Particularly because of the COVID-19 pandemic and the temporary business closures that occurred at that time, shops turned to online media more intensely than before for exposure and marketing. In many cases this set in place a permanent business tool. But it’s a tool that must be understood and used wisely in order to be effective.

There’s a phenomenon known as the “Online Media 80/20 Rule” (not to be confused with the Pareto Principle). This rule holds that for online media to work for you there has to be a proportionate balance between useful content and promotion. In other words, bombard your readers with promotion and you’ll lose them; you must offer useful content.

The model suggests 80% quality content and 20% business promotion. In my experience as a recipient of considerable online communications, the ratio makes sense.

So, as you proceed with your online communications, this is useful advice to keep in mind.