Archive for the ‘Social Media Marketing’ Category
Though the use of social media and social networks for marketing is now nearly ubiquitous, and 78% of companies have dedicated social media teams, many marketers sill struggle with certain aspects of social marketing, such as formalizing strategies and measuring results.
Yet as buyers make increasing use of social media to evaluate the offerings of and engage with vendors, expectations will inevitably increase. Basic presence and listening tactics will no longer suffice, and certainly won’t differentiate brands.
What trends and changes in social media do marketers need to stay on top of? How are social media marketing best practices evolving? How can marketers make the best use of visual content? Which metrics are most valuable in evaluating tactical success?
Find the answers to these questions and more here in some of the best guides to social media marketing and measurement of the past year.
Social Media Marketing Guides
5 Social Media Trends for 2014: New Research by Social Media Examiner
Though published last February, this post from Patricia Redsicker remains timely. Key trends she identifies for 2014 (which will remain important in 2015) include the importance of social listening (though “only 31% of marketers think their social listening is fully effective”) and increasing use of social advertising (57% of marketers used social ads in 2013 and another 23% are [were] expected to start using ads in 2014″).
6 social media network updates that you missed by iMedia Connection
Hopefully you’ve caught up to these by now, but just in case, this post from Trevor LaTorre-Couch details (fairly) recent design and functionality changes from Facebook, Twitter, and LinkedIn, and explaining for each change the benefit(s) of each change for marketers.
10 Steps Using Social Media For Business Development by Soulati-TUDE
Jayme Soulati walks readers through 10 steps for “good old-fashioned networking” on social media to fuel business development, starting with setting goals (e.g., elevating your personal brand or asking for a meeting) and proceeding through characterizing your buyers, social sharing, engaging, and showing personality.
Brian Solis’ Conversation Prism Catalogs The Best Social Platforms by Search Engine Journal
***** 5 STARS
Kelsey Jones shares a fantastic “a visual map of the social media landscape” created by Brian Solis and JESS3 (see image at top of this post). The image calls out many of the top tools and platforms across the realms of social listening, learning, and adapting, further broken out into more specific groupings like video, social curation, and service networking.
10 Reasons Why Small Business Can’t Ignore Social Media by Marketing Technology Blog
The benefits of social media marketing are no longer questioned much, but for those still dealing with skeptics and doubters, Jason Squires has put together this excellent infographic showcasing its utility, supported with statistics, facts, and mini case studies.
52 Unique Ways to Create Social Media Magic by Rebekah Radice
Frequent best-of honorees Rebekah Radice and Peg Fitzpatrick team up to offer more than four dozen tips to optimize business results from social media, from joining Google+ communities and using a social media management tool to telling “your brand story with Pinterest boards” and using third-party apps to grow your Twitter following.
Jake Parent shares a dozen useful tips for being more engaging (and not a jerk) on social media, among them asking questions, complimenting people, and always giving more than you take: “always offer more value to people than you ask of them. In other words (be) on the lookout for problems to solve for people.”
24 Social Media Tips For The DIY Social Media Marketer In 2014 by Idea Girl Marketing
Keri Jaehnig details two dozen tips and tools for planning, productivity, Facebook, Twitter, LinkedIn, G+, image editing (e.g., PicMonkey – an “easy online image editing tool”) and more. The self-promotion is a tad thick in spots but the tips and links are helpful.
Frequest best-of honoree Belle Beth Cooper reports on research showing the best times of the day and week to post updates on Facebook and Twitter; to send marketing emails; and to publish blog posts. She notes however that results vary between men and women, B2C vs. B2B audiences, and sometimes even significantly between different studies.
12 Ways Social Media Could Leave You Needing A Lawyer by Louder Online
Aaron Agius details a dozen social blunders to avoid, at risks ranging from embarrassment to winding up in court, such as using vulgar language, getting political, using auto-responses, or “insensitivity to personal struggles” (a particularly relevant but wince-inducing example).
Carrie Keenan has brilliantly compiled 10 of the dumbest (but sadly, far from most uncommon) questions asked of social media managers, among them “Hey, I use Facebook. I would be so good at your job!,” “What do you do all day?,” and the gawdawful “Can’t I have an intern/my son/my granddaughter, etc. do that for me?”
B2B Social Media Marketing Guides
A Key Secret to Jazzing UpYour B2B Content’s Visual Appeal by B2B PR Sense Blog
Writing that “Today B2B marketing departments are developing more visual content such as images, web video, infographics and Slideshare presentations,” Jonathan Pavoni demonstrates how to use Slideshare to “repurpose content, capture prospects’ attention, and drive additional leads into the sales funnel.”
Frameworks for smart content marketing programs by i-SCOOP
***** 5 STARS
While more than 90% of companies have adopted content marketing practices, many still struggle with effectiveness. To help, J-P De Clerck looks at several strategic content marketing frameworks, including the seven “building blocks” framework from Joe Pulizzi and Robert Rose and the 4-step content marketing framework for startups from Lee Odden.
11 secrets of good B2B social media by Potion
Though primarily aimed at beginners / entry level social media marketers, this post is worth at least a quick scan by more experienced social pros as well. It helpfully lays out the key components of the social marketing process, from developing and sharing content through tagging, measuring, and showing personality: “people like interacting with people. What’s your brand personality going to be?”
Five Fantastic Examples of B2B Social Media Marketing by j+ Media Solutions
While B2B marketers often focus on being professional in communications and not overly personal, this post from Jennifer G. Hanford reminds readers that whether B2B or B2C, all marketing is ultimately P2P (person to person). It presents snapshots of a handful of successful B2B social media efforts, including use of YouTube, Facebook, and even Pinterest (who knew Constant Contact maintains 100+ Pinterest boards?).
Guides to Social Media Metrics and Measures
Metrics to Measure YouTube Marketing by distilled
Phil Nottingham contends that most marketers don’t understand how to quantify social media marketing success on YouTube, and aims to fix that with this post. “‘Going viral’ isn’t a business goal, neither is having a million video views…With YouTube, your goal should always be some form of increased brand awareness.”
What to measure: ROI or KPIs? by iMedia Connection
The brilliant Rebecca Lieb makes the case for defining and measuring key performance indicators (KPIs) for social media marketing efforts rather than trying to force measures of return on investment (ROI), noting that “Measuring message amplification (or brand metrics such as purchase intent, favorability, or consideration) isn’t unrelated to ROI. All are steps along the journey — critical steps.”
what’s the right metric? by bowden2bowden blog
Randy Bowden shares his thoughts on the ROI-vs-KPIs debate introduced above. He explains how each metric works and suggests that both are important, though conceding that “you can’t measure your ROI with social media totally…(and, ultimately) ROI is not black and white.”
7 Multi-Platform Social Media Analytics Tools by RazorSocial
***** 5 STARS
Ian Cleary reviews seven “very useful social media analytics tools.” He provides a brief description of each tool as well as explaining how much it costs, the main features, how it works, and an “overll opinion” of the tool’s strengths, limitations, and ideal application.
Guides to Marketing with Tumblr and Triberr
Is Tumblr Right for My Business? by QuickBooks
While noting that not every business can make use of Tumblr, Brenda Barron outlines three questions for marketers to ask to determine if the platform may be helpful to their brand, starting with how visual your business is: “Tumblr is intrinsically image-based, much like Pinterest. This makes it the perfect avenue for…businesses in industries with a visual focus.”
Writing that “Tumblr is one of those social networks which is often overlooked, but which has tremendous potential for SEO and social media marketing,” Takeshi Young explains how Tumblr works, its benefits compared to other social networks, and how to use Tumblr for online marketing (including four types of content that “perform extremely well” there).
Tumblr Tips To Help Grow Your Blog and Social Mentions by Inspire To Thrive
Lisa Buben offers more tips for content distribution success on Tumblr, such as loving content (“The little heart ? can go a long way on Tumblr. Spread the love around”), reblogging, commenting, using hashtags (yes, “Hashtags are big on Tumblr!”), and how to gain followers.
This Triberr strategy can increase your distribution now by leaderswest Digital Marketing Journal
For those unfamiliar with Triberr, Jim Dougherty explains its a platform that “allows bloggers to increase their distribution by creating tribes that can (potentially) pool their collective social audiences.” For those interesting in trying it out–or already using it but perhaps not getting the results hoped for–he prescribes a three-strep strategy for increasing the reach of your blog content.
Guest post by Scott Masson.
Reddit is the 30th busiest website in the world, attracting a whopping 56 billion pageviews and helping to popularise millions of pieces of content each year. Although Reddit is dwarfed by the likes of Facebook and Twitter, its influence on the internet is huge, and its potential for marketers as a way to reach customers is incredible.
Despite all of this, Reddit has been almost completely abandoned by marketers, largely due to its reputation of apathy and even hostility towards marketing efforts in the past. However, when used correctly and with the interests of the Reddit community in mind, it can be used to drive highly specific traffic to your website, build a fan base around your brand, and reach internet “influencers” who can help spread and promote your best content.
What is Reddit and How Does it Work?
Reddit is a content curation and sharing site. Users share links to interesting articles and funny pictures, or create discussion posts on almost every topic imaginable. Every piece of content on Reddit is voted upon by millions of active users, and the content with the most “upvotes” grows and gets more exposure, whereas bad content gets downvoted into obscurity.
Reddit users can also build up karma by getting involved with the community through sharing and commenting on content. A good karma score shows other users that you are a legitimate part of the community and are well versed in Reddiquette.
The real value for marketers comes from the way Reddit is segmented into hundreds of thousands of subreddits – communities dedicated to one specific niche or interest. Subreddits exist for everything from the absurd and ridiculous, to the insanely specific, to the universal and generic. Thanks to this huge range of subreddits, users can find a community discussing anything they’re interested in, and marketers can directly reach their specific target audiences with ease.
Reaching Your Potential Customers
If your content gets upvoted enough, it’ll land on Reddit’s front page. Thanks to the popularity of the site, having your content on the front page can drive a website-crashing numbers of visitors. However, huge amounts of traffic shouldn’t be your ultimate goal; sure, you may be able to drive a million visitors to your site, but if most of these visitors won’t actually engage with your brand, what have you really achieved except for an overwhelmed server?
Instead, you need to concentrate on driving people who actually care about what you do to your page. The more targeted the people you can drive to your website, the higher the conversion rate will be. You need to ask yourself: “what’s more valuable, 1,000 visitors who don’t care about my business, or 10 who really do?”
This is why finding highly relevant subreddits is so important, as it allows you to find and interact with potential customers who are already interested in you (or your client’s) industry or niche, and are therefore that much more likely to be interested in what you’re doing.
For example, let’s say that your business sells collectible music memorabilia. By posting your most interesting blog articles and pieces of memorabilia to subreddits like /r/music, /r/vinyl and /r/musiccollecting, you can reach the section of Reddit that is already interested in your content and products. Sure, the number of visitors you’ll drive may not be as large, but the people you do reach will be much more likely to share your content with other enthusiasts, interact with you and perhaps even buy something!
This is why identifying your key subreddits and becoming a part of those communities is crucial if you want to make the most out of Reddit.
According to this infographic, 90% of Reddit users are college-educated, with an average income of $37,500—which most of them earn from working in web-related industries! For marketers, this tells us that the Reddit community is intelligent, educated and very web savvy; in other words, the kind of people who are familiar with marketing tactics, and tend to be suspicious of them. In fact, Reddit has very popular subreddits dedicated solely to shooting down and mocking unwary marketers, which goes some way toward explaining the hostility many marketers complain of when trying to use the platform.
However, when used transparently and earnestly, Reddit is a great place for marketers to get involved. The bottom line is this: success on Reddit comes down to quality and value added to the community, regardless of intention. If you’re trying to hard sell and spam Reddit, your content will get downvoted into oblivion. But if you submit truly interesting and useful content, which is relevant to the subreddit you’re targeting, Redditors will embrace and promote your efforts.
Reddit shouldn’t be seen as a blind traffic driver, or a place to sell or promote products, but rather as a place where you can make the most out of your content marketing efforts and build relationships with your target audience.
That doesn’t mean that there isn’t any room for brand promotion, however. Stories of brands doing something interesting, newsworthy or worthwhile tend to perform very well on Reddit, which makes it a great place to promote PR messages. Similarly, some brands have had massive wins with specific Reddit marketing plays, such as the notable Amazon/Nissan campaign, which succeeded not because Redditors didn’t realize it was marketing, but because Redditors liked it anyway.
It just goes to show that Reddit doesn’t hate marketing—it just hates boring marketing!
Timing is Everything
Hundreds of thousands of pieces of content get shared on Reddit every day, and this sheer volume of stuff being pushed out means that, on popular subreddits, it is very easy for your content to get buried before Redditors even have a chance to read it and upvote it.
To help tip the scales in your favour, you can strategically time your posts to go out at times when lots of people are online. According to the aforementioned statistics, almost half of Reddit’s user base is on the U.S. East Coast. Therefore, it follows that the best time to post would be at times when lots of people on the East Coast are online, such as lunchtimes and evenings in EST.
That said, you shouldn’t allow your posting schedule to be decided by that statistic alone, instead, you must keep track of when users tend to use specific subreddits and make your own posting schedules based on your community’s behavior.
Timing your posts well can make a huge difference in how they will perform. Thanks to the way the Reddit voting system works, pieces which get lots of exposure get more upvotes, and the more upvotes something gets, the more exposure it is given. Therefore, popular items can quickly snowball and grow exponentially.
Learn from Reddit
You don’t have to be a prolific poster to benefit from using Reddit. In fact, just reading without contributing (or “lurking”, as it is known) can give marketers a great insight into emerging trends and how content performs online.
Reddit is the self-proclaimed “front page of the internet”, and based on the amount of viral content and internet memes which have originated or been popularized on the site, this motto is well-earned. Redditors often joke that what is popular on Reddit today will be trending on Facebook and Twitter tomorrow!
As internet marketers, we need to keep ahead of the latest internet trends, and thanks to the huge number of internet tastemakers on Reddit, it pays to pay attention to what is performing well, as it might well be the next big meme.
Reddit’s voting system lets marketers see exactly what kind of content will become popular, which can inspire your own pieces of content, or give you a sneak peek into how something is likely to perform on bigger platforms such as Facebook and Twitter.
Can Reddit Help SEO?
Gaming Reddit for backlinks is a bad idea. Yes, when links get a couple of upvotes, they do become “do-follow”, but the actual impact these sorts of links will make to your SEO is negligible. After all, if link building was as easy as simply submitting a link to Reddit, ranking websites would be the easiest job in the world.
However, what Reddit can do is help marketers build the kind of links which really matter: contextual, organic links from trusted websites. Reddit is full of writers, bloggers, webmasters and other internet influencers who are instrumental in sharing good content and building links, and the sheer amount of viral content spun out of the site every month is a testament to the influence Reddit users have.
In addition, countless websites ranging from Buzzfeed to international media like the BBC have writers and web journalists scouring Reddit for newsworthy content, which makes it one of the best places to promote your content and get it in front of journalists and web writers who are covering your niche.
While this article has hopefully given you a strategic overview of the way Reddit can help with your internet marketing, actually using Reddit successfully is a different story. The only way you can really start to use Reddit effectively is through diving in and getting involved!
I suggest you start off slowly—sign up for a free account and use it recreationally for a few days while getting a feeling for the website and the communities you will be involved with.
If you already use Reddit to market your company or your clients, please get involved in the comment section and let us know what tips and tricks you use!
About the author: Scott Masson is hopelessly addicted to Reddit, although he can stop any time… You can reach him on Reddit here. When he isn’t plugged into Reddit, Scott writes about marketing and fitness for a range of publications.
Looking at marketing surveys and studies from the past year, a few trends are clear, among them that buyers are firmly (and increasingly) in control of the purchase cycle. They prefer searching to being found, and will often be close to their final decision point before talking to a salesperson.
In response, marketers are producing an increasing amount and variety of content to support all stages of the decision process. They’re distributing and promoting this content through all channels in the web presence optimization (WPO) model, to maximize their opportunities to be “found” online when buyers are looking.
And although digital is taking an increasing share of marketing budgets, the move to online is paradoxically making some old-school tactics even more valuable.
What do buyers say is the most important signal of vendor credibility? What type of content is most effective? What do marketers rate as the single most valuable SEO tactic? What are the top barriers to adopting social business practices?
Find the answers to these questions and many others in more than 100 social and online marketing stats from 20+ different sources.
9 General Marketing Stats
1. People want to be in control of the content they receive:
- • 86% of people skip TV commercials.
- • 44% of direct mail is never opened.
- • 91% of people have unsubscribed from company emails they previously opted into.
2. 72% of marketers think branded content is more effective than advertising in a magazine; 69% say it is superior to direct mail and PR. (NewsCred)
3. Nearly half (46%) of people say a website’s design is their number one criterion for determining the credibility of a company. (NewsCred)
4. 71% of companies planned to increase their digital marketing budgets this year, by an average of 27%. (Econsultancy)
5. 67 percent of marketers say increasing sales directly attributable to digital marketing campaigns is a top priority this year. (Forbes)
6. Internet advertising will make up 25% of the entire ad market in 2015. (Social Fresh)
7. Despite all the hype about online, 67% of B2B content marketers consider event marketing to be their most effective strategy. (Social Fresh)
8. Videos on landing pages increase conversions by 86%. (Social Fresh)
9. As one would suspect, Facebook is the most popular method for sharing interesting content. Surprisingly though, the fifth-most popular sharing method is offline (print) shares. (Heidi Cohen)
5 Online Demographics Stats
10. The Google+ platform has 67 percent male users. (Rocket Post)
11. There are 76 million millennials (born between 1981 and 2000) in the U.S. — 27% of the total population. (leaderswest Digital Marketing Journal)
12. 63% of millennials have at least a bachelors degree. (leaderswest Digital Marketing Journal)
13. 63% of millennials say they stay updated on brands through social networks; 51% say social opinions influence their purchase decisions; and 46% “count on social media” when buying online. (leaderswest Digital Marketing Journal)
14. 89% of 18-29 year-olds are active on social media, as are 43% of adults 65 and older. (Jeff Bullas)
13 Content Marketing Stats
15. B2B content matters. 57% of a typical purchase decision is made before a customer even talks to a supplier. (Corporate Executive Board)
16. By 2020, customers will manage 85 percent of their relationship with an enterprise without interacting with a human. (Target Marketing)
17. Not all content has to be original. 48% of marketers curate noteworthy content from third-party sources weekly (this post is an example). (Design & Promote)
18. 62% of companies outsource their content marketing. (Iconsive)
19. $118 billion was spend on content marketing last year. (NewsCred)
20. 70% of consumers say they prefer getting to know a company via articles rather than ads. (NewsCred)
21. 90% of organizations market with content. 86% of B2C marketers and 91% of B2B marketers use content marketing. (NewsCred)
22. Or maybe 93% of B2B marketers use content marketing. (Iconsive)
23. And yet…54% of brands don’t have an onsite, dedicated content director. (NewsCred)
24. There are 27 million pieces of content shared each day. (NewsCred)
25. Companies will spend $135 billion on digital marketing collateral this year. (Social Fresh)
26. Customer testimonials have the highest effectiveness rating for content marketing at 89%. (Social Fresh)
27. 17% of marketers plan to increase efforts on SlideShare this year. (Forbes)
7 Blogging Stats
28. 34% of Fortune 500 companies now maintain active blogs – the largest share since 2008. (Forbes)
29. Each month, 329 million people read blogs. (NewsCred)
30. 37% of marketers say blogs are the most valuable content type for marketing. (NewsCred)
31. Companies that publish new blog posts 15+ times per month (3-4 posts per week) generate five times more traffic than companies that don’t blog at all. (NewsCred)
32. 17% of marketers plan to increase blogging efforts this year. (Forbes)
33. Blogging increases web traffic by 55% for brands. (Rocket Post)
34. B2B companies that blog generate 67% more leads than those without blogs. (Social Fresh)
7 Visual and Video Marketing Stats
35. Pinterest grabs 41% of the ecommerce traffic compared to Facebook’s 37%. Food is the top category of content on Pinterest with 57% of its user base sharing food-related content. (Rocket Post)
36. 16% of marketers plan to increase efforts on Pinterest this year. (Forbes)
37. The use of video content for marketing increased 73% this year; use of infographics grew 51%. (Digital Marketing Philippines)
38. Articles with images get 94% more views than those without. (NewsCred)
39. Posts with videos attract three times as many inbound links as plain text posts. (NewsCred)
40. 62% of marketers use video in their content marketing. (NewsCred)
41. Two-thirds of firms plan to increase spending on video marketing in the coming year. (Heidi Cohen)
5 SEO Stats
42. 81% of B2B purchase cycles start with web search, and 90% of buyers say when they are ready to buy, “they’ll find you.” (Earnest Agency)
43. More than half (53%) of marketers rank content creation as the single most effective SEO tactic. (NewsCred)
44. 57% of B2B marketers say SEO has the biggest impact on lead generation. (NewsCred)
45. Organic search leads have a 14.6% close rate, compared to 1.7% for outbound marketing leads. (NewsCred)
46. 33% of clicks from organic search results go to the top listing on Google. (Social Fresh)
15 Social Media Marketing Stats
47. 85% of B2B buyers believe companies should present information via social networks. (Iconsive)
48. And yet – only 20% of CMOs leverage social networks to engage with customers. (Marketing Land)
49. Marketers will spend $8.3 billion on social media advertising in 2015. (NewsCred)
50. “Interesting content” is one of the top three reasons people follow brands on social media. (NewsCred)
51. 87% of B2B marketers use social media to distribute content. (NewsCred)
52. 17% of marketers plan to increase podcasting efforts this year. (Forbes)
53. As consumer use of social media for brand comments and complaints continues to increase, brands are having a hard time keeping up. Only about 20% of consumer comments generate brand responses, and the average response time is over 11 hours. (eMarketer)
54. Nearly three-quarters of US marketers believe customer response management on digital channels is important (so…25% think it’s okay to ignore consumers?); however, just one-third say their company does a good job at this. (eMarketer)
55. Social media marketing budgets are projected to double over the next five years (Social Fresh)
56. 66% of marketers claim that social indirectly impacts their business performance but only 9%t claim that it can be directly linked to revenue. (Forbes)
57. Over 70% of US online adults use some form of social media networking. (Heidi Cohen)
58. 72% of all internet users are now active on social media. (Jeff Bullas)
59. The top two barriers impeding adoption of social business within organizations are lack of overall strategy and competing priorities. Just 11% of marketers cite legal or regulatory concerns. (i-SCOOP)
60. 78% of companies now say they have dedicated social media teams, up from 67% in 2012. (i-SCOOP)
61. By department, companies most often have dedicated social media staff (not surprisingly) in marketing (73%), communications/PR (66%) and customer support (40%). At the other end of the scale are legal (9%) and market research (8%). (i-SCOOP)
7 Facebook Marketing stats
62. Facebook accounts for 15.8% of total time spent on the Internet. (Rocket Post)
63. 71% of online adults use Facebook. 63% of Facebook users visit daily and 40% visit multiple times per day. (Heidi Cohen)
64. More than a third (36%) of online adults use only one social networking site. Of these, 83% use Facebook. 8% use LinkedIn. (Heidi Cohen)
65. One million web pages are accessed using the “Login with Facebook” feature. (Jeff Bullas)
66. Nearly a quarter (232%) of Facebook users login at least five times per day. (Jeff Bullas)
67. 47% of Americans say Facebook is their #1 influencer of purchases. (Jeff Bullas)
68. 70% of marketers used Facebook to gain new customers. (Jeff Bullas)
3 LinkedIn Marketing Stats
69. LinkedIn is the top social network for B2B marketing (not a shock). 83% of marketers say they prefer to use LinkedIn for distributing B2B content, and more than half of vendors say they have generated sales through LinkedIn. (Real Business Rescue)
70. The average time spent on LinkedIn per month is 17 minutes. (Rocket Post)
71. 91 of the Fortune 100 companies use LinkedIn for candidate searches. (Rocket Post)
7 Twitter Marketing Stats
72. The average time per month spent by users on Twitter is 170 minutes. (Rocket Post)
73. Only about half of the people who log in to Twitter once a month are actually taking the time to tweet. The rest are lurkers. (Rocket Post)
74. Ironically, the most-followed brand on Twitter is…Facebook, with more than 13 million followers. Google is #3. (AllTwitter)
75. eBay is the most engaging brand on Twitter. Starbucks is the fourth-most-engaging, and also has the fourth highest number of followers of any major brand. (AllTwitter)
76. Not a shock: retailers and restaurants are the most engaging industries on Twtitter. Surprising: apparel brands are the least engaging. (AllTwitter)
77. Twitter now has over 550 million registered users, and 215 million active monthly users. (Jeff Bullas)
78. 34% of marketers use Twitter to successfully generate leads. (Jeff Bullas)
3 Google+ Stats
79. 18% of marketers plan to increase efforts on Google+ this year. (Forbes)
80. There are now over 1 billion Google+ accounts, and that figure is growing 33% per year. (Jeff Bullas)
81. Google+ has 359 million monthly active users. (Jeff Bullas)
13 Email Marketing Stats
82. There are nine times as many marketing emails sent each year as direct mail pieces delivered by the U.S. Postal Service. (Mark the Marketer)
83. Email marketing delivers the highest ROI (about $44 per dollar spent, on average) of any digital marketing tactic. SEO is #2. Banner ads have the lowest ROI. (Mark the Marketer)
84. 66% of consumers have made a purchase online as a result of an e-mail marketing message. (Mark the Marketer)
85. Email subject lines matter. Really. 64% of people say they open an e-mail because of the subject line. (Mark the Marketer)
86. Personalized subject lines are 22.2% more likely to be opened. For B2C emails, the words “Alert,” “New,” “News,” “Bulletin,” “Sale,” “Video,” “Daily,” or “Weekly” (though not “Monthly”) all increase open and click-through rates. (Mark the Marketer)
87. For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best. (Mark the Marketer)
88. Timing is important too. 76% of e-mail opens occur in the first two days after an e-mail is sent. E-mail open rates are noticeably lower on weekends than on weekdays. (Mark the Marketer)
89. Only 8% of companies and agencies have an e-mail marketing team. E-mail marketing responsibilities usually fall on one person as a part of her wider range of marketing responsibilities. (Mark the Marketer)
90. 72% of B2B buyers are most likely to share useful content via e-mail. (Mark the Marketer)
91. Still, the average click-through rate for B2B marketing e-mails is just 1.7%. (Mark the Marketer)
92. Emails with social sharing buttons increase click-through rates by 158%. (Social Fresh)
93. 64 percent of marketers say increasing email click-throughs and open rates is among their top priorities this year. (Forbes)
94. 67 percent of marketers say that email is ke3y for attracting and engaging prospects, and the best path to increase marketing ROI. (Forbes)
10 Mobile Marketing Stats
95. 94% of CMOs plan to use mobile applications within the next 3-5 years. (Marketing Land)
96. 75% of smartphone owners watch videos on their phones; 26% at least once per day. (NewsCred)
97. Over half of all mobile searches lead to a purchase. (Rocket Post)
98. 78% of Facebook users are mobile-only. (Rocket Post)
99. E-mail is the most popular activity on smartphones among users ages 18-44. (Mark the Marketer)
100. 64% of decision-makers read their e-mail via mobile devices. (Mark the Marketer)
101. Almost half–48%–of all emails are opened on mobile devices. Yet 39% of marketers say they have no strategy for mobile email, and only 11% of e-mails are optimized for mobile. (Mark the Marketer)
102. Mobile is the channel of choice for keep relationships with existing customers alive because it cuts through the clutter of email and social. (Forbes)
103. 71% of users access social media from a mobile device. (Jeff Bullas)
104. 50% of millennials use their smartphones to research products or services while shopping, and 41% have made purchases using their phones. (leaderswest Digital Marketing Journal)
Guest post by Logan Strain.
There are few things more satisfying to an online marketer than witnessing your brand’s Twitter account reach critical mass. All the work you put into building a large social platform is paying off, and now your account, which was once only followed by your coworkers, is now a social media powerhouse. But after that success, how do you make the most of Twitter as a traffic driver to your blog posts, landing pages, and other valuable content?
Merely providing links to your followers without thinking about presentation isn’t enough. Through a few tactical tweaks to your tweets, you can achieve a higher click through rate and more traffic to your digital properties.
Here are five simple ways to improve your tweets for a higher CTR.
Create Custom URLs
You’re already using a URL shortener to make the most of the limited space you have on Twitter. But are you carefully crafting those URLs, or are you letting your shortener turn them into a nonsensical garble of words and numbers? Random characters in a link have the whiff of spam, so they may get unfairly overlooked on Twitter.
Bitly, one of the most popular link shorteners, now features vanity URLs, which means that your social media links are 100% customizable. So you can turn “bit.ly/jd59i8” into “bit.ly/PrettyLink.” The latter, since it contains an actual word, is appealing and is more likely to earn those coveted clicks from your audience.
Choose An Eye-Catching Image
Gaining followers is only half the Twitter battle. Since your followers scroll through countless other tweets on their feed, you also need to stop them in their tracks when they see your tweets. When we promote blog posts on Instant Checkmate’s Twitter account, we create a banner image for both the blog post and the tweet. This not only makes the post itself more visually appealing, it creates a graphic that can help your tweets get noticed.
Fortunately, you don’t have to be a graphic designer or spend half an hour tweaking an image in Photoshop to create pro-style images. Online graphic creators like Canva can help you make high-quality, customized Twitter graphics in mere minutes. Simply create an image that contains your content’s headline and a visually striking background and your tweets will stand out.
Command Them To Click
Experienced marketers and salespeople know that you have to ask for what you want. Ambiguous calls to action produce lackluster results. But for some reason they consistently fail to apply that knowledge to their social posts. If you want your followers to click the link, tell them to do just that. Commanding your audience with a simple, brief “click here” or “check this out” will turn more Twitter followers into website visitors.
Tweet Multiple Times
When pushing your content through Twitter, there’s no reason to take a “one and done” approach. When scheduling your posts, set your most valuable content to be tweeted multiple times throughout the week. Just like you, your followers have other things to do and might miss tweets relevant to their interests. A tweeting schedule that pushes your best pieces multiple times gives them many opportunities to see your content.
Leverage Hashtags From Industry Events
Relevancy always increases click through rates. If there is a major conference or Twitter chat that is relevant to your industry, take advantage. Include the event’s hashtag in your tweets to promote your content. You’ll get in front of a brand new and intensely passionate audience for your content. By using this technique, you won’t just gain new traffic, you’ll probably also see a bump in followers.
Logan Strain is a web content creator who regularly contributes to Instant Checkmate’s blog, a father, and a podcast addict. When he’s not browsing Reddit, playing with his daughter, or binge-watching Netflix, he’s creating top notch web content. Follow him on Twitter @LM_Strain.
Stories about how top executives just don’t “get” social media and the concept of social business were common four or five years ago. But it’s jarring to still come across such reports today.
Despite the fact that 82% of buyers say they trust a company more when its CEO and senior leadership team are active in social media, and 77% are more likely to buy from a company if its CEO uses social media (those stats themselves nearly two years old), “64% of CEOs do not use social media at all, with only 5% of all Fortune 500 company CEOs on Twitter,” according to The Guardian.
Worse, C-level executives who don’t use social media themselves are also much less likely to understand how to capitalize on the social media savvy and reach of their employees to benefit their companies. And those benefits can be considerable. Per recent research from GaggleAMP:
“Connecting your business with your employees in social media can boost your social media presence. Employee advocacy not only has the ability to acquire new leads, but also can help create original content and bump your search rankings on Google, Yahoo, and MSN…Prospective clients are more likely to recognize your brand when you’ve got a network of employee advocates helping to sell your product through social media. This can cut down on the time it takes to gain the trust of clients as well as help solidify the relationship more quickly.”
Expanding a company’s social presence through its employees’ networks requires some give and take. Employee participation must be voluntary. Employers will need to do some level of monitoring, in order to measure results, share best practices, and incentive employees for social amplification.
That monitoring activity needn’t be excessive or intrusive; it should be limited to work-related social media activities, and social networks on which employees are active on the company’s behalf (an individual employee may, for example, choose to use his or her Twitter and LinkedIn accounts to promote company content and interact with customers and prospects, but use Facebook strictly for personal relationships).
Yet too many companies, regardless of their progress as social businesses, already take or plan to take this monitoring to excessive, even downright creepy, levels. Per per research from PricewaterhouseCoopers:
“More employers plan to begin or increase their monitoring of employees’ social media use and other personal data over the next decade…the idea is frankly kind of Orwellian in that terrifying corporate kind of way: The data profiling that drives customer management will increasingly be replicated among employees as screening and monitoring move to a new level. Sensors check their location, performance and health. The monitoring may even stretch into their private lives in an extension of today’s drug tests. Periodic health screening gives way to real-time monitoring of health.”
Of course, employees need to actually be engaging in social media activities on a company’s behalf in order for their to be any social activity to monitor. Nearly as disturbing as excessive monitoring, more than a third (36%) of businesses block social networks completely within the office, and more than half (57%) permit workplace social media access only for select employees (e.g., marketing and HR).
The fundamental barrier to embracing a social business strategy seems to come down to one word: fear.
- • Fear of bad, or even unmeasurable, results. While precise social media ROI may or may not be measurable, many indicators of success certainly are. Social media amplification is like any other business process: test, measure, improve, repeat.
- • Fear that employees will waste time on social sites. Employees have been finding ways to distract themselves, and others, and generally waste time at work, for pretty much as long as groups of human beings have worked together. Employees intentionally wasting work time are a sign of poor hiring, poor motivation, and/or poor management. Those determined to waste work time will do so regardless of social media policy.
- • Fear that employees will be unproductive. This is different than the point above; it’s not fear that employees will purposely waste time, but rather that employees, with the best of intentions, will use social networks inefficiently. Monitoring, measurement, and training are the answer.
- • Fear that employees will say the wrong things. They’ll get brand messages wrong, or argue with customers, or reveal trade secrets, or disclose sensitive financial information, or bash competitors, or bash management, or tweet while drunk, or say something racist or sexist, or…whatever. Actually, in a healthy work environment, employees are far more likely to appreciate trust than to abuse it. And, backed up with training and clear policies, they deserve it.
Most fundamentally of all, however, is the fear that a surprising majority of companies still seem to have in acknowledging that they are staffed by actual people. Try this experiment: pick 10 business websites, from companies of any size, pretty much any industry. See if you can find a way to directly contact a specific individual (e.g., the head of marketing, the top HR exec, anyone in customer service, the webmaster, the VP of sales, even the CEO) at any of those companies, through information presented on the company’s website.
Many sites won’t list any individual employee or management names at all. Some will have “management team” pages that list a handful of top executives (though not with any direct contact information). Most will not provide any email addresses beyond the generic “info@” or “sales@” variety. Many will link to the company’s social media accounts—but not to the accounts of any individual employee, even if used strictly for business purposes. In some cases, you’ll be able to find contact information for the individual in charge of public relations—but often as not, this will be someone from an outside agency rather than a company employee.
That may be the most fundamental fear of all: being social means being human. That is what needs to change, first and foremost. As social media guru Ted Rubin notes, “A smart brand supports its employees in building their personal brands because it expands their reach right along with that of their employees.”
How do executives who want to overcome these fears and embrace social media start? Search for guidance and resources online, watch videos like this one, read books like The Social Employee by Cheryl and Mark Burgess (a veritable field guide to social business best practices, based on case studies of brand-name social enterprises), and begin by getting employees involved with the business socially internally, using tools like Yammer or Chatter.
But whatever you do, start. With regard to social business, the only rational fear top executives should have is fear of being left behind.