Why One Post Is Not Enough

Name: Business Broker Growth
Address: US
Telephone: +1-206-234-1848
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I heard someone say recently, regarding marketing, that people will see you for the first time on the eleventh time.

Meaning it takes seeing a post by a company or an advertisement for that consumer to actually SEE it and pay attention to it.

Then I saw a video by Daniel Priestley recently (here is the link: https://youtu.be/mysTR8pSe6c?si=7hhvH0JXfVU75hF9) where he discussed his 11-7-4 framework. He has a way of articulating what I know is true, what I have told people for years.

With his framework, he defines marketing success (getting someone to convert into a lead/conversation/customer) takes:

Exposure to 11 pieces of content/advertising, or
They spend 7 hours with your content, or
Seeing your content across 4 different media channels (such as LinkedIn, Facebook, Instagram, YouTube, etc.)

The first one, as we know, with content marketing and advertising, is just about repetition. As everyone knows, if you do direct mail, you must send ads to someone over and over again to get the full response rate. To win in this category, you must start strong, have a long-term game plan and budget, and not stop too early.

For the 7 – seven hours of content consumption, that one is a little more involved but still very doable. It just takes…well, as you guessed it…lots and lots of content. And not just seven hours of videos or podcast or text. It takes more than that because each person who follows the digital breadcrumbs that you leave around will only consume the content that they find relevant and interesting for where they are currently in life and business, and what their current goals are for where they want to go.

I can remember hearing about Gary V (Gary Vaynerchuck…but everyone that is in the ‘know’ calls him Gary V). The person who told me was shocked that I had not heard of him. In their mind everyone knew him. I wasn’t interested in his content, his topics, or his swearing at the time.

Years later, I was consuming everything he had put out and kept putting out. I can remember watching/listening to 3-hour-long videos of his.

This is why I know that attention span is a myth – if it’s interesting to someone, they will have all the time available to focus on it.

Then I saw David Meltzer in his videos several times, and then I started to go down the rabbit hole of DMeltzer content. Then I joined his paid coaching community. Then I hired him as a coach/mentor.

Years before this, I stumbled on another podcaster (which I wrote about in this article – LINK) – Sam Crowley. I found his podcast, listened to it, consumed dozens of previous episodes, then listened to them each day when they came out. For months, it was a part of my routine.

What he was talking about resonated with me at the intersection of the issue I was facing and the goals I had. So, I took him up on his call to action, booked a call, and then hired him as a coach.

It was the seven-plus hours of content consumption in both of those scenarios that led to the transaction occurring. The key is that with that content consumption, it formed a relationship in my mind with them.

I knew them. I knew what and how they thought, what they believed about the world. I trusted that they could help me.

The ‘discovery’ call in both scenarios was short and easy. Probably the easiest ones they had done. I was pre-sold, ready to go, card in hand.

That is your goal with content, which is why I am always suggesting that our clients create a podcast or find a long-format video series to record.

Then it can be cut down into medium videos/episodes (5-10 minutes) and down into dozens of short (1-2 minute) videos that create the digital breadcrumb trail to you and that relationship.

For the 4 – 4 channels, this one is key. It’s why it’s tough to be a one-social-channel-trick-pony anymore, especially in a professional B2B mode. Yes, there are content creators who are just on TikTok or YouTube, and they put all their focus into that one channel and play the long game. But if you really watch, they have other channels they are on as well as a part of expanding their reach and monetizing in other ways.

In B2B, I agree with Daniel that it takes being in 4 places at once. For business brokers – it’s LinkedIn, Facebook, and YouTube. Those are a must. The fourth? Podcast streams. Instagram. I would put an email newsletter as a channel as well.

Why is this necessary?

Humans want proof that they can trust you.

It’s why that one post you did 8 months ago on LinkedIn is actually a worrying signal to a business owner researching you. It’s why those three videos you posted four years ago on YouTube look ‘odd’.

You must do the 4 channels, do them well, and consistently. Then, when that business owner follows the digital breadcrumbs to find one channel, they see a link to another channel. Then another. Then sign up for your newsletter.

That is a lot of proof that shows you are serious about putting out content, educating people like them, and helping people like them.

This is why it is vital to build a team or hire a company to ensure this authority content machine is built that gets a flywheel spinning, momentum going, and systems operating that ensure the 11-7-4 is always in place for business owners and referral partners to find.

That is why we exist and offer programs to help – whether you are a solo broker or running an office/team.