The Power of the 7 Touches
Turning Interaction into Action
In the realm of marketing and sales, the notion of ‘seven touches leading to action’ carries particular importance. The concept underscores the importance of consistent and repeated exposure to a brand's messaging to build familiarity, trust, and ultimately, conversion. By strategically planning and delivering these seven touches across different channels, marketers aim to increase brand awareness and cultivate relationships that lead to customer engagement and loyalty.
What are the 7 Touches?
The term "7 touches" in marketing refers to the idea that, on average, a potential customer needs to encounter a brand or message at least seven times before they are likely to take action, such as making a purchase or engaging with the brand. These interactions can take various forms, including but not limited to:
Social Media Engagement: Liking, sharing, and commenting on posts and updates related to the product or service.
Email Marketing: Sending personalized and relevant emails to potential customers.
Content Marketing: Providing valuable and informative content through blog posts, videos, and other mediums.
Webinars and Workshops: Hosting online events to educate and engage the audience.
Personalized Messaging: Sending direct messages or engaging in one-on- one conversations.
Retargeting Ads: Displaying targeted advertisements to individuals who have previously interacted with your brand.
Customer Reviews and Testimonials: Showcasing positive feedback and real experiences from satisfied customers.
Why 7 Touches?
The "7 touches" concept is not an arbitrary number but rather a result of psychological and marketing research. The 7 touches help to build trust in buying decisions. Multiple interactions allow potential customers to become familiar with your brand, which in turn builds trust and credibility. Additionally, by interacting with your brand multiple times, potential customers become more comfortable with the idea of making a purchase and their risk perception is subsequently reduced. Multiple touch points help keep your brand top-of- mind, making it more likely that your message will break through the noise in a world bombarded with information. Each interaction can provide an opportunity to educate potential customers about the benefits and features of your product or service. It allows you to address their questions and concerns over time, providing educational value. People often go through a decision-making process before taking action. The "7 touches" gives them the time and resources they need to move from awareness to consideration in order to reach a final decision.
Implementing the 7 Touches Principles:
Segmentation: Divide your target audience into segments based on their interests, preferences, and behaviors. This enables you to tailor your interactions to each group's specific needs.
Multichannel Approach: Utilize various communication channels such as social media, email, content marketing, and retargeting ads to reach your audience where they are most active.
Personalization: Customize your messages to resonate with individual recipients. Personalization increases engagement and the likelihood of each touch being effective.
Consistency: Maintain a consistent brand image and message across all interactions. Inconsistencies can confuse potential customers and erode trust.
Monitoring & Analytics: Continuously monitor the effectiveness of your touch points through analytics. Adjust your strategy based on data to optimize results.
The "7 touches equals action" principle is a powerful tool in the world of marketing and sales. It reminds us that building meaningful relationships with potential customers takes time and multiple interactions. By understanding this concept and implementing it effectively, you can increase your chances of turning those interactions into actions.
Oromo has created a product portfolio that can take advantage of this principle. Our digital products have revolutionized the way healthcare companies implement the 7 touches to action strategy. Through products like Nurture, Engage, Vita Animations and our analytics tools, our clients can create a cohesive and engaging customer journey that guides prospects toward the desired action. By leveraging these digital tools effectively, businesses can build trust, foster relationships, and ultimately drive conversions in today's competitive digital landscape. Remember, the road to action may be long, but when it's paved with trust, engagement, and value, you're guaranteed to reach your desired destination successfully.