During this Oprius review I was reminded of several marketing best practices and I wanted to share one here.
Seven Times and Seven Ways – What does that mean?
You may have heard that phrase before, especially if you’ve been to any of my webinars – it’s one of my favorites. What it really means is that it takes multiple times delivering a marketing message to be effective; that’s the seven times part. The best way to get your message across is to use different media as well – that’s the seven ways part.
The fact is that most people don’t buy the first time they hear your message. Some do, most don’t. Most sales are made after the fifth time or sixth time … it depends on the sales manager that is telling the story, but everyone knowledgeable about the management of sales processes will agree the number is higher than most people think.
Oprius has seven modules integrated to form their contact manager and email marketing system. That’s what made the 7 stick out to me. In the Oprius contact manager software, the seven modules are designed to deliver an effective customer experience not necessarily to hit seven different ways to touch the customer.
But I digress. This post is about the rule of 7.
It is not meant to be taken literally, though I have certainly met some online marketers and sales management professionals that go to great lengths to ensure they get at least 7 touches and do it at least 7 different ways.
I think that probably leads to diminishing returns. However, most marketers don’t come anywhere close to communicating with their customers 7 times – they get frustrated, or tired, or just forget after 1 or 2 messages. That is the same as leaving sales dollars on the table! It’s the quickest way to lose sales!
There are literally hundreds of ways to touch your customers, but here are 7 that online marketers can use:
- WordPress Blog
- Downloadable ebook
- YouTube Video
- Direct Mail
Yes, I know, I took a bunch of the easy ones. You can think of more than that, I’m sure, for your business. But the really important thing is to pick the right ones for you, your business, and your customers. And don’t try to do more than you are capable of doing right now.
It is far more effective to pick 4 and implement an effective contact manager system so that you can communicate multiple times – maybe even 7 times! You have a much better chance of making a sale than if you only had a website and no follow-up, or a single email follow-up.
If you already have a business contact manager, like Oprius or MS Business Contact Manager or some other one, you have a head start because you’ve at least got customer and prospect contact information available. Now it’s just a matter of adding some well-chosen marketing techniques into a time-driven strategy that will keep you on track to deliver your message 7 times in 7 ways.
Many people use 4 ways and a staggered delivery time frame like this:
- WordPress Blog – ongoing content
- Email – create a series, delivered every 2-5 days after opt-in
- Telephone – follow-up call right after opt-in and regular intervals after
- YouTube Video – periodically, notify by email or Social Media
In this scenario, there are 4 different media – that helps ensure that at least one of the methods will get through. Plus more than 7 times communicating – that helps move prospects through the sales process.
I hope this gives you some ideas to implement in your own business and to think about as you finish your contact manager software review.