Posted by Kristine Jacobson

Reddit for MarketingChances are that your company has an online presence. If your business isn’t on the Internet, you should be creating a website and social media accounts to implement an effective social media strategy to take your marketing to the next level – right now! For those that already exist in the online world, you may at times find yourself wondering why engagement on your posts is falling short and why your follower count isn’t increasing.

A company that only uses its social accounts to sell can quickly become a snoozer. Implementing the 70/20/10 rule in your business’ marketing efforts can ensure that you don’t fall victim to the snooze-factor.

Seventy percent of your social media posts should be informative. 

A majority – 70 percent - of your content should serve to build your brand. In order to avoid coming off as a business that only intends to advertise and sell, you need to offer valuable content to your audience. This is your time to show off your brand’s voice and personality. You can schedule a bulk of these posts to be fun, engaging and interesting. This is the area in which you will capture your audience and make them loyal followers. One common mistake businesses make when following this rule is to lose their relevance. While these posts are intended to be fun engagements or tips, keep in mind that they must be relevant to your brand.

Twenty percent of your posts should be content shared from other sources. 

This twenty percent can include posts from partners in your business, customers, vendors, fans and more. The point of these posts is to show your audience that you are listening and that you are up-to-date with what others have to say about your business or industry. For example, if you are a restaurant and you’ve been tagged in a photo that someone posted of their positive experience at your restaurant, why not post it? This will get the user excited and chances are they will share it themselves; this means you are guaranteed to generate more social media exposure. Remember: relevance is key 

Ten percent of your posts should focus on deals and specials relevant to your business. 

Surprisingly, sales and self-promotion deserve the least amount of room on your social media platforms. Your website already speaks for itself in terms of selling your product, so why should your social channels be devoted to this, too? Your audience won’t be interested in keeping up with your posts when they can turn to your website for the same sales-y information. If you are guilty of over posting about your product to generate more sales, you are not alone. This is an area in which many people struggle, especially those who social media doesn’t come naturally. You want to avoid a “hard sell” approach as part of your business’ social strategy. Focus on having ten percent of your posts relate to new specials, deals, new product launches and special or unique promotional posts without being too aggressive. Posting less about sales means that the few times you do post to sell, it will be meaningful.

The 70/20/10 rule is the best kept secret to take your company’s social strategy higher. Posts can’t all be self-advertisements, or you will lose your audience quicker than you might think. A business’ presence in the social media world should be a mix of information, fun and a little bit of sales. Implement the 70/20/10 marketing rule and let the rise of engagement and followers speak for itself.

Conveyance Marketing Group is a team of bright, innovative and talented veteran marketers dedicated to big ideas, fresh insights and measurable results. We pride ourselves on taking challenging marketing issues and turning them into opportunities for our clients, on pointing brands in the right direction, and on getting our customers noticed both online and off. From branding to websites to digital marketing, and public relations, we handle all your marketing communication needs! Web Design and Development | Brand Strategy | Inbound Marketing | Social Media | SEO | PR


Kristine Jacobson

Kristine Jacobson

Kristine Jacobson has more than 25 years of marketing and communications experience with notable corporate leaders as well as emerging market contenders. She offers expert marketing strategy with a touch of creative flair. Her extensive knowledge of strategic marketing, marketing plan execution, and branding illuminate the big picture without losing sight of the details.