Marketing on Twitter will boost your social engagement if done right.

Marketing on Twitter’s success depends on your social engagement. The 80/20 rule probably isn’t a new subject for you, and you’ve likely heard plenty about it as you promoted your brand. But, are you following the right 80/20 rule, or have you been misinformed? 

General speaking most people have social media engagement questions we will answer in this post.

If you want to implement social media marketing successfully, you need to be sure you follow this rule the right way. Otherwise, you could end up hurting your brand.

Sadly, marketing experts are consistently leading people astray with their variant of this rule. That’s why you should never blindly follow a rule you don’t understand personally.

What is social engagement?

Social Engagement is the process of communicating in an online community on social media platforms like Twitter, Facebook, and LinkedIn.

What is marketing on Twitter?

Marketing on Twitter will help you direct more traffic to your website, improve brand awareness, engage your audience, create personal relationships with your followers and customers, boost conversions, and increase your sales.

With this article, we will break down the basics of the real 80/20 rule and shine a light on the false teachings so that you can market on Twitter effectively.

Key Marketing Metrics Your CEO Cares About.

Measurement matters now more than ever.

Use this marketing scorecard toolkit to bring structure and meaning to your numbers.

What is the 80/20 Rule and Social Engagement?

In case you have missed the 80/20 rule, you want to follow it this way:

  • 80% of social media updates are curated to educate, inform and entertain your audience
  • 20% of social media updates can be promotional

Even INC. agrees that this is the appropriate ratio if you want to succeed in business. 

If you are like many people, you hop on social media with the intent to promote your business or blog. That leaves you with frustrated followers who get tired of seeing your promotional messages. In the end, you get discouraged at the lack of engagement, and you lose potential clients in the process.

What is marketing on Twitter? Click To Tweet

How Marketing Has Changed

marketing twitter tips
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer

Social media has changed the way marketing works. Back in the day, it made perfect sense to focus all of your marketing efforts on advertising your brand, but that’s not the case today.

With social media, you must add value to your content to gain a tribe. If you don’t, people aren’t going to follow you. The trouble is, most people don’t know how to draw that line. Where is the boundary between educational and promotional content?

It’s tough to differentiate the two. For example, is the influencer eating your burger considered promotional or entertaining? It depends.

That’s why it’s challenging to follow the 80/20 rule to a tee. The lines are continually blurred, making it challenging for brands to know if they are on target. What’s most important is that you are sharing much more information with your audience than you are promoting your products or services. 

Another way to think about the rule is:

  • Post 80% of what your audience wants 
  • Post 20% of what your audience needs (product or service)

Misunderstood 80/20 Rule

The original 80/20 rule in marketing is you receive 80% of your results from 20% of your efforts. While that rule can still hold, it’s not helpful when marketing on Twitter and your social engagement.

There is also an entire camp promoting a “new” 80/20 rule, which states you must use 20% of your time creating content and 80% on promotions. This is the same thing as suggesting that you post 80% of material from other creators and 20% of your curated content.

Does this rule make sense to you?

Let’s look at it from the standpoint of a follower. If I choose to follow a brand, it’s because I want to hear what they have to say. I want their content, not someone else’s. Besides, I am going to expect to see their content, thoughts, and ideas. If I don’t get that, I will likely stop following them.

I don’t follow someone to be spammed with random content from other creators. That’s exactly how your followers will feel if you start spending all of your time sharing other people’s messages.

Let’s be clear for a moment.

It’s perfectly acceptable to use other people’s content to fill the gap. If you have hit a roadblock and don’t know what you can share, go ahead and get something of quality from someone else and share it. Just don’t make that the only Twitter practice you follow.

Where Does the 80% Content Come From?

improve social media engagement
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer

It doesn’t matter if you are a blogger or brand; you should know enough about what you are promoting to come up with creative content that informs. 

Let’s say you are in the digital advertising field. You can share:

  • Industry-specific statistics
  • Examples of digital marketing done right
  • Examples of digital marketing gone bad
  • Creative ideas to market that don’t involve digital media

And the list goes on and on. If you are having trouble coming up with ideas, it’s time to sit down and brainstorm.

Click To Tweet

How Sharing Hurts Your Traffic

While there are a time and a place to share information from another social media account, we have a word of warning for you. Doing this regularly can dramatically hurt your website traffic.

Let’s use the misinformed 80/20 rule to illustrate the points. Let’s say you want to share 80% content from other people and only 20% of your content.

For this illustration, we will say that every post you put on social media gets five clicks. That’s a made-up number, feel free to insert your own.

If you put ten Twitter posts up and each one gets five clicks, you have 50 clicks to a website. Since 80% of your content was from someone else, who gets the majority of those clicks? That’s right. You gave away the lump of your traffic to other brands.

On the other hand, if you follow the real 80/20 rule and create your content, nearly 100% of that traffic is coming to you, excluding the occasional time when you find something awesome to share. Imagine how much more revenue you will receive by merely shifting the focus away from other sites.

This easy adjustment to your marketing tactic can change your level of success overnight.

Social engagement can help boost traffic and web conversions.

Does This Rule Work?

If you haven’t been following the 80/20 Twitter rule correctly, now is the time to give it a shot. Share your own informative or entertaining content 80% of the time. Aside from that, craft engaging promotional material for the other 20% of the time. 

Give this some time and analyze the results. What you will see is an increase in engagement and website traffic. You will likely wonder why you didn’t start sooner.

As an example of how this is done, look at the Matrix Marketing Group’s Twitter Page. You will see that nearly all of the content was created by the group to either inform or promote. The content isn’t shared merely from other accounts, but plenty of thought is put into it every step of the way. 

When To Use Other People’s Content

improve social media engagement
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer
  • Facebook
  • Twitter
  • LinkedIn
  • Buffer

Still, there are times when it makes sense to use another brand or influencer’s content. 

  • As you curate content, you might not have enough of your own to share.
  • Share content posted by famous people to increase your reach.
  • Engaging with influencers can also help you get noticed.
  • Sharing content from someone that will comment or retweet earns you more engagement.

If a digital marketing agency wants you to share more content from other people, don’t just follow them blindly. Ask for proof that it’s a good idea and explain what your objections are. Likely, they have been misinformed about the 80/20 rule.

Now that you understand that you must create your content, how do you get started? We have some strategies that will help you produce relevant and fresh content.

Here are three tips for creating Twitter content.

1. Focus on Your Customer or Client Needs

Take time to get to know your clients. From this information, you will be able to tailor your content to suit their interests.

Depending on your industry, you can curate content that includes:

  • Data points, infographics, and research
  • News coverage on industry-related topics
  • Upcoming events within the industry
  • Awards, celebrations, key milestones and other HR-related news within the company

You also want to create a series of how-to videos tailored to your industry. People are always searching for how to do something themselves, and you can provide the answers for them.

Oniqua Case Study: Google Adwords

Grew website traffic by 486% in 3 months by using programmatic ad buys and testing over 24 ad variants.

2. Stay Up-to-Date on Industry News

Your clients are looking to you to keep them informed. Whether you are in the financial realm or construction, you can find industry-related news that you must continue to follow. Then, share this content with your followers by putting your spin or opinion into the mix.

Your social engagement will go up by sharing important news to your target audience.

Look for news from these avenues:

  • Local daily press
  • Weekly business journals
  • Well-known thought leaders from your industry
  • Trade magazines
  • Local seminars or events

When you cover something that you’ve read in a publication, you must bring fresh content to the mix. Your followers don’t want to read the same thing they could have found for themselves. That’s why it’s vital to add your thoughts, feelings, and beliefs into the content.

It’s helpful to add some quotes and information from the source, and don’t forget to give credit where it is due. Always back up your information with the source.

3. Curating Fresh Content

As a leader in your industry, you have enough knowledge about the business you are in to create meaningful, useful content. Whether you have some articles in mind, or you want to create a white paper, it’s time to get that information down for your followers.

Anytime you create original content, from your mind, you reach your audience in a new way. 

You can also post about success stories within your industry. While you do all of this, don’t forget to have fun. While running your business is often a serious endeavor, you have to let your hair down a little and show your human side as well. 

FREE MARKETING PLAN TEMPLATE

Create a sales-generating marketing plan fast with this essential step-by-step guide.

Twitter Topic Ideas and Social Engagement

As you begin looking for ways to curate content, we have a few starter ideas to get you going. 

1. Ask Questions for Better Social Engagement

At first, it might help you get to know your audience better by merely asking them some questions. Consider asking:

  • What can’t you live without?
  • What do you use Twitter for?
  • How do you feel about (fill in the blank)?

The list of questions could go on and on, but you must be careful not to ask anything that creates strongly opinionated answers. For example, it’s often wise to stay away from anything political or controversial. If you would feel comfortable talking about it with Grandma, then it’s a good topic for Twitter.

2. Recognize Your Customers

If you have run out of content, thank one of your loyal followers. When you feature a customer, not only does that person have more respect for you, but it gets others admiring how you treat your followers.

This is also an excellent time to call out an employee and thank them for their dedication to your company. Don’t forget who helps you become successful.

Your social engagement will go up with better customer outreach.

3. Promotional Coupons or Codes

In those times when it’s appropriate to promote your brand, make sure you offer something special to your Twitter followers. Give your audience a reason to stay with you. For the promotional codes to work the way you hope, you need to have a substantial Twitter following. You can use online tools, such as Twiends, to filter through the noise and find the followers that work for your brand.

Once you have a solid following, it’s time to show your appreciation with a Twitter-only promo code. Not only will this promote a sale, but it also gives your customers a reason to continue checking your Twitter feed for more discounts.

You might even take this to another level by offering a giveaway or chance to win something. These promotions often encourage real-time engagement and help to create brand loyalty.

Try the 80/20 Rule Today for Better Social Engagement

Now that you understand the differences between the real 80/20 rule and the misconceptions being spread, it’s time for you to put some of these practices to work. When you create engaging, entertaining, and informative content for your followers, you can expect more business. 

Sit down today and make a list of topics you want to cover. Then, pick one and put it into action. As you shift your focus to helping your clients, you will find that your business naturally grows as a result. 

We’re listening.

Have something to say about your thoughts on marketing on Twitter and social engagement? 

Share it with us on Facebook, Twitter, or LinkedIn.

General FAQ’s

What is the 80/20 rule in marketing?

Save time, money, and productivity with the 80/20 Rule in Marketing. The 80/20 Rule gives you 80% of your results out of 20% of your efforts. For example, 80% of your revenue comes from 20% of your customers, or 80% of your sales come from 20% of your salespeople.


What is social engagement?

Social Engagement is the process of communicating in an online community on social media platforms like Twitter, Facebook, and LinkedIn.


What is marketing on Twitter?

Marketing on Twitter will help you direct more traffic to your website, improve brand awareness, engage your audience, create personal relationships with your followers and customers, boost conversions, and increase your sales.


Why is social engagement important?

Social media engagement is more than just the accumulation of followers across social platforms. Businesses that focus on building their social media engagement can benefit from better marketing reach and ROI, and a higher brand awareness that makes it easier to attract new customers.

Want More Leads that Convert into Sales?

How much faster could you grow if you had more high-quality leads? How about better conversions?

Pin It on Pinterest

Share This

Share This!

Share this post with your friends!