How many touchpoints turns a prospect into a customer?

Post by 

f you aren’t new to marketing, then you will most likely have come across The Rule of Seven. This notion suggests that a prospective client must see your brand and message seven times before they will consider buying from you. While this isn’t a guarantee since many factors can affect this number, the point of the concept is to highlight the need for repetition, consistency and taking an omnichannel approach.

Single-source advertising doesn’t work.

We live in a world of information-chaos. The first few times a person sees your advert or content, they might not even register. Many of us have become resistant to advertising and will automatically gloss over them initially. This means that not only do you have to show adverts repetitively and give them ample time to cut through, but you also need your ads to pop up to the same audience across multiple platforms.

You need a brand which is easily recognisable.

There would be no point showing your audience ads, content or messaging across multiple platforms if they weren’t easily recognisable. This means that you need to have consistency across your brand. A brand isn’t just about visuals though – it encompasses the personality of a brand. It spans colours, fonts, messaging, writing style, archetypes, perceptions of price, quality, services, etc. etc.

Consistency, therefore, can become quite complex. For example, if your brand archetype is The Rebel, but you use two writers – one who writes in a rebellious way and one which writes in a formal corporate way, then your brand will lack consistency and impact.

In summary, if you want to cut through to your audience and turn prospects into customers, you need to take an omnichannel approach, you need to run campaigns for long enough so that your audience has a chance to notice you (at least seven times!), and your brand needs to be recognisable and consistent.


We never share your info. View our Privacy Policy
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Join Our Amazing
THere's More

Post You mIght Also Like

All Posts

The Return on Investment on LinkedIn B2B Advertising

For B2B marketers, delivering high-quality leads is essential for job performance. Demonstrating a direct and positive return on investment, however, means that B2B marketers will benefit from higher budgets, more authority, and faster approval processes.

The Ultimate Facebook Campaign Funnel to Maximise Return

Who should be advertising, how much to budget for and how to get the best return on your investment. Included in this article is an infographic of a Facebook Campaign Funnel ready-made for you.

How B2B Marketers Can Stretch LinkedIn Budgets

LinkedIn is one of the most powerful tools available to B2B marketers. These tricks we've learned will help you to get the most out of your LinkedIn budget.

How to use LinkedIn as an Effective B2B Selling Tool

While LinkedIn is perhaps the most effective social network for B2B businesses, it is often used ineffectively. Generating B2B sales leads on LinkedIn requires a strong personal and professional brand, an optimised profile, and meaningful relationships.

7 Simple Rules for Small Business Social Media Strategy

In this digital age, a social media profile has the power to make or break a small business. These seven simple rules will help you manage your small business’ social media like a pro!