The Rule of 20 in Small Business Marketing
When creating a marketing strategy for your small business, there’s one foundational marketing rule you should always keep in mind — the rule of 20.
The rule of 20 says that consumers have to see your brand at least 20 times before they’re ready to make a purchase or book a service. Here’s how it breaks down for most people:
- The 1st time you see a brand message, you hardly notice it and are likely to ignore it
- The 2nd, 3rd and 4th time you see it, the message is put on your radar
- The 5th time you see it, you take the time to actually stop and read it, and you’re able to recognize it
- The 6th, 7th and 8th time you see it, it may start to annoy you a little bit
- The 9th time you see it, you start to think there may be something to it
- The 10th, 11th and 12th time you see it, you start to casually think about it
- The 13th time you see it, the product or service becomes worth something to you
- The 14th – 19th time you see it, you slowly start to consider buying or saving up for the product or service
- The 20th time you see it, you’re fully convinced to make a purchase
- The 21st time you see it, you’re sold
What does the rule of 20 mean for your business?
The bottom line is that the more times a lead is exposed to your message, the more likely they are to convert. That means that businesses just getting started with marketing face an uphill battle, and it can take at least six months to start seeing real results.
The idea of getting your message in front of leads more than 20 times might seem daunting — and expensive — but there are lots of ways to do that these days. Keep reading to learn about 20 ways to get your message in front of your leads.
20 ways to expose a lead to your brand message
#1. Search ads
Search ads are one of the most effective ways to reach leads who are already interested in what you have to offer.
That’s because when someone types a relevant keyword into Google, your ad will appear at the top of the search results page. And since people tend to click on the first few results, there’s a good chance that your ad will get in front of many potential leads.
#2. Social media ads
Social media platforms like Facebook and Instagram allow businesses to target their ideal customers by age, location, interests and more.
That means you can use social media ads to specifically target leads who are likely to be interested in your products or services.
For example, if you’re a wedding photographer, you could use Facebook ads to target engaged women in your city who are between the ages of 25 and 34.
Not only will this ensure that your ad is seen by people who are likely to be interested in what you have to offer, but it will also save you money because you won’t be wasting your ad budget on leads who are less likely to convert.
#3. Display ads
Display ads are the banner ads that you see on websites. They come in all shapes and sizes, and they can be effective in getting your message in front of leads.
The key to making display ads work is to place them on websites where your target customers are likely to be.
For example, if you’re trying to reach stay-at-home moms, you might want to consider placing your ads on parenting websites and blogs.
And if you’re trying to reach medical professionals, you may want to target your ads at healthcare industry influencers or publications.
By targeting your display ads to the right audience, you can dramatically increase their effectiveness in driving conversions.
#4. Video ads
Video ads are another type of ad that you can use to expose your target customers to your brand message.
Whether you choose to create videos in-house or outsource them, video marketing is a highly effective way to reach leads and get them interested in your products or services.
And with platforms like YouTube, Facebook and Instagram, it’s now easier than ever to get your videos in front of interested leads.
So if you haven’t already started incorporating video into your marketing strategy, now is the time to start!
#5. Retargeting ads
Another type of ad that can be highly effective in exposing your brand message to leads is a retargeting ad.
Retargeting ads are designed to reach people who have already shown an interest in your products or services.
For example, if someone visited your website but didn’t make a purchase, you could use a retargeting ad to show them a special offer and get them interested in buying from you.
Or if someone signed up for your email list but never opened your emails, you could use a retargeting ad to get them interested in engaging with your content.
Retargeting ads can be highly effective in getting leads to take action, and they’re definitely worth considering if you want to expose your brand message to more leads.
#6. Website optimization for search engines
One of the best ways to get your brand message in front of leads is to optimize your website for search engines.
Search engine optimization (SEO) is the process of making sure your website appears as high up in the search results as possible.
And while it can take some time and effort to achieve, it’s well worth the investment.
The higher your website ranks, the more leads will be exposed to your brand message.
#7. Blogs
Another great way to get your brand message in front of leads is by writing blogs.
Blogging gives you the opportunity to share valuable content with potential customers and build your reputation as an expert in your industry.
And it can also expose your brand message to a wide audience that might not be familiar with your company. Plus it can help to improve your organic rankings for relevant keywords.
#8. Social media posts
One more strategy that can help you get your brand message in front of leads is to regularly post on social media.
Social media platforms, like Facebook and Instagram, are ideal places to share engaging content with your target audience.
And by consistently posting high-quality updates, you can expose your brand message to a wide range of potential leads.
#9. Digital TV ads
Digital TV, or Over-The-Top (OTT) advertising, is a type of ad that’s delivered through digital streaming platforms, like Netflix and Hulu.
OTT ads are non-skippable and can’t be blocked by ad blockers, which makes them a great way to reach leads who might otherwise be difficult to reach.
Plus, OTT advertising offers next-level targeting, allowing you to get your message to exactly the right audience.
If you’re looking for a way to get your brand message in front of more leads, consider using OTT advertising.
#10. Digital radio ads
Digital radio ads are another type of advertising that can help to expose your brand message to a wider audience.
Digital radio advertising is growing in popularity because it gives advertisers access to an engaged and passionate audience.
And if you’re looking for a way to reach more leads with your brand message, this could be the perfect solution.
#11. Digital billboards
For local businesses, digital billboards can be a fantastic way to get your brand message in front of a large number of potential leads in your area.
Digital billboards are typically located in high-traffic areas, like highways and busy intersections.
And because they’re so visible, they can be a great way to expose your brand message to a wide range of potential customers.
#12. Reviews
If you want to get more leads exposed to your brand message, consider managing your online reviews.
Positive reviews can help attract new customers and boost sales by building trust and credibility in your brand.
And negative reviews can do the opposite — so it’s important that you monitor your online reviews and respond as quickly as possible.
This will help you build trust and credibility, while also getting your brand message in front of new leads who may be looking for the solution you offer.
Plus, businesses that have a greater number of reviews and higher average star ratings tend to be more visible on review sites.
#13. Local listings
Local listings are online directories that list your business name, address, and contact information.
And when potential customers search for businesses like yours online, your local listing is often one of the first things they’ll see.
That’s why it’s important to claim and manage your local listings — so you can make sure your business information is accurate and up-to-date.
This will help you attract new leads, while also getting your brand message in front of potential customers in your area who may not be familiar with your company.
#14. Email newsletters
If you want to get your brand message in front of a wide range of potential customers who have already shown an interest in your message, consider sending email newsletters.
Email newsletters can help you build relationships with your target audience by sharing valuable content, news and updates.
And since they’re so easy to share, they can also expose your brand message to a wider audience.
Plus, email newsletters offer a great way to keep your brand top-of-mind, so your target audience is more likely to think of you when they’re ready to buy.
#15. Case studies
Case studies are a great way to show off your results and build trust with your target audience.
Most small businesses claim to offer results, but by publishing case studies on your blog or social media profiles, you can demonstrate the real value of what you’re offering.
Best of all, case studies are very shareable. That means they’re likely to be seen by a lot more potential customers.
#16. Direct social media messages
Direct messaging on social media can be a highly effective way to expose your brand message to potential leads.
When you send direct messages, you’re targeting an individual user and sending them a personalized message.
This can help build relationships with potential customers.
And since you’re sending your message directly to them, there’s a good chance they’ll see it — especially if you include a call to action that encourages them to take the next step.
Plus, direct messages can be a great way to offer coupons and discounts, which can help you attract new leads and boost sales.
#17. Chatbot
One of the most effective ways to expose your brand message to potential leads is by using chatbot marketing.
Chatbots are automated messaging tools that can be used on your website, social media and other online platforms.
They allow you to engage with people in real-time, which makes it easier for them to connect with your brand quickly and easily.
Plus, chatbots help you build relationships with potential customers and increase your sales by serving as a direct line of communication between you and your target audience.
#18. YouTube videos
YouTube is one of the most popular social media platforms, with over more than a billion users worldwide.
That means there’s a good chance your target audience is using YouTube.
So if you want to get your brand message in front of potential leads, consider creating YouTube videos.
YouTube videos offer a great way to showcase your expertise and share information about your products or services.
And since they can be easily shared, your videos are also likely to get seen by a wider audience — which could generate new leads for your business.
#19. Marketing texts
Another great way to expose your brand message to potential leads is by sending marketing texts.
Marketing texts are short, personalized messages that you can send directly to people’s phones. They offer a quick and easy way to reach your target audience and share your brand message.
Plus, since most people keep their phones with them at all times, there’s a good chance they’ll see your marketing texts — which means they’re more likely to remember your brand when they’re ready to buy.
#20. Influencer marketing
Influencer marketing is another effective way to expose your brand message to potential leads. Influencers are individuals who have a strong social media presence and an engaged audience.
By working with influencers, you can get your brand message in front of large numbers of people — many of whom may not have been previously exposed to your brand.
There are so many effective ways to expose your brand message to potential leads. But, managing them all can be a challenge. That’s where Marketing 360® comes in.
Marketing 360 is an all-in-one marketing platform that offers the tools and talents you need to get your brand in front of the right audience, drive leads and grow your business.
