If your entire marketing strategy hinges on SEO, Facebook Ads, or email alone, you're playing a dangerous game.
The way people buy today has changed dramatically. According to Google’s 11-7-4 model, the average buyer now requires:
- 11 touchpoints
- 7 hours of brand interaction
- Across at least 4 different channels
And yet, many businesses are still marketing like it's 2015.
In this episode of the MindShift Podcast, I break down why modern marketing demands an omnichannel approach, and how you can implement it even with a small team.
What Is Omnichannel Marketing and Why Does It Matter?
The Myth of the Linear Buyer Journey
Gone are the days when buyers would see your ad, click through, and convert. Today’s buyer might:
- Discover your brand on Google
- Follow you on Instagram a week later
- Watch your YouTube video a month after that
- And only then decide to book a call or make a purchase
This messy, unpredictable path is why an omnichannel presence is critical.
As I say, “Buyers no longer go from step one to step two to step three to step four... We are all over the place.”
The Problem with Single-Channel Marketing
Many business owners think they’re doing enough because they’re running Facebook ads or posting on LinkedIn. But here’s the issue:
- They're not connecting those efforts across channels
- They're only offering “Book a Call” or “Get a Quote” CTAs
- They miss retargeting and remarketing opportunities
- Their content strategy isn’t aligned with customer questions
In short, they’re doing fragmented marketing, not strategic marketing.
The “Content Ads Convert” Framework Explained
I introduce a simple, high-leverage solution: the Content Ads Convert framework. It's designed to help small teams repurpose expert insights into an integrated omnichannel strategy.
Step 1: Capture Expert Knowledge
- Interview subject matter experts (SMEs) in your company
- Use casual Q&A formats, no fancy equipment required
- Extract real problems, objections, and stories
“We literally pick their brains over about 60 to 90 days... anyone can do this—even with just a smartphone.”
Step 2: Repurpose Across Channels
From one conversation, you can generate:
- Blog posts
- Short-form social clips
- Paid ads
- Email sequences
- YouTube videos
- Webinars or lead magnets
This multiplies your reach without multiplying effort.
Step 3: Integrate with Paid Ads
Use insights from your SME interviews to:
- Retarget warm audiences
- Create ad sequences that build trust
- Serve content based on where the buyer is in their journey
How to Use AI Without Sounding Generic
AI tools like ChatGPT can accelerate content creation, but only when fed the right material. If you just prompt AI with “Write me a blog about marketing,” you’ll get something average.
Instead:
- Feed AI your Subject matter expertise insights, transcriptions, or unique points of view
- Use it to format, not formulate, your content
- Preserve your tone, story, and strategy
“You don’t want your brand to be associated with average, do you?"
How Small Teams Can Execute Omnichannel Marketing
Worried you don’t have the resources? Here’s what I recommend:
- Start with just 5–10 sales call transcripts
- Extract the top questions, objections, and concerns
- Record short videos or voice notes answering each one
- Repurpose those into multiple content formats over 6–12 weeks
This repeatable process builds momentum and consistency, without burning out your team.
Final Summary
Omnichannel marketing isn’t just a buzzword, it’s the only strategy that matches how today’s buyers actually behave.
By capturing your expertise, aligning it across content and ads, and using tools like AI to scale (not replace) your voice, you can meet your audience where they are, and stay top of mind until they’re ready to buy.
FAQ: Omnichannel Marketing Strategy
Q: What is the 11-7-4 rule in marketing?
It’s a Google-backed model suggesting buyers need 11 touchpoints, 7 hours of brand interaction, and presence across 4 channels before they’re ready to purchase.
Q: Can small businesses do omnichannel marketing?
Yes. By capturing expert insights and repurposing them with the right framework, even small teams can show up effectively across multiple platforms.
Q: Is AI good for marketing content?
Yes, but only when it enhances your brand’s unique voice. AI should help format and scale content, not create generic copy.
Q: What’s the best way to start omnichannel marketing?
Start by identifying your audience’s top questions, then create content that answers them across formats: video, blog, ads, and social.
