Engagement and Touchpoints needed for the 7-11-4 Rule

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“Google published research a while ago based on years of data (which they own of course because they track everything) that resulted in the 7-11-4 rule. The 7-11-4 rule says that buyers require 7 hours of engagement, via 11 touch points, across 4 different locations before they’re ready to buy.” (Troy Dean, Agency Mavericks)

I’m still looking for the original source by Google, which everyone quotes, but nobody seems to have. One certainty is that this is doubly true for large and expensive B2B purchases. Purchasers will do extensive research and comparisons, then must justify their evaluation and decision to many stakeholders in their company.

To clarify:

  • 7 hours: The amount of time a purchaser needs to spend engaging with a brand’s content
  • 11 touchpoints: The number of times a consumer interacts with a brand
  • 4 platforms: The number of different platforms or locations where a consumer interacts with a brand

Examples:

  • Reading blog posts: A consumer may engage with a brand by reading blog posts
  • Watching videos: A consumer may engage with a brand by watching videos
  • Email newsletters: A consumer may engage with a brand by receiving email newsletters
  • Social media: A consumer may engage with a brand by interacting with their social media profiles
  • Reading Case Studies, Whitepapers, and other content: A purchaser will look for social proof and verifiable data to help decide.

Purchasers will move through phases before they are ready to buy:

digital_presence_marketing_funnel3B

Engagement must also continue as part of customer retention, which is critical for SaaS sales.

This may appear overwhelming, especially for small companies or startups that lack marketing bandwidth. You can do a few things to ensure that your efforts are headed in the right direction.

  1. Have a well-defined system and plan that captures all needed activities. You can get some great ideas for that with my complete checklist.
  2. Take time to audit and refine efforts to fine-tune your engagement.
  3. Take time to communicate and get stakeholder buy-in so that everyone is on board and on the same page.
  4. Use a content calendar to plan different inbound marketing and outbound prospecting types.
  5. Hire freelancers and consultants to fill in the missing pieces.

 

Did you miss the checklist? Get it here!

Want to have a quick conversation about these things? Talk to me!

The only lead magnet you’ll ever need

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The Magic e-Book

Eugene Heil, at Abstraction Engineering,  is an engineer who knows how to design, test, and certify machinery of all kinds to be compliant with any number of safety standards. I got to work with him when some of his clients needed documentation written or re-written to comply with some of these standards. When his company was new, I wanted to help him with leads, using whitepapers, case studies, and other proven lead magnets. He decided he wanted only the “Big Kahuna” of lead magnets – a technical reference book. He wrote it, and I edited and illustrated several editions (He updates the book frequently to reflect the changes to safety standards). I also created his website.

With just a website and an e-book for a lead magnet, he went from zero to being the “go-to” expert throughout Silicon Valley and beyond. Companies like Google or Apple tell their machine installers or designers to “make it like this book!”. The book demonstrates his expertise, and there isn’t a single sales pitch involved in the process. The book is a reference that many designers, installers, and operators keep handy.

You can buy a copy of this book, and see what a singular powerful lead magnet looks like!

Why Case Studies are the Gold Standard of Social Proof in Content Marketing

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How does your lead know for certain if your products or services are really what they need?

In content marketing, social proof is the currency that validates your brand’s credibility and persuades potential customers to trust and engage with your offerings. Case studies stand out as one of the most compelling and effective tools among the various forms of social proof. Here’s why:

Real-World Impact

Case studies provide concrete evidence of how your products or services have made a tangible difference in real-world scenarios. They showcase success stories, highlighting the challenges businesses face and how your solutions have helped overcome them. This authenticity resonates with readers, as they can see the direct impact on actual businesses.

Detailed Insights

Unlike testimonials or reviews, case studies offer in-depth insights into the problem-solving process. They detail the steps taken, strategies employed, and outcomes achieved. This level of detail not only demonstrates your expertise but also educates your audience on how they can achieve similar results.

Trust Through Transparency

By sharing detailed accounts of client experiences, you’re being transparent about your capabilities and limitations. This honesty builds trust with your audience, as they feel confident that you’re not just selling them a dream but a proven solution.

Enhanced Credibility

When potential customers see that other businesses have successfully used your products or services, it enhances your brand’s credibility. Case studies serve as endorsements from satisfied clients, which can be more persuasive than any marketing claim.

SEO Benefits

Case studies are rich in keywords and phrases that potential customers might use to find solutions to their problems. By optimizing case studies for search engines, you can improve your content’s visibility and attract more organic traffic to your website.

Case studies are a powerful form of social proof because they combine real-world results with detailed insights and transparency. They not only validate your brand’s claims but also provide valuable information that can guide potential customers in making informed decisions. By incorporating case studies into your content marketing strategy, you’re not just telling your audience what you can do; you’re showing them what you’ve done.

What do I need to get a case study for my marketing content?

You only need two things:

  1. A customer who is happy with the results you provided them, and is willing to be interviewed / asked about their results.
  2. A case study writer who will research the case, talk to your customer, and write up the case study with SEO and your leads in mind.

 

I can help you with #2!
Contact me,
Schedule a free web meeting,
or Detail what you need on this page.

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