Mario Neto: I’m not sure if this is true — what I read — but the concept, I think, really makes sense, and it’s related to what we’re talking about. There’s this “7-11-4” rule from Google, and I say I’m not sure if it’s true because I only saw it once and tried looking it up. But the concept is really cool: in order to start a relationship with someone in a business, you need to have seven hours of contact with that person through content — through any kind of content you put online. It could be emails, social media, video, text messages, whatever. Seven hours of content through eleven touchpoints, so they need at least eleven touchpoints, on four separate platforms. I don’t really know if that’s true — big asterisk there — but the concept makes sense, because you need to build that relationship, and for someone at a company to remember you, they need to see you. You need to have different touchpoints, you need to be in touch with people all the time for them to remember you and start that relationship.
Welcome Read: That’s a really good point. One key thing to note is you said seven hours of interaction over eleven touchpoints — that’s a lot of interaction. That’s a lot of TikToks. So I think that’s another thing that backs up investing in long-form conversations: that’s seven webinars, but it’s literally hundreds of TikToks. That goes to show how powerful it is to build your GTM and the structure of your funnels around promoting long-form conversations, where you can expand on ideas and concepts, explain features and benefits, and explain the problems you solve and how you solve them.
One interesting thing about multi-touch is that a lot of companies go about it the wrong way — they say, “hey, we just need to make sure we’re posting TikToks, Instagram posts, LinkedIn posts, blog posts, everything, everywhere,” but then they forget to connect it back to the overarching GTM strategy and the goal they actually want to move toward. If you get away from that, and you understand, “we want to book qualified meetings” — if that’s the primary metric — then you always need to keep that in mind when you’re creating this repurposed, distributed short-form content, because you always want it to drive back into that primary funnel. If you see that the majority of your new leads come from webinars, or your YouTube channel, or in-person events, you always want to make sure you’re driving back to those main conversion levers — the content and offers that turn a stranger into a lead and into a sales conversation.