Posts Tagged ‘David Erickson’
“Big data” is one of the trendiest buzzwordy terms in marketing/technology/business today.
So before it gets replaced by the next trendy buzzwordy term, here’s some marketing-related big data for you: 83 valuable facts, stats, and research findings covering strategy, social media, SEO, online advertising, email marketing, content, blogging, social networking, video and more.
What do 40% of B2B buyers say about LinkedIn, that only 19% say about Twitter? Which “social” brands aren’t really social at all? What do only 48% of searches result in? What do 91% of B2B marketers do, but only 36% do well? (No, not that.) What do 73% of reporters say press releases should contain?
Find the answers to those questions and many, many more here in more than 80 social, content, search, and email marketing facts and statistics from the past few months.
4 Marketing Management and Measurement Stats
1. Just 35% of B2B marketing executives say they can calculate the ROI of their marketing spend most or all of the time. 42% say they can calculate ROI only some of the time, rarely or not at all. (B2B Marketing)
2. While two out of three U.S. CMOs say they feel pressure from the top to prove the value of marketing, just 51% of CEOs agree “that marketing’s financial value is clear to the business.” (MarketingCharts)
3. That’s likely because only 45% of CMOs are confident “that they know which metrics or business outcomes their key stakeholders care about.” (MarketingCharts)
4. “Data analytics are currently most commonly used by B2B marketing leaders to measure and report marketing’s performance (64%), as well as to justify (55%) and allocate (52%) the marketing budget. Analytics are least commonly used to fine-tune the marketing mix (14%).” (MarketingCharts)
4 B2B Marketing Stats
5. Consumerization of B2B marketing? 57% of B2B vendors say they are shifting their B2B commerce transactions from offline to online and self-service, and 44% agree “that B2B commerce is adopting B2C best practices in order to optimize the purchasing experience.” (MarketingCharts)
6. Online sales currently account for about 35% of total revenue for B2B vendors, though that’s higher (41%) among US companies. (MarketingCharts)
7. 40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase; 19% say the same for Twitter. (Social Media Today)
8. B2B buyers today are 70%-90% of the way through their “buying journey” before they reach out to a vendor. (B2B Marketing)
6 Social Media Marketing Stats
9. Social media marketing budgets are projected to double in the next five years. (SocialTimes)
10. The top three social networks used by B2B marketers are LinkedIn (91%); Twitter (85%); and Facebook (81%). However, just 62% of marketers say that LinkedIn is effective, while 50% say the same for Twitter and only 30% of B2B marketers view Facebook as effective. (FlipCreator)
11. This one may surprise you: Google+ actually averages more visits per month than Facebook. Google+ receives 1.2 billion visits per month compared to Facebook’s 809 million. (iMedia Connection)
12. 83% of B2B marketers invest in social media to increase brand exposure; 69% to increase web traffic; and 65% to gain market insights. (Social Media Today)
13. Some brands perceived as social aren’t—at all. As of 2013, Apple had yet to claim a Twitter account, Facebook page, or any other type of social media presence. Ditto for Trader Joe’s. (iMedia Connection)
14. People spend, on average, 4X more time on Tumblr and Pinterest than they do on Twitter. (iMedia Connection)
7 SEO and Search Stats
15. Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet users researching products and services online. (B2B Marketing)
16. 54% of B2B buyers begin their buying process with informal research about business problems; nearly 80% of the time spent researching is done line. (B2B Marketing)
17. 33% of organic search clicks go to the first result. (SocialTimes)
18. The top 4 positions, generally those considered to be “above the fold”, receive 83% of first page organic clicks. (Brent Carnduff)
(However, as noted here previously, “a lower position isn’t always bad. If the searcher clicks the ‘back’ button because the top result didn’t meet expectations, then he or she is 5-8 times more likely to click on a lower result than on the initial search.”)
19. It’s also important to consider that only 48% of searches result in an organic click. The remaining 52% result in either a click on a paid ad, leaving the search engine results page without clicking on any listing, or starting a new search. (Brent Carnduff)
20. In addition, as search intent becomes more detailed or specific (long-tail search phrases), the click distribution across the first page organic listings begins to even out, as searchers look for the best match or answer to their query. (Brent Carnduff)
21. And furthermore, long-tail searches have higher overall organic click-through rates. 56% of searches for phrases of four words or more result in a click on an organic result, compared to just 30% for single-word search queries. (Brent Carnduff)
7 Online Advertising Stats
22. Of the three major types of online advertising (search, display, and social), search is viewed as the best channel for driving direct sales, cited by 40% of marketers (vs. 26% who use display to drive sales and 18% using social). However, just over a third of marketers view each channel as valuable for lead generation. (eMarketer)
23. Landing page optimization is viewed as the most important tactic for optimizing the performance of paid search advertising, while targeting by segment is most important in optimizing display ad performance. (eMarketer)
24. 8% of Internet users account for 85% of online display ad clicks. (iMedia Connection)
25. In 2013, Internet advertising expenditures surpassed newspaper ad spending for the first time. Internet ads now account for 21% of all advertising dollars, second only to television at 40%. (Ad Age)
26. Of the 100 largest global advertisers, 41 are headquartered in the U.S., 36 in Europe, and 23 in Asia. Consumer electronics and technology is the fastest-growing ad category among the Global 100. (Ad Age)
27. The average click-through rate (CTR) for online display ads is 0.11% (roughly one click per one thousand views). CTRs aer highest in Malasia (0.30%) and Singapore (0.19%), and lowest in Australia and the U.K. (both at 0.07%). (Smart Insights)
28. Among different display ad formats, large rectangle ads (336 x 280 pixels) generate the highest CTRs on average at 0.21-0.33%, while full banners (468 x 6) generate the lowest at 0.04%. (Smart Insights)
3 Email Marketing Stats
29. Mobile matters. A lot. In 2013, 62% of emails were opened on a mobile device (48% on smartphones and 14% on tablets). (Heidi Cohen)
30. Adding social sharing buttons to email messages an increase click-through rates by more than 150%. (SocialTimes)
31. 48% of consumers say email is their preferred form of communication with brands. (iMedia Connection)
14 Content Marketing Facts and Stats
32. Though more than 90% of marketers now use content marketing, just 42% of B2B marketers and 34% of B2C marketers believe they are effective at this. (e-Strategy Trends)
33. Still, more than 70% of both B2B and B2C marketers plan to produce more content in 2014 than they did in 2013, and six out of ten plan to increase their content marketing budgets. (e-Strategy Trends)
34. 78% of CMOs believe custom content is the future of marketing. It’s not clear what the other 22% are thinking. (SocialTimes)
35. Customer testimonials are the most effective form of content marketing. (SocialTimes)
36. The top challenge for content marketers is “lack of time,’ according to 57% of B2C and 69% of B2B marketers (multiple responses permitted). (e-Strategy Trends)
37. When forced to choose only one “top challenge” in content marketing, 30% of marketers said “not enough time”; 11% said “producing enough content”; and another 11% said it was “producing engaging content.” (@Robert_Rose on SlideShare)
38. Content creation is taking an increasing share of marketing budgets. Nearly half of marketers devote at least 10% of their total budgets to content development. One in five spend 25% or more. (eMarketer)
39. The two most popular formats for marketing content are articles (including internal and guest blog posts), used by 76% of marketers, and video, used by 60%. (eMarketer)
40. 91% of B2B marketers use content marketing. But just 36% say they are effective at it. (FlipCreator)
41. The most effective B2B content marketers 1) have a documented strategy; 2) use more than a dozen different tactics; 3) use an average of seven different social media platforms; and 4) devote nearly 40% of their budgets to content marketing, as shown below. (FlipCreator)
42. The top three content marketing tactics used by B2B marketers are social media other than blogs (87%); articles on their own websites (83%); and e-newsletters (80%). (FlipCreator)
43. B2B marketers rate in-person events and case studies as the most effective content marketing tactics (see full list below). (FlipCreator)
44. The top three organizational goals for B2B content marketing are brand awareness (82% of companies); lead generation (74%); and customer acquisition (73%). The top three metrics used to measure success are website traffic (63%); sales lead quality (54%); and social media sharing (50%). (FlipCreator)
45. 60% of consumers feel more positive about a brand after consuming content from it. (iMedia Connection)
9 Social Networking Demographics Figures and Statistics
46. Pinterest is from Venus, Google+ is from Mars. Two-thirds of Google+ users are male. 69% of Pinterest users are female. (Digital Buzz Blog)
47. Women are more social than men. (Shocking, I know.) One-half (49.0%) of U.S. adult women visit social media sites at least a few times per day, versus one-third (34.0%) of men. (New Media and Marketing)
48. About three-quarters of all Internet users are members of at least one social network. (WordPress Hosting SEO)
49. Grandma and grandpa are crashing teenagers’ social media party. The fastest-growing age cohort on Twitter is 55-to-64 year-olds, up 79% since 2012. And the 45-54 age bracket is the fastest-growing group on both Facebook and Google+. (Fast Company)
50. But social media use is still much more common among the young. 89% of Internet users aged 18-29 are active on social networks, versus 43% of those 65 and older. (WordPress Hosting SEO)
51. Millennials, aka Gen Y, will account for 27% of the total U.S. population in 2014 (vs. 26% Baby Boomers), and 25% of the labor force (vs. 38% Boomers). (AllTwitter)
52. 56% of millennials won’t accept jobs from firms that prohibit the use of social media in the office, and more than eight in ten say that user generated content on company websites at least somewhat influences what they buy. (AllTwitter)
53. The collective spending power of millennials will surpass that of Baby Boomers by 2018, and millennials will comprise 75% of the global labor force by 2025. (AllTwitter)
54. Millennials are, in general, not loyal to employers (91% expect to stay in a job for less than three years) but are loyal to brands (95% want brands to court them actively).(AllTwitter)
7 Business Blogging Stats and Facts
55. 76% of B2B companies maintain blogs. (FlipCreator)
56. 52% of marketers say their company blog is an important channel for content marketing. (eMarketer)
57. B2B companies that blog generate 67% more leads than those that don’t. (SocialTimes)
58. 62% of B2B marketers rate blogging as an effective content marketing tactic. However, 79% of best-in-class marketers rank blogs as the most effective tactic, while just 29% of their least effective peers concur. (FlipCreator)
59. 57% of U.S. online adults read blogs. And of that group, two-thirds “say a brand mention or promotion within context of the blog influences their purchasing decisions.” (New Media and Marketing)
60. Among U.S. adults aged 18-34, four-fiths say bloggers “can be very or somewhat influential in shaping product or service purchasing decisions. (New Media and Marketing)
61. Though 62% of marketers blog or plan to blog in 2013, only 9% of US marketing companies employ a full-time blogger. (Fast Company)
3 Facebook Marketing Stats
62. Facebook now has nearly 1.2 billion total users. (Digital Buzz Blog)
63. 23% of Facebook users check their account more than five times per day. (Digital Buzz Blog)
64. 47% of marketers say Facebook is overrated as a marketing platform. (iMedia Connection)
3 LinkedIn Marketing Stats
65. 45% of B2B marketers have gained a customer through LinkedIn. (Social Media Today)
66. LinkedIn is adding, on average, two members per second. However – LinkedIn has a lower percentage of active users than Pinterest, Google+ (?), Twitter or Facebook, which means “you’re probably not going to have as good a response with participatory content on LinkedIn, like contests or polls, as you might on Facebook or Twitter…(though) passive content like blog posts or slide decks might be just right for your LinkedIn audience.” (Fast Company)
67. Only 20% of LinkedIn users are under the age of 30. (iMedia Connection)
3 Twitter Marketing Stats
68. B2B marketers who use Twitter generate, on average, twice as many leads as those who don’t. (Social Media Today)
69. 71% of tweets are ignored. Only 23% generate a reply. (iMedia Connection)
70. Advertising on Twitter costs nearly six times as much as Facebook ads on a CPM basis; however, the CTR for Twitter ads is 8-24 times higher. (Smart Insights)
3 Google+ Marketing Stats
71. Google+ has more than one billion total users, though only about a third (359 million) are active. (eConsultancy)
72. Users spend an average of three minutes per month on Google+. (iMedia Connection)
73. 70% of brands have a presence on Google+. (WordPress Hosting SEO)
6 Visual Content (Image and Video) Marketing Stats
74. Nearly two-thirds of people are visual learners, and visual data is processed much faster by the brain than is text. (SocialTimes)
75. Adding videos to landing pages can increase conversions by nearly 90%. (SocialTimes)
76. YouTube reaches more U.S. adults aged 18-34 than any cable network. (Fast Company)
77. More than three-quarters (77%) of brand posts shared on Facebook are photos. (iMedia Connection)
78. 73% of reporters say that press releases should contain images. (SocialTimes)
79. There are five million new businesses started each year. One out of 500 get funded and achieve a successful exit. (@Robert_Rose on SlideShare)
3 Marketing Career-Related Stats
80. 79% of B2B marketing executives report noticable skills gaps in the teams they manage. The top areas for skills gaps are in data analysis, customer insight, and digital marketing techniques. (B2B Marketing)
81. Social media experts are in demand. Job postings on LinkedIn for social media positions have grown 1,300% since 2010. (The Strategy Web)
82. Looking for a job in social media? The top five cities for job openings with “social media” in the title are:
- • New York
- • Los Angeles
- • San Francisco
- • London
- • Chicago
And One Final Statistic that Simply Cannot be Categorized
83. Food is the top category on Pinterest; 57% of users discuss food-related content. Garlic Cheesy Bread is the most repinned Pinterest Pin. (Digital Buzz Blog)
As the use of social media in marketing has become ubiquitous, marketers have turned their attention to making the use of business social media more sophisticated and strategic. They are refining tactics, integrating social with other marketing channels, taking a hard look at new networks, and continuing to refine their measurements of success.
How can marketers help their organizations move from “social media marketing” to “social business”? Which emerging platforms are essential (or even worth investigating)? What role does social play in a brand’s overall online visibility? How does social media use differ in B2B vs. B2C companies? Between large and small businesses? Which content marketing tactics and formats are gaining or losing favor? How do marketers separate hype from reality in mobile?
Find the answers to these questions and many, many more in this compilation of more than 100 compelling social media, content marketing and SEO stats, facts and observations.
General Social Media Marketing Facts and Statistics
1. 97% of all consumers search for local businesses online. (An amazing statistic, given that nearly 20% of the adult U.S. population still lacks internet access). (Relevanza)
2. 20- to 30-year-olds (Gen Y), act like no other previous generations. 20-something business buyers are roughly twice as likely to seek information or advice from social media as the generation before them (31- to 40-year-olds) and almost four times more likely to than the baby boomers (51- to 60-year-olds). (MediaPost)
3. 68% of Google+ users are male, while 80% of Pinterest users are women. (leaderswest Digital Marketing Journal)
4. Looking at the importance of social media by business function, 80% of business executives said social is “important” or “somewhat important” in marketing and branding; 74% said the same for customer service; 70% for innovation and new product/service development; and 63% for employee recruiting. Less than half view social media as important for supplier/partner engagement. (e-Strategy Trends)
5. Social media isn’t quite as ubiquitous as it sometimes seems. 7% of the American population has never heard of Facebook, and 41% say they haven’t heard of LinkedIn. And these people can vote. Which explains a lot. (iMedia Connection)
6. 72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012 and just 8% in 2005. (MediaPost)
7. As many companies have learned the hard way, unanswered complaints on social networks can go viral, causing real damage to a company’s brand. But the opposite is also true: 71% of consumers receiving a quick brand response on social media say they would likely recommend that brand to others. (Forbes)
8. 65% of respondents of global business executives say their organizations use social business tools to understand market shifts; 45% to improve visibility into operations; and 45% to identify internal talent. (Deloitte University Press)
9. There are, on average, 700 YouTube video links shared on Twitter every minute, and 500 years worth of YouTube videos watched on Facebook every day. (Social Media Today)
10. 60% of LinkedIn users have clicked on an ad on the site, and 43% of U.S. marketers have obtained at least one new customer through LinkedIn. (Social Media Today)
11. 70% of brands now have a presence on Google+, up from just 4% in the last quarter of 2012. (Social Media Today)
12. 69% of brands now have a presence on Pinterest, up from 10% in the fourth quarter of 2012. (Social Media Today)
General Marketing Facts and Statistics
13. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? Wrong. Nearly three-quarters of brand marketers still view live trade shows and conferences as either “very valuable” or “essential to doing business.” Just 9% say their importance is diminishing. (e-Strategy Trends)
14. 93% of online research starts with a search engine, and 68% of consumers check out companies on social networking sites before buying. Visibility is vital, so every brand needs a comprehensive strategy for optimizing their overall web presence. (Brandpoint)
15. To optimize not just online visibility but also trust with buyers, vendors need to focus on their industry presence. Just 9% of B2B decision makers consider vendor content trustworthy vs. 67% who trust research from professional associations, 50% from industry organizations, 44% from analyst reports, and 40% from independent product reviews. (B2B Marketing Insider)
16. The average CTR for banners is 0.01 percent. According to Get Elastic, 31 percent of consumers are worried that they will be tracked if they click them, and 55 percent fear a virus. And yet—there were 5.3 trillion display ads served up last year. (iMedia Connection)
17. Big contradictions on big data: 71% of marketers say they plan to have Big Data solutions in place in the next two years. But 75% of marketers can’t calculate their ROI of their marketing spending and and 50% of them say that IT is not a strategic partner. (ZDNet)
18. Another contradiction: while 86% of companies are comfortable marketing with social tools, only 41% use social tools for communicating with customers. (Forbes)
B2B Social Media Marketing Stats and Facts
19. Nearly half of B2B marketers planned to increase their overall marketing budgets this year despite continuing economic challenges. Two-thirds planned to increase digital marketing spending. (Social Media Today)
20. Another source found that almost half of B2B marketers (the same “almost half”?) anticipate an increased budget for 2014, while just 3% foresee spending reductions. (eMarketer)
21. Just 38% of b2b marketers say they have a defined social media strategy. (Marketing Pilgrim)
22. Twitter is the most popular platform in b2b, with 85% of marketers saying they use this. LinkedIn is a close second at 82%. (Marketing Pilgrim)
23. Nearly three-quarters of b2b marketers say they can’t measure the ROI of social media at, or can measure it only some of the time. The primary measurement of social media success is increased website traffic. (Marketing Pilgrim)
24. Is social media displacing PR? In a recent survey of B2B PR professionals, 94% said they use social media to promote announcements vs. 71% who use press releases. 45% said they would use social media if they could use just one promotional vehicle vs. 24% who said they would issue a press release. (B2B PR Sense Blog)
25. 60% of B2B marketers identify lead generation as their top online marketing challenge. And more than a third (36%) say they can’t accurately attribute online conversions to the correct marketing channels. (eMarketer)
26. Which lead gen tactics work best? B2B marketers put email marketing at the top (with 51% saying this is a highly effective tactic) followed by SEO and content marketing (38% each), offline events like trade shows (31%) and paid search/online ads (29%). Just 11% say social media is highly effective for lead gen, and 1% identify mobile marketing. (eMarketer)
27. In terms of difficulty of execution, nearly half (49%) of B2B marketers put social media marketing at the top, followed by content marketing (39%), SEO (26%) and mobile (25%). (eMarketer)
28. Opportunity being squandered: B2B buyers under 35 years old (a growing group) are 131% more likely to make corporate purchases online than their older counterparts. 90% of B2B buyers age 18-35 now make company purchases online, compared with 45% of those age 45-60 and 29% of those age 60+. Yet nearly half have purchased from Amazon Supply in the past year because their current suppliers aren’t offering an online purchase channel. (BizReport)
29. Another opportunity being squandered: More than 90% of B2B marketers consider webinars/webcasts, e-books, white papers, and published articles to be either “very” or “somewhat” effective in achieving SEO and marketing objectives. Yet less half utilize webcasts and just 20% create e-books. (MarketingSherpa)
30. While B2B B2B buyers age 60+ conduct online research before purchasing less than 10% of the time, younger buyers (age 26-45) do research before purchasing 50% of the time or more. Another reason it’s vital to have a framework for maximizing a brand’s online visibility. (BizReport)
31. More than 80% of B2B decision makers say they visit vendor-independent communities or forums, vendor-sponsored communities or forums, and LinkedIn at least monthly for business purposes. (Marketing Charts)
32. 32% of B2B decision makers use Pinterest at least monthly, but only 2% do so primarily for business reasons. (Marketing Charts)
33. 87% of B2B companies view social media (other than blogs) as a highly successful element of their marketing mix. 83% say the same for articles on websites, 78% eNewsletters, and 77% blogs. (MyCustomer.com)
34. The top four metrics used to measure B2B social media success are web traffic (60%), sales lead quality (51%), social sharing (45%) and sales lead quantity (43%). (MyCustomer.com)
35. Almost 60% of all social media-referred traffic to B2B websites comes from just three networks: Facebook, Twitter and LinkedIn. (It’s All About Revenue)
36. In 2012, less than a third of B2B marketers said their social media activities were either “fully integrated” or “very involved” with company-wide operations. Today that figure is close to half. (eMarketer)
37. The top marketing tactics used by B2B marketers this year were social networks (84%), email marketing (72%), SEO (56%) and press releases (51%). The least popular tactics, each used by less a quarter of marketers, were online ads, seminars and ebooks. (eMarketer)
Statistics About Social Media Use in the Enterprise
38. 77 of the Fortune Global 100 companies have at least one official corporate Twitter account. (leaderswest Digital Marketing Journal)
39. 48% of the Fortune Global 100 are on Google+. (leaderswest Digital Marketing Journal)
40. More than one-third of Fortune 500 companies have active Google+ accounts. However, 19% of the companies with Google+ corporate accounts have not yet activated them. Google+ remains the only major social platform with a significant number of open—but inactive—accounts. (MediaPost)
41. 70% of the Fortune 500 companies have Facebook pages, including nine of the top 10 companies. (MediaPost)
42. The top five social networks used by B2B marketers to distribute content are LinkedIn (83%), Twitter (80%), Facebook (80%), YouTube (61%) and Google+ (39%). (Social Media Today)
43. Another study pegs the top three social networks in use buy Fortune 500 companies are Twitter (77%), Facebook (70%) and YouTube (69%). (leaderswest Digital Marketing Journal)
44. The leaders of these companies lag in their own social media use, however. Of the 500 leaders of the biggest companies in the US, only 28 have a Twitter account, and only 19 of them actually use it. (Quartz)
45. 68% of Fortune 500 CEOs have no social media presence whatsoever. Among the rest, 26% are on LinkedIn, but less than 10% are on Facebook and just 1% – five CEOs – are on Google+. (Quartz)
46. And yet, 90% of global business executives say that social media is important today or will be within a year. (Deloitte University Press)
47. Maybe they just aren’t doing it right? When asked to rank their company’s social business maturity on a scale of 1 to 10, more than half of global business executives gave their company a score of 3 or below. Only 31% gave a rating of 4 to 6. Just 17% ranked their company at 7 or above. (Deloitte University Press)
48. By department, the largest users of social media in enterprises are marketing (with 78% using social media to a moderate to great extent), IT (64%), sales (63%), and customer service (62%). The functions using social media least are operations (46%), supply chain operations (36%), risk management (35%) and finance (28%). (Deloitte University Press)
49. More than 40% of enterprises measure the success of their externally facing social media initiatives based on social reach (e.g., number of fans/followers) or brand reputation enhancement. Just 14% measure it based on sales. 19% don’t measure it at all. (Deloitte University Press)
50. Among the Interbrands Top 100 brands (B2C), nearly all have a presence on Facebook and Twitter. 76% are also on Google+, 74% are on Pinterest, almost a third (31) are on Tumblr. (MediaPost)
51. Why Tumblr? Because “posts tend to have a longer shelf life on Tumblr than Facebook and Twitter through ‘reblogs,’ or reposts of updates. Almost a third of reblogs (29%) took place more than 30 days after the initial post.” (MediaPost)
52. Does that mean B2B marketers should jump on Tumblr to promote their thought leadership content as well? Not necessarily; MTV claimed the second-highest number of reblogs in a recent period. Sprite claimed the most reblogs over that timeframe, with more than 85,000 for a single post with an animated GIF of a game of spin the bottle. (MediaPost)
Small Business Social Media Statistics and Facts
53. 78% of small businesses attract new customers through social media. (Relevanza)
54. This despite the fact that 80% of SMB websites don’t display links to the company’s social networks. (iMedia Connection)
55. The top three challenges faced by SMB B2B marketers are lead quantity (69%), lead quality (60%), increasing brand awareness (56%) and reaching decision makers (52%). It seems like those figures haven’t budged much in 20 years. (MarketingProfs)
56. The three tactics viewed as most effective for generating SMB B2B sales leads are company websites, email newsletters, and tradeshows. LinkedIn and Facebook were also cited as effective by more than half of marketers, coming in just ahead of direct mail. (MarketingProfs)
57. At the other end of the scale, Pinterest, outdoor media and virtual events were cited as the lead effective tactics for SMB B2B lead generation. (MarketingProfs)
58. SMB marketers identify the top three benefits of social media marketing as increased exposure (89%), increased website traffic (75%), and access to marketplace insights (69%). However, less than half said that it either reduced marketing expenses or increased sales. (eMarketer)
59. Small business marketers are most likely to outsource TV/radio advertising (40%) and SEO (35%); they are least likely to outsource email newsletter and social media marketing management (less than 5% each). (Constant Contact)
60. However, those decisions are often budget-driven. Half or more of SMB marketers would prefer to outsource both TV/radio ads and SEO, and nearly 20% would outsource social media marketing if they could. (Constant Contact)
Content Marketing Facts and Stats
61. The content marketing challenges faced by enterprises and small businesses must be very different, right? Well…yes and no. Marketers in companies large and small rank are challenged by producing engaging content, producing enough content, producing a variety of content, and measuring content marketing effectiveness in broadly similar proportions. But surprisingly, they part ways on the challenge of lack of executive buy-in (38% of enterprise marketers vs. 25% of SMB marketers say they are challenged by this), lack of budget (48% enterprise, 38% SMB) and most dramatically, lack of integration across marketing channels (58% enterprise, 23% SMB). (Content Marketing Institute)
62. 92% of marketers believe that content creation is either “very” or “somewhat” effective for SEO. (leaderswest Digital Marketing Journal)
63. More than half of B2B and business-to-government (B2G) marketers focus on white papers and case studies as key components of their content marketing, compared to less than 10% of B2C marketers. However, those on the consumer side focus much more on customer reviews (44% vs. 27% for B2B). (MarketingSherpa)
64. Different types of content address different levels of the purchase funnel. At the top of the funnel, blog posts, news articles, press releases and social media content drive awareness. In the consideration stage, “category level” web page content, “long tail” blogs and news articles, newsletters, FAQs and white papers are most effective. (Brandpoint)
65. On average, 25% of marketing budgets are now spent on content development, delivery and promotion. (B2B Marketing Insider)
66. 87% of buyers say online content has a major or moderate impact on vendor preference and selection; but 43% say “blatantly self-promotional” content is a major turn off. (B2B Marketing Insider)
67. 54% of B2B marketers plan to increase spending on content marketing in 2014. (MyCustomer.com)
68. 77% of B2B marketers use a blog as part of their content marketing mix, and 70% use online video. (Social Media Today)
Business Blogging Statistics and Facts
69. Blogs convert readers into buyers. 42% of consumers look to blogs for information about potential purchases; 52% say blogs have impacted their purchase decisions; and 57% of marketers have acquired new customers with their blogs. (leaderswest Digital Marketing Journal)
70. Despite that, just 34% of Fortune 500 enterprises maintain corporate blogs – up from 28% in 2012. (leaderswest Digital Marketing Journal)
71. Within the Fortune 500, telecommunications (53%) and specialty retailers (48%) are most likely to have blogs. (leaderswest Digital Marketing Journal)
72. 77% of B2B firms maintain blogs. (MyCustomer.com)
73. Or do they? Another source puts the share of B2B marketers using blogs at 39% in 2013, down from 48% in 2012. Hmm, confusing. (eMarketer)
SEO and Search Marketing Stats and Facts
74. 50% of searchers on Bing click the first organic result. Only about 6% click the third result, 3% on the fourth result, and 1% on results near the bottom of page one. (Search Engine Land)
75. However—a lower position isn’t always bad. If the searcher clicks the “back” button because the top result didn’t meet expectations, then he or she is 5-8 times more likely to click on a lower result than on the initial search. That is, the CTR for a result near the bottom of page one can be as high as 8% after a “back” button click. (Search Engine Land)
76. 50% of marketers cite web pages as “very effective” for SEO. Really, only 50%? (leaderswest Digital Marketing Journal)
77. Another study puts the figure above at 95%; that sounds more like it. (MarketingSherpa)
78. 50% of consumers say they are more like to click on a search result if the brand appears multiple times on the results page. This is why web presence optimization is vital! (leaderswest Digital Marketing Journal)
79. Marketers produce a wide variety of content to support SEO, with web pages (79%), social media (74%) and blogs (68%) topping the list. The least-used tactics? Mobile apps (14%), digital magazines (11%) and podcasts (8%). (MarketingSherpa)
80. Search AND social rule. Among marketers who rate their companies’ SEO strategies as “highly effective” in achieving marketing objectives, 38% have extensive integration between their social media and SEO tactics, and only5% have no such integration. Among those who call their SEO “not successful,” just 2% have extensive search and social integration, while 50% have no connection between these activities. (Marketing Charts)
81. Again comparing “superior” to “inferior” SEO strategists, those in the superior group are 67% more likely to say that creating original content is their most effective SEO tactic, and three-and-a-half times more likely to cite changing search engine algorithms as a critical obstacle to achieving their objectives, while being far less likely (6% vs. 58%) to point to the lack of a clear and concise strategy as a main challenge. (Marketing Charts)
82. Organic or paid? No, both! Paid search supports organic SEO efforts: paid-search ads alongside organic listings in position two through five receive two out of every three clicks from the search engine results page (SERP). When organic results are well below the fold in positions six through 10, paid search is responsible for nine out of 10 clicks to the Web site. (MediaPost)
83. Even when organic results fall in the first position, consumers still click on the paid-search ad. When a paid listing appears on a SERP with the top organic listing for the same keyword, the organic result gets 60% of the clicks on average and the paid link 40% of clicks. (MediaPost)
84. Just 23% of marketers generate more than half of all leads through organic search. 22% of companies generate between a quarter and half of all leads via search, and 24% obtain less than one out of every 10 leads via SEO. (MarketingSherpa)
Mobile Marketing Statistics
85. 50% of clicks on mobile banner ads are accidental. (iMedia Connection)
86. Still, mobile video is the fastest growth area in marketing. (iMedia Connection)
87. And 35% of B2B marketers plan to increase their spending on mobile marketing this year. (Social Media Today)
88. Facebook will account for 13% of worldwide mobile ad revenue in 2013. (Social Media Today)
Facebook Statistics and Facts
89. 77% of B2C companies and 43% of B2B vendors have acquired customers from Facebook. (leaderswest Digital Marketing Journal)
90. 81% of B2B decision makers say they visit Facebook at least monthly–but only 2% do so primarily for business purposes, as opposed to 42% who do so primarily for personal purposes. (Marketing Charts)
91. 20% of all internet page views come from Facebook. (iMedia Connection)
92. 95% of all social media-referred traffic to B2C websites is generated from just five social networks: Facebook, Twitter, Reddit, StumbleUpon, and YouTube. 74% comes from Facebook alone. (It’s All About Revenue)
93. On Facebook, brevity matters. Keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. You can get up to 66% more engagement if you cut it down to less than 80 characters. (Buffer)
Twitter Statistics and Facts
94. 34% of marketers say they have generated leads from Twitter. (leaderswest Digital Marketing Journal)
95. To maximize click-throughs from your tweets, keep them to 100 characters or less and tweet in the afternoon (between 1:00 and 4:00 EST). (leaderswest Digital Marketing Journal)
97. 18% of U.S. adult internet users are now on Twitter, double the percentage from 2010. (MediaPost)
98. Using Twitter for social media? Great idea, but you’d better be listening. 81% of Twitter users expect a same-day response to questions and complaints aimed at brands. (Forbes)
99. There are 400 million tweets sent each day. (Social Media Today)
(And incidentally, the only organizations that have indexed all tweets back to the beginning of the service are Twitter itself, the Library of Congress, and Topsy. And presumably the NSA.)
100. 50% of technology companies have acquired a customer through Twitter. (Social Media Today)
101. While posting the same headline and link, over and over, is obnoxious, strategically repeating a tweet several hours apart–when different groups of your followers are likely online–can substantially increase click-throughs, without being annoying. (Buffer)
102. For tweets with links, 120-130 characters is the ideal range to maximize retweets. (Buffer)
103. Use hashtags—but sparingly. Tweets with one or two hashtags get 21% higher engagement on average, but those with three or more actually get 17% less engagement. (Buffer)
As marketing becomes more data-driven, it’s vital to use data to keep up with trends, competitor strategies, and developments in your market. To that end, 94.7% of all marketers love blog posts about marketing statistics.
For example, 93% of marketers use social media for business. But how do marketers and consumers view social media differently? How do top executives use social media? Small businesses? Rapidly growing companies? B2b vendors? What are the best days and times for Facebook updates? What’s the average click-through rate of a link shared on Twitter? What tactic do 92% of SEO professionals view as effective? What percentage of queries on Google each day are new to the world (i.e., won’t show up in keyword research tools)?
Find the answers to these questions and many, many more here in 101 vital social and digital marketing stats for (the rest of) 2013.
Social Media Facts and Statistics
93% of marketers use social media for business. (WordPress Hosting SEO)
Social media has reached middle age(d). The fastest growing segment of social media users is now adults aged 45-54%. 55% of this age group now have a profile on at least one social network. (State of Search)
Facebook, Twitter and Google+ are the most popular social networks with search engine marketers. The second-most popular tier includes YouTube, blogging and LinkedIn. The least popular major networks are Flickr, Tumblr and StumbleUpon. (B2B Infographics)
Marketers aren’t like ordinary people. (A pause here while you absorb the shock of that statement). While 86% of marketing professionals have “liked” at least one brand on Facebook, just 58% of consumers have done so. And the gap is even more dramatic on Twitter, where 61% of marketers but just 12% of consumers follow at least one brand. (Thought Reach)
Furthermore–75% of social media users “object to major companies and platforms using their personal information for commercial purposes.” And just 12% admit to having their purchases influenced by Facebook “Likes” or Google “+1s”.(Relevanza)
How big are these networks? As of January 2013, the five largest social networks based on active monthly users were: Facebook (1 billion), YouTube (800 million) and Google+ (343 million) followed by Twitter and LinkedIn with 200 million active monthly users each. (TECHi)
Social media users are more social than non-social-media-using-internet-users in real life too: social networkers are 18% more likely to work out at a gym or health club, 19% more likely to attend a sporting event, and 26% more likely to give their opinion about politics and current events. (TECHi)
Half of all social media users under age 35 follow their online friends’ product and service recommendations. (TECHi)
Three-fourths of marketers planned to increase strategic efforts on social media and social networking sites this year, with 68% also focusing more on SEO and 63% on blogs. (eMarketer)
One in five married couples met online. But…20% of all divorces are blamed on Facebook. Coincidence? Hmm. (WordPress Hosting SEO)
As universal as business use of social media can seem to be, 26% of companies still block access to social media sites in their workplaces. 31% have no social media policy in place. (WordPress Hosting SEO)
54% of consumers say that “smaller communities have greater influence on a topic than larger ones.” (MarketingProfs)
Social media…to engage or to advertise? Turns out agencies are slightly more likely than in-house marketers (81% vs. 75%) to advertise on social networks, while corporate marketers are significantly more likely to utilize “free” social media tools (89% vs. 71%). (Heidi Cohen)
70% of brand marketers (and 60% of agency professionals) view social media advertising as more valuable for building brand awareness than for driving direct response. (Heidi Cohen)
But–contradicting the statistic above–66% of brand advertisers want to see a measurable sales bump from social media advertising. (Heidi Cohen)
How C-Level Executives Use Social Media
82% of buyers say they trust a company more when its CEO and senior leadership team are active in social media. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
77% of buyers are more likely to buy from a company if its CEO uses social media. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
And yet – 36% of executives say their CEO “either does not care, or cares little, about the company’s reputation in social media.” (Polaris B)
It helps having a woman at the top. Female small business CEOs are 78% more likely to say social media is highly valuable to their firm’s growth (20.8% vs. 11.6%), and 43% less likely to say it isn’t valuable (14.2% vs. 25%). (Marketing Charts)
Email is still the most effective way to reach top executives; 90% say they check their inboxes regularly. 64% use LinkedIn on a regular basis, while 55% say the same for Facebook. (WordPress Hosting SEO)
How the Inc. 500 Fastest-Growing Companies Use Social Media
Only one-third of the companies in the Inc. 500 say they can adequately determine ROI for the social media spending. (Relevanza)
Yet 35% of marketers say ROI is the most important measure of inbound marketing success. 24% say marketing’s influence on sales and 16% cite conversion rate as the key metrics. (Marketing Charts)
90% of Inc. 500 companies use at least one major social media platform. And 62% say social media is either “somewhat” or “very” necessary to their growth. (Heidi Cohen)
But just 44% of Inc. 500 companies maintain a blog. “This low number is a surprise since blogs drive social media, content marketing and search.” (Heidi Cohen)
How Small to Midsized Businesses (SMBs) Use Social Media
21% of small businesses plan to increase spending on social media advertising this year. (eMarketer)
92% of small businesses say that social media is an effective marketing technology tool. They are evenly split on the effectiveness of social media for attracting new customers vs. engaging existing customers. (e-Strategy Trends)
A whopping 95% of small businesses view blogging as an effective marketing technology tool–second only to email marketing. 15% say blogging is most effective at engaging existing customers; 11% value it more for attracting new customers; and 69% say blogging is equally effective for both objectives. (e-Strategy Trends)
Facebook Facts and Statistics
Obsession? 23% of Facebook users check their accounts five or more times every day. (WordPress Hosting SEO)
But it’s vital for businesses to have a Facebook presence: 80% of Faceook users prefer to connect with brands on Facebook. (WordPress Hosting SEO)
47% of Americans say that Facebook has a greater impact on their purchasing behavior than any other social network. (State of Search)
Facebook = mobile. More than half of all Facebook members have used the social network via a smartphone, and 33% use a phone as their primary means of Facebook access. (State of Search)
67% of b2c marketers have generated leads through Facebook. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
33% of milennial consumers are more likely to buy from a company if it has a Facebook page. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
The best time and day for Facebook postings? Saturdays at noon. To maximize sharing, post to Facebook 3-4 times per week. (Visual.ly)
56% of Facebook users check in at least daily. 7% say they would check a message “during an intimate moment.” Awk-ward. (TECHi)
Half of all mobile web traffic in the U.K. goes to Facebook. (WordPress Hosting SEO)
48% of consumers who follow brands on Facebook do so in order to take advantage of sweepstakes and promotions. 18% follow to complain about a product or service. (MarketingProfs)
67% of the Inc 500 use Facebook, a decline of 7 percentage points from 2011. Facebook “demands dedicated resources” but doesn’t always show a comensurate return. (Heidi Cohen)
While 75% of internet users over age 45 prefer to share information using email, 60% of those under 30 say the same for Facebook. (Relevanza)
LinkedIn Facts and Statistics
97% of business executives have used LinkedIn. (Search Engine Journal)
LinkedIn rules for business owners. Asked which social media tool had the greatest potential to help their firms, 41% of small business owners chose LinkedIn. More CEOs chose LinkedIn than chose Facebook, Twitter, YouTube, Google+ and Pinterest combined. (Marketing Charts)
LinkedIn is the “social platform of choice” for companies in the Inc. 500, the index of the fastest-growing companies in the U.S. 81% of these firms use LinkedIn, compared to 67% on both Facebook and Twitter. (Relevanza)
80% of LinkedIn users are at least 30 years old. (Relevanza)
Twitter Facts and Statistics
On Twitter, frequency (and quality) matter: 71% of all tweets are ignored. Just 23% generate a reply. (Search Engine Journal)
Worse, 56% of customer tweets to companies are ignored. (WordPress Hosting SEO)
69% of follows are based on recommendations from friends. (WordPress Hosting SEO)
34% of marketers say they have generated leads using Twitter. (WordPress Hosting SEO)
53% of Twitter users have been using it for less than one year. (State of Search)
50% of Twitter users are more likely to purchase from brands they follow. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
The average click-through rate (CTR) for a link shared on Twitter is about 1.6%, BUT—the average CTR drops as one’s number of Twitter followers increases. Accounts with 50-1,000 followers generate a better-than-6% average CTR; the rate drops to less than 0.5% on average for accounts with 10,000 or more followers. (Bit Rebels)
During the work week, Tuesday has the highest CTR (1.8%) and Friday the lowest (under 1.5%). (Bit Rebels)
During the day, CTRs are highest between 8:00-10:00 am and 4:00-6:00 pm. (Bit Rebels)
When planning timing of tweets, keep in mind that almost half of the U.S. population lives in the eastern time zone, and 80% of Americans live on eastern or central time. (Visual.ly)
Maximum CTR on tweets occurs between 4:30 and 5:30 p.m. Unless you are particating in a Twitter chat, there’s no point in tweeting more than four times per hour. (Visual.ly)
Nearly 40% of top executives say they check Twitter regularly. (WordPress Hosting SEO)
67% of the Inc 500 use Twitter. Though valuable for content marketing and customer service, it is labor-intensive. (Heidi Cohen)
Pinterest Facts and Statistics
Women still constitute 80% of Pinterest users. (Search Engine Journal)
50% of users are parents. (WordPress Hosting SEO)
80% of pins are repins. (WordPress Hosting SEO)
Pinterest and Tumblr are among the “stickiest” social media sites, each accounting for, on average, 89 minutes of time spent per month per user. That compares to 21 minutes monthly on average spent on Twitter, 17 minutes on LinkedIn, and just three minutes on Google+. (TECHi)
25% of all female internet users in the U.S. use Pinterest–compared to just 5% male web users. (eMarketer)
Google+ Facts and Statistics
Google+ has attracted users, but not engagement. Non-mobile users spend an average of just three minutes per month on the site, and 30% of users who make a public post never make another one. (Search Engine Journal)
40% of marketers use Google+. Two-thirds plan to increase activity there over the coming year. (WordPress Hosting SEO)
This doesn’t count as an official statistic, but in the process of collecting 100+ social media stats and facts, only the two above related specifically to Google+. For whatever that’s worth.
Blogging Facts and Statistics
B2b companies that maintain blogs generate, on average, 67% more leads per month than non-blogging firms. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
57% of marketers have acquired customers via their blogs, and 52% of consumers say blogs have impacted their purchasing decisions. (B2B Infographics)
Just 44% of Inc. 500 companies blogs – but that is up from 2011. (Relevanza)
Blogs are rated by consumers as the third-most influential category of sites influencing purchasing behavior (after retail sites and brand sites) – yet they garner just 10% of social media budgets (comnpared to 57% for Facebook). (Pamorama)
Blogs are the fifth-most trustworthy source overall for online information (ahead of Google+, forums, online magazines, brand sites, Twitter and Pinterest). (Pamorama)
86% of “influencers” blog. (Pamorama)
23% of top executives say they read blogs regularly. (WordPress Hosting SEO)
Content Marketing Facts and Statistics
Content marketing works. 70% of marketers say that content marketing has increased their brand awareness; 59% believe it supports sales growth; and 45% say it has reduced their advertising costs. (iMedia Connection)
92% of SEO practitioners say content creation is an effective SEO tactic, and 76% regularly invest in content creation. (B2B Infographics)
Marketers spend most of their time producing blog posts, article and guides, social media updates, e-newletters, and news releases; they spend the least on podcasts, polls and surveys. (B2B Infographics)
While 90% of companies are engaged in some form of content marketing [http://webbiquity.com/book-reviews/book-review-content-rules/], just 36% believe their efforts are highly effective. (Polaris B)
Images are (important!) content too: 94% more total views on average are attracted by content containing compelling images than content without images. Using photos provides a 37% increase in Facebook engagement and 14% increase in news release pageviews. (Heidi Cohen)
B2B Marketing Statistics and Facts
Social matters in b2b. 53% of b2b buyers follow social discussions about vendors they are considering. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
The role of sales has changed. 67% of the typical “b2b buyer’s journey” is now done digitally. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
Google accounts for 90% of search traffic to b2b websites. (MediaPost)
Average conversion rates for different types of b2b web traffic: 1.60% overall; 2.89% for email; 1.04% for referral visits; 1.96% for paid search; 1.80% for branded search; 1.65% for direct visits; 1.45% for non-brand organic search; and 1.22% for social media. (MediaPost)
The biggest challenges for b2b content marketers? 64% struggle to produce enough content, while just over half (52%) find production of “engaging” content a challenge. (imFORZA)
More than 80% of b2b marketers use LinkedIn, Twitter and Facebook to distribute content. 61% use YouTube and 39% Google+. The least popular channels (all with single-digit percentage use) are Foursquare, Instagram, Tumblr and Quora. (Polaris B)
SEO is for traffic, social is for leads? Organic search accounts for, on average, 41% of traffic to SMB b2b websites, but just 27% of leads. Social media, in contrast, supplies just 2% of visits but 5% leads. And email accounts for just 1% of web traffic on average, but 9% of leads. (eMarketer)
Breaking that social traffic down one level, Facebook accounts for 54% of b2b website social media visits, but just 9% of leads; Twitter, on the other hand, provides less than a third of social visits but a whopping 82% of social leads. (Really?) (eMarketer)
SEO Statistics and Facts
Search produces quality traffic. SEO leads have a 14.6% sales close rate on average, compared to 1.7% for outbound leads (e.g., from direct mail or print advertising). (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
Search is the top traffic driver to content-oriented websites, producing on average nearly four times the traffic of social media (41% from search, 11% from social). (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
Another study found an even more dramatic advantage for search, with organic search supplying 40% of all traffic (and Google alone accounting for 36% of visits) to b2b websites, while social media accounted for just 5% of traffic. (Forbes)
Keyword research only goes so far: 16% of daily Google searches, on average, have never been seen before. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
Remeber when Google first started “hiding” the exact keywords used in organic search, and promised this would only affect a small percentage of search traffic? It now hides, on average, keyword data for 41% of all organic searches. (MediaPost)
For b2b websites, on average, the split between branded and non-brand search traffic is 31%/69%. (MediaPost)
6 of 10 organizations plan to increase SEO spending this year. (imFORZA)
One-third of searches are location based. (imFORZA)
71% of marketers say that content marketing has helped inprove their site’s ranking in organic search, and 77% say it has increased website traffic. (iMedia Connection)
Nearly a quarter of U.S. small businesses plan to spend more on their web presence this year–as well they should. As of early 2013, “More than 60% lacked an address on their homepage, and nearly 50% did not provide a contact number…47% were not present on Google Places, and 35% did not have a Bing Local presence.” (eMarketer)
Don’t forget to optimize videos for search. YouTube is the second-largest “search engine” by volume of searches. (WordPress Hosting SEO)
Top brands spend, on average, 19% of their digital marketing budgets on search, vs. 14% on video content and 10% on social media. But the largest share (41%) goes to display advertising. (MarketingProfs)
Mobile Marketing Statistics and Facts
25% of all internet searches last year were made on mobile devices. And 25% of all U.S. internet users are mobile only (includes tablets). (imFORZA)
More than three-quarters (77%) of mobile users use their smartphones and tablets for searching and social networking. (imFORZA)
While mobile marketing is by no means unimportant, it may not justify quite the attention it gets. Marketers have a disorted view of the market because while 90% of marketing professionals own smartphones, but half of consumers do. And while 41% of marketing professionals say they have made a purchase based on information on Facebook, less than a third of consumers with smartphones–and just 12% of consumers without smartphones–have done so. (Thought Reach)
Forget the app, just use email. 33% of consumers say the email is the most effective tool for building loyalty, vs. 26% of marketers. On the other hand, 23% of marketing pros believe that custom apps are most effective at loyalty building; just 7% of consumers agree. (Thought Reach)
Asked how their marketing strategies would change in 2013, the largest percentage of marketers (82%) planned to increase their focus on mobile media. The largest decreases were expected in newspaper and magazine advertising. (eMarketer)
Email marketing is like the car my teenagers drive (and you thought there were no original analogies left!)—it’s been around for 20 years and there’s nothing flashy about it, but it’s reliable, effective, and there’s at least a 50-50 chance it will continue to do it’s job for quite some time to come.
In spite of all the abuse of the medium that’s been perpetrated over the years either maliciously (in the case of spammers) or simply as a result of ineptitude by well-meaning but ill-informed marketers, consumers and business decision makers alike continue to be willing to exchange their email addresses for the promise of valuable information on a regular basis. But both groups have become more sophisticated; more wary of subscribing in the first place, and quicker to unsubscribe if they don’t perceive value in a sender’s communications.
That means email marketers need to be more thoughtful and creative in terms of attracting subscribers, crafting email subject lines that will lead to opens and click-throughs, designing messages that are distinctive yet clear on any device, and most importantly, creating content that both provides value to the recipient and achieves organizational goals.
How can you make sure your emails avoid the spam filter and actually reach their intended recipients? What are the most effective techniques for building an opt-in email list? How can you minimize unsubscribes? What’s the best day and time to send emails? How can you craft killer subject lines that maximize open rates?
Find the answers to these questions and more here in two dozen of the best email marketing guides from the past year.
General Email Marketing Tips & Techniques
The key to maximizing your email open rates is to write great subject lines, but before recipients will even see your subject lines, your messages have to get by spam filters. Karen Rubin lists nearly 400 words and phrases to avoid in subject lines in order to improve deliverability, such as “order status,” “home based,” “lowest price,” “free offer” and, of course, “Viagra.”
Email Marketing: Avoid the pitfalls of a direct-mail mindset by MarketingSherpa
Adam T. Sutton advises marketers not to treat email like direct mail, for example by avoiding segmentation: “In direct mail, segmentation is used to keep costs down…When email came along, direct mail marketers saw a bonanza. An email cost less than a penny to send. Companies stopped seeing the point in segmentation.” That’s the kind of thinking that produces spam.
10 Unsubscribe Page Best Practices by Betterment
Writing that “Catching your precious subscriber with one foot out the door isn’t the same as permanently bidding them arriverderci. Handled correctly, your unsubscribe page can actually snatch a loyal subscriber from the jaws of…whatever the opposite of that is,” Jason Amunwa lists 10 techniques to win back unsubscribers, among them giving your readers options (such as changing message frequency), letting them know you’re a person, and not using one-click unsubscribe.
Why you should measure email ROI by iMedia Connection
Mitch Lapides explains why measuring email ROI (and not just metrics like open rates) is important, how to measure it, and the four main categories of factors that can affect ROI, such as list hygiene: “a high number of inactive users—subscribers who have stopped opening your emails but haven’t unsubscribed—can hurt your email deliverability. Between 0.5 percent and 2 percent of a typical email list becomes inactive each month. And it’s not unusual to find between 30 percent and 60 percent of an email list inactive, especially if an organization hasn’t removed inactive subscribers or run a re-engagement campaign in a few years.”
Allyson Galle answers the top questions posed following a popular email webinar, such as: should emails come from the company or from an individual name (answer: it depends, test); how long should subject lines be; what constitutes a decent click-through rate; and what’s the best day and time to send emails?
7 Steps to a High-Converting Email Marketing Campaign by The Daily Egg
Sherice Jacob provides an “‘email marketing campaign checklist’ of how to not only launch a profitable mailing list, but keep subscribers hungry for more,” from creating your signup form and determining the optimal placement for it on your website to personalizing email subject lines and continually testing.
Shelley Pringle shares a dozen best practices for effective email marketing, from having a clear goal for each message (“Every marketing email you send should include a call-to-action. If there’s no link in the email, you won’t be able to track or measure your campaign, including the open rate, and more importantly, the click-through rate”) and segmenting your list to focusing on benefits and keeping your messages brief.
How to Combine Email and Social
Email and Social: A Killer Combo by ClickZ
Robin Neifield offers a dozen tips to help “integrate email and each of the major social properties,” such as, on Facebook, “Definitely use your status updates to tease upcoming emails—especially if you have an offer or promo. Provide a link so users can sign up for email if they are not already on the list.”
An inside look into the convergence of email and social by iMedia Connection
Wikus Engelbrecht offers “insights and practical tips on how to integrate and manage your cross-channel voice and leverage (email, social and mobile) in unison to get better results.” For example, create integrated messages: start by crafting “a short and sharp (email) subject line, at 50 characters or less; which should clearly state what your readers can expect from your email, what’s in it for them or what you want them to do as a result…By taking that message to the 120 character frame in Twitter, you can create more interest and clarify your call-to-action. Add a #hashtag and use a shortened URL to save on character count. A Facebook post gives you the opportunity to entice fans even more by expanding your message to 150 characters. Remove the #hashtag you used in Twitter and add a compelling graphic.”
Email Marketing Benchmarks, Facts and Statistics
Is Email Dead? Nope [INFOGRAPHIC] by eStrategy After Hours
A great infographic to share with the “email is dead / social media is the future” crowd. Among the facts David Erickson shares here: three times as many people have email accounts as are on Facebook, and compared to Twitter the ratio is ten to one. There are 60 million Facebook posts each day—but 188 billion email messages sent. Email volume continues to grow, and more than half of marketers still say that email is popular in business.
Gavin O’Malley reports that less than four out of five marketing emails actually make it to the recipient’s inbox, and the rate is trending downward. He also explains why more messages are ending up in spam folders and what marketers can do to improve their deliverability rates.
Email Campaign Volumes Surge, Open Rates Stronger by MarketingProfs
Research from Epsilon shows that average email open rates increased in the past year, while typical click-through rates fell slightly (from 5.5% to 5.2%). Among other findings: messages from banks and general retailers garner the highest average open rates (34%-36%), while emails from consumer publishers and apparel retailers are most likely to be ignored. By type, service-related emails have the highest open rate (46%) while editorial emails average 33% and marketing messages just 20%.
Infographic: Email open rates by time of day by MarketingSherpa
David Kirkpatrick shares an infographic that breaks down common patterns in email open and click-through rates to try to identify the best time to send emails. Among the findings: emails are most likely to be opened between 8:00 and 9:00 a.m. and again between 3:00 and 4:00 p.m. Also, nearly a quarter of all commercial emails are opened within one hour after sending. After 24 hours, the open rate is near zero.
B2B Email Marketing Best-Practices and Trends by MarketingProfs
According to a study by Pardot, only 30% of B2B marketers use email as a primary lead generation tactic; most consider email to be a more valuable tool for lead nurturing. The majority of B2B marketers (65%) spend less than 25% of their budgets on email. Tuesday is generally viewed as the best day for sending B2B emails, and Friday the worst. And there’s more.
Email List Building Tips
Constantly adding new names to your subscriber list is crucial, because as Andrew Pitre reports, “your email marketing database degrades by about 25% every year. Your contacts’ email addresses change as they move from one company to another, they opt-out of your email communication, or they abandon that old AOL address they only use to fill out forms on websites.” He then offers more than two dozen tips to help keep your list growing, from QR codes and online contests to ebooks and videos.
5 Ways to Generate More Email Sign Ups by Duct Tape Marketing
John Jantsch steps through five tactics by building an email list, such as feature with content: “Many WordPress theme frameworks today (Genesis and Thesis) allow for what are being called ‘feature boxes.’ These feature boxes make it easy to place a sign up box at, say, the end of each blog post or top of your blog home page. Placing your email offer where people are reading and enjoy your content improves uptake.”
Email Tips for Lead Nurturing
Corey Eridon advises that “If you’re interested in starting or improving upon your existing lead nurturing campaigns, make sure you incorporate these 6 types of emails into your lead nurturing mix to help move your leads swiftly through the sales funnel,” including emails that are personal, that educate, and that help recipients improve some aspect of their lives.
Noting that “The idea behind lead nurturing is to provide your leads with valuable content that targets their needs and goals in order to guide them through your buying cycle until they are sales-ready,” Sarah Goliger serves up seven tips for more effective nurturing emails, from communicating to your prospects based on information you already know about them to putting the emphasis on helping your prospects—not yourself.
Email Design Tips
It’s Not You, It’s Outlook – The Complete Guide for Email Marketers by VerticalResponse Marketing Blog
Noting that Outlook has numerous problems rendering HTML emails properly–”If you’re an email marketer… you’ve probably encountered some form of Outlook error. Your email looks pristine on your shiny iPhone, Android device, or web-based email client, but suddenly blows up when you open it up in Outlook”–this post details HTML elements that Outlook does not support, and provides recommendations for work-arounds.
Lauren Smith reviews the basics of email design: color, typography, layout, and device-awareness. That last consideration is easy to overlook, but “rather than focusing on creating emails that look great in one particular environment, emails should be optimized for all inboxes,” particularly since only 3% of recipients will typically bother trying to read your email on more than one device.
How to Write Awesomely Effective Email Subject Lines
14 Email Subject Line Hacks by ClickZ
***** 5 STARS
Noting that “If our email is to be read, our subject lines must save our recipients from mindless autonomy,” Brian Massey lists 14 helpful “hacks” for creating compelling subject lines, such as shock and awe (example: “Media Measurement: Science, Art or a Load of Crap”), make up words (“The Making of Twittamentary”), and metaphors and similes (“Snackable Content: Working in a Bite-Sized Future”).
The Subject Line Strategy That Gets 541% More Response by AWeber Communications
Amanda Gagnon reports on an extensive test conducted to determine which type of email subject lines (clear or creative) perform better in terms of comments, tweets, Facebook Likes, traffic and subscriptions. And the winner is…
Use web analytics to choose email subject lines by WhatCounts
Christopher S. Penn provides step-by-step instructions one how to use Google Analytics data to identify high-volume, high CTR search queries you can test as email subject lines “to see if your audience is as interested in your emails as they are in what’s bringing them to your website.” Note that you’ll need to have your Google Analytics and Google Webmaster Tools accounts linked in order for this to work.
Although she acknowledges that “there’s really no such thing as the perfect subject line—or, if there is, it must be hiding with Bigfoot and the Loch Ness Monster,” Justine Jordan nevertheless takes a shot at that process with this helpful infographic. Among the tips: ask questions; keep subject lines short (40 characters or less if possible); focus on being relevant, specific and timely; and always be testing.
The past year has seen a steady flow of thoughtful articles and blog posts dealing with topics like the changing world of SEO, the convergence of search and social, the growing importance of PR in website rankings, the critical role content marketing plays in online visibility, the need to coordinate the efforts of various types on digital marketing experts…in short, about web presence optimization (WPO)–even if most of the authors don’t actually use that term.
WPO is the overarching term and concept that these writers are searching for to describe the significant and undeniable changes that have taken place in the search landscape over the past 12-18 months. Backlinks still matter—but the quality of those links matters more than the quantity (indeed, sites can even be penalized for having too many spammy, low-quality backlinks pointing to them). PR, social media, and the production of fresh, high-quality content are vital for maximizing search engine visibility. Online advertising doesn’t directly affect organic search, but it is a vital component of online visibility and can support social and content marketing efforts.
Whether they use the WPO term or not, the authors here deal with a range of compelling questions related to optimizing visibility on the web today, such as: what is “influencer marketing” and why does it matter? How is the role of social media evolving in online visibility? How are agencies and brands successfully integrating owned, earned and paid media efforts? How can you best manage a team of digital marketing professionals to coordinate and optimize overall efforts?
You’ll find the answers to those questions and many more here in more than two dozen of the best WPO guides, tips, tactics and strategies of the past year.
Influencer Marketing – What it is, and Why YOU Need to be Doing it by The Daily SEO Blog
Eric Enge notes that while quality content is a vital component to maximizing online visibility, “superior content is not enough. Unless the world gets to know about it your superior content will get you nowhere. You have to have a way to get the word out. This is where ‘Influencer Marketing’ comes into play. By definition, influencers reach a lot of people (often more than you do), and they have the ability to influence people’s opinions.” He then explains, in richly illustrated detail, how to identify the influencers in your market and persuade them to amplify your content.
The Real Relationship between Social Media and SEO by SocialMouths
Writing that “Everybody knows social media and SEO are connected, but how?…Unfortunately, it’s hard to sort things out because the social-SEO relationship is becoming more intertwined (some would say, muddled) all the time,” (well, that’s why a sound WPO strategy is required, but anyway…) Brad Shorr first distinguishes between rankings (which are what your website gets) and overall display visibility (which includes ads, third party content about you, news, etc. and is much more important) then lists 10 action steps to focus “on social media activities that have SEO impact.”
Why the future of marketing relies on social by iMedia Connection
Curtis Hougland reports that “The average shopper in 2011 used an incredible 10.4 sources of information to make a decision. Simply, there is no epicenter to your marketing any more — not the advertising, not the website, not the store, not the social channel.” He then explains how this insight requires a change in behavior in terms of how marketing teams approach brand, awareness, structure and channels. (It’s also a driving factor behind the WPO framework.)
Brand Choreography Through Integrated Marketing Communications by Blue Focus Marketing
Observing that “the subject of Integrated Marketing Communications is hotter than ever It’s a source of competitive advantage. However, both planning and executing remain a challenge,” Mark Burgess outlines a strategy for what he terms “brand choreography,” essentially communicating a consistent brand message across multiple media channels. He concludes that “Marketers must explore new methods to leverage all elements of the communication mix—advertising, sales promotion, PR, direct marketing, search, Web, and social media—into a single, cohesive, holistic approach.” Which is WPO.
Marketing Research Chart: Does your organization have an inbound strategy? by MarketingSherpa
Kaci Bower reports on MarketingSherpa research showing that “while three quarters of organizations think integration of SEO and social is essential,” less than half of marketers are integrating these tactics (much less content optimization, PR and SEM). But they should be: “the integration of these complementary tactics improves conversion rates. Our research showed a 59% improvement in conversion rates from organic search traffic for marketers who integrated social media and SEO, over those who did not.”
SEM + SEO [PRESENTATION] by e-Strategy Trends
David Erickson shares a presentation from Performics detailing “the cumulative and powerful effect of combining search engine advertising and search engine optimization.” Among the findings presented: “Paid search ads increase clicks to your site, even if you have the #1 organic listing on the search results page,” and a unified web presence strategy will ultimately drive more traffic to a web site than doing organic or paid search alone—or, for that matter, with PR, social or industry marketing.
How to integrate your paid, owned, and earned media by iMedia Connection
Noting that while “agencies recognize the importance of integrating these three media channels for marketing effectiveness…agency revenue models, particularly media agency models, are potentially threatened by integrating paid, owned, and earned media,” the awesome Rebecca Lieb explains how to get it done, including ensuring that the agency understands the importance of (WPO) metrics.
Search in A World Of Converged Media by MediaPost Search Insider
Expanding a bit on Rebecca’s post (above), the brilliant Ryan DeShazer recommends that digital marketers take on the role of “orchestrators” of “all facets of digital and traditional marketing” (or in other words, web presence optimization), and that they use thought leadership as a marketing communications hub.
Search Critical in Brand-Building Strategies by eMarketer
“Search is where the audience can be found,” according to research from eMarketer, noting that 85% of U.S. internet users used search engines either daily or fairly often. Furthermore, “Brands need search—and not just paid ads and higher organic rankings—to help them achieve their overall marketing goals…(but) since search does not stand on its own, all brands should continually develop a broad range of destinations and content that take advantage of the keywords, key phrases and language the target audience uses.” In other words, WPO.
Why social media agencies are a farce by iMedia Connection
***** 5 STARS
Writing that “When I first saw social media agencies starting to pop up all over the place, I started to wonder if there were ever fax marketing agencies. Was there a rush of ambitious entrepreneurs setting up shop to offer fax marketing services when fax machines were brand spankin’ new just because they knew how to use one?,” David Waterman brilliantly drives home the point that social media needs to be integrated into overall online marketing efforts.
Though he doesn’t use the term WPO specifically, he does offer this succinct analysis in support of the WPO model: “For example, you can take any part of his statement, swap the order, and still be left with a valid statement:
- SEO is part social media, audience development, part advertising, and part PR.
- PR is part SEO, part audience development, part advertising, and part social media.
- Audience development is part SEO, part social media, part advertising, and part PR.
- Advertising is part SEO, part audience development, part social media, and part PR.”
Top Inbound Marketing Activities For SEO [CHART] by e-Strategy Trends
David Erickson (again) presents some interesting data on how SEO pros handle inbound marketing. Of the top 10 activities, only a few are “traditional SEO” tasks; the others are focused on social media, analytics, competitive analysis, and content development. As the lines between different specialties continue to blur, silos will have to be eliminated in favor of coordinated efforts.
The Search Power of Brand by SEO Book
Contending that “Having a clear identity (brand) makes you memorable. People will remember your site name. People will search for your site name. And when enough people do that, then there is little chance Google can ever drop you below number #1 for brand searches. If you get it right, Google will even rank you against relevant related keywords you aren’t targeting,” Peter Da Vanzo argues that building a strong brand online is as important for SEO (and web presence more broadly) as traditional generic keyword optimization techniques. He concludes that “SEO, and wider marketing and brand strategy, will all meld together,” which is a pretty good description of WPO strategy.
Why PR Should Not Own SEO (Nor Social Media or Content Marketing) by Social Marketing Forum
Observing that “Since Google’s Panda and Penguin updates, social interaction and relevant content have become more important for search engine optimization (SEO) than ever before. Social media, content marketing and search (SEO and SEA) must be integrated,” the insightful J-P De Clerck concludes that “No channel or tactic should be isolated and no department should own a tactic.” Indeed! The different disciplines need to be unified under a comprehensive approach to web presence.
Investing in SEO: Marketers Do More SEO than They Think by iMedia Connection
Krista LaRiviere, CEO of web presence optimization software vendor gShift Labs, offers some excellent guidance on creating a content marketing strategy that incorporates content development, SEO, social media, PR, video, email marketing and paid search in an integrated fashion. She also shares some slightly misleading numbers, claiming that “94% of searchers click through on organic search results, and that the top three positions in Google earn 61% of the clicks” while just 6% of clicks are on paid search results (ads). While this is true for the universe of all search results, for commercial searches (that is, those searches where a user is looking for information about a product or service in support of a buying decision), clicks on paid results are significantly higher.
Content Optimization Beyond Search [INFOGRAPHIC] by eStrategy Trends
David Erickson (yet again) presents a fascinating infographic on, as the title implies, the importance of optimizing content beyond search. While search is still vital, web users are increasing discovering content througn social networks and social sharing (and search engines are increasingly considering social signals in rankings), meaning that – content needs to be compelling and optimized (and promoted) in channels beyond search.
SEO, Social and Content Marketing in Top Demand by eMarketer
Research from eMarketer shows that nearly a quarter of marketers spend time on content marketing, social media and SEO on a daily basis, and that “over two-thirds of online marketers worldwide generated short-form content assets such as blog posts, social media updates, articles and guides—all of which are used in SEO, social media and content marketing.” We’d add that combining these tactics is even more effective when done by a team focusing on coordinated WPO objectives.
Five Ways to Maximize your Digital Marketing Team by Digital Marketing Suite
Jani Rayner offers tips to “get the best from digital teams,” such as encouraging “the Display, Social and Search teams to work closely together – you will be surprised (or perhaps not) how often this doesn’t happen,” and scheduling regular monthly report[http://wpoinc.com/wpo-metrics-dashboard/business-wpo-metrics-pricing/].
5 Killer SEO Insights from Analyzing a Billion Dollars in AdWords Spend by The Daily DEO Blog
***** 5 STARS
WordStream founder and CTO Larry Kim, slumming on an SEOmoz blog, presents five key insights gained from analyzing an enormous quantity of SEM data, including the average cost of keyword clicks by industry (in the b2b technology realm where we dwell, it ranges from $1.11 to $1.67), to the phenomenal growth in paid search clicks (driven by Google utilizing more screen real estate for these) to demonstrating how the Google display network is effective and complementary to organic SEO efforts. As with WPO, it all works together.
Go Alexa Pro and improve your SEO by WordPress Hosting SEO
Berrie Pelser showcases an infographic from Michelle Shaeffer detailing how she took her blog to a top 100K rank on Alexa using social media, guest blogging, article marketing, news releases…in other words (without quite using the words), through web presence optimization.
Search Marketing: Time To Re-engineer by MediaPost Marketing Daily
Contending that “Long the afterthought of the digital marketing tool kit, ‘search’ is emerging as a nexus between consumer behavior and real-time data. In fact…search must be viewed as a strategic imperative in today’s convergent marketplace…But in order for search to be truly effective, the way we approach it must evolve,” Sargi Mann outlines three key areas that must be addressed and warns against slipping into “turf wars” of disconnected areas of expertise.
6 Small Business Marketing Trends for 2013 by Masterful Marketing
The insightful Debra Murphy outlines six key trends that will affect small business online visibility in 2013, including content marketing, mobile support, and most importantly, “Web presence optimization is the future…(it) helps you consistently increase the digital footprint for your business. Expanding your presence onto the proper social media sites creates more visibility for your brand, enables you to network with people online in addition to offline, and attracts your ideal client through useful information and tools that help them solve a specific problem.”
SEO – Content | Confusion | Clarity by Search Engine Watch
Andy Betts writes that SEO professionals are no longer just tactical implementers, or strategic thinkers, or content marketers, but all of those plus being “holistic and integrated digital marketer(s).” He details the changes forced by Google’s Panda and Penguin updates, comments on the convergence of paid/earned/owned media, and muses about the importance of content production and distribution in this excellent post.
It’s Still the Wild West for Digital Marketers. Get Excited. by BuzzStream Blog
Dan Tynski discuss recent changes to the search markeing landscape and concludes that “If you consider yourself an just an SEO, it is probably time to shift your perspective. Ranking well in Google has become much much more than it was in years past where typical SEO tactics alone could lead you or your clients to success. This new era requires that you become a digital content and online PR expert.” Or perhaps a maestro of web presence optimization, coordinating the efforts of all of the different experts involved in online presence (PR, SEO, content development, social media, PPC) to maximize total online visibility for a company or brand.
Seven Principles to Building an Online Reputation by Spin Sucks
PR expert and author Gini Dietrich shares a presentation and guidance on building an online reputation. Among her key principles: create engaging and valuable content; build a community (“you don’t have a community until people begin talking to one another without the help of the blog’s author”); and comment on other content (her example proves that you never know where this may lead).
Breakdown Of A Person’s Google Results by The Backup List
Though WPO and online reputation management are commonly thought and written about in terms of companies and brands, the same principles apply to an individual’s online presence. Here, Mark Hayes shares an infographic detailing “how people look in Google,” from key points to know (such as that one billion individual names are searched on Google each day, but only half of people own the top result for their own name) to how to make your individual online presence more positive.