Introduction
In a 3-month digital marketing course, my mentor told me about the magic of the Marketing Rule of 7 in business. It is a cornerstone principle in advertising and marketing, suggesting that a potential customer should encounter a brand’s marketing messages at least seven times before making a purchase decision. But why does this rule hold such weight? Let’s break it down:
Why the Marketing Rule of 7 Matters
- Awareness: The first exposure to your brand creates awareness. Your audience needs to know you exist before they can consider buying from you.
- Interest: As potential customers encounter your message repeatedly, their interest in your product or service begins to build. Each touchpoint reinforces your brand’s presence and piques curiosity.
- Trust: Consistency breeds trust. The more frequently customers see your brand in a positive light, the more credible you become. Trust is a crucial component in the decision-making process.
- Action: Finally, after multiple touchpoints, customers feel confident enough to take action. They have seen your brand enough times to make an informed purchase decision.
How to Apply the Marketing Rule of 7
To effectively leverage the Rule of 7, it’s important to approach your marketing strategy with intentionality and creativity. Here’s how:
1. Content Strategy
Diversify your content across different platforms to consistently reach your audience. This means creating a mix of blog posts, social media updates, email newsletters, videos, and more. By appearing in various formats and channels, you increase the likelihood of multiple encounters with your brand.
2. Follow-up
Don’t just stop at one interaction. Follow up with your audience through email, social media, or other channels. For instance, if someone visits your website but doesn’t make a purchase, a well-timed follow-up email can remind them of your product and encourage them to return.
3. Stay Relevant
Keep your message fresh and relevant to maintain engagement. This means regularly updating your content and ensuring it addresses your audience’s current needs and interests. Stale or repetitive messages can lead to disengagement, so keep things dynamic and interesting.
Strategic and Meaningful Repetition
It’s important to note that the Rule of 7 is not about bombarding your audience with the same message repeatedly. Instead, it’s about strategic and meaningful repetition. Each touchpoint should add value and deepen the customer’s understanding and interest in your brand.
By thoughtfully applying the Marketing Rule of 7, you can build awareness, generate interest, establish trust, and ultimately drive action. Remember, it’s about creating a seamless and engaging journey for your potential customers, guiding them from first awareness to final purchase with consistency and relevance.