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This document provides an overview of inbound marketing tactics like search engine optimization, email marketing, social media, blogging and more. It includes various statistics that highlight how inbound marketing is more effective and less expensive than traditional outbound tactics. For example, inbound marketing costs 61% less per lead than outbound marketing and generates real customers and revenue for companies. Additionally, search engine optimization is critical as 70% of search users click on organic results, social media conversations actively influence purchases, and email marketing will grow to a $2 billion industry by 2014. Inbound channels like blogs and social media also acquire more customers and improve search engine rankings compared to outbound tactics.

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MARKETING STATS, CHARTS & GRAPHS
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
Inbound VS. Outbound Marketing
Audiences everywhere are tough. They don’t 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 (WORLD’S 4TH LARGEST AD AGENCY)
FACT The Internet has fundamentally changed the way people find, discover, share, shop, & connect.
>1/3 of the world’s population is on the Internet. SOURCE: ICT FACTS & FIGURES, 2011
ALMOST 8 NEW PEOPLE COME ONTO THE INTERNET EVERY SECOND SOURCE: INTERNETWORLDSTATS.COM, 2012
79% of online shoppers spend at least 50% of their shopping time researching products. SOURCE: POWERREVIEWS, FEBRUARY 2012
# OF US CITIZENS 300,000,000 200,000,000 SOURCE: FTC, JULY 2010 # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST
% OF PEOPLE WHO SKIP TV ADS % DECLINE IN TECH TRADE SHOW SPENDING SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010 % OF DIRECT MAIL NEVER OPENED
FACT Marketers are shifting their budgets away from “interruption” advertising.
47% will spend more than they did in 2011 42% will spend same 89% of marketers are 11% will spend less than they did in 2011 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 maintaining or increasing their inbound budgets
Direct mail is very expensive and ineffective for new leads. Marketing Professional Hardware Technology 11 to 25 Employees
The average budget spent on company blogs & social media has nearly tripled in three years. “THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG …” 21% 9% 2009 2011 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
61% LESS Inbound marketing costs per lead than traditional, outbound marketing. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
FACT Inbound marketing is a lot more cost-effective than traditional, outbound marketing.
Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Inbound marketing tactics don’t just generate leads. They generate revenue. “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.” 62% 60% 57% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Twitter
Customer acquisition by channel 57% of marketers acquired customers from blogging 44% of marketers acquired customers from Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Inbound marketing channels cost less than any outbound channel. 60% “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.” 52% 45% 38% 40% INBOUND 34% 33% OUTBOUND 28% 19% 20% 0% Blogs Social Media SEO (Organic Search) Direct Mail SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Telemarketing PPC (Paid Search) Trade Shows
Outbound marketing costs more. 46% “THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST.” 40% INBOUND 26% 26% OUTBOUND 25% 20% 0% 14% Trade Shows Direct Mail Telemarketing PPC (Paid Search) 14% SEO (Organic Search) Social Media SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 10% Blogs
THE BOTTOM LINE Go inbound or go home.
SEARCH ENGINE OPTIMIZATOIN
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 CENTER’S INTERNET & AMERICAN LIFE PROJECT SEPTEMBER 2010
FACT Google is the new Yellow Pages.
61% of global Internet users research products ONLINE. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
When researching branded products… 44% of online shoppers begin by using a search engine. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
In May 2011... other GOOGLE SITES SOURCE: COMSCORE, MAY 2011 …Google sites led the search market with 65% of SEARCH queries.
Worldwide, we conduct 131B searches per month on the web. PER MINUTE 2,900,000 PER HOUR 175,000,000 PER DAY 4,000,000,000 SOURCE: COMSCORE, JANUARY 2010
57% of TV viewers use the web simultaneously. SOURCE: NIELSON, 2009 TV web
FACT Ranking high on search engines is no longer optional, it’s critical.
70% of the links search users click on are organic—not paid. PAID 25% “WHICH SEARCH RESULT LINK DID YOU CLICK ON FIRST?’” OTHER * 5% *INCLUDES NONTRADITIONAL ORGANIC RESULTS, SUCH AS SHOPPING LINKS, LOCAL RESULTS, NEWS, ETC. ORGANIC 70% SOURCE: MARKETINGSHERPA, FEBRUARY 2007
60% of all organic clicks go to the top three organic search results. 27% SHARE OF CLICKS 20% 13% 10% 9% 7% 5% 3% 1 2 3 4 5 6 7 8 RANKING ON SEARCH RESULTS PAGE SOURCE: MARKETINGSHERPA, FEBRUARY 2007 4% 9 3% 10
75% of users never scroll past the first page of search results. SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
The average click-through rate for paid search in 2010 (worldwide) was 2%. 1.3% YANDEX 1.4% YAHOO! 2.5% GOOGLE 2.8% BING SOURCE: COVARIO, JANUARY 2011
FACT The more keyword-rich content you generate, the more search engines will find (and love) you.
Businesses that get 5X ≥20 times/month more traffic than those who ≤4 times/month. SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
Businesses with websites of 401-1000 6X 51-100 get more leads than those with . SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
Companies that blog have 97% more inbound links. 97% AVG # OF LINKS WITHOUT A BLOG AVG # OF LINKS WITH A BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies with more indexed web pages get way more leads. 74 MEDIAN MONTHLY LEADS 236% 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
THE BOTTOM LINE If Google can’t find, neither will anyone else.
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 …up from 20% during the first half of 2011
>80% of email marketers send the same content to all subscribers SOURCE: EXPERIAN, APRIL 2012
The word "exclusive" in email promotional campaigns increases unique open rates by 14%. 14% Not Exclusive SOURCE: EXPERIAN, APRIL 2012 Exclusive
84% of B2B marketers use segment targeting in their email campaigns. SOURCE: BTOB MAGAZINE, MARCH 2012
59% of B2B marketers say email is the most effective channel in generating revenue. $$$$$$$ SOURCE: BTOB MAGAZINE, MARCH 2012
less than 1/3 SOURCE: ECONSULTANCY, MARCH 2012 …of email marketing companies regularly test their email marketing campaigns.
Morning emails get high CTR. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
Investment in email marketing will grow from $1.3B in 2010 to $2B by 2014. 2.5 2 1.5 1 0.5 0 2010 SOURCE: FORRESTER RESEARCH, JANUARY 2012 2014
The fresher your list, the better! SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
Most users report reading email on mobile devices. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
FACT Send email early in the morning.
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 Social media isn’t a fad. It’s a revolution.
% OF CHANNEL USERS WHO ACQUIRED A CUSTOMER THROUGH THIS CHANNEL Social media & blogs generate real customers. 62% 60% 57% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Twitter
US Internet users spend 3X more minutes on blogs & social networks than on email. VIDEOS/MOVIES 4% PORTALS 4% EMAIL ONLINE GAMES 8% 10% SOCIAL NETWORKS/BLOGS SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010 24%
Social media use in the U.S. has increased by 356% since 2006. 2006 SOURCE: NETPOP RESEARCH, ARIL 2012 2012
Social media penetration keeps growing across different age groups. 100% 90% 80% 70% 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
The world is becoming more SOCIAL. 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE SOURCE: TNS, OCTOBER 2010 Email
FACT Social media has real business value.
The top 20% of B2B marketers in social media lead generation have increased revenue by 20% in 2011. SOURCE: ABERDEEN RESEARCH, MARCH 2012
Social media conversations actively influence purchases. 55% ON SOCIAL MEDIA, I AM MOST INFLUENCED BY…” 55% 51% 39% 38% 35% 26% FRIENDS PEOPLE LIKE YOU EXPERTS SOURCE: EMARKETER, MAY 2010 ONLINE FRIENDS BRANDS RETAILERS INFLUENTIAL BLOGGERS
63% of companies using social media say it has increased marketing effectiveness—among other benefits. Increasing effectiveness of marketing 63% Increasing customer satisfaction 50% Reducing marketing costs 45% Reducing support costs Reducing time to market for products/services 35% 26% Increasing product/service innovation 24% Increasing revenue 24% SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
U.S. local SMBs actively use social media marketing to promote their businesses. FACEBOOK 70% LINKEDIN 58% TWITTER 40% YELP 32% YOUTUBE 27% MYSPACE 19% FOURSQUARE GOWALLA 9% 3% SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
57% of SMBs say social media is beneficial to their business. DO NOT USE 33% NOT VERY BENEFICIAL 10% SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010 VERY BENEFICIAL 27% SOMEWHAT BENEFICIAL 30%
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 ?” NOT IMPORTANT 47% SOMEWHAT IMPORTANT 38% SOURCE: FORBES INSIGHTS, MAY 2010
More than 1/3 of US SMBs say social media helps them get found online. GENERATE SALES CUT DOWN ON MY MARKETING COSTS MARKET MY BUSINESS TO CUSTOMERS INCREASE TRAFFIC TO MY WEBSITE INCREASE THE EXPOSURE OF MY BUSINESS SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010 6% “SOCIAL MEDIA HELPS ME TO…” 8% 12% 15% 39%
Social media helps B2B marketers improve search results. Driving inbound links 48% Increase page rank 45% Influence organic SEO Influence keyword purchases 40% 26% “SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA…” SOURCE: BTOB MAGAZINE, JULY 2010
61% of US marketers use social media to increase lead generation DIRECTIVE FROM MANAGEMENT 3% MY COMPETITORS ARE DOING IT 5% MONITOR THE CONVERSATION ABOUT MY BRAND 27% I DO NOT KNOW WHY WE HAVE ONE 4% “THE MAIN REASON MY COMPANY IS IMPLEMENTING A SOCIAL MEDIA STRATEGY IS… TO INCREASE LEAD GENERATION 61% SOURCE: R2INTEGRATED, APRIL 2010
LinkedIn drives the most customers to B2B. I’M A B2B COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 80% 65% 60% 55% 43% 40% Facebook Twitter 40% 20% 0% LinkedIn Company Blog SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Facebook drives the most conversions for B2C. 77% 80% 60% 60% I’M A B2C COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 55% 51% 40% 20% 0% LinkedIn Company Blog Facebook SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Twitter
The average user spent only 3 minutes on Google+ in January 2012 450 405 400 AVERAGE MINUTES/MONTH 350 300 250 200 150 89 100 50 3 0 Google+ SOURCES: COMSCORE, 2012 Facebook Pinterest
Females are greatly overrepresented on PINTEREST. SOURCES: ALEXA, 2012
…is from the U.S. 65% of Pinterest's global web traffic… SOURCES: ALEXA, 2012
Pinterest drives more referral traffic than Google Plus, LinkedIn and YouTube combined. PINTEREST SOURCE: SHAREAHOLIC, FEBRUARY 2012 Google+ LinkedIn YouTube
BOTTOM LINE It’s time to go social.
BLOGGING
The bottom line is that blogging is like sex. You can’t fake it. You can’t fake passion. You can’t fake wanting to engage with the public. If you do, it will ultimately be an unsatisfying experience for both the blogger and their readers.” KEVIN ANDERSON FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN
FACT Blogs keep growing —in volume & value.
152,000,000 There are blogs on the Internet. SOURCE: UM, OCTOBER 2010
% OF BLOG USERS WHO ACQUIRED A CUSTOMER THROUGH THEIR BLOG Blog frequency impacts customer acquisition. 100% 92% 66% 70% Weekly 2-3 Times Per Week 78% 56% 50% 43% 0% Less Than Monthly Monthly SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Daily Multiple Times a Day
The global population of blog readers keeps growing. 60% 50% 40% 30% 20% 10% 0% 2008 2009 2010 2011 2012 % OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY SOURCE: EMARKETER, AUGUST 2010
81% of marketers rated their blog as USEFUL or BETTER. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
31% more There are bloggers today than there were three years ago. 28.1 26.2 22.9 24.0 2008 2009 2010 2011 INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) SOURCE: EMARKETER, AUGUST 2010
Most people read blogs more than once/day. 46% 32% 18% 3% 3% LESS THAN ONCE ONCE A MONTH A MONTH ONCE A WEEK SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010 ONCE A DAY MORE THAN ONCE A DAY
Most people read 5-10 blogs. 38% 29% 22% 5% 3% LESS THAN 5 5 TO 10 10 TO 50 50 TO 100 NUMBER OF BLOGS SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010 MORE THAN 100
Nearly 40% of US companies use blogs for marketing purposes. 39% 34% “MY COMPANY USES A BLOG FOR MARKETING PURPOSES.” 29% 25% 16% 2007 2008 SOURCE: EMARKETER, AUGUST 2010 2009 2010 2011
FACT Blogging can really move the needle.
Blog articles influence purchases. DECIDE ON A PRODUCT/SERVICE 21% REFINE CHOICES 19% GET SUPPORT/ANSWERS 19% DISCOVER PRODUCTS/SERVICES 17% ASSURE 14% INSPIRE A PURCHASE EXECUTE A PURCHASE 13% 7% SOURCE: JUPITER RESEARCH, OCTOBER 2008 “BLOG ARTICLES PLAY A ROLE IN THIS ASPECT OF THE PURCHASE PROCESS.”
Companies that blog have 55% more website visitors. 2250 55% # OF MONTHLY VISITORS 1480 DON’T BLOG SOURCE: HUBSPOT, 2010 BLOG
B2C companies that blog generate 88% more leads per month than those who do not. 15 # OF MEDIAN MONTHLY LEADS 88% 8 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
B2B companies that blog generate 67% more leads per month than those who do not. # OF MEDIAN MONTHLY LEADS 15 67% 9 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Companies with >51 blog articles experience a 77% lift 23 77% # OF MEDIAN MONTHLY LEADS in median monthly leads. 13 10 10 <12 12-23 24-51 >51 # OF BLOG ARTICLES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
Blogging frequency has a direct & significant impact on lead-gen. 89% 76% 78% 2-3X/WEEK DAILY # OF MEDIAN MONTHLY LEADS 72% 49% 33% < MONTHLY MONTHLY WEEKLY FREQUENCY OF BLOG POSTS SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010 MULTIPLE TIMES/DAY
FACT Bloggers are “morning people.”
Morning is the most popular time to read blogs. 79% 64% % OF BLOG READERS 51% 40% MORNING AFTERNOON EVENING SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010 NIGHT
# OF VIEWS Blog reading peaks around 10AM. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
# OF LINKS SHARED Link-sharing among blog readers peaks around 7am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
# OF COMMENTS Commenting on blogs peaks around 8am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
THE BOTTOM LINE Blog early and often.
FACEBOOK
People share, read and generally engage more with any type of content when it’s surfaced through friends and people they know and trust.” MALORIE LUCICH, FACEBOOK SPOKESPERSON FEBRUARY 2011
FACT Facebook has a massive & highly engaged audience.
Facebook is effective for B2C customer acquisition. B2B B2C 77% % of channel users this channel who acquired a customer through 80% 65% 60% 60% 51% 55% 55% 43% 40% 40% 20% 0% LinkedIn Company Blog Facebook SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Twitter
Brands get a 46% increase in user engagement with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
65% Brands get a increase in interactive content with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
35% of consumer comments on company Facebook Pages are compliments. SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX
70% of Facebook news consumers follow links posted by FRIENDS or FAMILY.
The median ratio of Facebook VIEWS : SHARES : 9:1 SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL
93% of US adult Internet users are on Facebook. 164 Million 152 Million SOURCE: BLOGHER, APRIL 2011
1 out of every 7 minutes online is spent on Facebook. SOURCE: COMSCORE, DECEMBER 2011
The average Facebook user spends ~7 hours/month on Facebook. 7HOURS SOURCES: COMSCORE
Facebook is overtaking Google and Yahoo in total time spent online. 41.5 44 39.1 43.2 MINUTES SPENT (BILLIONS) 37.9 38.2 36 40.5 39.9 38.6 40.5 38.7 34.6 35.8 32.2 34.3 27.6 26.7 20 16.7 16 12 15.8 13 Yahoo! Sites 11.4 Google sites 9.3 5.6 Jul-07 5.9 Dec-07 6.4 6.4 Facebook Apr-08 SOURCE: COMSCORE, AUGUST 2011 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul-10
Facebook has become the top choice for social sign-in. OTHER 8% WINDOWS LIVE 6% TWITTER 7% FACEBOOK 35% YAHOO 13% GOOGLE 31% SOURCE: JANRAIN, APRIL 2011
Facebook has become the preferred way of sharing content, second only to email (for now). 84% EMAIL 88% 44% FACEBOOK 54% 18% TELEPHONE 31% MAIL 7% 10% PRINT OUT 5% 8% SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010 Male Female
We’re not just engaging with our friends on Facebook. We’re engaging with businesses of all kinds. 17 ARTISTS 92 43 MEDIA 57 Avg # of Comments/post Avg. # of Likes/post 9 BRANDS 54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES” SOURCE: VISIBLI, APRIL 2011
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 Facebook has real business value.
Most US B2B marketers agree that Facebook is an effective marketing tool. FACEBOOK 51% LINKEDIN 45% TWITTER MYSPACE SOURCE: OUTSELL, DECEMBER 2009 35% 25% “THIS SITE IS SOMEWHAT TO EXTREMELY EFFECTIVE AS A MARKETING TOOL.”
More than half of SMBs say Facebook is beneficial to their business. DO NOT USE 32% NOT VERY BENEFICIAL 13% SOURCE: AD-OLOGY, NOVEMBER 2010 VERY BENEFICIAL 30% SOMEWHAT BENEFICIAL 25%
More than 1/3 of marketers say Facebook is “critical” or “important” to their business. Not Useful 14% Critical 15% Important 24% Somewhat Useful 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. 42% 45% 40% 35% 30% 25% 24% 20% 15% 10% 5% 0% In 2009 In 2012 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 75%
THE BOTTOM LINE If you don’t like Facebook yet, you will
TWITTER
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FACT Virtually everyone has heard of Twitter. Not everyone is using it (yet).
Roughly 9% of adult Americans use Twitter. 152 Million 21 Million SOURCE: EMARKETER, APRIL 2011
The average Twitter user has 27 followers. SOURCE: RJMETRICS, JANUARY 2010
25% of Twitter accounts have no followers. FOLLOW ME? SOURCE: RJ METRICS, JANUARY 2010
40% of Twitter accounts have never sent a single tweet. SOURCE: RJ METRICS, JANUARY 2010
Only 18% of Twitter users tweet >once/day. SEVERAL TIMES/DAY AT LEAST ONCE/DAY 18% 15% AT LEAST ONCE/WEEK 30% AT LEAST ONCE/MONTH LESS THAN ONCE/MONTH SOURCE: RJMETRICS, JANUARY 2010 22% 15%
FACT Twitter users are young, smart, affluent, & tech-savvy.
1/3 of monthly Twitter users are 25-34 years old. 33% 19% 18% 12% 11% 7% AGE 12-17 AGE 18-24 AGE 25-34 SOURCE: EDISON RESEARCH, 2010 AGE 35-44 AGE 45-54 AGE 55+
The majority of US Twitter users are 18-29 years old. 14% AGE 18-29 10% AGE 30-45 6% AGE 46-64 AGE 65+ 1% SOURCE: PEW RESEARCH CENTER, JANUARY 2010
US Twitter users are more educated than the general population. 33% MONTHLY TWITTER USERS 18+ 30% TOTAL POPULATION 18+ 23% 23% 19% 17% 16% 13% 12% 8% ADVANCED DEGREE SOME GRADUATE CREDITS SOURCE: EDISON RESEARCH, 2010 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS
US Twitter users have higher incomes than the general population. 23% MONTHLY TWITTER USERS 18+ 20% TOTAL POPULATION 18+ 17% 15% 13% 10% 20% 14% 11% 8% >$100K $75K - $100K SOURCE: EDISON RESEARCH, 2010 $50K - $75K $25K-$50K UNDER $25K
US Twitter users tend to be “early adopters.” TOTAL POPULATION 12+ AMONG THE 1ST TO BUY/TRY NEW PRODUCTS BUY/TRY NEW PRODUCTS BEFORE OTHERS, NOT FIRST 10% 19% MONTHLY TWITTER USERS 12+ 12% 25% 27% BUY/TRY NEW PRODUCTS SAME AS OTHERS 29% 24% BUY/TRY NEW PRODUCTS AFTER OTHERS, NOT LAST USUALLY LAST TO KNOW TO TRY/BUY NEW PRODUCTS SOURCE: EDISON RESEARCH, 2010 16% 25% 11%
For Twitter users, Internet > TV. 73% “THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS…” MONTHLY TWITTER USERS 12+ 42% TOTAL POPULATION 12+ 37% 25% 14% 11% 13% 3% NEWSPAPER RADIO SOURCE: EDISON RESEARCH, 2010 TV INTERNET
Twitter users spend a lot of time online. 4:00 “I SPEND HH:MM PER DAY WITH EACH OF THESE MEDIA.” 3:22 3:25 2:41 MONTHLY TWITTER USERS 12+ 2:05 1:56 TOTAL POPULATION 12+ 0:26 0:28 NEWSPAPER RADIO TV SOURCE: EDISON RESEARCH, 2010 INTERNET
FACT Twitter + Business = $$$
More than 1/2 of active Twitter users follow companies, brands or products on social networks. SOURCE: EDISON RESEARCH, 2010 FOLLOW
Twitter plays an active role in purchasing decisions. LEARN ABOUT PRODUCTS/SERVICES 42% PROVIDE OPINIONS ABOUT PRODUCTS/SERVICES 41% ASK FOR OPINIONS ABOUT PRODUCTS/SERVICES 31% LOOK FOR DISCOUNTS/SALES PURCHASE PRODUCTS/SERVICES SEEK CUSTOMER SUPPORT SOURCE: EDISON RESEARCH, 2010 28% 21% 19% “I USE TWITTER TO...”
79% of US Twitter users are more likely to recommend brands they follow. NO 15% YES, FOR MANY BRANDS 23% SOURCE: EDISON RESEARCH, 2010 NOT SURE 6% YES, FOR A FEW BRANDS 56%
67% of US Twitter users are more likely to buy brands they follow. NO 23% YES, FOR MANY BRANDS 25% SOURCE: EDISON RESEARCH, 2010 NOT SURE 10% YES, FOR A FEW BRANDS 42%
57% of all companies that use social media for business, use Twitter. DON’T USE TWITTER 43% USE TWITTER 57% SOURCE: BUSINESS.COM, SEPTEMBER 2009
B2B companies are far more likely to use Twitter than B2C companies. 75% “MY COMPANY TWEETS.” 49% B2B SOURCE: BUSINESS.COM, SEPTEMBER 2009 B2C
Twitter drives more customers for B2C. 55% “YES, WE HAVE ACQUIRED A CUSTOMER VIA TWITTER. 40% B2B B2C SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
More than 1/3 of marketers say Twitter is “critical” or “important” to their business. Not Useful 14% Critical 15% Somewhat Useful 24% Important 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Companies that use Twitter average 2x more leads/month than those that do not. # OF MEDIAN MONTHLY LEADS 86 USE TWITTER DON’T USE TWITTER 43 31 15 10 5 <11 EMPLOYEES 11-50 EMPLOYEES >50 EMPLOYEES SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
B2C companies with >100 followers have 146% more leads/month than those with <100. 35 # OF MEDIAN MONTHLY LEADS 146% 32 14 11 <21 21-100 101-500 >500 # OF FOLLOWERS SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
FACT Don’t be a twit. Start tweeting.
MOBILE
There are 271 MILLION mobile subscribers in the U.S. alone. SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011
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. SOURCE: LOCAL CORPORATION, APRIL 2012
1% of emails are first opened on mobile devices, then on desktop PCs later. SOURCE: KNOTICE, MARCH 2012
FACT Optimize your website & email for mobile.
9 out of 10 mobile searches lead to action. OVER HALF lead to purchase. SOURCE: SEARCH ENGINE LAND, 2011
90% of text messages are read within 3 MINUTES of being delivered. SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011
4 BILLION of the 6.8 BILLION people on the planet, use a mobile phone. 3.5 BILLION of them use a toothbrush. SOURCE: 60 SECOND MARKETER, 2011
MAKE YOUR MARKETING AWESOME Try HubSpot FREE for 30 days! http://HubSpot.com/free-trial
IF YOU THOUGHT THAT THIS WAS AWESOME, PERHAPS YOU’D LIKE TO BE FRIENDS ONLINE? blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot flickr.com/photos/hubspot Slideshare.net/hubspot
Search Engine Optimization Blogging & Social Media Lead Generation All-in-One Marketing Software Lead Management Email & Automation Marketing Analytics

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120 marketing-stats-charts-and-graphs

  • 1.
  • 2.
    TABLE OF CONTENTS 1 2 3 4 5 6 7 8 INBOUNDVS. OUTBOUND MARKETING……………...3 SEARCH ENGINE OPTIMIZATION………………………….23 EMAIL MARKETING…………………………………………….42 SOCIAL MEDIA………………………………………….…….….54 BLOGGING…………………………………………………..……..79 FACEBOOK……………………………………….………………..103 TWITTER………………………………………………..………....127 MOBILE …………………………………………..……………..…155
  • 3.
  • 4.
    Audiences everywhere aretough. They don’t 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 (WORLD’S 4TH LARGEST AD AGENCY)
  • 5.
    FACT The Internet has fundamentally changedthe way people find, discover, share, shop, & connect.
  • 6.
    >1/3 of the world’s populationis on the Internet. SOURCE: ICT FACTS & FIGURES, 2011
  • 7.
    ALMOST 8 NEW PEOPLECOME ONTO THE INTERNET EVERY SECOND SOURCE: INTERNETWORLDSTATS.COM, 2012
  • 8.
    79% of online shoppers spendat least 50% of their shopping time researching products. SOURCE: POWERREVIEWS, FEBRUARY 2012
  • 9.
    # OF USCITIZENS 300,000,000 200,000,000 SOURCE: FTC, JULY 2010 # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST
  • 10.
    % OF PEOPLE WHOSKIP TV ADS % DECLINE IN TECH TRADE SHOW SPENDING SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010 % OF DIRECT MAIL NEVER OPENED
  • 11.
    FACT Marketers are shifting theirbudgets away from “interruption” advertising.
  • 12.
    47% will spend morethan they did in 2011 42% will spend same 89% of marketers are 11% will spend less than they did in 2011 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 maintaining or increasing their inbound budgets
  • 13.
    Direct mail is veryexpensive and ineffective for new leads. Marketing Professional Hardware Technology 11 to 25 Employees
  • 14.
    The average budget spenton company blogs & social media has nearly tripled in three years. “THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG …” 21% 9% 2009 2011 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
  • 15.
    61% LESS Inbound marketingcosts per lead than traditional, outbound marketing. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 16.
    FACT Inbound marketing is alot more cost-effective than traditional, outbound marketing.
  • 17.
    Inbound converts leadsinto customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 18.
    Inbound marketing tactics don’tjust generate leads. They generate revenue. “OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.” 62% 60% 57% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Twitter
  • 19.
    Customer acquisition bychannel 57% of marketers acquired customers from blogging 44% of marketers acquired customers from Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 20.
    Inbound marketing channelscost less than any outbound channel. 60% “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.” 52% 45% 38% 40% INBOUND 34% 33% OUTBOUND 28% 19% 20% 0% Blogs Social Media SEO (Organic Search) Direct Mail SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Telemarketing PPC (Paid Search) Trade Shows
  • 21.
    Outbound marketing costsmore. 46% “THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST.” 40% INBOUND 26% 26% OUTBOUND 25% 20% 0% 14% Trade Shows Direct Mail Telemarketing PPC (Paid Search) 14% SEO (Organic Search) Social Media SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 10% Blogs
  • 22.
    THE BOTTOM LINE Goinbound or go home.
  • 23.
  • 24.
    Many Americans begintheir 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 CENTER’S INTERNET & AMERICAN LIFE PROJECT SEPTEMBER 2010
  • 25.
    FACT Google is thenew Yellow Pages.
  • 26.
    61% of global Internetusers research products ONLINE. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
  • 27.
    When researching brandedproducts… 44% of online shoppers begin by using a search engine. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
  • 28.
    In May 2011... other GOOGLE SITES SOURCE:COMSCORE, MAY 2011 …Google sites led the search market with 65% of SEARCH queries.
  • 29.
    Worldwide, we conduct131B searches per month on the web. PER MINUTE 2,900,000 PER HOUR 175,000,000 PER DAY 4,000,000,000 SOURCE: COMSCORE, JANUARY 2010
  • 30.
    57% of TV viewers usethe web simultaneously. SOURCE: NIELSON, 2009 TV web
  • 31.
    FACT Ranking high onsearch engines is no longer optional, it’s critical.
  • 32.
    70% of thelinks search users click on are organic—not paid. PAID 25% “WHICH SEARCH RESULT LINK DID YOU CLICK ON FIRST?’” OTHER * 5% *INCLUDES NONTRADITIONAL ORGANIC RESULTS, SUCH AS SHOPPING LINKS, LOCAL RESULTS, NEWS, ETC. ORGANIC 70% SOURCE: MARKETINGSHERPA, FEBRUARY 2007
  • 33.
    60% of allorganic clicks go to the top three organic search results. 27% SHARE OF CLICKS 20% 13% 10% 9% 7% 5% 3% 1 2 3 4 5 6 7 8 RANKING ON SEARCH RESULTS PAGE SOURCE: MARKETINGSHERPA, FEBRUARY 2007 4% 9 3% 10
  • 34.
    75% of users never scrollpast the first page of search results. SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
  • 35.
    The average click-throughrate for paid search in 2010 (worldwide) was 2%. 1.3% YANDEX 1.4% YAHOO! 2.5% GOOGLE 2.8% BING SOURCE: COVARIO, JANUARY 2011
  • 36.
    FACT The more keyword-rich contentyou generate, the more search engines will find (and love) you.
  • 37.
    Businesses that get 5X ≥20 times/month moretraffic than those who ≤4 times/month. SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
  • 38.
    Businesses with websites of401-1000 6X 51-100 get more leads than those with . SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
  • 39.
    Companies that bloghave 97% more inbound links. 97% AVG # OF LINKS WITHOUT A BLOG AVG # OF LINKS WITH A BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 40.
    Companies with moreindexed web pages get way more leads. 74 MEDIAN MONTHLY LEADS 236% 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
  • 41.
    THE BOTTOM LINE IfGoogle can’t find, neither will anyone else.
  • 42.
  • 43.
    27% of emailswere 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 …up from 20% during the first half of 2011
  • 44.
    >80% of emailmarketers send the same content to all subscribers SOURCE: EXPERIAN, APRIL 2012
  • 45.
    The word "exclusive"in email promotional campaigns increases unique open rates by 14%. 14% Not Exclusive SOURCE: EXPERIAN, APRIL 2012 Exclusive
  • 46.
    84% of B2B marketersuse segment targeting in their email campaigns. SOURCE: BTOB MAGAZINE, MARCH 2012
  • 47.
    59% of B2B marketerssay email is the most effective channel in generating revenue. $$$$$$$ SOURCE: BTOB MAGAZINE, MARCH 2012
  • 48.
    less than 1/3 SOURCE: ECONSULTANCY,MARCH 2012 …of email marketing companies regularly test their email marketing campaigns.
  • 49.
    Morning emails gethigh CTR. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  • 50.
    Investment in emailmarketing will grow from $1.3B in 2010 to $2B by 2014. 2.5 2 1.5 1 0.5 0 2010 SOURCE: FORRESTER RESEARCH, JANUARY 2012 2014
  • 51.
    The fresher yourlist, the better! SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  • 52.
    Most users report readingemail on mobile devices. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  • 53.
  • 54.
  • 55.
    While social mediais 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
  • 56.
    FACT Social media isn’ta fad. It’s a revolution.
  • 57.
    % OF CHANNELUSERS WHO ACQUIRED A CUSTOMER THROUGH THIS CHANNEL Social media & blogs generate real customers. 62% 60% 57% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Twitter
  • 58.
    US Internet usersspend 3X more minutes on blogs & social networks than on email. VIDEOS/MOVIES 4% PORTALS 4% EMAIL ONLINE GAMES 8% 10% SOCIAL NETWORKS/BLOGS SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010 24%
  • 59.
    Social media usein the U.S. has increased by 356% since 2006. 2006 SOURCE: NETPOP RESEARCH, ARIL 2012 2012
  • 60.
    Social media penetrationkeeps growing across different age groups. 100% 90% 80% 70% 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
  • 61.
    The world isbecoming more SOCIAL. 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE SOURCE: TNS, OCTOBER 2010 Email
  • 62.
  • 63.
    The top 20%of B2B marketers in social media lead generation have increased revenue by 20% in 2011. SOURCE: ABERDEEN RESEARCH, MARCH 2012
  • 64.
    Social media conversations activelyinfluence purchases. 55% ON SOCIAL MEDIA, I AM MOST INFLUENCED BY…” 55% 51% 39% 38% 35% 26% FRIENDS PEOPLE LIKE YOU EXPERTS SOURCE: EMARKETER, MAY 2010 ONLINE FRIENDS BRANDS RETAILERS INFLUENTIAL BLOGGERS
  • 65.
    63% of companiesusing social media say it has increased marketing effectiveness—among other benefits. Increasing effectiveness of marketing 63% Increasing customer satisfaction 50% Reducing marketing costs 45% Reducing support costs Reducing time to market for products/services 35% 26% Increasing product/service innovation 24% Increasing revenue 24% SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
  • 66.
    U.S. local SMBsactively use social media marketing to promote their businesses. FACEBOOK 70% LINKEDIN 58% TWITTER 40% YELP 32% YOUTUBE 27% MYSPACE 19% FOURSQUARE GOWALLA 9% 3% SOURCE: MERCHANT CIRCLE, FEBRUARY 2011
  • 67.
    57% of SMBssay social media is beneficial to their business. DO NOT USE 33% NOT VERY BENEFICIAL 10% SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010 VERY BENEFICIAL 27% SOMEWHAT BENEFICIAL 30%
  • 68.
    More than 1/2of 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 ?” NOT IMPORTANT 47% SOMEWHAT IMPORTANT 38% SOURCE: FORBES INSIGHTS, MAY 2010
  • 69.
    More than 1/3of US SMBs say social media helps them get found online. GENERATE SALES CUT DOWN ON MY MARKETING COSTS MARKET MY BUSINESS TO CUSTOMERS INCREASE TRAFFIC TO MY WEBSITE INCREASE THE EXPOSURE OF MY BUSINESS SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010 6% “SOCIAL MEDIA HELPS ME TO…” 8% 12% 15% 39%
  • 70.
    Social media helpsB2B marketers improve search results. Driving inbound links 48% Increase page rank 45% Influence organic SEO Influence keyword purchases 40% 26% “SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA…” SOURCE: BTOB MAGAZINE, JULY 2010
  • 71.
    61% of USmarketers use social media to increase lead generation DIRECTIVE FROM MANAGEMENT 3% MY COMPETITORS ARE DOING IT 5% MONITOR THE CONVERSATION ABOUT MY BRAND 27% I DO NOT KNOW WHY WE HAVE ONE 4% “THE MAIN REASON MY COMPANY IS IMPLEMENTING A SOCIAL MEDIA STRATEGY IS… TO INCREASE LEAD GENERATION 61% SOURCE: R2INTEGRATED, APRIL 2010
  • 72.
    LinkedIn drives themost customers to B2B. I’M A B2B COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 80% 65% 60% 55% 43% 40% Facebook Twitter 40% 20% 0% LinkedIn Company Blog SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 73.
    Facebook drives themost conversions for B2C. 77% 80% 60% 60% I’M A B2C COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL. 55% 51% 40% 20% 0% LinkedIn Company Blog Facebook SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Twitter
  • 74.
    The average userspent only 3 minutes on Google+ in January 2012 450 405 400 AVERAGE MINUTES/MONTH 350 300 250 200 150 89 100 50 3 0 Google+ SOURCES: COMSCORE, 2012 Facebook Pinterest
  • 75.
  • 76.
    …is from theU.S. 65% of Pinterest's global web traffic… SOURCES: ALEXA, 2012
  • 77.
    Pinterest drives morereferral traffic than Google Plus, LinkedIn and YouTube combined. PINTEREST SOURCE: SHAREAHOLIC, FEBRUARY 2012 Google+ LinkedIn YouTube
  • 78.
  • 79.
  • 80.
    The bottom lineis that blogging is like sex. You can’t fake it. You can’t fake passion. You can’t fake wanting to engage with the public. If you do, it will ultimately be an unsatisfying experience for both the blogger and their readers.” KEVIN ANDERSON FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN
  • 81.
  • 82.
    152,000,000 There are blogs onthe Internet. SOURCE: UM, OCTOBER 2010
  • 83.
    % OF BLOGUSERS WHO ACQUIRED A CUSTOMER THROUGH THEIR BLOG Blog frequency impacts customer acquisition. 100% 92% 66% 70% Weekly 2-3 Times Per Week 78% 56% 50% 43% 0% Less Than Monthly Monthly SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Daily Multiple Times a Day
  • 84.
    The global populationof blog readers keeps growing. 60% 50% 40% 30% 20% 10% 0% 2008 2009 2010 2011 2012 % OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY SOURCE: EMARKETER, AUGUST 2010
  • 85.
    81% of marketers rated their blogas USEFUL or BETTER. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 86.
    31% more There are bloggerstoday than there were three years ago. 28.1 26.2 22.9 24.0 2008 2009 2010 2011 INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) SOURCE: EMARKETER, AUGUST 2010
  • 87.
    Most people readblogs more than once/day. 46% 32% 18% 3% 3% LESS THAN ONCE ONCE A MONTH A MONTH ONCE A WEEK SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010 ONCE A DAY MORE THAN ONCE A DAY
  • 88.
    Most people read5-10 blogs. 38% 29% 22% 5% 3% LESS THAN 5 5 TO 10 10 TO 50 50 TO 100 NUMBER OF BLOGS SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010 MORE THAN 100
  • 89.
    Nearly 40% of UScompanies use blogs for marketing purposes. 39% 34% “MY COMPANY USES A BLOG FOR MARKETING PURPOSES.” 29% 25% 16% 2007 2008 SOURCE: EMARKETER, AUGUST 2010 2009 2010 2011
  • 90.
  • 91.
    Blog articles influencepurchases. DECIDE ON A PRODUCT/SERVICE 21% REFINE CHOICES 19% GET SUPPORT/ANSWERS 19% DISCOVER PRODUCTS/SERVICES 17% ASSURE 14% INSPIRE A PURCHASE EXECUTE A PURCHASE 13% 7% SOURCE: JUPITER RESEARCH, OCTOBER 2008 “BLOG ARTICLES PLAY A ROLE IN THIS ASPECT OF THE PURCHASE PROCESS.”
  • 92.
    Companies that bloghave 55% more website visitors. 2250 55% # OF MONTHLY VISITORS 1480 DON’T BLOG SOURCE: HUBSPOT, 2010 BLOG
  • 93.
    B2C companies thatblog generate 88% more leads per month than those who do not. 15 # OF MEDIAN MONTHLY LEADS 88% 8 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 94.
    B2B companies thatblog generate 67% more leads per month than those who do not. # OF MEDIAN MONTHLY LEADS 15 67% 9 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 95.
    Companies with >51blog articles experience a 77% lift 23 77% # OF MEDIAN MONTHLY LEADS in median monthly leads. 13 10 10 <12 12-23 24-51 >51 # OF BLOG ARTICLES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 96.
    Blogging frequency hasa direct & significant impact on lead-gen. 89% 76% 78% 2-3X/WEEK DAILY # OF MEDIAN MONTHLY LEADS 72% 49% 33% < MONTHLY MONTHLY WEEKLY FREQUENCY OF BLOG POSTS SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010 MULTIPLE TIMES/DAY
  • 97.
  • 98.
    Morning is themost popular time to read blogs. 79% 64% % OF BLOG READERS 51% 40% MORNING AFTERNOON EVENING SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010 NIGHT
  • 99.
    # OF VIEWS Blogreading peaks around 10AM. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 100.
    # OF LINKSSHARED Link-sharing among blog readers peaks around 7am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 101.
    # OF COMMENTS Commentingon blogs peaks around 8am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  • 102.
    THE BOTTOM LINE Blogearly and often.
  • 103.
  • 104.
    People share, read andgenerally engage more with any type of content when it’s surfaced through friends and people they know and trust.” MALORIE LUCICH, FACEBOOK SPOKESPERSON FEBRUARY 2011
  • 106.
    FACT Facebook has a massive& highly engaged audience.
  • 107.
    Facebook is effectivefor B2C customer acquisition. B2B B2C 77% % of channel users this channel who acquired a customer through 80% 65% 60% 60% 51% 55% 55% 43% 40% 40% 20% 0% LinkedIn Company Blog Facebook SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 Twitter
  • 108.
    Brands get a 46% increasein user engagement with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
  • 109.
    65% Brands get a increasein interactive content with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
  • 110.
    35% of consumer comments on company Facebook Pagesare compliments. SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX
  • 111.
    70% of Facebook newsconsumers follow links posted by FRIENDS or FAMILY.
  • 112.
    The median ratioof Facebook VIEWS : SHARES : 9:1 SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL
  • 113.
    93% of USadult Internet users are on Facebook. 164 Million 152 Million SOURCE: BLOGHER, APRIL 2011
  • 114.
    1 out ofevery 7 minutes online is spent on Facebook. SOURCE: COMSCORE, DECEMBER 2011
  • 115.
    The average Facebookuser spends ~7 hours/month on Facebook. 7HOURS SOURCES: COMSCORE
  • 116.
    Facebook is overtakingGoogle and Yahoo in total time spent online. 41.5 44 39.1 43.2 MINUTES SPENT (BILLIONS) 37.9 38.2 36 40.5 39.9 38.6 40.5 38.7 34.6 35.8 32.2 34.3 27.6 26.7 20 16.7 16 12 15.8 13 Yahoo! Sites 11.4 Google sites 9.3 5.6 Jul-07 5.9 Dec-07 6.4 6.4 Facebook Apr-08 SOURCE: COMSCORE, AUGUST 2011 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul-10
  • 117.
    Facebook has becomethe top choice for social sign-in. OTHER 8% WINDOWS LIVE 6% TWITTER 7% FACEBOOK 35% YAHOO 13% GOOGLE 31% SOURCE: JANRAIN, APRIL 2011
  • 118.
    Facebook has becomethe preferred way of sharing content, second only to email (for now). 84% EMAIL 88% 44% FACEBOOK 54% 18% TELEPHONE 31% MAIL 7% 10% PRINT OUT 5% 8% SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010 Male Female
  • 119.
    We’re not justengaging with our friends on Facebook. We’re engaging with businesses of all kinds. 17 ARTISTS 92 43 MEDIA 57 Avg # of Comments/post Avg. # of Likes/post 9 BRANDS 54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES” SOURCE: VISIBLI, APRIL 2011
  • 120.
    Many internet activitiesthat 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
  • 121.
  • 122.
    Most US B2Bmarketers agree that Facebook is an effective marketing tool. FACEBOOK 51% LINKEDIN 45% TWITTER MYSPACE SOURCE: OUTSELL, DECEMBER 2009 35% 25% “THIS SITE IS SOMEWHAT TO EXTREMELY EFFECTIVE AS A MARKETING TOOL.”
  • 123.
    More than halfof SMBs say Facebook is beneficial to their business. DO NOT USE 32% NOT VERY BENEFICIAL 13% SOURCE: AD-OLOGY, NOVEMBER 2010 VERY BENEFICIAL 30% SOMEWHAT BENEFICIAL 25%
  • 124.
    More than 1/3of marketers say Facebook is “critical” or “important” to their business. Not Useful 14% Critical 15% Important 24% Somewhat Useful 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 125.
    The number ofmarketers who say Facebook is “critical” or “important” to their business has increased by 75% in three years. 42% 45% 40% 35% 30% 25% 24% 20% 15% 10% 5% 0% In 2009 In 2012 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012 75%
  • 126.
    THE BOTTOM LINE Ifyou don’t like Facebook yet, you will
  • 127.
  • 128.
  • 129.
    FACT Virtually everyone hasheard of Twitter. Not everyone is using it (yet).
  • 130.
    Roughly 9% ofadult Americans use Twitter. 152 Million 21 Million SOURCE: EMARKETER, APRIL 2011
  • 131.
    The average Twitteruser has 27 followers. SOURCE: RJMETRICS, JANUARY 2010
  • 132.
    25% of Twitter accounts haveno followers. FOLLOW ME? SOURCE: RJ METRICS, JANUARY 2010
  • 133.
    40% of Twitter accounts havenever sent a single tweet. SOURCE: RJ METRICS, JANUARY 2010
  • 134.
    Only 18% ofTwitter users tweet >once/day. SEVERAL TIMES/DAY AT LEAST ONCE/DAY 18% 15% AT LEAST ONCE/WEEK 30% AT LEAST ONCE/MONTH LESS THAN ONCE/MONTH SOURCE: RJMETRICS, JANUARY 2010 22% 15%
  • 135.
    FACT Twitter users are young,smart, affluent, & tech-savvy.
  • 136.
    1/3 of monthlyTwitter users are 25-34 years old. 33% 19% 18% 12% 11% 7% AGE 12-17 AGE 18-24 AGE 25-34 SOURCE: EDISON RESEARCH, 2010 AGE 35-44 AGE 45-54 AGE 55+
  • 137.
    The majority ofUS Twitter users are 18-29 years old. 14% AGE 18-29 10% AGE 30-45 6% AGE 46-64 AGE 65+ 1% SOURCE: PEW RESEARCH CENTER, JANUARY 2010
  • 138.
    US Twitter usersare more educated than the general population. 33% MONTHLY TWITTER USERS 18+ 30% TOTAL POPULATION 18+ 23% 23% 19% 17% 16% 13% 12% 8% ADVANCED DEGREE SOME GRADUATE CREDITS SOURCE: EDISON RESEARCH, 2010 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS
  • 139.
    US Twitter usershave higher incomes than the general population. 23% MONTHLY TWITTER USERS 18+ 20% TOTAL POPULATION 18+ 17% 15% 13% 10% 20% 14% 11% 8% >$100K $75K - $100K SOURCE: EDISON RESEARCH, 2010 $50K - $75K $25K-$50K UNDER $25K
  • 140.
    US Twitter userstend to be “early adopters.” TOTAL POPULATION 12+ AMONG THE 1ST TO BUY/TRY NEW PRODUCTS BUY/TRY NEW PRODUCTS BEFORE OTHERS, NOT FIRST 10% 19% MONTHLY TWITTER USERS 12+ 12% 25% 27% BUY/TRY NEW PRODUCTS SAME AS OTHERS 29% 24% BUY/TRY NEW PRODUCTS AFTER OTHERS, NOT LAST USUALLY LAST TO KNOW TO TRY/BUY NEW PRODUCTS SOURCE: EDISON RESEARCH, 2010 16% 25% 11%
  • 141.
    For Twitter users,Internet > TV. 73% “THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS…” MONTHLY TWITTER USERS 12+ 42% TOTAL POPULATION 12+ 37% 25% 14% 11% 13% 3% NEWSPAPER RADIO SOURCE: EDISON RESEARCH, 2010 TV INTERNET
  • 142.
    Twitter users spenda lot of time online. 4:00 “I SPEND HH:MM PER DAY WITH EACH OF THESE MEDIA.” 3:22 3:25 2:41 MONTHLY TWITTER USERS 12+ 2:05 1:56 TOTAL POPULATION 12+ 0:26 0:28 NEWSPAPER RADIO TV SOURCE: EDISON RESEARCH, 2010 INTERNET
  • 143.
  • 144.
    More than 1/2 ofactive Twitter users follow companies, brands or products on social networks. SOURCE: EDISON RESEARCH, 2010 FOLLOW
  • 145.
    Twitter plays anactive role in purchasing decisions. LEARN ABOUT PRODUCTS/SERVICES 42% PROVIDE OPINIONS ABOUT PRODUCTS/SERVICES 41% ASK FOR OPINIONS ABOUT PRODUCTS/SERVICES 31% LOOK FOR DISCOUNTS/SALES PURCHASE PRODUCTS/SERVICES SEEK CUSTOMER SUPPORT SOURCE: EDISON RESEARCH, 2010 28% 21% 19% “I USE TWITTER TO...”
  • 146.
    79% of USTwitter users are more likely to recommend brands they follow. NO 15% YES, FOR MANY BRANDS 23% SOURCE: EDISON RESEARCH, 2010 NOT SURE 6% YES, FOR A FEW BRANDS 56%
  • 147.
    67% of USTwitter users are more likely to buy brands they follow. NO 23% YES, FOR MANY BRANDS 25% SOURCE: EDISON RESEARCH, 2010 NOT SURE 10% YES, FOR A FEW BRANDS 42%
  • 148.
    57% of allcompanies that use social media for business, use Twitter. DON’T USE TWITTER 43% USE TWITTER 57% SOURCE: BUSINESS.COM, SEPTEMBER 2009
  • 149.
    B2B companies arefar more likely to use Twitter than B2C companies. 75% “MY COMPANY TWEETS.” 49% B2B SOURCE: BUSINESS.COM, SEPTEMBER 2009 B2C
  • 150.
    Twitter drives morecustomers for B2C. 55% “YES, WE HAVE ACQUIRED A CUSTOMER VIA TWITTER. 40% B2B B2C SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 151.
    More than 1/3of marketers say Twitter is “critical” or “important” to their business. Not Useful 14% Critical 15% Somewhat Useful 24% Important 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  • 152.
    Companies that useTwitter average 2x more leads/month than those that do not. # OF MEDIAN MONTHLY LEADS 86 USE TWITTER DON’T USE TWITTER 43 31 15 10 5 <11 EMPLOYEES 11-50 EMPLOYEES >50 EMPLOYEES SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 153.
    B2C companies with>100 followers have 146% more leads/month than those with <100. 35 # OF MEDIAN MONTHLY LEADS 146% 32 14 11 <21 21-100 101-500 >500 # OF FOLLOWERS SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
  • 154.
    FACT Don’t be atwit. Start tweeting.
  • 155.
  • 156.
    There are 271 MILLION mobilesubscribers in the U.S. alone. SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011
  • 157.
    54% of iOSweb traffic is devoted to search VS the 36% Internet average. SEARCH THROUGH IOS 54% 36% IOS SOURCE: CHITIKA, APRIL 2012 INTERNET AVERAGE
  • 158.
    60% of consumers do productor service research “several times a month” via a mobile device. SOURCE: LOCAL CORPORATION, APRIL 2012
  • 159.
    1% of emailsare first opened on mobile devices, then on desktop PCs later. SOURCE: KNOTICE, MARCH 2012
  • 160.
    FACT Optimize your website& email for mobile.
  • 161.
    9 out of10 mobile searches lead to action. OVER HALF lead to purchase. SOURCE: SEARCH ENGINE LAND, 2011
  • 162.
    90% of text messages areread within 3 MINUTES of being delivered. SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011
  • 163.
    4 BILLION ofthe 6.8 BILLION people on the planet, use a mobile phone. 3.5 BILLION of them use a toothbrush. SOURCE: 60 SECOND MARKETER, 2011
  • 164.
    MAKE YOUR MARKETINGAWESOME Try HubSpot FREE for 30 days! http://HubSpot.com/free-trial
  • 165.
    IF YOU THOUGHT THATTHIS WAS AWESOME, PERHAPS YOU’D LIKE TO BE FRIENDS ONLINE? blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot flickr.com/photos/hubspot Slideshare.net/hubspot
  • 166.
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