Think about the amount of ads, emails, and social media posts you encounter daily. It’s a lot, right?
Successful business-to-business (B2B) marketing doesn’t happen by accident. It results from careful planning and an understanding of how customers think.
The Rule of Seven suggests that a potential customer needs to see or hear your marketing message at least seven times before they decide to work with or buy from you. It is a marketing method that suggests showing your brand in different places so potential customers see it often enough to remember it when making a decision.
By using a personal, strategic approach that combines repetition with genuine connections, brands can use the Rule of Seven to help turn prospective customers into converting customers.
Why Seven Times?
You might wonder why precisely seven times. The idea is not so much about the number but about repeat exposure. Repeat exposure helps us remember and store information. Seeing something once or twice usually doesn’t make it memorable, but when we see it over and over, it starts to stick in our minds.
Frequent exposure to a brand increases the likelihood of a transaction taking place.
Using the Rule of 7 in B2B Marketing
B2B relationships are often longer-term and involve larger transactions than those in the consumer market. Because more people are usually involved in the decision-making process, customers need to feel like they can trust your brand before doing business. Consistent and repeated exposure helps build familiarity. Familiarity, in turn, fosters trust and sets the stage for a partnership or sale.
Business decision-makers must recognize and remember your company when they’re ready to buy. The Rule of Seven can help your brand stay top-of-mind when customers look for a relevant product or service.
Please note that the Rule of Seven doesn’t mean sending seven emails in a row. Your approach should be diverse and span various marketing channels. Here are some ways to apply it as a strategy:
1. Targeted advertising campaigns – Reach the same audience multiple times across different platforms.
2. Email campaigns – Share insights and updates about your business, products, or services.
3. Content marketing – Provide valuable information through blog posts, traditional marketing, and case studies.
4. Social media – Engagement reinforces brand presence and opens dialogues with potential clients.
5. Webinars, trade shows, and social events – Attend face-to-face events to personally interact with your audience repeatedly.
Your goal should be to create multiple touch points with your audience. Focus on delivering value with every interaction.
Consistency is Key
Consistency matters, too. Sending different messages or changing branding can confuse and damage the build-up of trust. Your brand should use the same core message and branding for every message so each interaction reinforces the last one.
Businesses should deliver a consistent brand message across all their marketing channels to apply the Rule of Seven effectively.
Bundle the Tactics
B2B marketing requires a varied approach. Webinars, case studies, blogs, social media, emails, targeted marketing, and personal relationships all play a role. Each supports the others to create a web of touchpoints around potential customers.
Measure for Success
You can’t shoot in the dark and hope for the best. Measuring the effectiveness of each touchpoint is important to see what’s working and what isn’t. Use analytics and conversion tracking to adjust strategies so they’re always in tune with audience response.
Partner with Vervocity for B2B Marketing
As a B2B company ourselves, we understand how important it is to establish trust and stay on potential customers’ radars. We’ve seen how applying the Rule of Seven can help businesses grow their connections and sales.
If you want to elevate your B2B marketing strategy and ensure your audience hears your message loud and clear, we can help! Our team knows how to build successful B2B campaigns that drive results. Call (217) 222-1451 or fill out our contact form to get in touch today!
