Posts Tagged ‘David Erickson’
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.
With 92% of companies now incorporating social media into their marketing efforts, it’s no longer sufficient to just “be there” on social networks. Today’s most effective marketers are optimizing content across channels, coordinating search and social marketing activities with traditional PR, and measuring their web presence and performance with sophistication.
The first step to improving digital marketing results is to understand the emerging trends and best practices. This post, along with 79 Remarkable Social Media Marketing Facts and Statistics for 2012 and 87 More Vital Social Media Marketing Facts and Stats for 2012 previously published here, provide a solid foundation for that understanding.
What do buyers really want from social media marketers? What’s the key to generating more inbound marketing leads? What is the source of the largest share of social traffic to websites? (It’s not what you almost certainly think.)
Find the answers to these questions and many, many more here in over 100 engaging and intriguing social, search, content, inbound, email, mobile and other marketing stats and facts from the past few months.
25 Social Media Facts and Statistics
1. While 76% of marketers believe “they know what their consumers want” in terms of social media content and interaction, only 34% have actually asked those buyers. (e-Strategy Trends)
2. At least on the B2C side, there is a disconnect between what marketers think consumers think is important and what consumers actually value. Marketers believe the highest consumer priorities on social media are insights for buying decisions (59%) and customer service (58%). Consumers actually place the highest value on deals and promotions (83%) and rewards programs (70%). (e-Strategy Trends)
3. B2B buyers are most likely to share useful vendor content via email (79%), followed by LinkedIn (53%), Twitter (39%) and Facebook (18%). (Earnest Agency)
4. While three-quarters of marketers consider measurement of social media impact important, 70% say that measuring those results is difficult. (Marketing Charts)
5. 79% of marketers measure website traffic from social media, and 68% track engagement metrics on social networks, but just 26% measure the relationship of social media activity to leads and sales. (Marketing Charts)
6. Just 4% of marketers said their companies were “very effective” at measuring social marketing in 2012. While 47% felt somewhat good at social measurement in 2011, just 38% said the same in 2012. “Nearly half of respondents (47%) feel they or their companies are either not very good at social marketing measurement, or do not measure well at all.” (Marketing Charts)
7. Ever feel frustrated and less productive than you’d like to be at work, even though you’re working hard and putting in a ton of hours? There’s a reason for that! Interruptions (like email and social media) are messing us up. Consider:
- • The typical worker is interrupted once every 28 minutes on average.
- • 28% of the average work day is spent on interruptions and recovery time.
- • 45% of workers believe they are expected to work on too many things at once.
- • And tasks done in parallel take on average 30% longer to complete than those performed in a sequence.
8. Everyone knows women vastly outnumber men on Pinterest, but how about on other social networks? Women make up the larger share of users on Facebook (58% to 42%) and are a slightly larger share on Twitter (52% to 48%) while men are the predominate users of LinkedIn (63% to 37%) and Google+ (71% to 29%). Furthermore, half of all Google+ users are under 25 years old. (iMedia Connection)
9. Social CRM is still confusing. Only 16% of companies say they currently have a social CRM system in place. 21% plan to implement such a system in the coming year, but another 17% “don’t know what a social CRM system is and why businesses need it.” (Convince & Convert)
10. Only a quarter of all U.S. small businesses (20-99 employees) and a third of midsized companies say they use social media “to engage with customers and prospects in a strategic and structured way.” Another 20% of both groups say they use social media, but in an ad hoc manner. (eMarketer)
11. Despite growing interest in the concept of social business, less than 20% of U.S. companies have integrated social media with their customer service, sales, or product development processes. (eMarketer)
12. Worldwide, 86% of companies have a presence on Facebook and Twitter, while just over half use YouTube and Linked and only slightly more than a third have a presence on Pinterest and/or Google+. (eMarketer)
13. More than 80% of small to midsized businesses (SMBs) plan to increase their use of social media in 2013. Not suprising, considering that 87% of SMBs say that social media has helped them either somewhat or a great deal in th past year. Of those using this channel, social media accounts for 32% of SMB marketing activities. (Marketing Charts)
14. Okay, so most marketers have now embraced social media. But why? 84% of marketers say they use social media to “reach customers at multiple touchpoints,” while 62% want to reach customers where they spend time and 56% say that “customers expect them to be on social media.” (Marketing Charts)
15. Still, not every small business should be using social media—or at least not using it as they are currently. 79% of small business owners on Twitter post just once per day or even less frequently, yet one out of three want to spend less time on social media. These business owners would be best advised to either spend their time on other tactics or hire someone who knows and enjoys social media to interact on their businesses’ behalf. No deposit, no return. (Leaders West)
16. Social media may be good for 99 things, but lead generation ain’t one of them. According to research from MarketingSherpa, just 12% of marketers rate social media as “very effective” for lead gen while 27% say it is “not effective.” The only tactic that fares worse is print advertising (9% very effective vs. 30% not effective). (B2B Lead Blog)
17. Which social network sends the largest share of website traffic? The answer is…unknown. Literally. The well-known social networks like Facebook, Twitter and Reddit account for, combined, on average, less than half of all social traffic. The majority (as much as 70%) is “dark social”—links shared through email or instant messaging that generally get lumped in with “direct” traffic in analytics programs like Google Analytics. (The Atlantic)
18. The most popular social media sites for distributing B2B content are LinkedIn (used by 83% of B2B marketers), Twitter (80%) and Facebook (also 80%). After that, it falls off sharply; 61% use YouTube, 39% are on Google+, 26% utilize Pinterest (really?) and 23% share content on SlideShare. (MarketingProfs)
19. Using social media boosts website traffic: companies gain a 185% lift in Web traffic after achieving 1,000 Facebook likes, and businesses with 51 to 100 Twitter followers generate 106% more traffic than those with 25 or fewer followers. (MarketingProfs)
20. 92% of U.S. companies now use social media in their marketing efforts. (Heidi Cohen)
21. Different social media channels serve different purposes. Blogging is generally seen as most valuable for SEO, YouTube for content marketing, and social networks like Twitter, Facebook and LinkedIn most helpful for branding and engagement. (Heidi Cohen)
22. Globally, eight different social networks have now reached the 100 million user mark. Three of those (Weibo, the fourth-largest social nework, RenRen at #5 and Badoo at #7) are primarily used by non-English speakers. (WordPress Hosting SEO)
23. The average user spends nearly seven hours per month on Facebook, but just 21 minutes on Twitter, 17 on LinkedIn, and only three minutes on Google+. (WordPress Hosting SEO)
24. Social media now accounts for 18% of all time spent online, and the average American spends 6.9 hours per month on social networking. But we are spending less time on the phone, sending/reading email, and watching TV than we did just a few years ago. (WordPress Hosting SEO)
25. One-third of CEOs fail to consider their compananies’ social media reputation when making business decisions. (The Backup List)
12 WPO, Inbound and Content Marketing Stats
26. Leads from inbound marketing cost on average 61% less ($135 vs. $346) than outbound marketing leads. (Earnest Agency)
27. Though it varies across industries, of course, 24% of overall marketing spending last year was on digital/online marketing. Social media and SEO together account for 70% of that spending. (iMedia Connection)
28. Blogging generally gets the largest share of inbound marketing budgets, followed by social media, SEO (if calculated separately from blogging) and PPC advertising. Most outbound marketing spend is on telemarketing, followed by direct mail and trade shows. (iMedia Connection)
29. 57% of companies say they generated sales through their blogs, and an identical share have closed business through LinkedIn. 48% have generated customers through Twitter and 42% through Facebook. (iMedia Connection)
30. Why web presence optimization metrics are vital: half of marketers say tightening integration between social media and traditional marketing is a key goal for 2013, yet nearly a third identify that as one of their top social marketing challenges, and a whopping 57% way measuring social ROI is a challenge. (Convince & Convert)
31. 9 out of 10 marketers say they measure social presence (e.g., number of followers and fans) and social media-driven website traffic, but only about half measure share of voice and sentiment. (Convince & Convert)
32. Need more evidence that measuring social media ROI is hard? While about 90% of all companies do some form of social media marketing, just one out of eight measure the revenue impact directly from social media. (eMarketer)
33. The two biggest challenges faced by B2B content marketers are producing enough content (cited by 29% of marketers) and producing the kind of content that engages (18). Only 2% of marketers say that finding trained content marketing professionals is a big challenge. (MarketingProfs)
34. More content = more leads. On average, companies “with 51-100 web pages generate 48% more traffic than companies with 1-50 pages.” What’s interesting though is the differential is larges for very small companies (those with less than 10 employees), likely because larger companies make greater use of lead gen tactics like tradeshows, webinars and video. (Polaris B)
35. Lots more content = lots more leads. Companies with 101-200 web pages generate 2.5x more leads than those with 50 or fewer pages. More landing pages and more blog posts also mean more leads. On average, companies that have published 200 or more total blog posts generate 5X as much traffic as those with 10 posts or fewer. (Polaris B)
36. Inbound marketing leads cost on average 62% less than outbound-generated leads, and the “big three” inbound channels—blogs, social media and SEO—all cost less on average than any outbound channel. (Polaris B)
37. The financial services (75%), insurance (50%) and software (50%) industries are the most advanced when it comes to having separate content marketing strategies for each channel through which they distribute content. Companies in these industries are also the most likely to have formal content marketing editorial calendars. The automotive (14%) and banking sectors (14%) were the least likely to have separate strategies in place. (MediaPost)
8 SEO Stats and Facts
38. SEO has the biggest impact on lead generation for B2B companies. 59% of B2B marketers say SEO has the biggest impact on their lead gen goals, followed by social media (21%) and pay per click (20%). Not surprisingly, 98% of B2B marketers plan to maintain or increase SEO budgets next year. (Marketing Charts)
39. SEO also has the biggest impact on B2C lead gen. 49% of B2C marketers rank SEO tops for impact on lead generation, followed by pay per click (26%) and social media (25%). (Marketing Charts)
40. Agencies do SEO better. 21% of marketers who work with agencies on SEO report being highly satisfied with their program performance, compared with 11% of those who do SEO in-house. (Marketing Charts)
41. 78% of Internet users say they use the web for product research, and almost half (46%) of all searches on the average day for information on products and services (iMedia Connection)
42. Search is as popular as ever, but the percentage of searches actually done on search engines declined slightly in 2012 (by about 1%). More searches are taking place on websites (e.g. Twitter, Facebook, and on Amazon.com, which is the top destination for product search). Still, organic search on search engines drive 50% of all referring traffic, compared to less than 8% for social media. (MediaPost)
43. SEO is rated as the most effective lead generation tactic, with 34% of marketers calling it “very effective” while just 7% say it is not effective. The next-most-effective lead gen tactics are paid search (32% vs. 9%) and webinars (30% to 6%). (B2B Lead Blog)
44. Demand for SEO skills has never been greater. SEO job postings on job board indeed.com increased 1900% last year and people with ‘SEO’ in their LinkedIn profile have increased by 112%. Still, few SEO jobs pay six figures. (Conductor Blog)
45. The largest number of SEO job openings are in New York and San Francisco, with Boston at #5, Austin at #11 and my own Minneapolis at #12. (Conductor Blog)
3 SEM Facts
46. Think AdWords isn’t important? For “commercial” searches on Google, actual organic links can take up less than 20% of the screen real estate and links. (Founder’s Blog)
47. Agencies do SEM better. 20% of respondents working with agencies for PPC report being highly satisfied with their program’s performance, compared to 15% who manage pay-per-click programs in-house. (Marketing Charts).
48. Search (paid and organic) is a leading driver of new customer sales, while email matters most for repeat business. Social media isn’t a significant driver of either type of sale, though of course it is vital for support SEO, brand image (which leads to higher PPC click-through rates) and customer service. (Marketing Pilgrim)
3 Email Marketing Stats
49. There are 62 billion emails sent every day. The average worker receives 112 emails and spends 28 of his or her time on email each day. (Visual.ly)
50. Email is the most common lead gen tactic, used by 81% of marketers. (MarketingSherpa)
51. SEO drives traffic, but email drives conversions. While 43% of marketers say that organic search drives the greatest volume of traffic to their websites, only 29% say that traffic converts at the highest rate. On the other hand, though just 22% cite email as their largest web traffic generator, 25% say those visits convert at the highest rate. (MarketingSherpa)
7 Business Blogging Stats and Facts
52. Just 139 of the Fortune 500 corporations maintain public-facing blogs, only 29 more than in 2009. (e-Strategy Trends)
53. Only 185 of the Inc. 500 (fastest-growing companies) had a blog in 2011, down from 250 firms in 2010, despite the fact that 92% of all companies with blogs say it has been successful for their business. (e-Strategy Trends)
54. Meanwhile, 55% of small businesses have a blog. (Leaders West)
55. On average, companies that publish 15 or more blog articles per month generate five times more Web traffic than companies that don’t blog at all, and those that blog 9-15 times per month generate three times more traffic than companies that don’t maintain blogs. (MarketingProfs)
56. Companies that publish new blog posts just 1-2 times per month generate 70% more leads than companies that don’t blog at all. (MarketingProfs)
57. 57% of companies that blog have acquired a customer through their blogs. (Polaris B)
58. Blogs are the core of social media marketing. Among companies that use social media in their marketing efforts, 59% rank their company blog as critical or important to their business, higher than any other social sharing site or network. (Heidi Cohen)
8 Facebook Facts and Statistics
59. There are one billion posts per day made on Facebook. The average user spends nearly 7 hours per month on the social networking site, and one out of every five pageviews on the Internet is on…Facebook. (Visual.ly)
60. Three out of four American moms use Facebook. (iMedia Connection)
61. Facebook accounts for one out of every five pageviews on the Internet. It’s used by more than half of all people in North America, more than a third of all citizens in Australia and New Zealand, and more than a quarter of the population in Europe. (iMedia Connection)
62. Of Facebook’s one billion-plus users, 57% access the site at least occasionally from mobile devices. The most popular operating systems for mobile Facebook access are iOS (26%) and Android (21%). (Jeff Bullas)
63. Among Facebook marketers, 64% have used Facebook Events to inform fans about online or offline events, making this a far more widespread tool than display ads and targeted posts. (Marketing Charts)
64. 90% of small businesses are on Facebook, and roughly two-thirds post more than once per week. (Leaders West)
65. All of the Ad Age Top 100 Advertisers have now established Facebook pages for their brands. (WordPress Hosting SEO)
66. Facebook grew 18% in 2012 and accounted for more than half of all social content sharing. (AddThis Blog)
6 Twitter Stats
67. There are 400 million tweets per day on Twitter. A million new Twitter accounts are opened each day. The average user spends nearly and hour and a half on the site each month. (Visual.ly)
68. Twitter now has more than 500 million users worldwide, including more than 100 million in the U.S. Twitter’s second-largest user base is in Brazil. (Jeff Bullas)
69. Almost two-thirds (64%) of Twitter access is via Twitter.com (web access), while 16% of use is mobile and 10% is via Twitter clients like HootSuite and TweetDeck. (Jeff Bullas)
70. What’s the most popular marketing tactic on Twitter? 30% of marketers report using hashtags tied to specific campaigns, while 26% use Promoted Tweets. (Marketing Charts)
71. Twitter grew 55% in 2012 and accounted for 15% of all social content sharing. (AddThis Blog)
72. 42% of companies have acquired at least one customer through Twitter. (Polaris B)
6 LinkedIn Facts
73. LinkedIn has more than 150 million users, but less than 20% have reached the level of having 500 or more first-degree connections, and only 8% are using the paid premium version. (Jeff Bullas)
74. Also, only 51% of LinkedIn users have “complete” profiles, and just 52% spend two hours or more per week on the site. (Jeff Bullas)
75. The most popular use of LinkedIn is for researching people and companies (77%). Other popular uses include building relationships with industry influencers (50%), finding job opportunities (38%) and increasing brand recognition in the marketplace (37%). Just 28% of companies say they have generated identifiable business opportunities on the site. (Jeff Bullas)
76. The most popular marketing tactics on LinkedIn are the use of LinkedIn groups (cited by 33% of marketers) followed distantly by InMail messaging (14%), LinkedIn Events (13%) and LinkedIn ads (10%). (Marketing Charts)
77. LinkedIn is the most powerful social site for driving B2B sales. Pinterest is most valuable for driving B2C business. (Heidi Cohen)
78. Want to connect with top-level executives? 26% of Fortune 500 CEOs are on LinkedIn. Less than 8% are on Facebook. o% use Pinterest. (Heidi Cohen)
3 Google+ Statistics
79. Google+ has more than 400 million users, with 100 million accessing the site each month. The typical user is a male in his late 20s with a technical position or background. (Jeff Bullas)
80. Google+ users tend to be more technical than Facebook users. The top three brands on Google+ are Android, Mashable, and Chrome; on Facebook, the three most popular brands are Coca-Cola, Disney, and Starbucks. (Jeff Bullas)
81. 12 of the top 15 interest categories on Pinterest are related to commerce, including jewelry and accessories (#1), flowers and gifts (#2), food (#4), books (#7), travel (#8), apparel (#11), home furnishings (#14) and toys (#15). (Jeff Bullas)
3 Pinterest Facts
82. Mothers are 61% more likely to use Pinterest than the average American. Pinterest ranks as the #1 “family and lifestyle site” for moms – ahead of Disney Online. (iMedia Connection)
83. Pinterest’s user base is 79% female, and Apple-centric. The iPad is the most device for mobile access (55%), while an additional 17% of mobile access is through the iPhone. (Jeff Bullas)
84. Pinterest grew an astounding 379,599% in 2012. The biggest driver of growth was pins of food photos. (AddThis Blog)
6 B2B Marketing Facts and Stats
85. 9 out of 10 B2B buyers say when they are ready to make a purchase, they will find a vendor. 81% use search, 59% look for peer recommendations, and 41% read content from “thought leaders.” (Earnest Agency)
86. For purchases over $10,000, 70% of buyers review four or more pieces of content before making a decision. (That actually sounds quite low, doesn’t it?) The most popular type of content: white papers, read by 88% of buyers. (Earnest Agency)
87. Traditional marketing tactics are not dead. 74% of B2B marketers rate direct mail as very effective, while 72% say the same about live events and 71% call email marketing critical. (Earnest Agency)
88. 75% of B2B marketers use SEO for lead generation. 72% utilize social media, and 54% have embraced content marketing, while just 15% of marketers say they are using mobile marketing. (MarketingSherpa)
89. B2B marketers are spending more on content marketing. “On average, B2B content marketers are spending 33% of their marketing budgets on content marketing (in 2012), up from 26% (in 2011, and) 54% plan to increase content marketing spending next year.” (MarketingProfs)
90. The most popular B2B content marketing tactics are the use of social media other than blogs (used by 87% of B2B marketers), articles on their own websites (83%), eNewsletters (78%) and blogs (77%), followed by case studies, videos and externally published articles, all at about 70%. On the other end of the scale is gamification, used by just 11% of B2B marketers. (MarketingProfs)
3 Video Marketing Statistics
91. 75% of senior executives watch videos on business sites every week. 65% go on to visit a vendor’s website after watching a video. (Earnest Agency)
92. 71% of American Internet users watch online videos; 28% do so on a daily basis. (iMedia Connection)
93. YouTube is the world’s second largest social media site, with 800 million unique monthly visitors, and the second largest search engine. (Heidi Cohen)
6 Mobile Marketing Stats and Facts
94. Of the four billion mobile phones in use globally, more than a quarter (27%) are smartphones. Half of all local searches are performed on mobile devices. (iMedia Connection)
95. The top online uses of mobile phones are gaming (61% of users do this), checking the weather (55%), maps and search (50%) and social networking (49%). (iMedia Connection)
96. Despite the growing popularity of local mobile search and social activity, only 3% of U.S. small businesses use geolocation services. (eMarketer)
97. Mobile marketing is “becoming mainstream” for small to midsized businesses (SMBs). 18% said they were “very likely” and 31% “somewhat likely” to incorporate mobile elements in their advertising and marketing efforts to reach potential customers in the coming year. Meanwhile, 7 in 10 plan to either maintain or increase spending in this area (Marketing Charts)
98. Is mobile marketing effective for lead generation? The jury is still out. In a recent survey, 15% of marketers rated mobile marketing as “very effective” for lead gen while an identical share said mobile is not effective. (B2B Lead Blog)
99. 30% of all the time spent on mobile device use is on social networks. (MediaPost)
And Finally, 3 Other Miscellaneous Online Marketing Stats
100. While 45% of all B2B businesses have now implemented some type of marketing automation software, less than 20% of SMBs have done so. However, smaller companies that have embraced marketing process automation are nearly 50% more likely to report revenue growth above plan than those that haven’t. (MediaPost)
101. Half of all employed people in the U.S. have been with their current employer for less than five years. The average tenure for all employees is 4.6 years. Professionals in architecture and engineering (7 years) and management (6.3 years) tend to have the longest tenures, while occupations with the shortest tenures include food service (2.3 years) and sales (3.4 years). (westXdesigns)
102. Social media crisis management in crisis? More than 10% of companies report they will not take any action to respond to a damaging article or social media post. Worse, less than two-thirds of B2C executives and just 43% of B2B leaders even believe their companies could respond to a negative post within 24 hours. (The Backup List)