TRY THIS SCIENCE-BACKED STRATEGY Struggling to Get Traction on Facebook?
As I mentioned on Pg. 1 of this newsletter, digital marketing is one of the most challenging aspects of starting a business today. If you aren’t familiar with the ins and outs of Google Ads, Facebook, and SEO, learning how to navigate them to promote your company can feel very sink-or-swim. That said, it’s nearly impossible to succeed in business right now without great social media marketing. As of this summer, there were more than 2.7 billion active users on Facebook alone, and according to a Pew Research study, 74% of adults who use the platform visit it at least once a day. eMarketer estimates those users average 38 minutes per day on the site — and that’s without taking into account the impact of COVID-19 on our social lives. So, how can you capitalize on Facebook’s captive audience? One study published in Management Science gives some good insight. It spanned almost 800 companies and more than 100,000 Facebook posts, and analyzed the posts to count the likes,
comments, shares, and click-throughs they received. Researchers broke the posts down into several categories, including “directly informative content,” which mentioned things like prices and promotions; “brand personality-related content,” which was based on humor and emotion; and "combination content," which included elements of both. Here are the patterns they found: 1. Brand personality-related content (e.g., “Maria’s mission is helping veterans and their families find employment. Like this and watch Maria’s story.”) had the highest levels of engagement, specifically likes, comments, and shares. 2. Directly informative content (e.g., “Score an iPad 3 for an iPad 2 price! Now at your local store, $50 off the iPad 3.”) generated fewer likes, comments, and shares, but they occasionally pulled in more click- throughs, potentially making money.
3. Combination content had more engagement than directly informative content.
The researchers concluded that in order to cater to both users and Facebook’s algorithms, the best approach is to “strike the right balance between the directly informative content (meant to drive leads and sales) and the brand personality-related content (meant to engage the consumers).” In short, the secret to success on Facebook is balancing the personal and professional sides of your brand. If you want to learn more about the science and psychology behind digital marketing, just reach out to me — I’m here to help!
CLASSIC PUMPKIN SOUP Pumpkins aren’t just for pie — they make delicious soup, too! This fall, try your hand at this healthy soup recipe and warm up with a bowl.
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Inspired by MinimalistBaker.com
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EPISODE #23
INGREDIENTS
• 1 tbsp olive oil • 2 shallots, diced • 3 cloves garlic, minced • 2 1/4 cups pumpkin purée (homemade or canned) • 2 cups vegetable broth
• 1 cup canned light coconut milk • 2 tbsp honey • 1/4 tsp sea salt • 1/4 tsp pepper • 1/4 tsp cinnamon • 1/4 tsp nutmeg
EPISODE #22
EPISODE #21
EPISODE #20
DIRECTIONS
EPISODE #19
1. In a large saucepan over medium heat, sauté olive oil, shallots, and garlic for 2–3 minutes. 2. Add the remaining ingredients and bring to a simmer. 3. Transfer the soup to a blender and purée. Pour the blended soup back into the pan. 4. Cook over medium-low heat for 5–10 minutes. Taste and add additional seasoning as desired, then serve!
EPISODE #18
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