Many companies are successfully using social media like Twitter, LinkedIn, Facebook, and blogs to acquire customers. Over 40% of companies have acquired customers from Twitter, LinkedIn, Facebook, and their company blog. B2C companies tend to see more value from social media for customer acquisition, especially Facebook, while B2B companies see more value from LinkedIn. Frequent blog posting correlates with higher customer acquisition - companies posting multiple times per day acquired 100% of customers from their blog. [/SUMMARY]

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Social Media Aids Customer
Acquisition
Published on April 26, 2010 | Email this
article
Many B2C and
B2B companies
are successfully
using social media
networks to
acquire
customers,
according to
[pdf] the “State
of Inbound
Marketing Report”
from internet
marketing firm
Hubspot.
Major Social
Media Channels
Provide Leads to
4 in 10
Companies
More than four in
10 companies
overall have
acquired a
customer from
four major social
media channels.
Forty-one percent
of companies
have acquired a
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customer from
both Twitter and
LinkedIn. That
figure rises to 44%
for Facebook and
46% for a company
blog.
Social Media Especially Helps B2C
When social media customer acquisition
figures are broken out by B2B and B2C
companies, it becomes clear that B2C
companies generally obtain more value from
their social media marketing efforts. Fifty-
one percent of B2C companies have
acquired a customer from Twitter,
compared to 38% of B2B companies. The
difference is most stark in customer
acquisition figures for Facebook, from which
68% of B2C companies have obtained a
customer but only 33% of B2B companies.
When it comes to LinkedIn, however, the
usefulness trends reverse. Forty-five
percent of B2B companies have obtained a
customer from LinkedIn, compared to only
26% of B2C companies. Figures for
company blog customer acquisition are
closest in range, with 57% of B2C
companies and 43% of B2B companies
obtaining a customer through this channel.
Blog Post Frequency Makes a Difference
The more posts a company makes, the
more success it will have driving new
business. One hundred percent of
companies posting multiple times a day on
their blogs acquired a customer, and 90%
posting daily acquired a customer. This
figures declines to 69% for companies
posting two to three times a week, down
to 13% for companies posting less than
monthly.
Most Business Blogs Post Weekly
The majority of business blogs in 2010 post
weekly (38%). Another 29% post two to
three times a week, and 17% post monthly.
Only 3% post multiple times a day. Only
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58% of companies making weekly blog
posts acquire a customer, meaning most
companies are leaving a significant tool for
customer acquisition on the table.
Bigger Business Blogs Better Lead
Bringers
Business blogs begin generating
significantly more leads when they have a
median of 24 or more articles posted,
according to other research by Hubspot.
Businesses with blog article numbers above
this critical threshold are likely to have
enough content to make a significant
impact on search engines through
additional indexed pages and new keywords
with which to associate. In addition, other
sites are more likely to link to a blog that
offers a steady stream of content.
Businesses with blogs of 24-plus articles
are more likely to be committed to updating
their blog frequently and, thus, are likely to
generate more traffic from referring sites.
Business blogs that have 0-11 articles
posted will generate a median of three
leads. Once blogs reach the 12-23 posted
article threshold, this median dramatically
rises to 10. However, blogs with 24-51
posted articles generate a median of 13
leads, and will generate a median of 23
leads when the posted article threshold
reaches 52. This represents 77% lead
growth, more than twice the 30% lead
growth that occurs when the number of
posted blog articles reaches 24.
Related categories: Direct, Interactive,
Blogs
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