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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 M...
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...
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 2...
# 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 200...
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 i...
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 ...
61% LESS

Inbound marketing costs
per lead than traditional, outbound marketing.

SOURCE: STATE OF INBOUND MARKETING, HUBS...
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 T...
Customer acquisition by channel

57% of marketers
acquired customers
from blogging

44% of marketers
acquired customers
fr...
Inbound marketing channels cost less
than any outbound channel.
60%

“THIS LEAD-GEN
TACTIC IS BELOW
AVERAGE COST.”

52%
45...
Outbound marketing costs more.

46%

“THIS LEAD-GEN
TACTIC IS ABOVE
AVERAGE COST.”

40%

INBOUND

26%

26%

OUTBOUND

25%
...
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 o...
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:...
In May 2011...

other

GOOGLE
SITES

SOURCE: COMSCORE, MAY 2011

…Google sites
led the search
market with 65%
of SEARCH
qu...
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...
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?’”...
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
...
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%
...
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 ...
Businesses with websites
of 401-1000

6X
51-100

get

more leads than those with

.

SOURCE: HUBSPOT, LEAD GENERATION LESS...
Companies that blog have
97% more inbound links.

97%

AVG # OF LINKS
WITHOUT A BLOG

AVG # OF LINKS
WITH A BLOG

SOURCE:...
Companies with more indexed web
pages get way more leads.
74

MEDIAN MONTHLY LEADS

236%

22

12
5
<60

7

60-120

121-17...
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%

Ear...
>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: EXPER...
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 ...
less than

1/3

SOURCE: ECONSULTANCY, MARCH 2012

…of email
marketing
companies
regularly test
their email
marketing
campa...
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 ...
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 lo...
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%

5...
US Internet users spend 3X more
minutes on blogs & social networks
than on email.
VIDEOS/MOVIES

4%

PORTALS

4%

EMAIL

O...
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...
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

...
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 RESE...
Social media conversations
actively influence purchases.
55%

ON SOCIAL MEDIA, I AM
MOST INFLUENCED BY…”

55%
51%
39%

38%...
63% of companies using social media
say it has increased marketing
effectiveness—among other benefits.
Increasing effectiv...
U.S. local SMBs actively use social media
marketing to promote their businesses.
FACEBOOK

70%

LINKEDIN

58%

TWITTER

40...
57% of SMBs say social media
is beneficial to their business.
DO NOT USE
33%

NOT VERY
BENEFICIAL
10%
SOURCE: AD-OLOGY RES...
More than 1/2 of U.S. SMBs say social media
sites play an important role in active sales.
VERY
IMPORTANT
15%

“HOW IMPORTA...
More than 1/3 of US SMBs say social
media helps them get found online.
GENERATE SALES

CUT DOWN ON MY MARKETING COSTS

MAR...
Social media helps B2B marketers
improve search results.
Driving inbound links

48%

Increase page rank

45%

Influence or...
61% of US marketers use social
media to increase lead generation
DIRECTIVE FROM
MANAGEMENT
3%
MY COMPETITORS ARE
DOING IT
...
LinkedIn drives the most customers to B2B.
I’M A B2B COMPANY
THAT ACQUIRED A
CUSTOMER
THROUGH THIS
CHANNEL.

80%
65%
60%

...
Facebook drives the most conversions for B2C.

77%

80%

60%

60%

I’M A B2C COMPANY THAT
ACQUIRED A CUSTOMER
THROUGH THIS...
The average user spent only 3
minutes on Google+ in January 2012
450

405

400

AVERAGE MINUTES/MONTH

350
300
250
200
150...
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, F...
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 ...
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%

...
The global population of blog
readers keeps growing.
60%

50%

40%

30%

20%

10%

0%

2008

2009

2010

2011

2012

% OF ...
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 USE...
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...
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: HUB...
Nearly 40%

of US companies use blogs for
marketing purposes.

39%

34%

“MY COMPANY USES A BLOG
FOR MARKETING PURPOSES.”
...
FACT

Blogging can really
move the needle.
Blog articles influence purchases.
DECIDE ON A PRODUCT/SERVICE

21%

REFINE CHOICES

19%

GET SUPPORT/ANSWERS

19%

DISCOV...
Companies that blog have

55% more
website visitors.

2250

55%
# OF MONTHLY VISITORS

1480

DON’T BLOG

SOURCE: HUBSPOT,...
B2C companies that blog generate

88% more leads

per month than those who do not.
15

# OF MEDIAN MONTHLY LEADS

88%
8

...
B2B companies that blog generate

67% more leads

per month than those who do not.

# OF MEDIAN MONTHLY LEADS

15

67%

9...
Companies with >51 blog
articles experience a

77% lift

23

77%

# OF MEDIAN MONTHLY LEADS

in median monthly leads.
13
...
Blogging frequency has a

direct & significant

impact on lead-gen.

89%
76%

78%

2-3X/WEEK

DAILY

# OF MEDIAN MONTHLY L...
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:...
# 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
k...
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 t...
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

3...
Facebook has become the top choice
for social sign-in.
OTHER
8%

WINDOWS LIVE
6%

TWITTER
7%

FACEBOOK
35%
YAHOO
13%

GOOG...
Facebook has become the preferred way
of sharing content, second only to email
(for now).
84%

EMAIL

88%

44%

FACEBOOK

...
We’re not just engaging with our friends
on Facebook. We’re engaging with
businesses of all kinds.
17
ARTISTS

92

43
MEDI...
Many internet activities that once
took place on separate, isolated
venues are now funneled through
Facebook. These includ...
FACT

Facebook has real
business value.
Most US B2B marketers agree
that Facebook is an effective
marketing tool.
FACEBOOK

51%

LINKEDIN

45%

TWITTER

MYSPACE

...
More than half of SMBs say
Facebook is beneficial to their business.

DO NOT USE
32%

NOT VERY
BENEFICIAL
13%

SOURCE: AD-...
More than 1/3 of marketers say

Facebook is “critical” or
“important” to their business.
Not Useful
14%

Critical
15%

Imp...
The number of marketers who say Facebook
is “critical” or “important” to their business
has increased by 75% in three year...
THE BOTTOM LINE

If you don’t like
Facebook yet, you will
TWITTER
128
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 LEA...
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: E...
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: ...
US Twitter users are more educated
than the general population.
33%

MONTHLY TWITTER USERS 18+

30%

TOTAL POPULATION 18+
...
US Twitter users have higher incomes
than the general population.
23%

MONTHLY TWITTER USERS 18+

20%

TOTAL POPULATION 18...
US Twitter users tend to be “early adopters.”
TOTAL POPULATION 12+
AMONG THE 1ST TO BUY/TRY NEW
PRODUCTS

BUY/TRY NEW PROD...
For Twitter users, Internet > TV.
73%

“THE MEDIUM THAT IS
MOST ESSENTIAL
TO MY LIFE IS…”

MONTHLY TWITTER USERS 12+
42%

...
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

MONTHL...
FACT

Twitter + Business = $$$
More than 1/2
of active Twitter users
follow companies,
brands or products
on social networks.

SOURCE: EDISON RESEARCH, 2...
Twitter plays an active role
in purchasing decisions.
LEARN ABOUT
PRODUCTS/SERVICES

42%

PROVIDE OPINIONS ABOUT
PRODUCTS/...
79% of US Twitter users are more likely to
recommend brands they follow.

NO
15%

YES, FOR
MANY
BRANDS
23%

SOURCE: EDISON...
67% of US Twitter users are
more likely to buy brands they follow.
NO
23%

YES, FOR
MANY
BRANDS
25%
SOURCE: EDISON RESEARC...
57% of all companies that use
social media for business, use Twitter.
DON’T USE
TWITTER
43%

USE
TWITTER
57%

SOURCE: BUSI...
B2B companies are far more likely
to use Twitter than B2C companies.
75%

“MY COMPANY TWEETS.”

49%

B2B

SOURCE: BUSINESS...
Twitter drives more customers for B2C.

55%

“YES, WE HAVE
ACQUIRED
A CUSTOMER VIA
TWITTER.

40%

B2B

B2C

SOURCE: STATE ...
More than 1/3 of marketers say Twitter is
“critical” or “important” to their business.
Not Useful
14%

Critical
15%

Somew...
Companies that use Twitter
average 2x more leads/month
than those that do not.
# OF MEDIAN MONTHLY LEADS

86

USE TWITTER
...
B2C companies with >100 followers
have 146% more leads/month
than those with <100.
35

# OF MEDIAN MONTHLY LEADS

146%

3...
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, 20...
54% of iOS web traffic is devoted to
search VS the 36% Internet average.
SEARCH THROUGH IOS
54%

36%

IOS
SOURCE: CHITIKA,...
60% of
consumers do
product or
service research
“several times a
month” via a
mobile device.

SOURCE: LOCAL CORPORATION, A...
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, IMPIGERMOV...
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 ...
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
Face...
Search Engine
Optimization
Blogging &
Social Media

Lead
Generation

All-in-One
Marketing Software

Lead
Management
Email ...
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Transcript of "120 marketing-stats-charts-and-graphs"

  1. 1. MARKETING STATS, CHARTS & GRAPHS
  2. 2. 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
  3. 3. Inbound VS. Outbound Marketing
  4. 4. 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)
  5. 5. FACT The Internet has fundamentally changed the way people find, discover, share, shop, & connect.
  6. 6. >1/3 of the world’s population is on the Internet. SOURCE: ICT FACTS & FIGURES, 2011
  7. 7. ALMOST 8 NEW PEOPLE COME ONTO THE INTERNET EVERY SECOND SOURCE: INTERNETWORLDSTATS.COM, 2012
  8. 8. 79% of online shoppers spend at least 50% of their shopping time researching products. SOURCE: POWERREVIEWS, FEBRUARY 2012
  9. 9. # OF US CITIZENS 300,000,000 200,000,000 SOURCE: FTC, JULY 2010 # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST
  10. 10. % 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
  11. 11. FACT Marketers are shifting their budgets away from “interruption” advertising.
  12. 12. 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
  13. 13. Direct mail is very expensive and ineffective for new leads. Marketing Professional Hardware Technology 11 to 25 Employees
  14. 14. 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
  15. 15. 61% LESS Inbound marketing costs per lead than traditional, outbound marketing. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  16. 16. FACT Inbound marketing is a lot more cost-effective than traditional, outbound marketing.
  17. 17. Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. THE BOTTOM LINE Go inbound or go home.
  23. 23. SEARCH ENGINE OPTIMIZATOIN
  24. 24. 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
  25. 25. FACT Google is the new Yellow Pages.
  26. 26. 61% of global Internet users research products ONLINE. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
  27. 27. When researching branded products… 44% of online shoppers begin by using a search engine. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
  28. 28. In May 2011... other GOOGLE SITES SOURCE: COMSCORE, MAY 2011 …Google sites led the search market with 65% of SEARCH queries.
  29. 29. 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
  30. 30. 57% of TV viewers use the web simultaneously. SOURCE: NIELSON, 2009 TV web
  31. 31. FACT Ranking high on search engines is no longer optional, it’s critical.
  32. 32. 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
  33. 33. 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
  34. 34. 75% of users never scroll past the first page of search results. SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
  35. 35. 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
  36. 36. FACT The more keyword-rich content you generate, the more search engines will find (and love) you.
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. THE BOTTOM LINE If Google can’t find, neither will anyone else.
  42. 42. EMAIL MARKETING
  43. 43. 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
  44. 44. >80% of email marketers send the same content to all subscribers SOURCE: EXPERIAN, APRIL 2012
  45. 45. The word "exclusive" in email promotional campaigns increases unique open rates by 14%. 14% Not Exclusive SOURCE: EXPERIAN, APRIL 2012 Exclusive
  46. 46. 84% of B2B marketers use segment targeting in their email campaigns. SOURCE: BTOB MAGAZINE, MARCH 2012
  47. 47. 59% of B2B marketers say email is the most effective channel in generating revenue. $$$$$$$ SOURCE: BTOB MAGAZINE, MARCH 2012
  48. 48. less than 1/3 SOURCE: ECONSULTANCY, MARCH 2012 …of email marketing companies regularly test their email marketing campaigns.
  49. 49. Morning emails get high CTR. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  50. 50. 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
  51. 51. The fresher your list, the better! SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  52. 52. Most users report reading email on mobile devices. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
  53. 53. FACT Send email early in the morning.
  54. 54. SOCIAL MEDIA
  55. 55. 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
  56. 56. FACT Social media isn’t a fad. It’s a revolution.
  57. 57. % 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
  58. 58. 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%
  59. 59. Social media use in the U.S. has increased by 356% since 2006. 2006 SOURCE: NETPOP RESEARCH, ARIL 2012 2012
  60. 60. 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
  61. 61. 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
  62. 62. FACT Social media has real business value.
  63. 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. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 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%
  68. 68. 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
  69. 69. 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%
  70. 70. 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
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. 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
  75. 75. Females are greatly overrepresented on PINTEREST. SOURCES: ALEXA, 2012
  76. 76. …is from the U.S. 65% of Pinterest's global web traffic… SOURCES: ALEXA, 2012
  77. 77. Pinterest drives more referral traffic than Google Plus, LinkedIn and YouTube combined. PINTEREST SOURCE: SHAREAHOLIC, FEBRUARY 2012 Google+ LinkedIn YouTube
  78. 78. BOTTOM LINE It’s time to go social.
  79. 79. BLOGGING
  80. 80. 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
  81. 81. FACT Blogs keep growing —in volume & value.
  82. 82. 152,000,000 There are blogs on the Internet. SOURCE: UM, OCTOBER 2010
  83. 83. % 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
  84. 84. 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
  85. 85. 81% of marketers rated their blog as USEFUL or BETTER. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
  86. 86. 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
  87. 87. 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
  88. 88. 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
  89. 89. 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
  90. 90. FACT Blogging can really move the needle.
  91. 91. 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.”
  92. 92. Companies that blog have 55% more website visitors. 2250 55% # OF MONTHLY VISITORS 1480 DON’T BLOG SOURCE: HUBSPOT, 2010 BLOG
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. 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
  97. 97. FACT Bloggers are “morning people.”
  98. 98. 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
  99. 99. # OF VIEWS Blog reading peaks around 10AM. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  100. 100. # OF LINKS SHARED Link-sharing among blog readers peaks around 7am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  101. 101. # OF COMMENTS Commenting on blogs peaks around 8am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
  102. 102. THE BOTTOM LINE Blog early and often.
  103. 103. FACEBOOK
  104. 104. 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
  105. 105. FACT Facebook has a massive & highly engaged audience.
  106. 106. 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
  107. 107. Brands get a 46% increase in user engagement with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
  108. 108. 65% Brands get a increase in interactive content with FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
  109. 109. 35% of consumer comments on company Facebook Pages are compliments. SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX
  110. 110. 70% of Facebook news consumers follow links posted by FRIENDS or FAMILY.
  111. 111. The median ratio of Facebook VIEWS : SHARES : 9:1 SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL
  112. 112. 93% of US adult Internet users are on Facebook. 164 Million 152 Million SOURCE: BLOGHER, APRIL 2011
  113. 113. 1 out of every 7 minutes online is spent on Facebook. SOURCE: COMSCORE, DECEMBER 2011
  114. 114. The average Facebook user spends ~7 hours/month on Facebook. 7HOURS SOURCES: COMSCORE
  115. 115. 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
  116. 116. 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
  117. 117. 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
  118. 118. 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
  119. 119. 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
  120. 120. FACT Facebook has real business value.
  121. 121. 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.”
  122. 122. 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%
  123. 123. 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
  124. 124. 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%
  125. 125. THE BOTTOM LINE If you don’t like Facebook yet, you will
  126. 126. TWITTER
  127. 127. 128
  128. 128. FACT Virtually everyone has heard of Twitter. Not everyone is using it (yet).
  129. 129. Roughly 9% of adult Americans use Twitter. 152 Million 21 Million SOURCE: EMARKETER, APRIL 2011
  130. 130. The average Twitter user has 27 followers. SOURCE: RJMETRICS, JANUARY 2010
  131. 131. 25% of Twitter accounts have no followers. FOLLOW ME? SOURCE: RJ METRICS, JANUARY 2010
  132. 132. 40% of Twitter accounts have never sent a single tweet. SOURCE: RJ METRICS, JANUARY 2010
  133. 133. 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%
  134. 134. FACT Twitter users are young, smart, affluent, & tech-savvy.
  135. 135. 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+
  136. 136. 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
  137. 137. 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
  138. 138. 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
  139. 139. 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%
  140. 140. 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
  141. 141. 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
  142. 142. FACT Twitter + Business = $$$
  143. 143. More than 1/2 of active Twitter users follow companies, brands or products on social networks. SOURCE: EDISON RESEARCH, 2010 FOLLOW
  144. 144. 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...”
  145. 145. 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%
  146. 146. 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%
  147. 147. 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
  148. 148. B2B companies are far more likely to use Twitter than B2C companies. 75% “MY COMPANY TWEETS.” 49% B2B SOURCE: BUSINESS.COM, SEPTEMBER 2009 B2C
  149. 149. 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
  150. 150. 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
  151. 151. 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
  152. 152. 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
  153. 153. FACT Don’t be a twit. Start tweeting.
  154. 154. MOBILE
  155. 155. There are 271 MILLION mobile subscribers in the U.S. alone. SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011
  156. 156. 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
  157. 157. 60% of consumers do product or service research “several times a month” via a mobile device. SOURCE: LOCAL CORPORATION, APRIL 2012
  158. 158. 1% of emails are first opened on mobile devices, then on desktop PCs later. SOURCE: KNOTICE, MARCH 2012
  159. 159. FACT Optimize your website & email for mobile.
  160. 160. 9 out of 10 mobile searches lead to action. OVER HALF lead to purchase. SOURCE: SEARCH ENGINE LAND, 2011
  161. 161. 90% of text messages are read within 3 MINUTES of being delivered. SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011
  162. 162. 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
  163. 163. MAKE YOUR MARKETING AWESOME Try HubSpot FREE for 30 days! http://HubSpot.com/free-trial
  164. 164. 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
  165. 165. Search Engine Optimization Blogging & Social Media Lead Generation All-in-One Marketing Software Lead Management Email & Automation Marketing Analytics
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