Business slower right now? Seven things you should be doing in your down time.

digital marketing Portland

Unfortunately, yours may be one of the businesses that is slower right now, even if you’ve been allowed to reopen. What can you be doing right now to ensure that your business survives, and thrives, in the coming months?

  1. Make any needed physical property updates – new coat of paint, fix chips in wood fixtures, rearrange the space to make it more efficient. If any of your team is working virtual, decide how much of that should be ongoing if it’s working and what that will do to your future office space needs. Maybe a portion of your office should be converted to “hot desks” where remote workers can perch when they’re in the office.
  2. If you are a local retailer, should a portion or all of your inventory be moved online to your website or other outlets to add another revenue stream? Is it time to update your website in general? Integrate a blog into your site (and add to it regularly) and have someone help you optimize your website if you haven’t already to help move you to page one when people search for what you have to offer. When your website has the terms in it people are searching for, and you continue to add relevant, fresh content, search engines move you up and that means more traffic to your website and more leads/sales for you.
  3. Take a look at your advertising mix. TV viewership is way up, and radio listening is down with people not in their cars as much. Digital use has increased dramatically as well so it’s a great time to jump into digital marketing or consider increasing your spending in that area.
  4. Consider co-promotions since you may have more time to create them. Are there businesses serving similar clients? Is there a nonprofit you can partner with that can send out the messaging to their audience on your behalf? A percentage of sales that result from it back to the charity, etc. Now’s the time to be creative about finding new partnerships so you can reach new customers in new ways.
  5. When was the last time you really took the time to think about your 5-Year Plan, your 10-Year plan? Is it to position the business to sell at some point? Are there heirs or others who will take it over? Will it close when you decide to retire? If you’re not as busy with the day-to-day now’s a great time to consider these questions and plan accordingly.
  6. If your business is fairly successful and you want to empower and reward your employees, you could consider an Employee Stock Ownership Program or ESOP. Rather than paying taxes at the end of the year, that money can be used to set up a program that helps make your employees “owners” in the business after they’ve been there a set amount of time. If you’re small, it’s a great benefit alternative to matching contributions to a 401k and a way to attract and retain great employees, who also feel more empowered and likely to be more engaged as they are working on their own
    behalf as well as yours to help ensure the continuing and growth and success of the company.
  7. Consider what other items or services you could offer. Wants and needs of consumers have shifted and you will need to shift along with it. The status quo may not offer you a sustainable option anymore.
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Why Is Brand Identity So Important?

For most companies, building your brand’s identity is paramount. Businesses with a recognizable and memorable brand enjoy a “leg-up” on the competition because they don’t have to keep reminding clients or customers that they are there. Your brand’s identity are the visual elements (color, design, logo, etc.) that people can recognize and correlate with your products or services.

It is crucial that your brand’s identity be cohesive, consistent, and memorable. To establish a strong brand identity, you should take the following steps:

  • Understand who you are and your ideal client group
  • Know your company’s strengths and weaknesses (many people recommend performing a SWOT analysis to fully understand both the opportunities and challenges)
  • Make sure your brand identity matches your business goals and the goals of those in your client group
  • Focus your messaging. Don’t try to be everything to everyone. To establish a strong brand identity, establish a consistent personality and voice for your company, and make sure the message remains coherent

Need help building your brand’s identity? The experts at Spot Color Marketing can help you cultivate the right image in the minds of your clients and customers. Contact us at 855-766-6322 or reach out to us online to schedule a consultation to discuss your brand, your image, and your goals.

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Geofencing Stats and Benefits

In our technologically driven world, people are using smartphones phones more than ever. In fact, according to a Pew Research Center study, a vast majority of Americans – 96% of the population – own a smartphone. Tapping into this ubiquitous technology can be a game-changer for marketing. Marketing is most effective when it targets real consumers who have a need that you can fulfill in an immediate way.

With geofencing, you can accomplish that.

Geofencing is location-based marketing that uses cell phone location data to send a targeted marketing action, such as an email, text message, or social media advertisement to a consumer in a specific place. For example, when a young person enters a shopping center, they can be shown an Instagram ad for a special deal at one of the mall’s stores or be sent a text.

The average consumer spends more than four hours a day looking at their phones, and most of those people prefer advertisements that are personalized to their interests and location. Mobile ads with geofencing have double the click-through rate than regular ads, indicating that consumers are more likely to find out more about an ad that relates directly to them. What’s more, geofencing is proven to work because 53% of consumers visited a retailer after receiving a location-based ad.

Using geofencing, you can better target your audience, giving them a personalized experience, and spend your marketing budget more effectively. You’ll also be provided with better data collection that can help you to understand your customers.

At Spot Color Marketing, we’re experts at helping small businesses build their brand identity and revolutionize their marketing efforts. Please email us at spot@spotcolormarketing or call us today at (855) 766-6322 for a free consultation.

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Three Essential Techniques for Property Management Marketing

Effective, targeted marketing is key to growing your business. When you are in the property management business, it is often difficult to find the time to focus on new marketing initiatives. Unfortunately, that can mean losing out on meaningful connections and opportunities that can help your business grow.

If you are interested in improving your company’s marketing in the new year, here are a few strategies that you can implement today!

Get involved and give back

This one is huge! One of the most important ways you can get your name out there, get more visibility, and get name recognition is to get more involved with your community and to give back.

When people see companies making a difference and showing that they care, they remember. It creates good word of mouth and positive buzz surrounding your brand.

Try reaching out and partnering with other local businesses, sponsor local events, and participate in community activities or outreach programs. You’d be amazed at the difference this small step can make in your business and the positive impact it can have on your community.

Partner with Airbnb

Airbnb has been one of the hottest trends in the hospitality industry, why not get in on the action? Partnering with Airbnb is helping property companies stay relevant and competitive in the market today.

Market your values

Who are you? What do you stand for? Increasingly people want to know what the company’s they do business with stand for. Putting out a strong mission statement, marketing your values, and standing by them is not just a tool, it gets people in your corner and can help create brand loyalty. People want to feel like they are contributing to making their community a better place through shared goals, hopes, and dreams. Don’t be afraid to share yours.

Need help with your 2020 marketing initiatives? Turn to the professionals at Spot Color Marketing

Marketing may seem like a time consuming and daunting task. It doesn’t have to be. These are small steps you can take today to increase your brand awareness. Need more help or want to take things a step further?

Contact the experts at Spot Color Marketing. We can help you grow your business with tailored marketing solutions that meet your specific needs. SEO, geofencing, text advertising, web development. Let us help you get the word out about your business, and we’ll let you focus on what is important to you: providing the highest-quality property management services to your clientele.

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Raising the bar on transparency, choice and control in digital advertising

Advertising has made possible open access to quality information and communication on the web—it’s changed the way people learn, play and earn, and it’s made the internet open for everyone.

But the ad-supported internet is at risk if digital advertising practices don’t evolve to reflect people’s changing expectations around how data is collected and used. Our experience shows that people prefer ads that are personalized to their needs and interests—but only if those ads offer transparency, choice and control. However, the digital advertising ecosystem can be complex and opaque, and many people don’t feel they have enough visibility into, or control over, their web experience.

New protections and controls in Chrome

As you may have seen, today Chrome announced its plans to improve cookie controls. To better protect user privacy and choice on the web, Chrome intends to make it easier for users to block or clear cookies used in a third-party context, with minimal disruption to cookies used in a first-party context. While Chrome has long enabled users to block cookies, these changes will let users continue to allow their online banking site, for example, to remember their login preferences—a function that first-party cookies enable.

Chrome also announced that it will more aggressively restrict fingerprinting across the web. When a user opts out of third-party tracking, that choice is not an invitation for companies to work around this preference using methods like fingerprinting, which is an opaque tracking technique. Google doesn’t use fingerprinting for ads personalization because it doesn’t allow reasonable user control and transparency. Nor do we let others bring fingerprinting data into our advertising products.

The changes in Chrome will empower users to make informed decisions about how to control the use of their data for personalized advertising. They will also ensure users are able to continue accessing a broad range of quality ad-supported content, with confidence that their privacy and choices will be respected.

A new level of ads transparency

As the Chrome announcements demonstrate, transparency, choice and control form the foundation of Google’s commitment to users—and advertising is no different. With tools like My ActivityAd SettingsWhy this Ad and Mute this Ad, we make it easy for people to see how Google tailors ads for them, switch off individual factors we use to tailor ads, stop seeing ads from a specific company or simply opt out of personalized ads entirely.

But all of this is not enough. We believe you should also know what data is used for ads personalization and by whom.  

That’s why today we’re committing to a new level of ads transparency. We want to give users more visibility into the data used to personalize ads and the companies involved in the process.

As a first step, for the ads that Google shows on our own properties and those of our publishing partners, we will disclose new information through an open-source browser extension that will work across different browsers. The new information will include the names of other companies that we know were involved in the process that resulted in an ad—for example, ad tech companies that acted as intermediaries between the advertiser and publisher, and companies with ad trackers present in an ad. The browser extension will also surface the factors used to tailor an ad to a user, which we provide today.

The extension will display information for each ad we show a user, and will present an aggregated snapshot for all the ads Google has shown a user recently. In the future, we will look for additional ways to make it even easier for people to access this information.

In addition, we want to offer a simple means for others in the advertising industry to surface this kind of information. To that end, we will build APIs that enable other advertising companies, should they choose, to disclose this same type of information to users through the extension. We expect to begin rolling out both the browser extension and APIs in the coming months.

While offering more information privately to individual users is important, we also believe that making this type of information available publicly will help increase transparency at the ecosystem level. That’s why we plan to build tools that allow researchers and others to view and analyze aggregated and anonymized data from Google and other providers that elect to use these new APIs.

As we introduce these enhanced ads transparency measures, we’re eager to receive feedback from users, partners and other stakeholders so that, together, we can identify industry-wide best practices around data transparency and ads personalization, including ways that people can take action to shape their experiences.

All of the changes announced today represent an important step in ensuring that the ad supported web provides people with access to high-quality content, while protecting their privacy. We will continue to explore opportunities to evolve our tools and practices in ways that enhance user transparency, choice and control.



Written by: Prabhakar RaghavanSVP, Google Ads & Commerce


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Southern California Attorney Case Study



The Company:

Our client is a California-based DUI attorney providing high-quality DUI legal defense services to clients statewide.

The Situation:

Our objectives for this client’s project were to:

  • Target Torrance, California
  • Increase traffic to the website
  • Increase inquiries and leads
  • Increase sales for legal services

The Solution:

Spot Marketing designed a banner ad that reflects strength and legal expertise. Using our DigitalDirect solution we set up geo-fences around key areas in Torrance, California that are likely to receive higher traffic volume based on bail bonding density, crime rate and age. The client started at a 10,000 impression per month rate. We set-up retargeting to ensure that his ads were shown repeatedly to the target audience.

During the first phase of the campaign and 3rd month (January 19) the client was getting a .25% click through rate, which is successful, but we knew we could do better. We increased the impression rate up to above 20,000 impressions because the reach was not broad enough for the area.

The Results:

The Spot Digital Marketing team was able to deliver their client a campaign that immediately began performing. This project highlighted the extreme effectiveness of scaling up impression rates within a highly specific target demographic. During the month of February we increased impressions by 13,741 for a total of 23,741 and saw a 1.5% click through rate. This is over a 200% within 30 days and the client is happy with the results.   


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Tips for LinkedIn Marketing

LinkedIn is becoming an increasingly important tool to build your company’s brand. Remember that Spot Digital Marketing’s social media management services are always here to help – just call us at 503.477.4355 to learn how we can help your brand’s online presence take off. We’re currently working with a number of businesses on enhancing their LinkedIn practices. In the meantime, read over these LinkedIn marketing priorities for 2019 from Andrew Hutchinson of Social Media Today to see if your brand is on track!

Are you planning to make LinkedIn a focus of your digital marketing efforts in 2019?

For those that are looking to get more out of the professional social network, it can be helpful to know what others are doing on the platform, and what they’re looking to achieve with LinkedIn’s tools. That’s the focus of this new infographic from LinkedIn – the platform recently surveyed its members to get more insight into expectations, priorities and more, related to platform use.

There are some interesting insights here. The questions are obviously LinkedIn-specific, but it’s worth noting the most popular topics (the platform’s ‘Matched Audiences‘, which combines your data with on-platform insights, is a key focus) and what other marketers are using LinkedIn for.

You can read LinkedIn’s full report here, or check out the graphic below.”

All credit to Andrew Hutchinson of Social Media Today. Please find the original posting here.  

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5 Mobile App Marketing Tips

Calling all mobile app creators, marketers, designers, and more: “marketing is not a magic wand that can set anything straight and right with the swirl of a stick, it requires a series of intelligent moves and playing your cards right,” says Bhavya Kaushal of With that in mind, read on for five fantastic tips from to strengthen your position in the mobile app market!

“Marketing is one of the most important tools in the business ecosystem these days. It is not a magic wand that can set anything straight and right with the swirl of a stick. Marketing requires a series of intelligent moves and playing your cards right. Moreover, coming to the app industry, in which different apps are mushrooming every day, it is important to understand which marketing strategy works best and how one can make them work.

Amidst the growing competition, it is important to possess that one thing that can give your mobile application an edge over the umpteen others in the market.  

Here are some simple tips to improve the marketing of your app.


Today’s digital market is neck deep with mobile apps. So how can you ensure that your product stands out? Rahul Bahukhandi, CEO and Co-founder of LaYuva feels that Mobile apps have been using referrals and cashback to lure customers. “This incentive still works when an app wants to reach the masses.” Another important aspect, he adds, is how receptive the company is while receiving any feedback and incorporate the suggested changes to make the consumer experience better.

Strategic Campaigns

Marketing is driven to serve the two sides of the business – one is at the supplying end and the other is at the receiving end. Anupam Sengupta, Marketing and Revenue head Sqrrl feels marketing activities should ensure both sides benefit in the business cycle. He suggests KPI-driven campaigns with ad networks a good way to do so.

“Ad networks, in today’s digital market, have opened a new channel for growth, as they work in close collaboration with both the demand side (advertisers) and the supply side (suppliers),” says Sengupta. He believes that influencer-led campaigns can be another useful strategy because recommendations work really well in the world of marketing. “Influencer marketing has given organizations with a new channel to tap into, promising not just brand awareness but reach as well.”

The 4 P’s of Marketing

With so many new names in your playstore to cater to your needs, how can marketing strategy help a particular app to stand out? Gaurav Kapahi, Co-founder and CEO of GoldSeat, says, “You need a rock-solid marketing strategy from start to finish.” He adds that the perfect marketing mix is dependent on the product, placement, price and promotion. “It is important to prioritize the placement of your apps, and in case of mobile apps, entrepreneurs must try to go with social media marketing strategies.”

Partnerships and Collaborations

Partnerships are one of the easiest ways to garner a larger consumer base for your product. Ishaan Sethi, CEO and Co-founder of Delta Apps feels the same and adds, “We also collaborate with various queer organizations to help them reach a wider audience through the app and other collaborations that lead to a win for everyone involved.”

Sengupta also feels that strategic partnerships (value-based or commercialized) are very effective to implement.

Focus On the Offering

While there are many strategies that can come in play, everything boils down to the quality of your product. If the product lacks contemporary relevance or is not up to the mark, all market strategies will fall flat. Melissa Hobley, CMO of OkCupid, says, “We keep our energies focused on building a superior product and encouraging a community of kindness and trust where you can celebrate your story and find meaningful matches through it.””

All credit to Bhavya Kaushal of Please find the original posting here.

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The Necessity of Marketing

The Harvard Business Review stresses that great innovation needs great marketing. Read on to hear from Denise Lee Yohn on the importance of marketing!

“Innovation is a top priority for almost every organization. But to achieve success through innovation, companies must put as much energy and investment into marketing new offerings as they do in generating them.

The role of marketing in some companies seems to have diminished in recent years, with the growth of artificial intelligence-driven algorithms and predictive analytics that offer up information, goods, and services to customers. The popularity of private label goods and products from companies like Brandless and others that seem to eschew marketing also seems to make the argument for less marketing, rather than more.

But marketing is and should not be executed merely through tactical functions of acquiring and retaining customers, as many companies practice it today. The search, content, and loyalty campaigns that most managers call marketing these days are common downstream tactics for generating or maintaining awareness or repeat purchase; the full, business-growing power of the marketing function comes way upstream — from creating markets. Understanding people’s fundamental needs and drivers, identifying customers, and developing the entire go-to-market and usage ecosystem are the essential aspects of marketing — and the ones that the success of innovations, especially breakthrough ones, hinge upon. Marketers need to be included in development discussions earlier in the innovation process.

Consider what has happened when a revolutionary product or service has been launched without the full power of marketing: Google Glass. These smart glasses were a stunning technological advancement — which ultimately failed. Among its missteps, Google didn’t identify the burning consumer needs that would drive Glass adoption. It needed to know the “can’t-live-without-it” use cases that would motivate people to overlook or work around the product’s early shortcomings. Plus, the product was initially sold only to “Glass Explorers,” a group comprised mainly of tech geeks and journalists who were important in the industry, but not the kinds of aspirational role models that mainstream consumers wanted to mimic. The company failed to create a robust and durable market for the product, it had to discontinue it less than two years after its launch.

Strategic, upstream marketing that is incorporated into the innovation development process can clearly define who to sell the new offering to and how to sell it in ways like this:

Identify unmet and even unknown customer needs. Oftentimes, people don’t know they need a new-to-the-world innovation — and sometimes they have been settling for a workaround or poor substitute for so long that they don’t realize an alternative is possible. Before the smartphone, for example, people thought nothing of having to wait to use their computer to access the internet and use email. The marketing disciplines of anthropologically-based research and needs-based segmentation uncover the most significant holes in people’s lives that new products can fill. So instead of making assumptions about potential customers and their needs, marketing might help identify entirely new or different customers for innovation teams to consider.

Understand the deep-seated drivers of perceptions and behavior that are relevant to a product’s appeal. A robust marketing trend analysis reveals the cultural, social, and psychological dynamics that should be addressed in the development of and communication about an innovative product. For example, the adoption of virtual reality has been much slower than technologists expected it to be for many reasons, not the least of which is the design of existing headsets. They’re big and clunky — not something mainstream users want to wear much. A greater emphasis on the marketability of VR products, instead of their capabilities and content, could focus VR innovators on improvements that would make their products more appealing.

Engage with customers through use cases and benefits instead of functionalities and features. If an innovation is truly breakthrough, people need to be educated on how to use it and why — particularly mainstream customers who are compelled less by what a product does and more by what the product helps them do. Marketing helps companies address this through 1) customer research, which tests the appeal of various use cases and often uncovers new ones; 2) insight development, which explores beyond the functional benefits of use to identify the higher-order, more valuable ones; and 3) positioning work and communications framing, which determines how best to convey those uses and benefits to customers compellingly.

Develop the entire customer experience ecosystem. Innovators usually become so wrapped up in what they’re developing that they overlook all the other elements necessary to make delivery and experience of the offering successful. Take the first e-reader to be developed, the Sony Reader. The product was a technologically-advanced product, but it failed because Sony didn’t enlist the book publishing industry as a partner to provide the content the hardware required. Sony hadn’t tapped the customer and customer experience orientation inherent in marketing to ensure the ecosystem around its product would be as well-developed and well-designed as the product itself. When Amazon later launched its Kindle device, it offered an integrated experience of hardware, software, service, and content that made it seamless for the customer to buy and use it — thus producing a successful launch.

Use a go-to-market strategy appropriate for the innovation and its customer. The lackluster performance of the Sony Reader also resulted from the company’s misguided channel strategy. Sony tried to sell the device through traditional consumer electronics stores such as big box technology retailers instead of channels that book readers naturally use. Marketers know the importance of attending to all “4 Ps”: price, place, and promotion, in addition to product.

Another example of integrated marketing and innovation is the story of the K-Cup coffee pod from Keurig. One of the K-Cup inventors, John Sylvan, was motivated to solve a common problem: the stale, bitter sludge that coffee becomes after sitting in a pot in the office breakroom all day. People had been tolerating the problem for years. But Sylvan understood that there must be a solution and, after he and Keurig co-founder Peter Dragone developed one, they convinced office managers, their wisely-chosen target market, of the possibility too.

Sylvan and Dragone also were keyed into people’s emotional connections to coffee enough to recognize that coffee preferences varied significantly by region and that local roasters had locked in loyal customers. So they enrolled regionally-known coffee roasters such as Green Mountain Coffee Roasters, Diedrich Coffee, and Tully’s to provide the coffee for the K-Cups. By appealing to different customers’ flavor preferences, they not only tapped into the broader context of coffee culture, but also increased the perceived value of coffee made a single cup at a time.

They pitched their machines to corporate accounts on the benefit of saving costs (money on the coffee itself as well as the loss of productivity of employees leaving the office to get a fresh cup from the local coffee store). Keurig developed partnerships with other players in the K-Cup product world, enrolling existing local distributors to install machines and subsequently entering into distribution deals for its K-Cups with coffee retailers Dunkin’ Donuts and Starbucks. It is also developing more eco-friendly products. These are the kinds of strategies that help get innovative products in front of the right customers at the right time.

Today’s advanced innovations such as 3D printing, bitcoin, and virtual reality have gotten some traction, but they and other revolutionary products and platforms like them need the right marketing expertise to generate the depth and breadth of market engagement they seek. Innovation alone may be enough to initiate the adoption life cycle, but marketing remains the bridge necessary to cross the chasm between early adopters to the wider group of people who will form a viable, valuable customer base.

The bigger the innovation, the bigger the risk of failure. Because marketing can reduce those risks, it matters as much as innovation — perhaps even more.”

All credit to Denise Lee Yonh of Harvard Business Review. Please find original posting here.

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Facebook Marketing in 2019

Digital marketing trends are constantly changing and evolving. What works for marketing on Facebook is no different – luckily, our friends at ClickZ put together this data-driven list of what’s working in 2019 for Facebook marketing. Take a look at this great article by Tereza Litsa!

Based on data from >105 million posts, what can we learn about how Facebook posting strategies are changing? Here’s what to expect for Facebook marketing in 2019.

How is Facebook marketing changing in 2019? Here are the latest findings on how marketers use Facebook.

A successful Facebook marketing strategy requires constant monitoring of the latest trends to ensure that you’re following Facebook’s best practices. Quintly has published a new study to help us understand how marketers use Facebook and what we can learn from their tactics.

They have decided to look at more than 105 million posts to understand how Facebook posting strategies are changing and what we can learn from them.

Here are the most interesting insights.

Link posts are still the most popular content type

If you’re wondering what type of content you should post on Facebook, you might have read from our previous posts that visual content tends to be effective on Facebook.

However, not all Pages agree, since Quintly found out that 54.9% of the posts that they’ve measured were shared links. Photos take 29.1% of the total posts and videos just 14.1%. It’s not a surprise that status posts take only 1.8% from all the posts.

These numbers don’t necessarily mean that link posts are more effective than the other content types, but they also make an easy option when you want to share an interesting article or a quick update about your Page. Since status posts are not preferred anymore, link posts make the second easiest way to publish new content. On the contrary, videos usually need more time to upload and they require more careful planning in your Facebook strategy.

graph showing distribution of post types used on Facebook

Images versus videos

Images tend to be the most popular choices for smaller Facebook Pages. They are even more popular than link posts. For Pages with up to 10k fans, images make 54% of the content, with links following at 35% of the content. It’s interesting that Pages with more than 10 million fans don’t seem to prefer images compared to videos. In fact, images take only 25% of their content, with links being at 53% and videos at 22%.

Bigger Pages seem to use videos more frequently than the rest, which probably comes to the bigger budget and resources that they have as part of their strategy.

The next obvious question is, which content type brings the highest interaction then?

graph showing post type distribution on Facebook by profile size

Analyzing the interaction for all content types

Link posts might be the most popular choice in the analyzed pages, but videos see the highest number of interactions.

  • Videos tend to have 65% more interactions than images
  • Images tend to have 105& more interactions than status updates
  • Status updates have 50% less interactions than images
  • Link posts have 72% less interactions than videos

What we can learn from these is that video content can be really engaging on Facebook. However, not all pages are able to create their own videos, especially on a frequent basis. Thus, images also make a good choice to engage with your audience.

Link posts can also make an easy way to share new content, but they still lack in the number of interactions compared to videos.

A good way to follow these interactions rates in your Page is to focus on the quality rather than the quantity. What if you share one video every week instead of three link posts? It should be a good experiment for your engagement rate and the impact it has on your Page’s performance.

graph showing interactions for post types on Facebook

What is the ideal post length?

A common question when it comes to Facebook posting is whether we should write short or longer captions in our posts. There might not be a right or wrong answer to this question, but it’s still useful to understand how Page Managers share their own content.

40.4% of the respondents use 51-150 characters in their posts. 25.3% of them use 151-300 characters. 13.5% of them pick captions of up to 50 characters. Only 12.5% of them create captions longer than 300 characters.

This means that we don’t necessarily need to create longer captions if the accompanying content is appealing on its own. For example, if you’re sharing an engaging image or video, you won’t need a large caption to convince your followers to pay attention to it. On the contrary, a link post may need a further explanation of the reasons that you’re sharing this link to your Page.

It’s useful to experiment with different post lengths in your Page so that you understand what your followers want to see from you. Sometimes even an emoji can be enough!

graph showing distribution of post lengths on Facebook

What’s the best day to publish a post?

An easy way to answer this question is to look at your Page’s insights and the most engaging days for your followers. However, it’s still useful to look at other Pages and the days that they prefer to share their own content.

According to quintly, there are 13.3% more interactions during the weekends compared to weekdays.

This could be due to:

  • Smaller competition when Page Managers tend to schedule posts during weekdays
  • People spending more time on Facebook in their free time

In both cases, it’s a good idea to experiment with different posting days and times than your usual ones.

graph showing interactions on Facebook posts -- weekdays vs weekends

Do people use Reactions?

Facebook introduced Post Reactions to help people express themselves more creatively. A “like” may still be the most popular option when people interact with content. However, the “love” reaction has also seen increased usage in 2018.

graph showing changes in Facebook reaction use throughout 2018

“Love” and “haha” seem to be the most popular choices after the like and it reminds us of the importance to create different content for different reactions.

If someone uses “haha” instead of “like”, it probably means that they enjoyed your post more than the usual ones. Thus, it’s useful to think of the emotions that your posts spark and how you can encourage more of them in the most natural way.

graph showing what reactions are used on Facebook

What’s next?

All these findings are really useful when we want to understand the changing marketing habits on Facebook. It may be challenging nowadays to survive simply with the use of the organic reach, but it’s also useful to understand how people interact with posts.

Don’t be afraid to try out different content types or posting times to improve your engagement rate.

Start noticing how each experiment affects your current metrics and repeat what’s working best for your Page.”

All credit to Tereza Litsa of GenZ. Please find original posting here.

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