7?
To implement the marketing rule of seven in your marketing plan, you must create various touchpoints in your sales funnel.
Engage your target people with the creation of powerful marketing materials that address the different stages of your sales funnel.
Develop A Buyer Persona
You need to clearly define the characteristics of your target customer to help you understand where they hang out. An excellent way to do this is to develop buyer personas.
Develop a plan to make yourself visible amongst your target customers.
Using your buyer persona, you should be able to develop an idea of which events your target customer attends, which magazines or journals they read, which websites they visit, etc.
Awareness And Interest
Some people in this funnel don’t know who you are and that your business even exists. Others may have heard of you but haven’t given you a second look yet.
Therefore, you must make yourself known to them by creating thought leadership content.
Content marketing starts with publishing informational intent posts and videos on your website.
You can explain complicated topics easily or show a step-by-step process to readers.
Either way, these should showcase your expertise in the industry, and the articles should provide immense value to readers.
Storytellers make emotional connections. You can’t create an emotional connection with interruptive advertising.
Incorporate and illustrate employee expertise. It’s a value add that can only be accessed by engaging with you.
Keep in mind that while great stories attract new customers, your engaging content keeps happy current and current customers coming back for more.
We talk more passionately about things we care about than things we’re ambivalent about. We listen more closely to people we care about than people we don’t know.
If you can tell stories about what it’s like to do business with you – by enlisting your happy, loyal employees and customers – you’ll be well on your way to creating meaningful connections and “touching” content.
Have an email nurture campaign. Don’t think of email as an opportunity to make sales. Think of it as a way to help and nurture your prospects and customers.
You should target people with relevant content based on their stage in the buying cycle. Drive email opt-ins by offering helpful free content that they can subscribe to.
With these initiatives in place, you will start to develop a level of visibility that will mean your prospects are being more frequently exposed to your brand.
Marketing funnels are a key aspect of guiding the prospect through a cohesive customer journey.
They include multiple platforms, such as social media (paid and organic) and email marketing.
They automatically encourage customers to have multiple touchpoints with your company
Social Media And Ads
Social media (and all digital marketing) takes thoughtful content strategy to engage customers at every buying process level, including those not in-market yet and those who have already bought.
Old-school marketing messages won’t cut it.
Without meaning, they are lost in the cacophony of content in your customers’ lives.
Socially-savvy companies publish marketing messages that come in the form of useful content that delights their intended audience.
Utilizing the social media rule of seven creates the “network effect,” meaning your business gains more value as more customers join you online.
Today, unless you have a clearly-defined marketing strategy that maps out how you’ll touch that prospect at least seven times, you significantly reduce your odds of sales success.
Today you might need more than those seven times just to be heard through all the clutter in people’s newsfeeds or fields of vision.
Digital age social media crushes old-school marketing by expertly leveraging a medium that touches customers regularly.
Social media allows sellers to converse with the customer often seven times every day! It’s accomplished by sharing content and interacting with customers and prospects.
In a business marketing case, if you’re not savvy in using images for content marketing, seek assistance.
Make your business appear on social media and other websites through paid ads. You can observe the rule of seven and get more eyeballs to your business!
If you know that decent response levels to any marketing hover around 1 to 2%, and you understand all of these hurdles to purchasing, you’ll be better equipped to develop a strategy that can go the distance.
Your branding and marketing efforts need to be repetitive and consistent. You cannot just run an ad one time and expect anyone to buy from you.
You’ve got to put together an integrated approach (e.g., use multiple methods that work together) so that your prospect hears and sees your brand and message many times.
Pixel allows you to track potential customers who have clicked through to your website (and thus shown interest in your products or services) or landed on specific pages of interest.
One of the most powerful outcomes of social media is that customers who’ve purchased from you before telling their stories and ultimately tell your story too.
The Power of Repetition In A Marketing Strategy
Repetition aids recall. It’s no different with your brand. It makes sales conversations easier.
Any salesperson will tell you a sales conversation is infinitely easier when the prospect has heard of your brand.
Your sales conversions will increase if you become better known amongst your target market. It generates awareness across multiple decision-makers.
In B2B, it’s rarely one person involved in the decision-making process. Make efforts to ensure you are appealing to and visible to every type of decision-maker.
It enables you to be visible over long periods.
Why Is The Marketing Rule Of 7 Important?
Is The Rule Of 7 Still Relevant Today?
Indeed, sometimes it doesn’t take seven interactions to sell products and services to customers.
However, the principle of building a customer relationship is still essential to the buying process.
Different markets require different strategies, and some may not require as many as seven touchpoints, while others may require more!
Regardless of these differences, the overall principle still holds today.
Achieving the goal of multiple interactions can be simplified if you understand how and where people see advertisements.
It’s essential that customers recognize your brand and that you have an opportunity to build a relationship with them.
Without these factors, driving purchases can become a struggle and near impossible.
If you create powerful materials and direct them toward your target audience repeatedly, you’ve managed half the battle.
Spreading The Marketing Message With Kennected
Capture the customer’s attention with many forms of personalized outreach provided by Kennected.
We provide a unique value to many mediums that aid in lead generation with digital content.
Contact the Kennected team today to speak with a team member about opportunities for making your marketing strategy exceptional.
Let’s help elevate your online presence from functional to exceptional!