In today’s fast-paced digital marketplace, visibility is everything—but visibility alone won’t pay the bills. What turns likes into leads and followers into customers isn’t just showing up; it’s showing up strategically. For women entrepreneurs, especially those striving to make a name in competitive spaces, trust is the real currency of business. And trust? That’s something you build, not something you buy.
That’s why the 7-11-4 rule is such a powerful strategy.
This rule, coined by marketing experts who study consumer behavior, is a framework that explains how trust is developed in the digital age. It doesn’t rely on trends or gimmicks. Instead, it taps into what truly drives human connection and buying decisions.
Let’s break it down: before someone is ready to buy from you, they need:
- 7 hours of content that they can engage with
- 11 different touchpoints where they interact with your brand
- 4 unique platforms or locations where they’ve seen or heard about you
At first glance, it might sound like a numbers game. But what it really is… is a relationship strategy.
Why This Rule Matters—Especially for Women in Business
Many of us have heard that “people buy from people they know, like, and trust.” But building that kind of rapport doesn’t happen overnight. In fact, in a world where consumers are bombarded by hundreds of messages a day, trust can be hard to come by—especially for small businesses or personal brands trying to stand out.
The 7-11-4 rule gives us a roadmap. It’s a reminder that visibility must be paired with consistency, and that relationships—not just reach—drive revenue.
This approach is especially powerful for women entrepreneurs because our marketing often relies on connection, storytelling, and community—all the things this rule supports.
Now, let’s walk through each piece.
Step 1: 7 Hours of Engagement — Becoming Binge-Worthy
Imagine this: someone stumbles upon your Instagram post or sees your name mentioned in a Facebook group. They’re curious. They click to learn more. That first touchpoint might get their attention, but it’s not enough to earn their trust.
People need to spend time with you. On average, 7 hours of content is what it takes for someone to go from “Who is this?” to “I trust her, and I want to buy.”
This isn’t about bombarding them with fluff—it’s about offering valuable, interesting, and authentic content that speaks to their needs. Think:
- Podcast episodes that go deep into your expertise
- A binge-worthy YouTube channel with how-to videos or behind-the-scenes footage
- Weekly blog posts that answer questions they’re Googling right now
- Educational Instagram Lives, Facebook trainings, or mini-workshops
- A free challenge, course, or email series that delivers actual transformation
It’s about being intentional with your content. You don’t need to entertain for the sake of it—you need to educate, inspire, or empower. When done right, your audience will gladly stick around.
“People don’t want more information. They want transformation. The more they spend time with your brand, the more likely they are to believe you can help them achieve it.”
Step 2: 11 Touchpoints — Multiply the Moments of Connection
The next component is about the number of interactions someone has with your brand. Research shows that most buyers need at least 11 of these “moments” before they feel comfortable enough to take action—whether that’s subscribing, booking a call, or making a purchase.
Think of touchpoints as digital breadcrumbs. They guide potential clients closer to your offer. Here are a few examples:
- Seeing a reel on social media
- Reading your weekly newsletter
- Clicking a blog post from your website
- Visiting your sales page
- Receiving a referral from a friend or colleague
- Hearing you speak at a virtual summit
- Downloading your lead magnet
- Watching a webinar replay
- Joining a live Q&A session
- Receiving a follow-up email or DM
- Seeing an ad on Facebook or Instagram
These interactions don’t need to happen in a specific order. What matters is that they’re happening consistently, and that each one reinforces your credibility.
So ask yourself: is your brand offering enough opportunities for engagement? If you’re only posting once a week or sending one monthly email, you might be leaving potential sales on the table.
Step 3: 4 Platforms — Show Up Where They Are
Finally, let’s talk platforms. People live on multiple channels these days, and they don’t all consume content in the same way. Some prefer short-form video. Others love email. Many still Google before they buy.
That’s why it’s critical to show up on at least four different platforms or locations.
This doesn’t mean you need to be everywhere at once. It just means you need to be strategic. Here’s a solid foundational mix:
- Your website – Your digital headquarters. A place for content, offers, and contact.
- Your main social platform – Pick one or two where your audience spends time and go all in.
- Email marketing – It may not be flashy, but email is still one of the highest-converting channels.
- Live or in-person touchpoints – Whether it’s a live stream, webinar, podcast, or event—this adds a human touch to your brand.
Each platform gives you a new opportunity to reinforce your message and meet your audience where they are. The more consistently you show up across these spaces, the more credibility you build.
Turning the Rule Into Revenue
Now that you know the what and why of the 7-11-4 rule, let’s talk results. When implemented correctly, this strategy does three things exceptionally well:
- Builds authority – Showing up repeatedly with value positions you as a leader in your niche.
- Increases conversions – When people know you and trust you, they’re more likely to buy.
- Creates loyal customers – People don’t just buy once—they come back, refer others, and engage long term.
And isn’t that the goal?
As a woman in business, you don’t need to work harder to get noticed. You need to work smarter—with intentional marketing that’s focused on building meaningful, profitable relationships.
Final Thoughts: This Is the Long Game—And It’s Worth It
The 7-11-4 rule isn’t a shortcut—it’s a sustainable, proven path to real growth. It’s not about hype or hustle. It’s about connection, trust, and showing up with purpose.
At the Network for Women in Business, we believe in strategies that empower women to lead confidently, sell authentically, and build lasting success. If you’re ready to do marketing that feels good and actually works, this is where you start.
Because your audience isn’t looking for another influencer. They’re looking for a guide they can trust.
And that guide, my friend, is you.
