To be a successful business, you have to cut through the noise and get people to remember you. You’ll need to outshine a lot of competition to do it, from constant mobile notifications and online ads to binge-worthy Netflix shows and social media. One effective way that brands connect and form long-lasting relationships with their audience is to design their strategy around the rule of seven.
What is the secret of seven?
The secret of seven, in our book at PDG Advertising refers to the “rule of seven” which is an old adage that says it takes people at least seven times to see and interact with an advert before they will take action. People need to feel a sense of connection or trust with a brand before they engage or make a purchase, and that takes multiple interactions to facilitate. To use the rule of seven in your marketing efforts, remember these six essentials. (Yeah I know, we could have made it seven, but we kept it to the essentials!)
“People need to see a brands messaging at least 7 times before they will take an action on it.”
Now we know what it is…how do we get in front of people 7 times?
1. Have a great initial advert.
In general, people are impatient and distracted. For example, if a website doesn’t load within the first 3 seconds, over half (53%) of visitors will abandon it. Brands have to grab a person’s attention within the first 8 seconds or less. A comScore study on Millennial attention spans even claims that the full length of an ad needs to be 5 or 6 seconds to engage them.
How do you grab attention, make a good first impression and connect with individuals in such a short time? The most basic requirement is that content and production needs to be high-quality, whether it is a video, graphic or text. To connect with your audience, you need to know what they care about. What’s a problem that they need to solve? Sometimes brands forget that people don’t want to see the traditional ads that outright try to sell them something. Instead, they want a story, so frame your adverts with that in mind.
2. Pixel the site for Google and Facebook re-targeting.
Brands have to go beyond the first encounter and continue the relationship by creating multiple touchpoints. Retargeting is essential to connect with your audience again. Have you ever visited a site and noticed ads for that company popping up in your Facebook? It’s because of something called the Facebook pixel. You can learn how to set it up on your site here. Google follows the same idea with remarketing.
If someone has already visited your site, they probably have a high interest and are more likely to lead to a conversion or purchase when you use retargeting.
3. Capture emails.
Email marketing is one of the most engaging ways to interact with customers and boost conversions. In fact, according to a 2016 survey, email has the highest ROI, with a median four times higher (122%) than any other marketing channel.
It’s important to build your email lists with sign ups on your website and when individuals make purchases. Email allows you to stay in touch with your customers at a high engagement and frequency, but it also allows you to set up trigger emails, which are messages sent to individuals based on how they interact or behave with your brand. Abandoned cart reminders and recommended product emails are examples of triggered emails, and it pays to build them into your marketing. According to VentureBeat, triggered emails have 2,770% higher conversion rates than mobile push notifications.
4. Distribute content widely to repeatedly get in front of the customer.
People consume content from multiple channels: YouTube, Google, Facebook, Twitter, and more. It is important to cover your bases and connect with them on all the different platforms and formats. One person may be more keen to watch a video, while another would read a blog. Having varied content and a wide distribution net helps to reinforce your message and reach out to different segments of customers. Plus, when combined, each piece of content can strengthen the other. A blog is much more powerful when it is accompanied by an interesting video. A study is much more engaging when paired with an infographic.
5. Keep the content fresh.
If you don’t vary your content, it will go stale and people will get bored. Change it up. Your core message or mission can be the same just packaged differently. One way to do that is to show progression and growth. For instance, a company that produces environmentally-friendly water bottles may expand to sports gear or grow their mission by donating a portion of sales to help increase access to potable water sources. The key is to keep people interested in what you’re doing. Otherwise, they will disengage as time goes on.
6. Evaluate results.
Not every marketing campaign or ad that you run is going to produce amazing results the first time, every time. Far more often, it takes several tests and iterations before an ad is really successful. To figure out what works and what doesn’t, you need to run tests and measure key performance indicators or KPIs like click rate, views, shares and conversion rates. Run A/B tests to get a more clear picture of the types of content that attract audience attention and engagement. As you track results and make adjustments, you’ll have a better idea of what matters to your customers and how to communicate with them effectively.
In a world that’s full of distraction, companies have to cut through the noise to reach consumers. You need to make a great first impression through exciting and compelling content, but you also have to grow that relationship by engaging customers seven times or more.