The 80/20 Rule in Marketing: How to Focus on What’s Working

In marketing, more is not always better. In fact, the most successful marketers know how to focus their energy on the few efforts that drive the most results. That’s where the 80/20 rule — also known as the Pareto Principle — comes in.

The basic idea? Roughly 80% of your results come from 20% of your efforts. That could mean:

• 80% of revenue comes from 20% of your customers.

• 80% of website traffic comes from 20% of your content.

• 80% of conversions come from 20% of your channels.

This principle isn’t a hard-and-fast mathematical law, but it offers a powerful lens for improving marketing ROI. At Dream Local Digital, we’ve learned that if you can identify and double down on the activities, customers and campaigns that are already working, you can stop wasting time and budget on what’s not.

Start by Identifying Your Top Performers   

The first step to applying the 80/20 rule is finding your high-impact 20%. That means taking a close look at your marketing campaign performance and analyzing the data for insights.

1. Evaluate Your Customers   

Use customer data to pinpoint your most valuable clients. This could include:

• Repeat buyers who consistently spend more

• Customers who refer others or leave reviews

• Segments with high engagement and conversion rates

Once you identify this group, you can personalize communication, offer loyalty incentives, and create campaigns that mirror their preferences. Nurturing your best customers not only drives repeat business but can help you find new ones just like them.

2. Analyze Your Content   

Chances are, only a fraction of your content is driving most of your organic traffic and conversions. Run reports to determine:

• Which blog posts have the most traffic or backlinks

• Which videos or graphics are getting the most engagement

• Which resources are being downloaded the most

Repurpose or expand these top performers. Turn a high-ranking blog post into a video series. Turn a popular guide into a webinar. These assets already resonate — lean in.

3. Look at Channel Performance   

Not every marketing channel delivers equally. Track performance across email, social, SEO, PPC, and others. Look at KPIs like:

• Cost per acquisition

• Conversion rate

• Lifetime customer value per channel

If your email marketing has double the ROI of social ads, consider reallocating budget or refining your strategy where performance lags.

How To Apply the 80/20 Rule   

Once you’ve found your top 20%, it’s time to take action. Here’s how:

Set Clear, Measurable Goals   

Use SMART goals that align with your business outcomes. For example: “Increase conversions from top 20% email segments by 10% in Q3.”

Trim the Excess   

Stop putting resources into campaigns, content or customers that deliver little return. This doesn’t mean abandoning experimentation — just be intentional and iterative.

Focus Your Spend   

Shift your budget toward high-performing channels and content. Scale campaigns that are already delivering strong marketing ROI instead of launching new, untested ones too frequently.

Keep Testing and Refining   

The 20% that drives results today may not be the same six months from now. Run A/B tests, refresh data regularly and adapt to changing behavior.

Use Automation and Tools   

Use CRM and analytics platforms to track behavior and automate communication with your most engaged segments. This helps you do more with less and ensures that high-value customers aren’t slipping through the cracks.

Don’t Forget About the Other 80%   

It’s easy to over-focus on top performers and forget the rest. But there can be hidden opportunities in underperforming content or customers. Trends change. New tools emerge. The key is to prioritize without neglecting exploration.

Final Thoughts: Less Guesswork, More Growth   

Applying the 80/20 rule to your marketing strategy gives you clarity. It helps you make smarter decisions, optimize spend and focus your time on the work that really moves the needle.

Your marketing doesn’t need more volume — it needs more focus.

Want help identifying what’s working and building campaigns that deliver? Dream Local Digital partners with growth-minded businesses to drive real results. Contact us today to see how we can help your business.