Get more bang for your buck with 70:20:10

It’s easy to feel overwhelmed with all the new tools and techniques emerging daily. With so many options at your fingertips, it can be tough to know where to focus your time, effort, and budget to maximize ROI.

That’s where the 70:20:10 rule comes in. This simple but powerful model helps you prioritize your marketing efforts and allocate your resources wisely, so you can stay agile while ensuring you’re not distracted by shiny new trends that may not be as effective.

What is the 70:20:10 rule?

Running an SME in Australia is no easy feat, especially with the rapid changes in digital marketing. But the 70:20:10 rule is like your secret weapon to make sure you’re spending your marketing budget wisely and staying ahead of the game. Let’s break it down, Aussie-style:

70% – Tried and tested (marketing as usual)

This is your bread-and-butter stuff – the marketing methods that have worked well for you in the past. Think Google Ads, SEO, and your regular social media posts. These are the channels where you know the Aussie market responds, and they’ve been consistently delivering solid results. If you’re a local cafe, for example, using Google My Business and running a couple of paid ads on Facebook might be your go-to.

20% – Experiment (programmatic and emerging channels)

This is where the fun begins! You’re still playing it safe but exploring new opportunities. It’s like testing out a new Aussie craft beer – you’re not sure if it’ll be the next big thing, but it’s worth a shot.

For SMEs, this could mean diving into video ads, Instagram Stories, influencer marketing, or programmatic ads that target your audience in creative ways. These are channels that are growing but aren’t your core focus yet. You can test, track, and refine as you go. Not everything’s a winner, but some could really pay off.

10% – The wildcard (agile, trend-based marketing)

Now, here’s where you get to have some fun with it. This is your “real-time marketing,” your “did you see that meme?”moment. You’ve got to stay agile, especially with Aussies being very social media savvy and trend-driven. If there’s a viral trend or an event like Australia Day or the Melbourne Cup, you can quickly jump in and create content that ties into the buzz.

This 10% is a bit of a gamble, but if you hit it right, you can go viral or get massive attention for your business. Think quick, witty, and sometimes cheeky – just like Aussies like it.

The model can be applied across various areas of marketing, from media investment to content creation. By using this framework, you ensure that you’re not putting all your eggs in one basket, and you’re giving room for growth and innovation.

Applying the 70:20:10 Rule

It’s easy to stick with what’s worked in the past. If Google Ads or Facebook campaigns have brought in good ROI for your business, it can feel comfortable to keep doubling down on these methods. However, the digital landscape is always evolving, and failing to adapt can lead to missed opportunities.

According to Ashley Friedlein, 70% of your marketing budget should go to “marketing as usual”—the tried-and-true channels that have delivered results in the past. For example, search marketing or affiliate marketing for a retailer. This is your bread and butter, the foundation on which you build success. Then, 20% should be allocated to more programmatic, automated marketing methods. These are reactive and machine-driven, designed to adjust in real-time based on different stimuli. It’s not about planning everything out, but being responsive to how things unfold.

Finally, 10% should be set aside for real-time or agile marketing. This is about seizing spontaneous opportunities—whether it’s reacting to a viral trend, capitalizing on a current event, or launching something creative like Oreo’s famous Superbowl blackout tweet. This is where you take risks, experiment, and keep things fresh.

The 70:20:10 Rule in Content Marketing

When it comes to content marketing, applying the 70:20:10 rule ensures you have the right balance between proven tactics and innovative approaches:

• 70% Proven Content: This includes content types that have consistently worked in the past—blog posts, articles, and how-to guides that provide real value. This content helps build your brand and attract traffic.
• 20% Premier Content: This is high-investment content—think viral videos, in-depth infographics, or larger content campaigns. It’s riskier but has the potential to reach a broader audience.
• 10% Experimental Content: This is your opportunity to test new formats or approaches. It might not work every time, but you’ll gain valuable insights for future campaigns.

Patricia Travaline from Social Media Today sums this up well, suggesting that 70% of your content should be proven, 20% should be premier, and 10% should be experimental. This way, you keep your content strategy diverse and adaptable while still focusing on what works.

Why the 70:20:10 Rule Works

This approach offers balance. It allows you to leverage the security of proven channels while encouraging growth and innovation. With the 70:20:10 rule:

• You’re not relying too heavily on one thing, making your marketing more resilient and adaptable.
• You can test new strategies without risking everything.
• You stay ahead of the curve, tapping into emerging trends without neglecting your core activities.

Sources: Link 1 Link 2

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