Google’s 7–11–4 Rule (And Why It Matters)

Before they’ll buy, a consumer needs 7 hours of engagement, across 11 touchpoints, in 4 separate locations.

This is according to research done by Google on the buying behavior of digital consumers.

Let’s break this down a little, beginning with 7 hours of engagement.

You need to be “engageable” for at least 7 hours, which is a call to content.

What does your business have in its content arsenal that could keep a prospect busy for 7 hours? For most businesses, the answer is usually very little. If that’s you, don’t worry.

The “easy button” is producing a podcast.

“Easy” in this case is relative when compared to other long-form content options. The podcast can also be taken and repurposed into dozens (and even hundreds) of smaller pieces of content.

Moving on to 11 touchpoints, they’re not going to consume 7 hours of content in one sitting.

This means you need to create the ability for them to come back around to you if and when they’re ready.

It also makes sense for you to proactively nurture them once they’ve offered indications of intent.

Create the ability for prospects to be touched: social profiles, channels, subscriptions, memberships, email newsletters, remarketing campaigns, follow-up sequences, SMS updates, etc.

Whatever mechanisms are best and most appropriate given your industry and offer.

And finally, 4 separate locations…

A “location” in this context is digital; your prospects don’t necessarily want to engage with you in only one place.

In fact, it’s to your advantage (according to Google) to diversify digital settings. This means creating an ecosystem online with multiple venues.

Just because they found you on YouTube, doesn’t mean you should keep them there. In fact, it’s better for this process if they go on to visit your website or listen to your podcast or visit one of your social profiles.

Diversification increases familiarity with you outside of a solo channel.

The 7–11–4 rule isn’t a small ask. It requires that you create an entire ecosystem and then serve it with a robust content strategy.

The real question is: What other choice do you have?

This isn’t a marketing tactic; this is the resultant recommendation based on a study of consumer behavior.

In other words, if you don’t, your competition will.

And, I think if you pay attention to your own buying behavior, you’ll find that the brands you’re most likely to make large purchases from are all in complete alignment with this strategy.

Do you currently have the infrastructure necessary to support a 7–11–4 strategy?

If so, what advice can you give to someone who is just getting started?