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Q: What is the 10 3 1 rule in sales?

The 10-3-1 rule is a sales funnel management principle, primarily used in B2B, that estimates the activity needed for success. It suggests that to close one sale (1), a salesperson must conduct three meetings or presentations (3) with key decision-makers. In turn, securing those three meetings typically requires making initial contact with ten pre-qualified prospects (10). This rule helps sales teams set realistic activity goals and effectively measure conversion rates at different stages of the sales cycle.

Q: What is the 1% rule in marketing?

The 1% rule (or 90-9-1 rule) refers to the unequal participation of users in creating online content, especially in online communities, forums, and social platforms. It states that only about 1% of users actively create new content (creators), 9% edit or respond to existing content (contributors), and the remaining 90% are passive consumers (lurkers). In marketing, this means that to engage the other 99% of users, brands must focus on providing highly valuable content and building simple mechanisms that encourage interaction.

Q: What is the 7 times 7 rule in marketing?

The 7 times 7 rule is an extension of the conventional Rule of Seven in marketing, which suggests a prospect needs to encounter a brand's message at least seven times before considering a purchase. The addition of the second "7" often emphasizes the need to reach the audience through seven different formats or communication channels (e.g., ad, email, social media, content, PR). It serves as a reminder that consistent, multi-channel marketing is essential for building the necessary awareness and trust that ultimately leads to conversion.

Author

Anna Pawlowska

22 minutes 20 seconds

19 November 2025

Let's start with some interesting statistics:

According to 57% of marketers, customer acquisition is the most important part of their marketing budget.
Companies use the following for this purpose: websites (89%), emails (81%), social media (72%), direct marketing (66%), SEO and PPC (65%), web banners (60%), and mobile marketing (30%). [1]

But we'll come back to the statistics later. If you're reading this, it means you're in one of these groups and want your activities to be more effective. So grab a coffee and let's get started!

Try out WebWave

Keep Reading

Why is active online customer acquisition crucial?

In 2025, acquiring new customers online has become one of the most important challenges for organizations in every industry. According to a report by inbeat.agency, as many as 57% of marketers declare that consumer acquisition consumes the largest part of their marketing budget. What's more, the cost of customer acquisition (CAC) is steadily increasing. According to growth-onomics.com, the average increase in 2025 is approximately 14% year-on-year compared to 2023.

This means that it is becoming increasingly difficult for enterprises to effectively get customers while remaining profitable. The high CAC figures put pressure on the entire sales process. In the e-commerce industry, the average cost of customer acquisition in 2025 exceeds $54, in B2B services – $91, and in the SaaS sector – as much as $205. This is a clear signal that firms that do not invest in long-term and automated marketing strategies are exposing themselves to rising costs and declining effectiveness of their activities.

That is why active online customer acquisition is the foundation of growth today. Well-planned activities – from SEO, through paid advertising, to marketing automation – not only attract a new audience but also build lasting customer relationships, which over time reduce the average cost of acquisition and grow the customer base.

By leveraging analytics, personalization, and AI-powered tools, your company can respond faster to market needs, increase conversions, and retain its customer base for longer. In an era of high competition and rising advertising costs, the efficiency of your sales process and customer acquisition will be one of the key factors in gaining a business advantage.

How to attract new customers to your business? 10 steps

There are various methods of acquiring customers. Let's focus on the ones that work best.

Market analysis and target group definition

Before you launch your campaign, start by understanding the market. In your business, it is crucial to know who needs your product or service. It is not “everyone,” but specific groups of people. A clear understanding of your current customers is the first step if you want to sustainably increase your customer base.

Who are your potential customers?

Ask yourself the following questions:

What problems does your product or service solve?
What are their preferences: colors, style, price, features?
Where are they located: geographically, socially, professionally? This is particularly vital for a local business.

Data analysis is the starting point. You can look at your existing customers, analyze website traffic, and see what they choose. Research shows that customer segmentation—dividing customers into smaller groups with similar behaviors—allows companies to operate more effectively. [2]

Why is this so important?

If you know your target group, you can:

tailor your communication to speak the language of that group;
design an offer for their needs, i.e., a product or service that really meets their expectations;
save on your marketing budget, because you don't advertise “everywhere,” but only where the likelihood of purchase is highest.

According to the report, companies that use good customer segmentation achieve better return on investment (ROI) and build stronger customer loyalty [2].

How to do this in practice?

Collect data – from Google Analytics, forms, surveys.
Separate segments, for example: premium customers, customers looking for promotions, local customers.
Build “personas,” or fictional characters describing typical customers: name, age, needs, behaviors.
Check customer preferences – what really interests them, what they expect from your product or service.
Tailor your message – a separate message for each segment: different language, different offer, different channels.

This will make your online campaign more precise and your business more effective in acquiring customers.

1. SEO – an automatic customer acquisition machine

If you want to attract new customers without spending a lot of money on advertising, SEO is your best tool. A well-optimized website acts like a machine that attracts people actively looking for your product or service to your business every day.

Why is SEO so important?

Most internet users start their journey in a search engine, most often Google. When someone types in a keyword related to your industry, you want your website to appear high in the search results. That's where purchasing decisions are made.

According to research by inbeat.agency [1], as many as 68% of online experiences start with a search engine. What's more, the top 3 results get over 50% of all clicks. If your website isn't there, you practically don't exist for new customers.

How does SEO help you gain new customers?

Good SEO is not just a technique, but a visibility strategy. It allows you to reach people who are already interested in what you have to offer. This is not random traffic. These are people who are ready to buy, sign up, or make an appointment.

To make this happen:

Choose the right keywords – phrases that your customers type into the search engine. For example, “natural stone shelves” instead of the general “shelves.”
Take care of your content – create articles, product descriptions, and guides that answer real questions from users.
Improve your website structure – clear navigation and fast loading help not only people but also Google's algorithms.
Add internal and external links – this helps search engines understand the subject matter of your website and increases its credibility.

Pssst! Want to know if your SEO is working and you're actually getting better rankings? Try Keyword Monitoring in WebWave website builder!

2. Content marketing – building trust and establishing yourself as an expert

Well-executed content marketing is one of the most effective ways to attract new customers today. It works because it doesn't sell directly. Instead, it helps, educates, and builds trust. This strategy is essential for business owners looking to sustainably get more customers.

SEO and content marketing – what is the difference?

Many people confuse these two concepts. SEO is primarily a technical activity that helps a website rank high in search results. It is about keywords, website structure, links, and speed.

Content marketing goes a step further. It is about creating valuable content that showcases your knowledge and experience in a given industry. It is thanks to this content that customers begin to trust your company and come back for more. SEO attracts attention, while content marketing maintains interest and builds relationships.

How to create content that works?

Start with the customer's needs – don't write about yourself, write about their problems. Think about what your audience is looking for and how your product or service can help them.
Determine industry topics – focus on topics that are important in your industry. If you sell furniture or interior accessories, write about trends, inspirations, care, and combining styles.
Remember to educate – show that you know your stuff. Publish step-by-step guides, checklists, or instructional videos.
Use data and examples – content based on facts and figures builds credibility. Cite industry reports, research, or your own statistics.
Pay attention to format – today's users scan rather than read. Use headings, bullet points, and graphics. Videos and infographics increase engagement by up to 80%.
Encourage action – every piece of content should have a goal. It could be signing up for a newsletter, clicking on an offer, or downloading an e-book.

How to use content to attract new customers?

It's not enough to write a text and post it on a blog. Promote your content:

share it on social media;
send it in a newsletter;
collaborate with industry portals and influencers;
convert texts into different formats – e.g., a video article or a LinkedIn post.

Each of these channels can help you reach new audiences and attract new customers who didn't even know your brand existed before.

Why does it work?

Because content marketing creates relationships, not just reach. When users see that you are sharing your knowledge and really want to help them, they begin to trust you. And trust is the first step to a purchase.

Remember: good content is a long-term investment. One valuable video or article can work for your business for many months – just like SEO, but with a human, more emotional approach.

3. Social media marketing and influencers

Social media is one of the most powerful tools today for catching the attention of potential customers. It is a space where people spend their time, seek inspiration, and discover new brands. Therefore, if you want to grow your enterprise online and get new customers, you cannot ignore it.

Why is social media presence so important?

Because that's where the daily conversation with your customers takes place. Platforms such as Instagram, Facebook, TikTok, and LinkedIn allow you not only to build your image, but also to generate real leads: that is, collect contact information from people who are interested in your product or service.

What's more, well-planned communication on social media makes your brand more accessible and credible. By showing behind-the-scenes work, new projects, or customer reviews, you build relationships and trust. This trust is the key to sales and can lead to a powerful referral effect, helping you attract more customers.

How to be effective on social media?

Choose the right platforms – you don't have to be everywhere. Choose the ones where your customers really spend their time.

Instagram and Pinterest work well in visual industries (e.g., interiors, fashion, design).
LinkedIn – ideal for B2B businesses.
TikTok is great if you want to show the human face of your brand and build organic reach.

Post regularly – consistency builds trust. You don't have to post every day, but make sure you have a steady rhythm and consistent communication style.
Deliver value – show how your product solves customers' problems. Educate, inspire, entertain, don't just sell.
Ensure visual consistency – colors, photo style, and tone of voice should be recognizable. Your posts should immediately “shout” that this is your brand.
Engage in dialogue – respond to comments and messages. Algorithms promote accounts that build relationships with their audience.

Collaborating with influencers – how to do it right?

Influencers can help you reach thousands of new people, but the key is authenticity. Don't choose creators based solely on the number of followers. See if their community actually responds to the content.

Work with people who fit your industry and values.
Instead of one expensive campaign, go for several micro-influencers – they often have a more engaged audience.
Set your campaign goals: is it about building awareness, sales, or lead generation?

Pro tip 💡

Remember that your social media channels and website can support each other. In WebWave, you can add social media icons to your website or online store in seconds with a redirect to your account. This makes it easier for users to find your profiles, and both channels will work together to grow your brand.

4. Paid ads – quick start and scaling

Paid ads are the fastest ways to get new customers and increase visibility.. They work immediately (unlike SEO or content marketing, which take time). A well-planned campaign can kickstart the entire client acquisition process and bring in new clients in just a few days.

But how can you do this if you don't have a large budget? Here are some practical tips to help you operate effectively and economically.

1. Start with a specific goal

Don't launch an ad “for reach.” Think about what you really want:

increase website traffic,
get newsletter signups,
sell a specific product,
encourage potential customers to contact you.

Each goal requires a different type of ad, a different message, and a different budget.

2. Focus on one channel

Don't spread your budget across multiple platforms. If your customers are searching for products on Google, start with Google Ads. If your industry is more visual (e.g., interior design, handicrafts, fashion), go for Facebook Ads or Instagram Ads.

It's better to have one well-optimized campaign than five mediocre ones.

3. Choose precise audience groups

Don't target everyone with your ads.

In Google Ads, use long-tail keywords (“suede high heels” instead of “shoes”).

In Meta Ads (Facebook/Instagram), specify the age, location, interests, and lifestyle of your audience.

The better you describe your potential customer, the less you will burn through your budget.

4. Set a small test budget

PLN 20-30 per day is enough to start with. Run several versions of the ad (different headlines, graphics, descriptions) and see what works best. After a week, turn off the weak campaigns and allocate your funds to the effective ones.

This is a simple way to optimize without risk.

5. Focus on good creative

The first impression determines whether someone will click.

Use photos and graphics that show the product in use.
Add short, emotional headlines (“Give your interior character in 5 minutes!”).
Show the end result – potential customers want to see what they will gain.

6. Use remarketing

If someone has visited your website but hasn't bought anything, don't lose sight of them. With remarketing, you can remind them about your product on social media or Google.

It's a cheap and effective way to complete the customer acquisition process that has already begun.

7. Analyze and improve

Every campaign is a source of data. See which ads generate clicks and conversions. Change the text, graphics, and audience groups. Small adjustments can increase effectiveness by up to 50%.

8. Simplify the purchase path

There is nothing worse than an ad that leads to a page where it is difficult to buy something. A potential customer must be able to reach the product and the “Buy now” button in 2-3 clicks.

In summary:

Paid ads are a great way to get started quickly and test your offer. You don't need thousands of dollars: all you need is a strategy, analysis, and patience. Remember that every well-optimized campaign is another step in the customer acquisition process, which you can then scale.

5. Email marketing and automation

Email still works – and very well. Despite the development of social media and paid advertising, email marketing remains one of the most effective ways to reach potential customers and maintain relationships with those who have already made a purchase.

For small businesses, it is a particularly important tool because it does not require large budgets. All you need is time, a good strategy, and consistency.

Why is it worth investing in email marketing?

Because it allows you to stay in constant contact with your audience in their own email inbox. It is a place where you don't have to fight algorithms or pay for every click.

You can send messages that:

remind them of your offer,
educate and inspire them,
build trust,
encourage them to buy again.

This way, you maintain a relationship with your regular customers and increase the chance that they will come back to you.

How to get started step by step

Build your own mailing list. Don't buy ready-made databases – it's a waste of money and a risk to your image. Instead:

put a simple sign-up form on your website,
offer something in return (e.g., a discount, an e-book, access to a guide or catalog),
promote your newsletter on social media.

This will allow you to start reaching potential customers who are genuinely interested in your offer.

Segment your audienceNot all of your subscribers are the same. Divide them into, for example:

new users,
people who have already made a purchase,
regular customers who often return,
inactive users.

Each group needs a different message. You can welcome new users and show them the most popular products, and remind regular customers about new products or the loyalty program.

Personalize content

An email with a name in the subject line is just the beginning. It's also worth tailoring the content:

based on previous purchases,
interests,
and newsletter click history.

This way, your messages are no longer spam, but become helpful – and a way to build relationships with your customers.

Automate mailings

You don't have to write every message by hand. Use simple automation, e.g.:

a welcome email after subscribing to the newsletter,
an email reminding about an abandoned cart,
an email after purchase with suggestions for similar products,
a thank you email after a few weeks.

These are called automatic flows, which work for you 24/7 – even while you sleep.

Make sure you have a good title and content

People decide whether to open an email in 2 seconds.

The title should be short (up to 50 characters) and specific (“New alpaca products now available”).
The first sentence must encourage further reading.
At the end, add a clear CTA button (“See offer,” “Order now,” “Learn more”).

Test and analyze the results

Check which titles, content, and sending times give the best results. Sometimes a small change, such as an emoji in the title, can increase the open rate by several percent.
Send regularly, but not too often. Don't bombard your audience every day. For most small businesses, 1-2 emails per week is enough. Quality matters, not quantity.

In summary:

Email marketing is a simple and inexpensive tool that allows you to reach potential customers and nurture relationships with your customers. Automation saves you time, and well-prepared messages can really increase sales.

6. Affiliate marketing and partner programs

You don't always have to do everything yourself. Affiliate marketing and partner programs are a smart way to acquire customers at a low cost. In short, others recommend your product, and you only pay them for the results.

This solution is ideal for small businesses that want to increase sales but don't have a large advertising budget.

How does it work?

In a partner program, you collaborate with individuals or companies who promote your products on their blogs, social media, or newsletters.

When someone makes a purchase based on their recommendation, the partner receives a commission. You gain a new customer, and the partner receives compensation. Simple and effective.