It’s a great strategy for B2B and B2C companies to grow their sales by ensuring prospects have lots of available content to dine on while they make up their minds.
We know for a fact that in the B2B world, probably 3-5% of prospects are in market right now, which means a high proportion of them just aren’t ready to buy yet.
By adopting the 7/11/4 formula in your business you can increase the chances of prospects choosing you, from the competition.
So what is the 7/11/4 formula?
The numbers in the formula relate to content, touch points/media type and places (channels). Let’s break them down.
This is a simple number that relates to the number of hours of content that you should have available when prospects Google you. This is not an absolute, but a sweet spot to aim for. This is content that is available online or even offline i.e. a book that helps to build your credibility and authority. Seven hours of content that your prospect can consume while they do their research.
This number relates to the different types of media and touch points that you should aim to have available. This could be a mixture of:
- Social media posts
- White papers
- Free programmes / courses
- Email newsletters
- Webinars / masterclasses
- Case studies
This should all be content that helps to build your credibility, trust and authority with your target audience.
This relates to the places or channels that you should be distributing your content i.e. online (webinar, blog, podcast), in-person (live events, speaking), offline (books), auditory (podcasts).
Remember, it’s a long term target and it takes time
The 7/11/4 formula takes time to implement and build up your seven hours or more of content. It doesn’t happen overnight, but the more assets you create, the easier it is for your prospect to research you and build up a picture that you’re the one to help them.
Does it really work?
I use this simple formula with my B2B clients and I can absolutely say it works. Like I said, it takes time to build up, but when you start hitting that sweet spot of 7/11/4 you’ll definitely see an increase in both leads and sales.
Good luck, and I look forward to sharing more growth marketing nuggets in edition #5 of Grow With Steve.