the rule of 7: repetition is the key to your marketing strategy

The Rule of 7 has been a cornerstone of marketing for nearly a century. It states that a prospect needs to see or interact with a brand at least seven times before they take action, whether that is making a purchase, signing up for a service, or engaging further. But here is the reality: seven touches are not enough anymore. In today’s digital world, where people are bombarded with content from every direction, your brand needs far more exposure to stay top of mind.

Why the Rule of 7 No Longer Applies Like It Used To

When the Rule of 7 was first introduced, advertising channels were limited. Businesses relied on print ads, radio spots, and television commercials. Today, your audience is scrolling through social media feeds, reading emails, watching YouTube videos, and being retargeted with ads, all in the span of a few minutes.

A 2014 study by Media Dynamics, Inc. estimated that U.S. adults were exposed to approximately 362 ads daily, with only 12 making an impression.

How to Make Sure You Show Up More Often

1. Identify Where Your Audience Spends Time

Before you start creating more content, you need to know where to focus your efforts. This is exactly what our Marketing Compass helps you do. By mapping out your audience’s behaviors, you can target the right platforms instead of spreading yourself too thin. If your customers are primarily on LinkedIn and YouTube, but you are focusing on TikTok, you are wasting time and resources.

2. Create a Content Plan That Reinforces Your Message

Repetition is not about posting random content every day, it is about delivering a consistent message across different formats. Here is how you can do that effectively:

• Short-Form Videos: Platforms like Instagram Reels, TikTok, and YouTube Shorts help you stay top of mind with quick, engaging content.
• Retargeting Ads: People who visit your website or interact with your content should be retargeted with relevant ads to keep your brand in front of them.
• Email Marketing: Do not just send one email and hope for the best. Use a follow-up sequence to reinforce your message.
• Social Media Engagement: Reply to comments, answer DMs, and be an active presence in your niche.

3. Leverage Different Formats for Maximum Exposure

Not everyone consumes content the same way. Some prefer videos, others love reading blogs, and some rely on emails to stay updated. Repurpose your content into different formats to increase touchpoints:

• Turn a blog post into a LinkedIn article.
• Convert key takeaways from a video into an Instagram carousel.
• Summarize insights into an email newsletter.

4. Be Consistent Over Time

Showing up once in a while will not cut it. The brands that win are the ones that show up again and again, making their presence impossible to ignore. The key to success is long-term consistency, not short bursts of effort. If you commit to a strategy that delivers repeated exposure, you will build the trust and familiarity needed to turn leads into customers. (Here is a deeper dive into content consistency).

The Rule of 7 is Just the Beginning

The Rule of 7 might have been a good benchmark in the past, but in today’s digital world, you need far more than seven touchpoints. Understanding where your audience is and showing up frequently, consistently, and strategically is the key to growth.

If you are not sure where to start, our Marketing Compass can help you identify your ideal customer’s journey so you can focus your efforts on the right channels.