Marketing in this day and age has become more sophisticated thanks to technological developments through the years. They paved the way for marketing experts to better understand their target audience and their needs.
This reason is also why most people have not heard of the rule of 7 before.
However, despite being an old concept, it still rings true in today’s digital marketing landscape.
In this post, we’ll discuss what this rule is and how you can apply it in your overall marketing plan.
If you need help creating a digital marketing plan for your business, contact us at Romain Berg. We will help change the way you engage your customers that deliver results, not hype.
What Is the Rule of 7?
The rule of seven is an old marketing rule developed by Dr. Jeffrey Lant. It suggests that the general public must be exposed to something a minimum of seven times before they buy it.
The idea is to make potential customers aware or familiar with your brand, social media posts, and other marketing messages. The more familiar your brand is, the more likely they are to purchase from you in the future.
An example of when the rule of 7 is at play is when a customer sees an advertisement on TV. They may only remember the brand after they see it for at least the seventh time.
Is the Rule of 7 Still Relevant To Your Marketing Message?
The rule of 7 dates back to a time before analytics and data were made available to marketing experts.
Case in point, “7” is an arbitrary number. It could take somebody more than seven times the exposure before they become your customers.
Nowadays, you can use different data gathering tools to pinpoint how many and exactly which touchpoints turn people into clients.
Nonetheless, the principles behind the rule of seven apply to any marketing strategy because of one fundamental concept: trust.
You’ll gain the trust of potential customers more effectively with longer and more frequent interactions. That’s provided you leave a customer experience that’s consistent with your brand, of course.
How to Craft a Marketing Strategy Revolving Around This Marketing Rule
To implement the 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.
Below are multiple platforms where you can promote your content to your target market:
- SEO – Research for keywords to target and optimize content with by following the best on-page SEO practices.
- Email Marketing – Build an email list and send them emails for higher response and conversion rates.
- Social Media – Engage with your followers on social media by sharing updates about your business or replying to their messages.
- Display Personalized Ads – Make your business appear on social media and other websites through paid ads.
Use any of the above that fit in your strategy. You can observe the rule of seven and get more eyeballs to your business!
Below are the different touchpoints we can create for each stage as part of your marketing efforts:
Top of the Funnel (Awareness and Interest)
Some of the 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 pieces.
Content marketing starts with publishing informational intent posts and videos on your website. You can explain difficult topics in an easy-to-understand way 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.
One of the best channels to promote ToFu content is SEO. By ranking on top of Google for informational intent keywords, you can make your business easier to find. You can also share your content on social media to help you generate followers.
Middle of the Funnel (Consideration and Intent)
People in the MoFu stage have a legitimate interest in purchasing from your business. They have read your articles and are familiar with what your business does. They need more information on how your business can meet their needs.
Content creation works in this stage as well. However, you must target commercial intent and branded keywords for your articles and videos this time around.
At this stage, consider providing solutions to their problems with your product or service at the forefront. The ideal is to put your business as the missing piece to their puzzle.
You can invite people to join your webinar, where you or a host will showcase how your product works. This helps the prospective buyer make an informed decision based on what they’ll see.
To help you promote your assets in this stage, you can share them via your email list. The fact that people subscribed to your list means they’re interested in what you have to offer. Educate them about your business by sharing resources. You’ll be one step closer to turning a potential customer into an actual one!
Bottom of the Funnel (Evaluation and Purchase)
In the final step, people like what they see from you and are very close to making a purchase. They just need a gentle nudge to pay up so they can get their hands on your product or service.
In this case, you must create landing pages geared towards successfully turning your prospect into a customer.
These pages are not just about writing convincing copy that will eventually get them to turn. You also need to worry about its design. If you’re not a designer, it’s best to get professional help to build and optimize these pages.
Getting landing pages to rank on search engines is difficult due to the competition. Bid for paid ads like Google Adsense to appear on top of search results and on websites serving ads. You can also show up on social media feeds using Facebook Ads.
As the name suggests, you have to dedicate a budget for your ad campaigns to turn in a profit. The challenge now is converting visitors into customers from your landing pages so you can get ROI from your efforts.
As you can see, the rule of 7 is alive and well in today’s marketing world. However, instead of promoting your business as loudly and frequently as possible, the approach is different this time around.
Using analytics to gather data, you can generate audience insights, measure ad performance, and measure content performance more effectively.
From here, you can improve your strategy and launch a brand new one in the hopes of getting better results.
Take a more measured and analytical approach to the rule of 7. You’ll get more eyeballs to your business and turn them into satisfied customers!
At Romain Berg we are well-versed with the different marketing tactics that can produce better traffic and conversions for your business. Reach out to us if you have any questions!