Professional Documents
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TABLE OF CONTENTS
1 2 3 4 5 6 7 8 INBOUND VS. OUTBOUND MARKETING...3 SEARCH ENGINE OPTIMIZATION.23 EMAIL MARKETING.42 SOCIAL MEDIA...54 BLOGGING....79 FACEBOOK...103 TWITTER......127 MOBILE ....155
Audiences everywhere are tough. They dont have time to be bored or brow beaten by orthodox, old-fashioned advertising.
We need to stop interrupting what people are interested in & be what people are interested in.
CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLDS 4TH LARGEST AD AGENCY)
FACT
The Internet has fundamentally changed the way people find, discover, share, shop, & connect.
>1/3
of the worlds population is on the Internet.
SOURCE: ICT FACTS & FIGURES, 2011
79%
of online shoppers spend at least
50%
# OF US CITIZENS
300,000,000
200,000,000
SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
FACT
47%
will spend more than they did in 2011
42%
will spend same
89%
maintaining or increasing their inbound budgets
of marketers are
11%
will spend less than they did in 2011 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
The average budget spent on company blogs & social media has nearly tripled in three years.
21%
THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG
9%
2009
2011
61% LESS
FACT
Inbound marketing tactics dont just generate leads. They generate revenue.
62% 60%
57% 52% 44% 40%
OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.
20%
0%
Company Blog
52%
45% 38%
INBOUND
40%
34%
33%
OUTBOUND
28% 19%
20%
0%
Blogs
Social Media
Direct Mail
Telemarketing
Trade Shows
46% 40%
26%
26%
OUTBOUND
20%
10%
0%
Trade Shows
Direct Mail
Telemarketing
Social Media
Blogs
Go inbound or go home.
Many Americans begin their purchasing experience by doing online research to compare prices, quality, and the reviews of other shoppers. Even if they end up making their purchase in a store, they start their fact-finding and decision-making on the Internet.
JIM JANSEN SENIOR FELLOW PEW RESEARCH CENTERS INTERNET & AMERICAN LIFE PROJECT SEPTEMBER 2010
FACT
61%
44%
In May 2011...
other
GOOGLE SITES
Google sites led the search market with 65% of SEARCH queries.
2,900,000
175,000,000 4,000,000,000
57%
SOURCE: NIELSON, 2009
TV
web
FACT
OTHER * 5%
*INCLUDES NONTRADITIONAL ORGANIC RESULTS, SUCH AS SHOPPING LINKS, LOCAL RESULTS, NEWS, ETC.
ORGANIC 70%
SOURCE: MARKETINGSHERPA, FEBRUARY 2007
20%
SHARE OF CLICKS
13% 10% 9%
7%
5%
3%
1 2 3 4 5 6 7 8
4%
3%
10
75%
The average click-through rate for paid search in 2010 (worldwide) was 2%.
YANDEX
1.3%
YAHOO!
1.4%
2.5%
BING
2.8%
FACT
The more keyword-rich content you generate, the more search engines will find (and love) you.
Businesses that
20 times/month
get
5X
4 times/month.
6X
51-100
97%
Companies with more indexed web pages get way more leads.
74
236%
MEDIAN MONTHLY LEADS
22
12
5 <60 7
60-120
121-175
176-310
>311
# OF INDEXED PAGES
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
EMAIL MARKETING
27% of emails were opened on a mobile device during the second half of 2011
30%
27%
25%
20%
20%
15%
10%
5%
0%
Early 2011
SOURCE: KNOTICE, APRIL 2012
Late 2011
The word "exclusive" in email promotional campaigns increases unique open rates by 14%.
14%
Not Exclusive
SOURCE: EXPERIAN, APRIL 2012
Exclusive
59%
of B2B marketers say email is the most effective channel in generating revenue.
$$$$$$$
SOURCE: BTOB MAGAZINE, MARCH 2012
less than
1/3
Investment in email marketing will grow from $1.3B in 2010 to $2B by 2014.
2.5
1.5
0.5
2010
SOURCE: FORRESTER RESEARCH, JANUARY 2012
2014
FACT
SOCIAL MEDIA
While social media is not the silver bullet that some pundits claim it to be, it is an extremely important & relatively low cost touch point that has a direct impact on sales & positive word of mouth.
JOSH MENDELSOHN VICE PRESIDENT CHADWICK MARTIN BAILEY
FACT
20%
US Internet users spend 3X more minutes on blogs & social networks than on email.
VIDEOS/MOVIES 4%
PORTALS
4%
8%
10%
24%
Social media use in the U.S. has increased by 356% since 2006.
2006
SOURCE: NETPOP RESEARCH, ARIL 2012
2012
60%
50% 40% 30% 20% 10% 0%
0-11
12-17
18-24
25-34
35-44
45-54
55-64
65+
INTERNET USERS WHO USE SOCIAL NETWORKS VIA ANY DEVICE AT LEAST ONCE PER MONTH
SOURCE: EMARKETER, FEBRUARY 2011
2.7
Shopping
Browsing
Gaming
Multimedia
Social
News
FACT
38%
35% 26%
FRIENDS
EXPERTS
ONLINE FRIENDS
BRANDS
63% of companies using social media say it has increased marketing effectivenessamong other benefits.
Increasing effectiveness of marketing Increasing customer satisfaction 50% 45% 35% 26% 24% 24% 63%
Increasing revenue
U.S. local SMBs actively use social media marketing to promote their businesses.
FACEBOOK LINKEDIN TWITTER YELP YOUTUBE MYSPACE FOURSQUARE GOWALLA 3%
SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
More than 1/2 of U.S. SMBs say social media sites play an important role in active sales.
VERY IMPORTANT 15%
HOW IMPORTANT IS SOCIAL MEDIA IN SEEKING OUT POTENTIAL NEW CUSTOMERS/CLIENTS ?
More than 1/3 of US SMBs say social media helps them get found online.
GENERATE SALES 6% SOCIAL MEDIA HELPS ME TO
8%
12%
15%
39%
45%
40%
20%
77%
60%
55%
40%
20%
405
AVERAGE MINUTES/MONTH
100
50
89
3
0
Google+
Pinterest drives more referral traffic than Google Plus, LinkedIn and YouTube combined.
BOTTOM LINE
BLOGGING
FACT
152,000,000
100%
92%
66% 56%
50% 43%
70%
78%
0%
Less Than Monthly Monthly Weekly 2-3 Times Per Week Daily Multiple Times a Day
40%
30%
20%
10%
0%
2008
2009
2010
2011
2012
There are bloggers today than there were three years ago.
28.1 26.2 22.9 24.0
31% more
2008 2009 2010 2011 INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS)
SOURCE: EMARKETER, AUGUST 2010
18%
3%
3%
ONCE A WEEK ONCE A DAY MORE THAN ONCE A DAY
29%
22%
5% 3%
LESS THAN 5
5 TO 10
10 TO 50
50 TO 100
NUMBER OF BLOGS
Nearly 40%
MY COMPANY USES A BLOG FOR MARKETING PURPOSES.
39%
16%
2007
2008
2009
2010
2011
FACT
17%
14% 13%
55% more
website visitors.
1480
2250
55%
# OF MONTHLY VISITORS
DONT BLOG
BLOG
B2C companies that blog generate per month than those who do not.
15
DONT BLOG
BLOG
B2B companies that blog generate per month than those who do not.
15
67%
DONT BLOG
BLOG
77% lift
23
77%
<12
12-23
24-51
>51
# OF BLOG ARTICLES
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
49%
33%
< MONTHLY
MONTHLY
WEEKLY
2-3X/WEEK
DAILY
MULTIPLE TIMES/DAY
FACT
51%
% OF BLOG READERS
40%
MORNING
AFTERNOON
EVENING
NIGHT
# OF VIEWS
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
# OF COMMENTS
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
People share, read and generally engage more with any type of content when its surfaced through friends and people they know and trust.
MALORIE LUCICH, FACEBOOK SPOKESPERSON FEBRUARY 2011
FACT
60%
55% 40%
40%
20%
Brands get a
46%
65%
35%
70%
VIEWS : SHARES
:
9:1
SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL
164 Million
152 Million
~7 hours/month
7HOURS
SOURCES: COMSCORE
38.2
38.6
37.9
35.8
34.3 27.6
32.2
26.7
20
16 12
13
15.8
5.6
5.9
6.4
6.4
Jul-07
Dec-07
Apr-08
Jul-08
Dec-08
Apr-09
Jul-09
Dec-09
Apr-10
Jul-10
WINDOWS LIVE 6%
TWITTER 7%
FACEBOOK 35%
YAHOO 13%
GOOGLE 31%
Facebook has become the preferred way of sharing content, second only to email (for now).
EMAIL
84%
88%
44%
54%
TELEPHONE
Male
Female
PRINT OUT
Were not just engaging with our friends on Facebook. Were engaging with businesses of all kinds.
17
ARTISTS
92
43
MEDIA
57
Avg # of Comments/post
Avg. # of Likes/post
9
BRANDS
54
Many internet activities that once took place on separate, isolated venues are now funneled through Facebook. These include email, instant messaging, blogging, gaming, video-sharing and online shopping.
FACEBOOK USERS: THE JUGGERNAUT ROLLS ON PAUL VERNA | MARCH 21, 2011 | EMARKETER
FACT
45%
35%
MYSPACE
25%
Important 24%
Useful 24%
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
The number of marketers who say Facebook is critical or important to their business has increased by 75% in three years.
45% 40% 35%
42%
75%
30%
25% 20% 15% 10% 5% 0%
24%
In 2009
In 2012
128
FACT
152 Million
21 Million
25%
40%
AT LEAST ONCE/DAY
15%
AT LEAST ONCE/WEEK
30%
AT LEAST ONCE/MONTH
22%
15%
FACT
33%
18%
19%
11%
12% 7%
AGE 12-17
AGE 18-24
AGE 25-34
AGE 35-44
AGE 45-54
AGE 55+
14%
AGE 30-45
10%
AGE 46-64
6%
AGE 65+
1%
30%
17% 13%
16% 12% 8%
ADVANCED DEGREE
4-YR COLLEGE
HIGH SCHOOL/LESS
20%
11% 8%
>$100K
$75K - $100K
$50K - $75K
$25K-$50K
UNDER $25K
10%
19%
12%
27% 29%
24% 16%
25% 11%
37%
25%
14%
11%
3% NEWSPAPER RADIO
13%
TV
INTERNET
2:41
2:05 1:56
0:26 0:28
NEWSPAPER
RADIO
TV
INTERNET
FACT
41%
31%
28%
PURCHASE PRODUCTS/SERVICES
21%
19%
79% of US Twitter users are more likely to recommend brands they follow.
NOT SURE 6%
NO 15%
67% of US Twitter users are more likely to buy brands they follow.
NO 23% NOT SURE 10%
57% of all companies that use social media for business, use Twitter.
DONT USE TWITTER 43%
B2B companies are far more likely to use Twitter than B2C companies.
75%
MY COMPANY TWEETS.
49%
B2B
B2C
55%
40%
B2B
B2C
More than 1/3 of marketers say Twitter is critical or important to their business.
Not Useful 14% Critical 15%
Useful 24%
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Companies that use Twitter average 2x more leads/month than those that do not.
86
USE TWITTER
B2C companies with >100 followers have 146% more leads/month than those with <100.
35
146%
# OF MEDIAN MONTHLY LEADS
32
14 11
<21
21-100
101-500
>500
# OF FOLLOWERS
SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
FACT
MOBILE
54% of iOS web traffic is devoted to search VS the 36% Internet average.
SEARCH THROUGH IOS
54%
36%
IOS
SOURCE: CHITIKA, APRIL 2012
INTERNET AVERAGE
60% of consumers do product or service research several times a month via a mobile device.
1% of emails are first opened on mobile devices, then on desktop PCs later.
FACT
OVER HALF
SOURCE: SEARCH ENGINE LAND, 2011
lead to purchase.
90%
of text messages are read within
3 MINUTES
of being delivered.
SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011
3.5 BILLION of
them use a toothbrush.
SOURCE: 60 SECOND MARKETER, 2011
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