In marketing, consistency and reach are key. It’s not enough to simply create great content; you need to ensure it reaches your target audience effectively. You’ve heard it said; people need to see something multiple times before they remember it. That’s the essence of the “Marketing Rule of 7 and Marketing Rule of 3”.

Marketing Rules

The marketing rule of 7 suggests a prospect needs to encounter your brand approximately seven times before they take action. This principle originated in the 1930’s within the movie industry where moviegoers needed to be exposed to marketing materials, like posters and ads, an average of seven times before they decided to go to a movie. This principle suggests a prospect needs to encounter your brand approximately seven times before they take action. However, in today’s noisy digital landscape, how do you achieve this without feeling intrusive?

The evolution of the digital age has modified the Rule of 7 to the Rule of 3. The Rule of 3 isn’t just a marketing tactic; its’ deeply rooted in psychology. Our brains tend to remember things presented in groups of three more easily. It’s a pattern that’s naturally pleasing and memorable. By leveraging this cognitive bias, you can make your message stick.

Applying the Rules

The key to marketing is strategic repetition across different channels and platforms. Let’s look at applying these rules by integrating three core digital channels and diversifying within these channels.

WEBSITE: Your Brand’s Home Base

Your website creates the first impression and is the central hub for your brand. It’s where potential customers can learn about your products or services, read blog posts and ultimately convert to customers.

SOCIAL MEDIA: Building Relationships & Visibility

Social media is the engine that drives traffic to your website. It’s where you build brand awareness, engage with your audience and share valuable content. Relying solely on a single social media platform limits your reach and potentially isolates a significant portion of your target audience. Instead, aim to distribute your content across at least three different platforms. Three platforms offer a good balance between maximizing reach and managing your marketing efforts effectively. You can tailor your message to the specific audience and content format of each platform. Share valuable content multiple times a week, ensuring it isn’t just promotional but also informative and engaging. Encourage interaction.

To choose the right platforms:

• Identify your target audience: Where are they spending their time online? Are they primary on visually-drive platforms like Instagram and Facebook or do they prefer text-based platforms like X or LinkedIn?
• Consider your content: Does your content lend itself well to video (YouTube, TikTok), images (Facebook, Instagram) or text (LinkedIn or X).
• Analyze your competitors: Which platforms are your competitors using successfully?

EMAIL MARKETING: Nurturing Leads

Email marketing allows you to build relationships with your audience, and deliver targeted messages directly to their inboxes. It’s a powerful tool for driving conversions and retaining customers. The following are recommended types of emails to utilize:

• Welcome Series: After a visitor provides their email (maybe from your website), send a series of emails introducing your brand, its values and what they can expect.
• Targeted/Regular Newsletters: Share relevant content, promotions and updates on a regular basis. Segment your email list based on interests and/or behavior if applicable.
• Retargeting Emails: Triggered emails can be incredibly effective. For example, send a reminder email to those who have abandoned a shopping cart on your website or a followup product offer if it is similar to one previously purchased, etc.

Putting It All Together

• Drive Website Traffic from Social Media: Include links to your website in your social media posts and profiles.
• Promote Your Social Media Channels On Your Website: Make it easy for visitors to follow you on social media by including social media icons on your website.
• Capture Email Addresses On Your Website: Offer a valuable incentive, such as a free e-book or discount code, in exchange for email sign-ups.
• Promote Your Social Media and Website Content In Your Email Newsletters: Share your latest blog posts and social media updates with your email subscribers.

Imagine a potential customer finds your website via a Google search. They then see your Instagram ad, showcasing a product related to their initial search. Later, they receive a helpful article in your email newsletter. Finally, they see your LinkedIn post sharing insights related to the product. This coordinate effort, hitting them on multiple platforms with different types of content, increases the likelihood of them remembering and ultimately engaging with your brand.

Conclusion:

The Marketing Rule of 7 isn’t a rigid number, but a helpful guideline. The goals is to create consistent valuable touchpoints across various channels to build brand awareness and trust, ultimately driving conversions.

The Rule of 3 is a simple yet powerful principle that can significantly impact your digital marketing success. By diversifying your social media presence and integrating your core digital channels, you can amplify your message, reach a wider audience and achieve your marketing goals.

So, embrace the power of 7 and 3 and start implementing the Rules in your marketing strategy today!