The Marketing Rule of 7 Can Mean the Rule of 20 for B2B
The number 7 has been a significant symbol throughout history, in many religions and, yes, in marketing too (not to mention that it continues to seemingly be everyone’s favorite lucky number). Seeing all Seven Wonders of the world is a definite bullet point on some people’s bucket lists (I mean, who wouldn’t want to lay eyeballs on the Great Pyramid of Giza in Egypt or take a stroll along the Great Wall of China at least once in their lifetime?)
On this journey called life, the number 7 is everywhere. In marketing terms, the “Rule of 7” is everywhere too. This Rule explains that it takes an average of 7 interactions with a potential customer before they are ready to pull out their credit cards and purchase that amazing product or service you have to offer. And when you consider B2B marketing, this process can take even longer. It’s an old concept, and the truth is it probably takes up to 20 interactions to convert a B2B lead, but the meaning behind the Rule of 7 remains relevant. It’s all about being consistent and repetitive (without being annoying). You’re more than likely not going to make a B2B sale with one “touch.”
Let’s step back and review what marketing aims to do. According to the American Marketing Association, the definition states: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Marketing strategies help businesses grow by considering their customers’ pains and turning them into profitable gains. How do we accomplish this? By successfully communicating the value of a product or service to influence consumer decisions. Sounds easy, right? Keep in mind that marketing is the marathon, not the sprint. With time and persistence, good things will come.
With a successful B2B marketing roadmap that capitalizes on the Rule of 7 (20), you can increase your chances of converting potential customers using various touchpoints along the decision-makers’ journey. You want your brand to become like that (insert sparkly thing you keep seeing advertised) that you had no idea you wanted until you got it - and now can’t live without it. Seeking multiple interactions over time helps maintain visibility and helps build up trust by allowing the buyer time to ask questions and gain more information and confidence in your brand.
How to make sure your B2B product or service stays top of mind? Start with knowing who your ideal audience is by creating buyer personas. HubSpot describes a buyer persona as: “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” Buyer personas can help you focus on key segments in your target markets and help you engage your target audience better.
You’ll want to involve and engage potential customers with a curated and targeted campaign across various platforms with repeat messaging. Create blogs, social media updates, and shares, webinars, product and service reviews, direct mail, email campaigns, videos, company website, case studies, newsletters, communities, tv/radio ads, to attract the right buyer. You also want to make sure you’re not bombarding with TOO much messaging. That 10th email might just turn a potential customer off. The idea is knowing who your target market is well enough to know how many times will hit the sweet spot and which channels are the most effective at getting your message across (so, it may not be seven times, it might be three times or 23 times depending on your potential buyer).
Your product or service may be spectacular, but if no one knows about it, you won’t attract buyers. It’s about applying the Rule of 7 in creating consistent momentum and exposure for a brand to convey to your buyers that they can’t live without it. Let your brand be the next wonder of THEIR world.
About the author: Saeger Marketing LLC is a full service marketing agency with the creative juice to boost your brand in your industry. www.saegermarketing.com